给对补充的分析趋向做广告（PPT54）(1).ppt

WhereDidTheyGo?AndWhenWillTheyComeBack?,AnAnalysisofRecruitmentAdvertisingTrends,Theobjectiveofthispresentationisthreefold:TopresentamacroviewoftherecruitmentmarketToshareananalyticalapproachtoidentifyinglocalrecruitmentopportunitiesTodiscussactionslocalnewspapersshouldtaketocapitalizeonopportunitiesmid-andlonger-term,NotethatthesefindingsintegrateworkdonefortheNAAHorizonWatchingInitiativeplusKannonsownclientwork.,Lookingforward,totalU.S.employmentisexpectedtogrowtoabout168millionby2010,up15%.,U.S.Employment,1989,1999,2000and2010e,+15%,Thousands,TheshiftfromGoodsProducingtoServiceProducingemploymentisexpectedtocontinue.,DistributionofChangebyIndustryGroup,2000-2010e,ExpectedChangeinEmployment,2000to2010e:22.2MillionJobs,GoodsProducing1%,ServiceProducing99%,ProfessionalandServiceoccupationsareexpectedtorepresent39%ofemploymentin2010.,DistributionofU.S.Employment,2010e,BlueCollar24%,Service19%,Officeabouttwo-thirdsareAsian.,ProfileofH1-BWorkers,2000,Futurelabordemandsmaybebolsteredbynearlyhalfoftodaysworkers,whoexpecttoworkpast65.,PercentageofWorkersExpectingtoRetireBeyondAge65,1991vs.2001,%ofWorkers,Only26%of2001retireeswereemployed,but63%oftodaysworkersexpecttoworkpastretirement.,WorkerExpectationaboutEmployment,RetireesbyLaborStatus,2001,WorkersEmploymentExpectation,2001,RecruitmentBaseline:JobSeekersKeyTakeawaysBy2010,aboutone-thirdoftheworkingpopulationwillbeAfrican-American,Hispanic,andAsian.Thisisanincreaseinproportionfromonly18%in1980.Theexpectedgrowthinthelaborforcewillnotbeenoughtomeetfutureemploymentdemand.Asaresult,othercountrieswillcontinuetobeakeysourceoftalent,bothpermanentandtemporary.Thesupplygapwillalsobemitigatedbyaworkingpopulationthatisexpectingtoretireatalaterageduetofinancial,personalandhealthconsiderations.,Toidentifyopportunities,weurgeyoutolookatthelocallevelthroughfresheyes.,Oneapproachistocomparethenewspapersperformancetothemarket.,Localmarketdatacanbeobtainedfromseveralsources.BureauofLaborStatistics(BLS)StateEmploymentSecurityCommissionBureauofCommerce,Employmentdatafromlocalgovernmentsourcesareavailablebydetailedoccupations.,LocalEmploymentEstimates,Management,19952000,Illustrative,Oncedataareobtained,theemploymentindexofeachoccupationcanbecalculated.,EmploymentIndex,HealthcareSupportJobs,HealthcareSupportOccupations,MarketLevel,1996to2000,Index,ActualDataMarketLevel,Somenewspapershavesystemsthatcapturerevenue,adcount,andlineagebyoccupation.Suchdata,however,needstomaptolocaloccupationclassifications.Classificationssuchas“GeneralEmployment”wouldneedtobedisaggregatedintooccupations.Industry-levelaggregations(e.g.,“Hotel/Motel”)alsoneedtobedecomposedintooccupations.,Intheabsenceofstoreddata,aphysicalauditofselectedSundayswouldbenecessary.CarefulselectionofSundaysmustbeobservedtoensureunbiasedrepresentation.Avoidspecialholidaysormega-employmentsectionstopreventskewingthedata.Adcount,lineage,andrevenues,mustbetaggedbyoccupationaswellasindustrytobecomparablewithlocalmarketemploymentinformation.ThenumberofSundaystobeauditeddependsontheresourcesandtimeavailabletocompletetheprocess.,Newspaperadcountindicesbyoccupationcanbecalculatedoncemeasurementsaretaken.,AdCountIndex,HealthcareSupportJobs,HealthcareSupportOccupations,MarketLevel,1996to2000,Index,ActualDataMarketLevel,Comparingthemarketandnewspaperindicescanyieldtousefulinsightsandsomequestions.,EmploymentIndex,HealthcareSupportJobs,AdCountIndex,HealthcareSupportJobs,HealthcareSupportOccupations,MarketLevel,1996to2000,Index,ActualDataMarketLevel,Competitionfromnon-onlinemediahasbeenanoverlookedsignificantthreat.,KeyCompetitorFindings,Suburbannewspapershaveapricingadvantage.Certainverticalpublicationsareparticularlystrong.TheEmploymentGuide,targetedatthelower-endofthemarket,isanactivecompetitorinthemarket.OtherfreelydistributedprintcompetitorstargetedatloweremploymentsegmentsincludetheHelpWantedandEmployeesWantedmagazines.Thelocalfreeweeklypublishesaseparately-distributedfreeemploymentmagazineeveryotherweek.,ActualDataMarketLevel,EmploymentIndex,ComputerJobs,AdCountIndex,ComputerJobs,AdCountvs.Employment,ComputerOccupations,MarketLevel,1996to2000,OnlineIntro,Post-Online,Index,ActualDataMarketLevel,Certainoccupationsegments,morethanothers,havebeenparticularlyaffectedbytheInternet.,Fiverecruitmentsegmentshavebeenaffectedbyonline;threewereconsistentlyimpacted.,ImpactonSelectedSegments,Post-OnlinePeriod,OccupationSegmentNewspaperANewspaperBComputerOccupationsArchitecture&EngineeringSalesOccupationsManagementOccupationsProfessionalOccupations,EstimatedRevenueImpact-10%-20%,ActualDataMarketLevel,Insummary,thefollowingdataareneededtoconductarobustanalysisofrecruitment:LocalmarketemploymentinformationbyoccupationandindustryNewspaperrecruitmentdataonrevenue,adcount,andlineageacrossoccupationsandindustriesInaddition,keymanagementinputandothermarketinformationwouldbeuseful:CompetitiveintelligenceRetailsalesChangesinpopulationEthnicity,RecruitmentStrategicFramework,Weak,CompetitivePosition,Strong,High,Low,SegmentAttractiveness,Astrategicframeworkisneededtosetrecruitmentprioritiesandguideresourceallocation.,Eachoccupationorsegmentcanbeplottedwithinthematrixbasedonthefollowingguidelines.,SegmentAttractivenesscanbedefinedbytheseveralcriteria.,SegmentAttractivenessCriteria,TheextenttowhichcapturingthesegmentrepresentsameaningfulamountofadvertisingrevenuesTheextenttowhichrevenuegrowthcanbeachievedwithoutexpandingshareofmarketThedegreeofchurnorlevelofreplacementrequirementasadriverofrevenuegrowthThedegreetowhichasegmentisabletowithstandrevenuepressuresinarecessionaryenvironment,Explanation,Criteria,Size,EmploymentGrowth,EmploymentChurn,RecessionaryResilience,ThenewspapersCompetitivePositionwithinanoccupationisalsoafunctionofseveralcriteria.,CompetitivePositionCriteria,Criteria,Explanation,RevenueSize,RevenueGrowth,Performancevs.Market,RecessionaryResilience,AveragerevenuecontributionbysegmenttothenewspaperThenewspapersabilitytomaintainandgrowrevenuesbysegmentovertimeThenewspapersperformanceacrosssegmentsrelativetoopportunitiesinthemarketThedegreetowhichthenewspapersrecruitmentrevenueswasaffectedbytherecessionin2001,Toplotasegmentintothematrix,relativeratingscoresforeachcriterionneedtobeapplied,DimensionRatingScale,LowestRating,AverageRating,HighestRating,1,5,9,andweightedbasedonimportance.,PrioritizationCriterionWeights,SegmentAttractiveness,CompetitivePosition,CriterionEmploymentSizeEmploymentGrowthEmploymentChurnRecessionaryResilience,Weight40%40%15%5%,CriterionRevenueSizeRevenueGrowthPerformancevs.MarketRecessionaryResilience,Weight35%25%35%5%,Strategymustfocusonhigh-prioritysegmentsinlightofattractivenessandcompetitiveposition.,OccupationSegmentPrioritization,SalesProductionManagementTransportationandMaterialMovingBusinessandFinancialHealthcareandTechnical,OfficeandAdministrativeSupportBuildingandGroundsCleaning/MaintenanceEducation,Training,andLibraryCommunityandSocialServicesLife,Physical,andSocialSciences,FoodPreparationConstructionandExtractionPersonalCareHealthcareSupportFarming,Fishing,andForestry,Arts,Design,Sports,EntertainmentandMediaComputerandMathematicalInstallation,Maintenance,&RepairProtectiveServiceArchitectureandEngineering,SecondaryTarget,PrimaryTarget,LowPriority,TertiaryTarget,Weak,Strong,CompetitivePosition,High,Low,SegmentAttractiveness,LocalMarketData,1,SixrecruitmentrequirementsfornewspapersemergedfromtheHorizonWatchingwork.,FirstRequirement:SegmentandPrioritizetheJobSeekerMarket,Offerproductsandservicesthataddressspecificneedsandbehaviorsoftopprioritysegments.Developtargetedofferingssuchasverticalpublications,nicheemploymentbooks,specialemploymentsections,zonedinserts,orin-languageproducts.,Investmenttobuildarecruitmentwebsitethatisjobseeker-oriented.,SecondRequirement:InvesttoBuildaJobSeekerOrientedWebSite,Benchmarkversustoprecruitmentwebsitesanddevelopplanstoaddressgapsinperformance.Createonlineuserexperiencesbasedontargetjobseekersknow-howandcomfortinusingthetechnology.Developcontentthatismostrelevantandusefultotargetsegmentsandintegratetoolstogatherjobseekerinformation.Enhancewebsitefunctionalitytoenableemployersrecruitmenteffectiveness(e.g.,rsumdatabases)andattractadditionaladvertisingrevenues.,2,Focusonowninglocallistingsandthemultiplemechanismsneededtodeliverthem.,ThirdRequirement:OwnLocalRecruitmentListingsandMultipleMechanismstoDeliverThem,PartnerwithlocalmediasuchasradioandTVtoprovideadvertiserswithmultiplechannelstoreachjobseekers.Leveragepartnershipswithothermediathroughcross-promotionefforts,contentsharing,cross-platformselling,orsingleordering/buyingofads.Providejobseekerswithmultipletouchpointstorespondtojobopportunitiesviatelephone,fax,orlocalcommunityevents.,3,Developmentofemployer-focusedsalesandmarketingstrategies.,FourthRequirement:DevelopEmployer-FocusedSalesandMarketingStrategies,InvesttobuildstrongerrelationshipswithlocalHRdecision-makersandintermediariestounderstandtheirrecruitmentneeds.Tailorproductsandservicestomeetthoseneedssuchasbrand-buildingprograms,rsumsorting,backgroundchecking,orpre-screeningofjobcandidates.,4,Dedicatedresourcestosellrecruitmentadvertising.,FifthRequirement:DedicateResourcestoProactiveRecruitmentAdvertisingSelling,Evaluateexistingorganizationaldesign,workprocesses,andincentivesystemstoensureoptimumalignmenttodeliverthedesiredrecruitmentadvertisingresults.Educateandtrainsalesandsupportstafftoincreasetheireffectivenessinworkingwithrecruitmentadvertisers.,5,Redesignedpricingandproductstoencourageuseby