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A look at the Australian recruitment advertising landscape from the perspective a job seekers.
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RECRUITMENT ADVERTISING 2.0 navigating recruitment advertising from job seekers’ perspective
Phillip Tusing 18th September, Canberra Recruittech Conference
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ICT Vacancy Index ICT Unemployment Rate
Online IT Jobs Vacancies Vs. ICT Unemployment rate
12.8%
3.8%
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Chart Title
Vacancy index Unemployment Rate
Print Job Classifieds Vs. Unemployment rate
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ICT Vacancy Index ICT Unemployment Rate
Online IT Jobs Vs. ICT Unemployment Rate Vs. National Unemployment Rate
12.8%
3.8%
Unemployment Rate
Why did online IT jobs decline sharply from 2008?
Job Vacancies will be dictated by the behaviour and choices made by job
seekers
The view from Job Seekers
Three Trends
1. INFORMATION ASSET INCREASES
Barriers to information (company & jobs) significant.
Pre Internet (1995) Era
The burden of finding job information solely on job seekers’ back
Pre Internet (1995) Era
Job hunting experience: frustrating; time consuming; expensive; difficult; little information.
The burden in the recruitment/employment transaction was solely on IT professionals
1996: Internet Changed Everything
Cost of information & applying for a job = $0
Barriers to company information broken. Job information readily available. The trend continues.
As information barriers crumble, the number of job seekers who DON’T want to work for you increases
Job Seekers information asset increased significantly in the last decade
2. EXPLOSION IN JOB SEARCH & PUBLISHING TOOLS
1996 2009
• Generalist Job Boards
• Niche Job Boards
• Association Job boards
• Online forums
• Association newsletters
• Job Aggregators
• Internet Classifieds
• Search Engines
• Blogs
• Communities
• Social Networks
• Mailing List s
• Radio /Podcast
• Web Portals
• Recruitment Firms
• Referral Networks
• Job Boards
• Print Media
• Personal Networks
• Staffing Agencies
• Podcast
• Video Resume
• SMS
• Widgets
• RSS
• MySpace
• Flickr
• Forums
• Mobile Phones
• Website
500+ newspapers and magazines
Source: Newspapers works
250+ Job boards> Pure plays (Generalist)
> Niche Operators (Industry)
> Niche Operators (Profession)
> Niche Operators (Geographic)
> Vertical Search/Aggregators
> Association Platforms
> Free Job Boards
Database providers
Forums / Community boards
Blog job boards
Social networks
Directories/Classifieds
Alumni platforms
University players
Source: Job Board Report 2009, Destination Talent
2704+ recruitment firms
Source: ABS Catalogue 8558.0
2.7 million searches, on the keyword “JOBS”, conducted on Google in September 2008
Source: Google Keyword Tool
Explosions in personal publishing tools and channels to announce availability
9 million Australians visited social network sites in June 09
Source: Comscore
3%6%13%15%18%19%27%32%33%34%34%41%43%43%44%63%
85%
Source: AAGE 2008 Graduate survey
Choice for Graduates abounds
Job Seekers armed to the teeth with CHOICES
3. CHANGING BEHAVIOUR OF JOB SEEKERS
A revolution doesn‘t happen when a society adopts new tools. It happens when societyadopts new behaviours...
“
” Clay ShirkyAuthor, Professor at NYU
1 millionApprox 5% australians live & work abroad
Source: DFAT
1 in 10 workers are
Source: ABS Cat 6359.0
Independent Contractors
2,315,200 part‐time workers who do not want more hours
Source: ABS Cat 6359.0
52% of engineers
57% of computing
Source: L Hawthorne, Census Data Analysis
Australian Workers Born Overseas
45% of medicine
44% of accountancy
Source: Gallup Employee Engagement Poll Q12 Feb, 2009
82% of Australians not actively engaged at work,costing the nation $42 billion
4% 9% 7% 11%
68%
Don’t look at all Browse every few months
Less than once a month Once or twice a month At least once a week
Australians are frequent job browsers. 68% browse jobs online at least once a week
Source: Employee Satisfaction & Motivation 2008 , SEEK
10.6%
13.1%
17.2%
17.9%
18.2%
18.5%
19.4%
19.5%
19.6%
20.6%
20.8%
22.6%
28.3%
40.3%
Utilities
Education & Training
Manufacturing
Transport
Professional Services
Construction
Finance & Insurance
Wholesale trade
Healthcare
IT
Agriculture
Recreation Services
Real Esatte
Accomodation & Food Service
Source: AHRI HR Pulse, Love em don’t lose em , 2008
National Turnover Rate 19.9%
Shorter Employment Tenure
Source :ABS Employee mobility
9.40%
14.80%17.10%
13.70%10.80% 12.10%
22.10%
20+ 10‐20 yrs 5‐10 yrs 3‐5 yrs 2‐3 yrs 1‐2 yrs 0‐1 yrs
1.2 millionchanged jobs in the last 12 months
Source: AHRI HR Pulse, Love em don’t lose em , 2008
689,200do not expect to be working for current
employer in 12 months
Source: ABS Australian Labour Market 6105.0
of employers think ‘length of service’ as the least important aspect when defining a high performing employee
Sign of the times?
Source: Alexander Mann, High Performer Report
Only 19%of Australians trust CEOs
Source: 2009 Edelman Trust Barometer Australia
Only 6%trust Corporate Advertising
6%
7%
12%
13%
14%
17%
19%
20%
21%
25%
26%
28%
37%
39%
49%
53%
Corporate/Product Advertising
Social Networking Sites
Personal Blogs/Bulletins
Company Website
Business Blogs
Corporate PR/Emails
TV News
Wikepedia
Live Interview with sr. mgmt
Internet Search Engines
Newspaper Articles
Radio News Coverage
Friends & Peers
Company Employees
Business Magazines
Industry Analyst/Reports
Source: 2009 Edelman Trust Barometer Australia
> HOW EMPLOYERS/RECRUITERSREACT
$2.18 billion spent on classified advertising in Australia
Source: CEASA
Employment accounts for 47% of the $390 million a year spent on Internet classifieds. Predicted to grow to $505 by 2011
P.S: PWC‐IAB puts the figure at $350 million in 2007; BRW :$394 millionSource: Frost & Sullivan, Australia Online Classifieds Advertising Market 2007-2011
$600 million*
print media advertising
Source: Newspapersworks
recruitment
Source: ABS 8558.0
billion industry
Online Ads
Source: ANZ job series, Oct 08
The structural shift from print to online advertising is permanent. Online thumps print in volume of ads.
Source: Google
Where will recruitment advertising dollars go?
BannersPop-Ups
Direct Emails
TelevisionRecruiters
NewspapersRadio
Direct Mail
Push Pull
Online
OfflineYellow Pages NewspapersCareer Fairs
Search EnginesCareer Websites
Job BoardsSocial Networks
0.33%
0.51%
0.53%
0.68%
1.15%
1.37%
1.75%
2.15%
2.55%
2.56%
3.42%
4.14%
4.58%
4.58%
4.73%
6.29%
6.77%
10.60%
16.78%
24.54%
Social Media/Network Re‐hires (Alumni)
Mass Media (TV, Radio) Internship
Career FairsOther
Walk‐insCollege / campus recruitment
Job Boards (aggregators) Job Boards (Niche / Specialist)
Resume DatabaseReferrals (internal)
Contract to perm conversion Referrals (external)
Print mediaInternal Promotion
Recruiting / Staffing firmsCorporate WebsiteInternal Recruiter
Job Boards (Generalist)
Increasing channels to manage
Source: Source of Talent 2009 (Destination Talent & Inspecht)
The burden/cost in the relationship shifted to employers
Balance of power has shifted to job seekers. Recruitment advertising to be approached from their perspective.
> Battle for Attention (Acquisition cost will increase)
> Targeting /Employment Branding will go niche
> Context/Influence will be important
> Accountable for your own Traffic (Leadership)
What’s Ahead?
www: destinationtalent.com.au
email: [email protected]
phone: 0402 416 767 or 9212 0702
blog: destinationtalent.com.au/blog
skype: phillip.tusing twitter: philliptusing
connecting employers and talent solution providers
©
> Slide1: Slimjim (http://www.flickr.com/photos/slimjim/2687043572
> Slide 6: http://flickr.com/photos/arkad/499182706
> Slide 9: Wonder lane (http://www.flickr.com/photos/wonderlane/2967970411)
> Slide 10: Kplawver (http://www.flickr.com/photos/kplawver/2749599568)
> Slide 13: Whatdavesees (http://www.flickr.com/photos/whatdavesees/251484422)
> Slide15: http://www.flickr.com/photos/purplemattfish/3310501794/
> Slide 19: http://www.flickr.com/photos/elavats/549041490
> Slide 21: http://www.flickr.com/photos/claudio_ar/2077867996
> Slide 24: http://www.flickr.com/photos/stabilo‐boss/93136022
> Slide 25: http://www.flickr.com/photos/boo_rebelxt/3619210616/in/set‐72157619545932665
> Slide 29: http://flickr.com/photos/bcorreira/2061677494
> Slide 31: http://www.flickr.com/photos/purplemattfish/3360590086
> Slide 32: http://www.flickr.com/photos/aftab/2531914911
> Slide 33: http://www.flickr.com/photos/zachklein/54389823
> Slide 34: http://www.flickr.com/photos/vox_efx/2900866264
> Slide 35: http://www.flickr.com/photos/27021814@N00/3203929149
> Slide 37: http://www.flickr.com/photos/chubbybat/2919126867
> Slide 38: http://www.flickr.com/photos/daunphilipp/3605651096
> Slide 40: http://www.flickr.com/photos/cosmosfan/2414002070
> Slide 41: http://www.flickr.com/photos/4yas/3411519332
> Slide 45: http://www.flickr.com/photos/faby74/2545026823
> Slide 46: http://www.flickr.com/photos/danzen/432388521
> Slide 50: http://www.flickr.com/photos/30003321@N00/2293923826
> Slide 54: http://flickr.com/photos/practicalowl/314989744
Image credit and references