AnAnalysisofRecruitmentAdvertisingTrends.ppt

WhereDidTheyGo AndWhenWillTheyComeBack AnAnalysisofRecruitmentAdvertisingTrends Theobjectiveofthispresentationisthreefold TopresentamacroviewoftherecruitmentmarketToshareananalyticalapproachtoidentifyinglocalrecruitmentopportunitiesTodiscussactionslocalnewspapersshouldtaketocapitalizeonopportunitiesmid andlonger term NotethatthesefindingsintegrateworkdonefortheNAAHorizonWatchingInitiativeplusKannon sownclientwork 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 Office AdministrativeSupport24 Professional20 Management11 Sales10 TotalEmployment 2010e 167 7MillionJobs TotaljobopeningswillbehighestinServiceandProfessionaloccupations TotalJobOpeningsDuetoGrowthAndReplacements 2000to2010e Millions Professional RelatedOccupations Office Admin Support Sales RelatedOccupations Mgt Business Financial Trans MaterialMoving Service Production 13 5 3 9 3 9 5 1 6 7 7 7 12 2 Replacementneedswillaccountfor62 ofallexpectedavailablepositions DistributionofJobOpeningsbyOccupationalGroup 2000to2010e OrganicJobGrowth38 ReplacementRequirements62 TotalOpenings 57 9MillionJobs OccupationsWithAboveAverageReplacementRequirements Production81 Office Admin Support72 Sales72 Installation66 Twelveoccupations twoofwhicharefastgrowing willaccountforalmost60 ofopenings FoodPreparation ServicesEducation Training LibraryManagementFinancial InformationClerksHealthCarePractitioners TechnicalOfficeSupportComputer MathematicalMaterialMovingConstructionTradesRetailSalesPersonalCareCashiers LargestNumberofNew ReplacementJobs 2 0Million 59 ofJobOpenings ThejobswiththehighestorganicgrowthratesareProfessionalinnature Computer MathematicalHealthCareSupportCommunity SocialServicesAdvertisingSalesProtectiveHealthCarePractitioners TechnicalModels DemonstratorsFinancialServiceSalesTelemarketingPersonalCareArts Design Entertainment HighestGrowthRate NewJobs 20 ExpectedGrowth 22 ofJobOpenings LargestNumberofNewJobs 2 600 34 ofNewJobs RetailSalespersonsGeneralManagers TopExecs GeneralOfficeClerksCashiersJanitorsandCleaners notMaids ComputerSupportSpecialistsLandscapingLaborersLightTruckDriversGuardsSystemsAnalysts EDP WaitersandWaitressesReceptionistsandInformationClerks Ofcourse thisvariesbymarket HighestGrowthRate NewJobs 37 ExpectedGrowth 12 ofNewJobs ComputerSupportSpecialistsComputerEngineersSystemsAnalysts EDP AmusementAttendantsMedicalScientistsBiologicalScientistsParalegalPersonnelReligiousActivitiesDirectorsParkingLotAttendantsEngineering Math andNaturalScienceManagersBusinessServiceSalesAgentsDatabaseAdministrators LocalMarketData ThemajorityofallexpectedjobopeningsareforoccupationsthatrequirelessthanaB A JobOpeningsbyEducationalorTraining 2000 2010e B A orHigher21 LessthanaB A 79 TotalJobOpenings 45 7M Associate sDegree6 VocationalAward6 RelatedWorkExperience7 Moderate Long TermOJT27 Short TermOJT54 TotalJobOpenings 57 9M andtypicallypayless MedianAnnualIncomesbyEducationalorTrainingRequirement 2000 AnnualMedianSalary Nationally almost60 ofworkersareemployedbycompanieswithunder500employees DistributionofFirms Lessthan10 10to99 100to499 500 Employees 58 DistributionofWorkers Again thisvariesbymarket Lessthan10 10to99 100to499 500 Employees 58 81 DistributionofWorkersbyFirmSize 1999 LocalMarketData RecruitmentBaseline EmploymentMarketKeyTakeawaysNewspapersneedtodevelopproducts services andchannelstoreach SmalleradvertisersLower endjobsGrowthareasshouldbetargeted ComputerandMathematicaloccupationsHealthcarePractitionersandTechnicaloccupationsMarketlevelanalysesneedtobedonetoidentifylocalopportunities Theproportionofthelaborforce45yearsandolderhasgrown andthetrendisexpectedtocontinue DistributionofCivilianLaborForcebyAge 1980to2010e 16to19 35to44 45to54 55to64 65andolder 20to24 25to34 ofTotal 30 39 106 9 140 9 157 7 LaborForce millions 3 2 3 LaborForce millions Theproportionoffemalesinthelaborforceisalsoincreasing reaching47 in2000 DistributionofCivilianLaborForcebyGender 1980to2010e Male Female 106 9 140 9 157 7 ofTotal Abouttwo thirdsofwomenwithchildrenunder18areworking upfromabouthalftwentyyearsago LaborForceParticipationbyWomanWithChildrenUnder18 1980to2000 Full TimeWorkers Part TimeWorkers DoNotWork ofWomen 32 7 36 1 FemaleLaborForcew ChildrenUnder18 millions 52 66 Thecivilianlaborforcehasbecomeandcontinuestogrowmoreraciallyandculturallydiverse DistributionofCivilianLaborForcebyRace 1980to2010e White Black Hispanic Asian Other 31 18 106 9 140 8 157 7 LaborForce millions ofTotal Thegrowthintheworkingpopulationmaynotbeenoughtomeettheexpecteddemandforworkers U S WorkingPopulationvs Employment 2000to2010e MillionsofWorkers 21 3MillionNewWorkers MillionsofWorkers Employment WorkingPopulation 22 2MillionNewJobs Immigrationisakeyfactorinmeetingemploymentdemand NumberofImmigrantstotheU S 1970to2000 Millions CAGR 4 AbouthalfoftheimmigrantstotheU S in2000camefromLatinAmerica ImmigrationBreakdownbyRegionofOrigin 2000 TotalImmigrants 2000 28 4Million Inadditiontoimmigration theU S hascontinuedto borrow skilledworkersfromaroundtheworld H1 BVisaCap 1997to2001 Annual ofVisas H1 Bworkersarehighlyeducatedandtechnical abouttwo thirdsareAsian ProfileofH1 BWorkers 2000 Futurelabordemandsmaybebolsteredbynearlyhalfoftoday sworkers whoexpecttoworkpast65 PercentageofWorkersExpectingtoRetireBeyondAge65 1991vs 2001 ofWorkers Only26 of2001retireeswereemployed but63 oftoday sworkersexpecttoworkpastretirement WorkerExpectationaboutEmployment RetireesbyLaborStatus 2001 Workers EmploymentExpectation 2001 RecruitmentBaseline JobSeekersKeyTakeawaysBy2010 aboutone thirdoftheworkingpopulationwillbeAfrican American Hispanic andAsian Thisisanincreaseinproportionfromonly18 in1980 Theexpectedgrowthinthelaborforcewillnotbeenoughtomeetfutureemploymentdemand Asaresult othercountrieswillcontinuetobeakeysourceoftalent bothpermanentandtemporary Thesupplygapwillalsobemitigatedbyaworkingpopulationthatisexpectingtoretireatalaterageduetofinancial personalandhealthconsiderations Toidentifyopportunities weurgeyoutolookatthelocallevelthroughfresheyes Oneapproachistocomparethenewspaper sperformancetothemarket Localmarketdatacanbeobtainedfromseveralsources BureauofLaborStatistics BLS StateEmploymentSecurityCommissionBureauofCommerce Employmentdatafromlocalgovernmentsourcesareavailablebydetailedoccupations LocalEmploymentEstimates Management 1995 2000 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 OccupationSegmentNewspaperANewspaperBComputerOccupations Architecture Engineering SalesOccupations ManagementOccupations ProfessionalOccupations 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 Thenewspaper sCompetitivePositionwithinanoccupationisalsoafunctionofseveralcriteria CompetitivePositionCriteria Criteria Explanation RevenueSize RevenueGrowth Performancevs Market RecessionaryResilience AveragerevenuecontributionbysegmenttothenewspaperThenewspaper sabilitytomaintainandgrowrevenuesbysegmentovertimeThenewspaper sperformanceacrosssegmentsrelativetoopportunitiesinthemarketThedegreetowhichthenewspaper srecruitmentrevenueswasaffectedbytherecessionin2001 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 Createonlineuserexperiencesbasedontargetjobseekers know howandcomfortinusingthetechnology Developcontentthatismostrelevantandusefultotargetsegmentsandintegratetoolstogatherjobseekerinformation Enhancewebsitefunctionalitytoenableemployers recruitmenteffectiveness e g r sum databases 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 r sum sorting backgro