Recruitment Choice 2005

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Recruitment Choice
2005 Robert Ray - Marketing Director
Alison White - Research Manager
The Newspaper Society
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1 Background and key out-takes 2 Research
methodology and results 3 Summary and QA
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3bn advertising medium
2 advertising medium
13 years successive growth
892m recruitment marketplace
Source Advertising Association/WARC
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Key out-takes 1 The job market. 2 Job
seeking. 3 Attitudes towards recruitment
media. 4 Internet access and usage.
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1. The Job Market

• Over half the UK adult population (16) are
  actively seeking work or open to a new job
• 32 would consider a new job if they came across
  it
• 11 are always looking for a new job
• 11 have recently decided to look for a new job

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2. Job Seeking (1)

• Life is local The majority of jobseekers have a
  1 priority of staying in their local area
• Only 24 of adults are willing to move to a new
  area for a new job

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2. Job Seeking (2)

• Local newspapers are by far the most popular
  medium used when job seeking
• 51 of adults go to the local paper first to find
  out about a new job
• The nearest channel, Jobcentre Plus is used first
  by 9 of browsers
• Nearly 1 in 4 adults found their last job
  through the local paper
• 2nd only to word-of-mouth, and much more popular
  than any other medium

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3. Attitudes towards recruitment media

• Local newspapers own key credentials for
  jobseekers
• A wide selection of employers
• Easy to apply
• Best source for a job around here
• Up-to-date job descriptions
• Easy to find jobs Im interested in

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4. Internet access and usage

• Local newspaper web-sites are the first choice
  web-sites for all those who use the internet
• Local newspaper web-sites (incl. fish4jobs)
  account for 42 respondents first choice
• This is between 4 6 times more popular than
  other on-line options, including-
• Local Authority web-sites
• Local NHS
• The nearest national on-line recruitment brand

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Research methodology and results
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Research methodology Stage I

• Undertaken by Human Capital, media strategy
  research consultants
• Background industry research interviews
• 30 depth interviews with public private sector
  recruiters
• 35 depth interviews with ad directors from local
  papers

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Research methodology Stage II

• A quantitative study of 8,000 people aged 16
  across the UK
• Self-completion postal survey
• Carried out in February/March 2005
• Weighted according to age, gender and regional
  distribution in the UK population

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Behaviour and attitudes towards job seeking and
different ways of finding work
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Behaviour and attitudes towards job seeking and
different ways of finding work
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1 The job market. 2 Job seeking. 3 Attitudes
towards recruitment media. 4 Internet access and
usage.
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Attitudes to job seeking
54 of the population
Base All respondents
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A third of the population are browsing for jobs
Base All respondents
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Important factors when choosing a job
Mean score
Salary Friendly people Stimulating work Close to
where I live Flexible working hours Benefits
(car, pension, etc) More responsibility Different
kind of work Step up career ladder
4.21 4.15 4.01 3.83 3.71 3.42 3.35 3.31 3.16
Base All respondents
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1 The job market. 2 Job seeking. 3 Attitudes
towards recruitment media. 4 Internet access and
usage.
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Distance prepared to travel for the right job
Mean distance
Scotland 19.29 North East 17.46 North
West 15.54 Yorks/Humberside 15.78 Northern
Ireland 19.88 East Midlands 17.12 West
Midlands 16.56 Wales 19.68 East
Anglia 17.61 South West 16.52 Greater
London 17.95 South East 18.48
UK Average 17.47 Miles
Base All respondents
24
Those willing to move to a new area for the right
job
Base All respondents
25
Where found out about last job
Word of Mouth
32
Local Newspaper
23
Recruitment Agency
11
Internal Company Information
4
National Newspaper
3
Trade Magazines
2
Employers own website
2
Recruitment websites
2
Local Newspaper website
1
Other
23
Base All respondents
26
First place to go to find out about a new job
27
People who have applied for work advertised in
the local paper
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1 The job market. 2 Job seeking. 3 Attitudes
towards recruitment media. 4 Internet access and
usage.
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Attitudes to all media
Its the best source if you are looking for a
job around here
53
Local Newspaper
Local Newspaper Website
25
Recruitment Agency
18
National Recruitment Website
17
Base for each bar All respondents who are
familiar with the recruitment method. Therefore
sample sizes vary between bars
National Newspaper
10
30
Attitudes to all media
A wide selection of employers advertise there
Local Newspaper
51
National Recruitment Website
42
National Newspaper
38
Local Newspaper Website
32
Recruitment Agency
Base for each bar All respondents who are
familiar with the recruitment method. Therefore
sample sizes vary between bars
27
31
Attitudes to all media
Its easy to apply
48
Local Newspaper
National Recruitment Website
39
Recruitment Agency
32
Local Newspaper Website
29
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National Newspaper
Base for each bar All respondents who are
familiar with the recruitment method. Therefore
sample sizes vary between bars
32
Well-maintained
All the job descriptions are up to date
36
Local Newspaper
National Recruitment Website
31
Local Newspaper Website
26
Recruitment Agency
23
22
National Newspaper
Base for each bar All respondents who are
familiar with the recruitment method. Therefore
sample sizes vary between bars
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Ease of navigation
Its easy to find jobs Im interested in
Local Newspaper
19
National Recruitment Website
17
Recruitment Agency
15
Local Newspaper Website
11
National Newspaper
10
Base for each bar All respondents who are
familiar with the recruitment method. Therefore
sample sizes vary between bars
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1 The job market. 2 Job seeking. 3 Attitudes
towards recruitment media. 4 Internet access and
usage.
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Internet access at home and work
Home
Work
46
37
33
28
28
16
10
2

Yes Broadband
Yes Dial-up
Yes D/K type
No
Base All respondents
36
Frequency of using the internet
Several times a day Once a day 2-3 times a
week About once a week About once a
fortnight Once a month or less Never
47 15 17 6 4 8 3
Base All who use the internet
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First choice of recruitment website
42
9
7
7
6
4
4
4
2
2
2
2
2
2
1
1
1
Reed
Other
S1jobs
Jobsite
Local NHS Website
Monster
Totaljobs
Prospects
Workthing
Jobs.ac.uk
londonjobs
Jobs.nhs.uk
Cwjobs.co.uk
Tesjobs.co.uk
All local newspaper websites
Jobsgopublic.com
Local Authority websites
Base All respondents who use the internet
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Summary and QA
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Recruitment Choice Summary

• Over half the UK adult population (16) are
  actively seeking work or open to a new job
• Life is local The majority of jobseekers have a
  1 priority of staying in their local area
• Local newspapers are by far the most popular
  medium used when job seeking
• Local newspapers own key credentials for
  jobseekers
• Local newspaper web-sites are the first choice
  web-sites for all those who use the internet

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Robert_ray_at_newspapersoc.org.uk Alison_white_at_newspa
persoc.org.uk