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Newspaper media gets the employment job done

Employers seeking high-calibre candidates continue to rely on newspaper employment sections and their websites. BRIAN ROCK explains why.

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  • 4.3 million read the employment section of a newspaper or visit publishers’ employment websites each month
    • 3.2 million read a print employment section
    • 1.4 million visit a publishers’ employment website
  • Most readers are employed
    • Print – 65%. Digital – 68%.
  • 1 in 4 employees (28%) read a print employment section or visit a publisher employment section each month
  • High-earners are above average readers/visitors
    • Those on $120,000 or more are 37 percent more likely to read print employment sections, and 29 percent more likely to visit a publisher employment site.

More than one million Australians change jobs each year, according to the Australian Bureau of Statistics. A similar number return to the workforce, start their first job, or take a second job.

This goes a long way to explaining why there’s so much interest in employment sections and sites, which are read by 4.3 million each month.  Most of this activity remains with the printed newspaper, which attracts 3.2 million readers each month, while sites such as MyCareer, Adzuna or CareerOne pull 1.4 million visitors.

Overlap exists between the two channels but emma data shows most people tend to use one of them.  Only 11 percent of those who prefer newspapers will go to a website while a quarter of digital users will pick up a newspaper to scan the market.

This is a good reason to use both. Employers who run ads in print and online reach a much larger pool of potential candidates. Typically, they look for experienced, high-quality candidates – and newspaper print and digital media deliver them.

The best candidates are usually currently in a job. While only 57 percent of people 14+ are employed, 65 percent of newspaper employment section readers and 68 percent of digital visitors are employed.

Consumers of newspaper media are more likely to be employed. Both print (46%) and digital (47%) compare favourably with the total population figure of 38%.

The high readership, combined with the above-average percentage of full-time employed readers, makes newspapers an effective way to reach these potential candidates.

Each month, 1 in 5 people in full-time employment reads a newspaper employment section (22%), and adding digital takes it close to 1 in 3 (29%).

Newspaper media are especially valuable for targeting high-performers in well-paying jobs. The higher the income, the more likely they are to read.

People earning $120,000+ are 37 percent more likely to read the employment section of a newspaper, and 29 percent more likely to visit a publisher employment site, compared with the average.

This doesn’t mean employment sections are only read by people with high-incomes.

They attract above-average numbers of readers from all occupation categories. This ranges from managers being 32 percent more likely to read an employment section or visit a publisher website, to 6 percent more likely for labourers:

Likelihood of reading employment sections/websites
compared with the total population 14+

   Occupation                       More likely
   Manager   +32%
   Machinery Operator & Driver   +30%
   Professional   +17%
   Technical/ Trades   +12%
   Community & Personal Services   +12%
   Clerical & Administrative   +12%
   Sales   +11%
   Labourer   +6%

For employers the message is clear: newspaper media is a highly-efficient way to reach potential employees, no matter what role they wish to fill.

Sources: Australian Bureau of Statistics, 6209.0 – Labour Mobility, Australia, February 2013
emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending January 2015, Nielsen Online Ratings January 2015, People 14+ only.


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