Leveraging Radio
and Cumulus Media
for Employment
& Recruitment Needs
FreeMarketingHelp.org
Agenda
• Radio
– Reach
– Relevance
– Results
• Insight based ideas for using radio for
recruitment
Radio reaches 92% of all U.S. consumers every week…
Listeners continue to turn to radio for news, information and
entertainment, despite an ever-increasing selection of media options.
243,177,000
Weekly Reach
Source: March 2013 , RADAR® 116 National Radio Listening
Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
24.8%
58.0%
80.5%
81.4%
73.3%
Mid - 6am
7pm - Mid
3 - 7pm
10am - 3pm
6 - 10am
Radio reach is consistently high through all dayparts
Weekdays and weekends, Americans young and old find reasons to tune
in to radio at all hours of the day and night. To make sure their messages
get maximum exposure, smart advertisers run ads throughout the
broadcast day.
Weekly Reach By Daypart
Source: RADAR® 116, March 2013 © Copyright Arbitron
(Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)
Radio Dominates the Day
0
10
20
30
40
50
60
70
5-9a 9a-5p 5p-12m 12m-5a 5-9a
% A
18+
Lik
e t
o C
han
ge J
ob
s i
n t
he N
ext
12
Mo
nth
s
Radio
Television
Internet
Magazine
Newspaper
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+
Next Day
Sources: Scarborough USA+ 2011 release 2 (12 months only)
93% 94% 96%
Adults planning to look
for a new job in the
next 12 months.
Small business
owners.
Working moms
(women with 1 or
more children who
work full-time.)
Radio is Relevant
Radio Ads Drive Response% Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Base: Total Population 12+
Radio is RelevantListening habits of adults 18+ who are likely to change jobs in the next 12
months:
• Format preferences:
• 27% listen to CHR/Top 40.
• 19% listen to Adult Contemporary.
• 20% listen to Country.
• 13% listen to Rock and 11% listen to Classic Rock.
• 17% listen to Urban formats (all genres)
• Nearly 20% tune in to Sports Play-by-Plays and nearly 10% listen to News/Talk.
• 56% tune in regularly to traffic reports.
Source: GfK MRI, 2012 Doublebase
Radio is Relevant
Listening habits of adults 18+ who are likely to change jobs in the next 12 months:
• Nearly 57% listen to the radio during morning drive, weekdays 6A-10A.
• Nearly 37% are listening during the day 10A-3P weekdays.
• 51% tune in during the afternoon commute, weekdays 3P-7P.
• Nearly 45% listen during the day on the weekends.
Source: GfK MRI, 2012 Doublebase
Radio is RelevantListening habits of adults 18+ who are likely to change jobs in the next 12 months:
• 65% most often listen to the radio in their car during the weekdays and 62% on the
weekend.
• More than 17% listen at home during the weekends.
• Nearly 16% are listening at work during the weekdays.
• 85% are regular FM radio listeners and 17% listen to AM radio.
• 24% listened to radio online in the last 30 days.
• Nearly 10% visited a radio station, radio program or radio personality's web site in the last 30 days.
Source: GfK MRI, 2012 Doublebase
Radio is Relevant
Listening habits of adults 18+ who are likely to change jobs in the next 12 months:
• 47% think advertising on the radio provides them with meaningful information about
the product use of other consumers.
• 40% agree that advertising on the radio provides them with useful information about
new products and services.
• 41% agree that radio provides them with useful information about bargains.
• 33% agree that advertising on the radio is amusing.
Source: GfK MRI, 2012 Doublebase
Radio Works for Job Seekers & Employers
Objectives:
• Demonstrate Monster’s power as an authentic resource for local
employment opportunities.
• Support Monster’s business development efforts by promoting local
employers.
• Establish Jeff Taylor, founder of Monster, as a brand personality and
credible spokesperson in local markets.
Source: Katz Radio Group
Radio Works for Job Seekers & Employers
Solution: “Today’s The Day”
• Katz Radio Group created and co-
hosted local “sitelets” for each of 10
markets featuring locally relevant
content for job seekers and
employers.
• Listeners were able to enter a 2
month-long “Monster Career Pack”
sweepstakes for a laptop, case and
$2,000 gift card.
Source: Katz Radio Group
Radio Works for Job Seekers & Employers
Solution: “Today’s The Day”
• All participating stations ran 19 flighted
weeks of Monster advertising over 5
months.
– Ten different pre-recorded :15 Monster-
supported tips
– Numerous promos encouraging listeners
to look for the Monster Banners on their
station websites.
– One station in each of the ten markets
interviewed Jeff Taylor on-air.
Source: Katz Radio Group
Radio Works for Job Seekers & Employers
Solution: “Today’s The Day”
• Street teams distributed market-specific
fliers to remind consumers that their
towns’ local job opportunities may be
found on Monster.
• For 3 weeks at the end of the campaign,
one station in each market offered
listeners the chance to win the “ultimate
job” – a job with the station and $500
cash.
Source: Katz Radio Group
Radio Works to Recruit Employees
Results:
• Online data was confidential but
Monster was very pleased with the
overall success achieved in
establishing them as a credible
local resource for job seekers and
employers.
Source: Katz Radio Group
Radio Works to Recruit Employees
Objective:
• To attract applicants for job vacancies at Best Yet Market.
Source: KJOY - Long Island, NY
Radio Works to Recruit Employees
Solution: Best Job Yet
• The station used a combination of
on-air and online elements to attract
applicants.
• On-air commercials and online
display ads drove listeners to a
feature page on the station's website
where they could learn about the
working environment at Best Yet.
Source: KJOY - Long Island, NY
Radio Works to Recruit Employees
Solution: Best Job Yet
• The feature page allowed visitors to
read about the open positions and fill
out an application online.
• Everyone who filled out an
application was entered to win a
$100 gift card to the store.
Source: KJOY - Long Island, NY
Radio Works to Recruit Employees
Results:
• The campaign brought in over 33 qualified
applications.
• The client found the combination of radio and
interactive to be an excellent recruitment
strategy, especially in an unstable job market.
• The client was very pleased and asked the
station to present similar ideas the following
quarter.
Source: KJOY - Long Island, NY
Leveraging Radio for
Employment Agency Advertiser
Insight-Based Ideas
Insight
With all of the challenges of the current economy,
more and more people find themselves looking for
new jobs.
Many people perform great in the initial screening
process only to find themselves being passed over
after the in-person interview.
There are no surefire ways to ensure a job, but every
interview provides a learning experience for both the
hiring manager and the prospect.
Acing the Interview
Source: WorkAwesome.com
Idea: Bloopers & Blunders
Together, Radio Station and Advertiser X help listeners learn
the do’s and don’ts for success in interviewing through a light-
hearted and funny “Bloopers & Blunders” program.
It features practical lessons in interviewing skills learned
through real life mistakes, mishaps and “you just can’t make
this stuff up” situations.
Bloopers & Blunders
How it works:
• Radio station creates an Advertiser X Interview Bloopers & Blunders feature that will
air in a fixed position each weekday in the most appropriate daypart to reach the
target audience.
• Each feature will be recorded by radio station talent from the daypart in which it is
airing and run first in pod for seamless transition from programming.
• Bloopers & Blunders will invite listeners to share their own bloopers & blunders via
social network and the radio station’s website.
Bloopers & BlundersExample #1:
It’s time for today’s Advertiser X Interview Bloopers & Blunders – something to learn about other peoples’ mistakes and mishaps – I
promise you these are REAL …. Here we go – today’s Bloopers & Blunders …. Candidate said he had to quit a banking position
because he was always tempted to steal. Or how about this one .... Candidate said she wanted to leave her current job because they
were making her work too hard. Needless to say, the interviews ended shortly thereafter!
Come on – use your common sense, if you have to present a reason for leaving your previous job, focus on your career path and discuss
what you learned from your experiences at that company. Got a blooper or blunder to share? Have some thoughts to add about the
ones you’ve heard or do you just want to give our interview simulator a whirl – visit us on Facebook or visit the radio station website and
click on Advertiser X Bloopers & Blunders.
Example #2:
It’s time for today’s Advertiser X Interview Bloopers & Blunders – something to learn about other peoples mistakes and mishaps – I
promise you these are REAL …. Here we go – today’s Bloopers & Blunders .… Candidate hugged the president of the company.
Another candidate called his wife to see what they were having for dinner. Candidate reached over and placed a hand on the
interviewer’s knee. SERIOUSLY??? Needless to say, the interviews ended shortly thereafter!
Come on – use your common sense, this is business, not a cocktail party – if you want the job, be the professional they are expecting to
see. Got a blooper or blunder to share? Have some thoughts to add about the ones you’ve heard or do you just want to give our
interview simulator a whirl – visit us on Facebook or visit the radio station website and click on Advertiser X Bloopers & Blunders.
Bloopers & Blunders
How it works:
• Liner Bloopers & Blunders will be posted to the station’s Facebook fan page daily.
For example:
– Advertiser X Bloopers & Blunders: “Candidate said he didn’t like getting up early and didn’t like to read.”
Discuss….
• Radio station creates an Advertiser X Interview Bloopers & Blunders feature page on
its website that will include:
– Bloopers & Blunders in a message board format for visitors to “discuss.”
– Form to post first hand, real-life interviewing bloopers & blunders.
Bloopers & Blunders
How it works:
• Radio station creates an Advertiser X Interview Bloopers & Blunders feature page on
its website that will include (cont.):
– Interview simulator where visitors will be asked “relatively” common interview questions to practice
answering. After they answer each question, a prompt will come up with tips for answering the question in
the best manner.
– Practical interviewing advice from Advertiser X.
– Link to the Advertiser X website for job opportunities.
Insight
It can be tough to find high-quality candidates for an open
position. The best bet for resolving the situation quickly is to cast
as wide a net as possible. There are a wide variety of online job
listing and search sites and social networks are gaining traction
as a source of job information and applicants.
More than ever, companies are exploring new and diverse
sources of applicants as placing ads in the newspaper and
sitting back to wait for calls will no longer cut it.
Help Wanted
Source: Century Group
Idea: The Job Shop
Together, Advertiser X and Radio Station partner to help
people in (insert market) find the jobs that are best suited for
their talent and help employers pinpoint the best candidates
for their positions.
This multi-platform program will position Advertiser X as the
recruiter with the most quality opportunities for candidates and
the most qualified candidates for employers.
The Job Shop
How it works:
• Radio station will create a “Job Shop” channel offering Advertiser X the opportunity to
post all of their current (insert market) job listings.
• Each day (or week), the station will choose one Job of the Day (or Job of the Week) to
highlight on-air and in the station’s online stream.
– Spot will be either :30 or :60 in length, depending on the amount of content required to
describe the position.
– The Job of the Day will direct listeners to the radio station’s “Job Shop” channel to search all
of the Advertiser X positions, obtain helpful advice, learn about upcoming job and career
related events and apply for the positions.
The Job ShopHow it works:
• Radio station will create, produce and host a quarterly series of Advertiser X Job Shop
events that may include:
– Breakfast or Lunch & Learns featuring speakers from Advertiser X along with career coaches
and hiring managers from local businesses.
– Job Fairs at local colleges and universities featuring booths from local businesses, career
coaches and more.
– Speed Networking Events that invite job seekers to come and do some “speed interviewing”
and networking with hiring managers from the Advertiser X job shop channel.
– Seminars focused on specific skills such as resume writing, researching a company/preparing
for the interview, etc.
The Job Shop
How it works:
• Radio Station’s “Job Shop” channel will include all Advertiser X current job listings as
well as some of the following additional interactive tools:
– Opt-in for “Job of the Day” e-blasts and/or text messages.
– Schedule an appointment with a representative from Advertiser X.
– Podcasts from Job Shop events.
– Interactive Job Shop personality quiz – (what type of work is right for your personality type).
– Job market news.
Insight
A Career Coach is a job search partner who is there to help explore
and better define professional competencies, address personal
issues impacting career, clearly identify career objectives, discuss
and resolve obstacles to employment and career success, guide in
developing both short-term and long-range career strategies, assist
in developing, executing and managing a successful job search, and
prepare to competitively interview, negotiate compensation and
evaluate offers.
Professional coaching has tremendous impact on things like
relationships and teamwork. The study says recipients of coaching
saw a 77% improvement in relationships, 67% improvement in
teamwork, 61% improvement in job satisfaction and 48%
improvement in quality.
But professional coaching is a very expensive service…..
Career Coaching
Source: Career Masters Institute
Idea: Career Doctor
Radio station and Advertiser X help listeners through
all their career and job-search concerns, issues and
problems. Through a call-in formatted program, the
Career Doctor from Advertiser X will help job-seekers
(from teens to seniors) identify obstacles, develop
action plans, and achieve success.
Career Doctor
How it works:
• Radio station will launch/introduce the Career Doctor to its listeners via a
pre-taped-to-sound-live, in-studio interview between station talent and the
Advertiser X Career Doctor.
– Interview would run :60-:90 in length with the talent discussing what a career doctor is, what
they do, how they help and the types of questions that listeners can expect to have answered
for them.
– This segment will work to establish the Career Doctor’s credibility and will then open it up to
listeners to begin asking for specific career advice.
Career Doctor
How it works:
• Once the Career Doctor is established, radio station will run :10 and
:15 promotional spots to drive awareness of the Career Doctor “call-
in” program and invite listeners to submit their questions for Advertiser
X’s career coach.
– For example: Do you have a question about your career? Looking to change jobs,
but you are not sure where to start? Let the Career Doctor tackle it with you – call,
email or log on to the stations website today and send us a note.
Career Doctor
How it works:
• Each question is provided to Advertiser X and the Career Doctor to
craft the response and tape the advice for airing.
– For example: DJ introduces, “I am here with the Career Doctor from Advertiser X –
Dr. C – Debbie Wolf asked …” Dr. C. answers
– DJ closes: “If you have a question for the Career Doctor, call, email or log on and
send us a note.”
Career DoctorHow it works:
• Station creates a Career Doctor page on the station website with an “email form” for
users to post their questions.
• Answers will be announced on-air (as described), as well as online and via direct
email back to the individual that asked the question.
• The Career Doctor feature page will also include:
– Link to the Advertiser X website.
– Advice and articles written by the Career Doctor (Advertiser X) with regards to coaching subject areas.
– Questionnaire for a “Career Doctor Check-up” that will gauge how satisfied the individual is with their current
job situation (or prospect).
Next Steps
• Gain feedback on ideas
• Station to revise based on feedback and propose
schedules and costs
• Plan activation timeline, including commercial creative
and station produced spots (if required)
• Discuss how campaign success will be measured
• Launch campaign