Employment Seeking and News Readine

FAIRFAX MEDIA
EMPLOYMENT INSIGHTS
NOVEMBER | 2014
Fairfax Media’s Employment Audience Study
The aim of the research was to size and define the employment seeker market and explore the attitudes and behaviours of this audience. Fairfax Media
also wanted to understand the role that multi-platform news properties play among the job seeking audience and identify Fairfax Media's strengths and
positioning to this audience relative to competitors.
2 research stages:
March – June
1.
7 day moderated online
community amongst job
seekers
The online community ran
early July 2014, and the online
survey ran early-mid August
2014
2.
15min online survey
conducted among
smh.com.au/theage.com.au
visitors to obtain a cross
platform audience (amongst
job seekers)
N=780
Qualified if:
•
Aged 25-55yrs
•
Located in NSW/Vic
•
Users of the Fairfax
SMH/Age platforms
•
Full-time workers
Incentivised
1.
Completion of the online
community was incentivised
by a $125 voucher
2.
Completion of the 15min
online survey was
incentivised by chance to win
a 1 of 2 iPad Minis
The role of Fairfax Media
in the employment
seeking process
As Majority Of Fairfax Media Job Seekers Are Passive,
They Are Hard To Find On Traditional Employment Sites
% OF JOB SEEKERS WHO USE JOB SITES AT LEAST WEEKLY
(Any of seek.com.au, careerone.com.au, jobsearch.com.au, au.indeed.com, adzuna.com, spotjbs.com.au,
monster.com, supereva.com.au)
PLACED
76%
PA S S I V E
ACTIVE
33%
70%
Source: Fairfax Media Job Seeker Market Study run by GfK August 2014 (n=762)
REACH:
A traditionally hard to
find but attractive &
valuable audience
segment
High Levels Of Exclusivity Among The
Fairfax Media Job Seeker Audience
% of Fairfax Media Employment Seekers who use
other news website weekly
LinkedIn
43%
seek.com.au
43%
heraldsun.com.au
37%
news.com.au
29%
dailytelegraph.com.au
57%
cannot be found on professional
networks (i.e. LinkedIn)
62%
don’t regularly* visit any News Ltd sites
24%
theaustralian.com.au
19%
ninemsn.com.au
16%
yahoo7.com.au
13%
careerone.com.au
jobsearch.com.au
OF THE WEEKLY FAIRFAX MEDIA
JOB SEEKER AUDIENCE
12%
6%
Source: Fairfax Media Job Seeker Market Study run by GfK August 2014 (n=762) *Regularly = weekly
55%
don’t regularly* visit any employment
sites
times - yes employment is
“ Interesting
key in many minds and should go
nicely alongside news reading and that
feeling of "keeping up to date" – that’s
what job searching (or even just job
looking) is all about!
”
Source: Fairfax Media Job Seeker Market Study run by GfK August 2014 (n=762)
High Interest Levels In Seeing Job
Ads While Browsing The News
79% interested
In occasionally being informed of relevant job
opportunities whilst browsing the SMH/Age
62%
Source: Fairfax Media Job Seeker Market Study run by GfK August 2014 (n=762)
THIS MEANS:
That 62% of the total Fairfax
Media (cross-platform)
audience are job seekers
interested in seeing job ads
while browsing the news on
Fairfax Media platforms
News And Job Seeking Alignment Is
Driven By Relevance & Convenience
74% agree they like the idea of
being able to find out about new
job opportunities whilst browsing
The Age / Sydney Morning Herald
72% agree that finding about new
opportunities whilst browsing the
SMH/Age is a relevant way to
find out about new opportunities
Why job seekers are
interested in finding
out about job
opportunities on
Fairfax Media
69% agree that finding out
about new opportunities whilst
browsing the SMH/Age is a
quick and easy way
51% agree they‘d be more
receptive to finding about job
opportunities whilst browing the
news
Source: Fairfax Media Job Seeker Market Study run by GfK August 2014 (n=762)
Perceptions Of Credibility Are Transferred From
Fairfax Media Content To The Advertised Jobs
Credibility:
50% agree Fairfax adds credibility to the company advertising jobs
Worth Considering:
46% agree that would be more likely to consider the role if it were advertised on
Fairfax
Positivity:
43% agree that Fairfax advertising the role would make them feel more positive towards the
company
Trustworthy:
41% agree that Fairfax advertising the role would improve their level of trust of the
company advertising the role
Desirability:
35% agree that Fairfax advertising the role would make the role more desirable
Source: Fairfax Media Job Seeker Market Study run by GfK August 2014 (n=762) Base = Job seekers interested in seeing FFX job ads & Strongly Agree or Agree
Competitively, Fairfax Is Strongly Positioned
Professional
80
Boring
Senior-level
60
Junior-level
Credible
40
20
Different
Well-written
0
Engaging
Mainstream
Exciting
opportunities
Interesting
Appealing
Specialist roles
Specialised
Source: Fairfax Media Job Seeker Market Study run by GfK August 2014 (n=762)
For more information please
contact your Fairfax Media
sales representative