Article
Two: Survey Reveals
Regional Press is the Best Source for Job
Seekers
Recruitment advertising has been the regional press industry’s dominant advertising revenue driver for a decade The strong position of regional newspapers within their communities provides a highly effective and trusted environment for recruitment advertisers.
In order to better understand the way that jobseekers use media channels, the Newspaper Society, the voice of Britain’s regional press, commissioned a major piece of research into the recruitment advertising market. With a sample of 8,000 adults, representative of the population as a whole, the study provides a robust and insightful overview of the recruitment market.
The resulting report, Recruitment Choice by Human Capital demonstrates that over 54% of people are currently in the job market. When asked about attitudes to job seeking, 22% of people said they were actively seeking new employment, and 32% would consider another job.
One quarter of adults had been in their current job for more than 10 years, and a further 18% had been with their employer for between five and 10 years. However almost half of all adults have applied for at least one job in the last two years, and a significant number of these (13%) have applied for six or more jobs in this period.
The majority of people are not willing to relocate in order to find a new job. Only 24% of people questioned were willing to move, and 33% of people were unsure. This leaves 43% of people who are definitely unwilling to move to a new area for a new job. People said that they were willing to travel an average of 17.47 miles to work each day. This rose to 19.88 in Northern Ireland, and dropped to 15.54 miles in the North West. London sat close to the average at 17.95.
With such a strong local focus to the job market, targeting recruitment advertising through local and regional newspapers is an option that makes sense to jobseekers and employers
alike. Fifty-one per-cent of people turn to their local newspaper first when looking for a new job, nearly six times as many as second-placed Jobcentre Plus. And of those who use the internet, 42% named local newspaper websites as their first choice, way ahead of local authority websites which came in at 9%.
Jobseekers turn to local newspapers and their websites because they trust them, and find them accessible and reliable. They were quoted as having the best selection of employers and the most up to date job descriptions. They were named as having the most interesting jobs and they provided the easiest methods of application.
So the regional press is in a strong position in the recruitment advertising market, but the industry is far from complacent. Initiatives like Fish4jobs.co.uk demonstrate that regional press publishers are keen to stay ahead of the game and offer the most effective and usable solutions to jobseekers and advertisers.
Robert Ray is Marketing Director of The Newspaper
Society. He can be contacted via martha_lt@newspapersoc.org.uk
or by phone at 020 7636 7014.
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