Recruitment 2000 The Houston Chronicle: The Power of Print and Online'

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Recruitment 2000The Houston Chronicle The Power
of Print and Online.
A Presentation For
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Contents

• Trends in Recruitment Advertising
• The Houston Chronicle
• Online Recruitment
• The Power of Print and Online
• A Resource for You! The Employment Market
• Book and The Workforce Book

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Trends in Recruitment Advertising
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Newspaper is Still the Primary Source Used By
Job Seekers.
Where companies find applicants/employees
Other Colleges, Trade Associations, Job Fairs,
Walk-ins and any other sources. The 1997 and
1998 Olsten studies called this category
Employee Referrals, the 1999 study only said
Referrals.
Source 1997, 1998, 1999 Staffing Strategies,
Olsten Forum on Human Resource Issues and Trends.
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The One-Stop Shop for Recruitment Advertising
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The Houston Chronicle

• Readership
• Circulation
• Readers by Industry
• Readers by Occupational Group

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On Any Given Day, The Chronicle Is Read By Over
1 Million People.
Cumulative Readers 1,956,900
Cumulative Readers 1,582,500
Avg Issue Readers 1,559,700
Avg Issue Readers 1,088,500
Base 2,753,700 Houston PMSA adults. Source 1999
Scarborough Report, Houston PMSA.
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The Houston Chronicle Ranks 6th in Daily
Circulation and 9th in Sunday Circulation.
Sunday
Daily
Daily figures represent a weighted average of
Monday-Saturday circulation.
Sunday figures are combined for the Detroit Free
Press and Detroit News.
The Houston Chronicles circulation increased 2
for both daily and Sunday from the September 1999
audit. Also, the Houston Chronicle jumped to 6th
in daily circulation!
Source As filed with the Audit Bureau of
Circulations for 6 month period ended March 31,
2000.
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Daily Reader Demographics
Percents Rounded
Daily Chronicle readers are more likely to have
the following demographic traits

• Men
• Age 35
• Married
• College Educated
• Household Income Between 35,000-75,000 Dollars
• White Collar Occupations

Source 1999 Scarborough Report Houston PMSA.
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Sunday Reader Demographics
Percents Rounded
Sunday Chronicle readers are more likely to have
the following demographic traits

• Both Males and Females
• Age 35
• Married
• College Educated
• Household Income Between 35,000-75,000 or More.
• White Collar Occupations

Source 1999 Scarborough Report Houston PMSA.
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Readers by Industry
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The Chronicles Daily Readers are More Likely to
be Employed in the Following Industries TCPU,
Professional Related Services,
Government/Other, FIRE and Trade.
Percents Rounded
TCPU Transportation, Communication and Public
Utilities, FIRE Finance, Insurance and Real
Estate.
Base 1,088,500 Daily Chronicle Average Issue
Readers. Source 1999 Scarborough Report, Houston
PMSA.
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The Chronicles Sunday Readers are More Likely to
be Employed in the following Industries
Professional Related Services, FIRE, TCPU and
Trade.
Percents Rounded
TCPU Transportation, Communication and Public
Utilities, FIRE Finance, Insurance and Real
Estate.
Base 1,559,700 Sunday Chronicle Average Issue
Readers. Source 1999 Scarborough Report, Houston
PMSA.
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Readers byOccupational Group
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The Chronicles Daily Readers are More Likely to
be Employed in the Following Occupational Groups
Executive, Administrative Managerial
Professional Specialty Technicians Related
Support and Precision, Production, Craft Repair
Occupations.
Percents Rounded
All other Machine Operators, Assemblers
Inspectors Farming, Forestry, Fishing Handlers,
Equipment Cleaners, Helpers, Laborers.
Base 1,088,500 Daily Chronicle Average Issue
Readers. Source 1999 Scarborough Report, Houston
PMSA.
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The Chronicles Sunday Readers are More Likely to
be Employed in the Following Occupational Groups
Professional Specialty Executive,
Administrative Managerial Technician Related
Support and Administrative Support/Clerical
Occupations.
Percents Rounded
All other Machine Operators, Assemblers
Inspectors Farming, Forestry, Fishing Handlers,
Equipment Cleaners, Helpers, Laborers.
Base 1,559,700 Sunday Chronicle Average Issue
Readers. Source 1999 Scarborough Report, Houston
PMSA.
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OnlineRecruitment

• HoustonChronicle.com/jobs
• Chronicle e-Recruiter
• The Houston Chronicle CareerPath.com

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Usage of the Internet Has Grown Among Job
Seekers from 1997 to 1999.
Where companies find applicants/employees
Source 1997, 1998, 1999 Staffing Strategies,
Olsten Forum on Human Resource Issues and Trends.
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The Number of Companies that Accept Resumes
Online Has Increased During the Past 3 Years.
Percentage of Companies Accepting Online Resumes
or Job Applications
Source 1999 Staffing Strategies, Olsten Forum on
Human Resource Issues and Trends.
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Houston Chronicle.com/Jobs
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The Houston Chronicles Classifieds Page Views
Increased by 80 from 1998 to 1999.
Source 1998 1999 Zip2 Thomson Interactive
Media Classified Warehouse Accrue.
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In 1999, Classifieds was the Top Ranking
Category on HoustonChronicle.com.
Annual Page Views
Source 1999 Zip2 Thomson Interactive Media
Classified Warehouse Accrue.
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In 1999, Employment Was One of the Top Ranking
Sections Viewed Within Classifieds.
Top 4 Categories
3,020,214 Page Views
6,874,424 Page Views
3,359,847 Page Views
6,871,231 Page Views
Other contains advertising categories such as
Merchandise, Personals, Pets.
Source 1999 Zip2 Thomson Interactive Media
Classified Warehouse Accrue.
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Chronicle e-RecruiterLaunched on January 17th.
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Chronicle e-Recruiter Benefits the Employer and
the Job Seeker

• For the Employer
• Post a job on the web
• Prescreen candidates
• Immediately match candidates to open positions
• Watch qualified candidates profiles come in
  instantly via e-mail
• View individual job statistics or summary
  statistics for the account
• View potential candidates prior to posting a job.
• Employer access password protected
• Ads can be archived
• Changeable templates set-up for convenience

• For the Job Seeker
• Candidate access is id protected
• Free posting of career profile
• Multiple search methods by company, by keyword(s)
  or by job criteria
• Candidate may remain anonymous until ready to
  reveal identity
• Create a profile, create a resume or use existing
  resume to find a new career

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Chronicle e-Recruiter Has Shown Steady Growth.

• As of April 11, 2000
• 9,134 Candidates
• 480 Jobs Posted
• 219 Employers

• As of February 9, 2000
• 1,821 Candidates
• 202 Jobs Posted
• 88 Employers

• As of May 19, 2000
• 12,999 Candidates
• 665 Jobs Posted
• 321 Employers

Source 1999 Hire.com
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Houston Chronicle.com and CareerPath.com
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Top 10 Categories Searched on CareerPath.com
Among Aggregate Newspaper Searches, December
1999 Aggregate Searches 8,077,554
of Searches
Categories

• 1. Computer 9.2
• 2. Engineering 8.2
• 3. Management 4.8
• 4. Sales 4.5
• 5. Accounting 4.3
• 6. Professional 4.1
• 7. Health/Medical 4.0
• 8. Administrative/Support 3.6
• 9. Marketing 3.5
• 10. Banking 3.5

Approximately 743,135 searches were in
the computer category.
Source CareerPath Site Statistics December 1999.
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1999 Aggregate Newspaper Searches on
CareerPath.com.
Source CareerPath Site Statistics December 1999.
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The Number of Registered Users on CareerPath.com
Continues to Grow.
1999 Registered Users Among Aggregate Newspapers
Source CareerPath Site Statistics December 1999.
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The Number of Resumes Posted on CareerPath.com
Continues to Grow.
1999 Resumes Posted to Date Among Aggregate
Newspapers
Source CareerPath Site Statistics December 1999.
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The Number of Searches on HoustonChronicle.com
is Higher than the Average Number of Searches
Per Newspaper Affiliate.
1999 Searches Through CareerPath.com
On average, for the year 1999, the number of
searches on HoustonChronicle.com was 52 higher
than the average number of searches per newspaper
affiliate.
Oct. 1 was the start of the Houston Chronicles
alliance with Classified Warehouse. During the
crossover to the new system, users of our
Employment Classifieds on HoustonChronicle.com
were routed to CareerPath.com. Thus, resulting in
the sharp increase in traffic.
Source CareerPath Site Statistics.
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Resumes Sourced to HoustonChronicle.com in 1999
Showed Outstanding Growth.
1999 Resumes Sourced to HoustonChronicle.com
CareerPath recreating existing reporting
measures under new platform. Resumes sourced to
newspapers were not available.
Source CareerPath Site Statistics.
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The Power of Print and Online
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Print Options Designed to Fit Your Needs.
Daily Average Issue Readers 40 (Over 1 million
readers)
Sunday Average Issue Readers 57 (Over 1.5
million readers)

• Daily Employment Section
• Employment Banners
• Friday-Technology
• Thursday-Preview
• Monday-Business

• Sunday Employment Section
• Spotlight Employment Sections such as
• Focus on Finance
• Careers in Computers
• Careers in HealthCare

Shell Houston Open Engineers Week Rodeo
Baseball Martin Luther King Jr. Summer Fun
Guide Texaco Grand Prix Focus on Education Aim
Business Expo Rockets/NBA Football Take
Charge of Your Future Letters to Santa Super
Bowl Legacy Chronicle 100 Strictly Business
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Online Options to Increase Your Sales Potential

• HoustonChronicle.com
• Locate potential employees on both a local and
  national level.
• Post Resumes, upcoming Job Fairs and more.
• Chronicle e-Recruiter
• For employers and employees, benefits such as
• Employers set-up prescreening questions
• Employers immediately match candidates to open
  positions
• Employers watch qualified candidates profiles
  come in instantly via e-mail
• Candidates access is id protected
• Candidates can post a career profile for free
• CareerPath.com
• For employers and employees, benefits such as
• Resume Database
• Company Promotion
• Job Posting
• Jobs by Newspaper
• Company Web Posting
• Direct Job Posting

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Overall Online Features

• Drive traffic and increase awareness with
  rotating banner ads.
• Post job listings directly from the newspaper or
  online for 30 days.
• Chronicle e-Recruiter - Instantaneously match
  job candidates and employers.
• Up-to-date postings of local Job Fairs. Job
  seekers are advised to come with their resumes,
  ready to interview. Exhibitor packages available.

• Company Profiles - Post information about your
  company in a searchable database.
• Company Web Postings - Job listings are
  automatically pulled into a searchable database
  from an employers corporate Web site twice a
  week.
• Resume Connection - Human Resource professionals
  can search over 600,000 resumes straight from
  their desktop

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Benefits of Print and Online

• Receive the reaching power of 4 products the
  Houston Chronicle, HoustonChronicle.com,
  Chronicle e-Recruiter and CareerPath.com
• Receive free links to www.texas4u.com, serving
  classifieds from Texas newspapers.
• HoustonChronicle.com/classifieds promotional
  support includes in-paper ads, online banners,
  billboards, and radio.
• In paper ads with the Houston Chronicle reach
  over 1 million readers daily and over 1.5 million
  Sundays.

Promotional Billboards for HoustonChronicle.com
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A Resource for You!

• The Workforce Book
• The Employment Market Book

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What Are These Books For?

• The Workforce Book provides occupational rankings
  among the top 20 most populous metropolitan
  areas.
• The Employment Market Book provides information
  about the Houston market and what it has to
  offer. It also provides information about the
  Houston Chronicle.

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The Workforce Book

• All Information Comes From Claritas Inc.
• Listing of the Top 20 Most Populous Metropolitan
  Areas.
• 115 Occupations Listed. Each Occupation Ranked by
  Total Number of People Employed Per Metropolitan
  Area.

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The Employment Market Book

• The Houston Market
• The Houston Chronicle
• What the Chronicle Has to Offer in Advertising
  Products

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The Houston Market

• Demographics
• Quick Attractive Facts About Houston
• Houstons Employment Industry
• Construction
• FIRE Finance Insurance and Real Estate
• Government
• Manufacturing
• Mining
• Trade Retail and Wholesale
• TCPU Transportation, Communication and Public
  Utilities
• Unemployment Rates
• The Scope of Houston and Economic Indicators
• Major Attractions and their Impact on the Job
  Market.
• Real Estate Performance.
• Educational Make-up and Degrees Conferred.
• Economic and Ethnic Diversity

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The Houston Chronicle

• Readership and Circulation
• Demographics
• Daily
• Sunday
• HoustonChronicle.com
• General information about Houston, the Internet
  and computer owners.
• Houston Chronicle.com Traffic
• Classifieds and Employment Traffic

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The Houston Chronicles Advertising Products.

• Listings of the Chronicles advertising products
  available to recruitment advertisers.

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The 1999 Houston Scarborough Reports
SURVEY METHODOLOGY Houston PMSA

• Conducted by
• Scarborough Research Corporation, New York, New
  York
• Respondents
• Random sample of adults 18, residing in
  telephone households
• (Listed and Unlisted)
• Survey Time Period
• Telephone Questionnaires March 1998-February
  1999
• Newspaper readership data
• Radio listening data
• Demographics
• Mail Questionnaires March 1998-March 1999
• Shopping data
• Sample Size PMSA
• Telephone Questionnaires 2,240