RECRUITMENT ADVERTISING 2.0 
 navigating  recruitment advertising  from job seekers’ perspective 




Phillip Tusing 
18th...
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                                         50.0
                                                      100.0
            ...
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                                      20.0
                                                   40.0
                   ...
Why did online IT jobs decline sharply 
                             from 2008? 

                               Online IT...
Job Vacancies will be dictated by the 
 behaviour and choices made by job 
              seekers
The view from Job Seekers 




      Three Trends 
1. INFORMATION ASSET 
   INCREASES 
Pre Internet (1995) Era

Barriers to information (company & 
jobs) significant. 
Pre Internet 
(1995) Era 


The burden of finding job information  
solely on job seekers’ back 
Job hunting experience: frustrating; 
time consuming; expensive; difficult; 
little information. 
The burden in the recruitment/employment  
 transaction was solely on IT professionals  

1996: Internet Changed Everything
Cost of information & applying for 
             a job = $0 
Barriers  to company information 
 broken. Job information readily 
  available. The trend continues. 
As information 
  barriers crumble, 
 the number of job 
seekers who DON’T 
  want to work for 
   you increases 
Job Seekers information asset increased 
      significantly in the last decade 
2.   EXPLOSION IN JOB SEARCH & 
     PUBLISHING  TOOLS
• Generalist Job Boards
                                        • Niche Job Boards
                                       ...
500+ newspapers and magazines 




          Source: Newspapers works
250+ Job boards                             Database providers 
         >         Pure plays  (Generalist) 
         >   ...
Source: ABS Catalogue 8558.0




       2704+ recruitment firms  
2.7 million searches, on the keyword “JOBS”, conducted 
 on Google in September 2008
Source: Google Keyword Tool
Explosions in personal publishing 
tools and channels to announce 
availability 
9 million Australians visited social network sites 
     in June 09 




Source: Comscore
85%
              63%
                       44%          43%   43%   41%
                                                ...
Job Seekers 
armed to the 
  teeth with 
  CHOICES 
3. CHANGING BEHAVIOUR  
   OF JOB SEEKERS 
“   A revolution doesn‘t happen
    when a society adopts new
    tools. It happens when society
    adopts new behaviours...
1 million
               Approx 5% australians live & work abroad




Source: DFAT
1 in 10 workers are
                         Independent Contractors 
Source: ABS Cat 6359.0
2,315,200 part‐time workers who do 
not want more hours


                               Source: ABS Cat 6359.0
Australian Workers Born Overseas




  57% of computing
 52% of engineers

 45% of medicine

44% of accountancy



 Source...
82% of Australians not actively engaged at work,
                    costing the nation $42 billion



Source: Gallup Empl...
Australians are frequent job browsers. 68%
browse jobs online at least once a week




                                   ...
National Turnover Rate 19.9%

Accomodation & Food Service                               40.3%

                 Real Esatt...
Shorter Employment Tenure 




                                                            22.10%
                   17.10...
1.2 million
changed jobs in the last 12 months 




                           Source: AHRI HR Pulse, Love em don’t lose e...
689,200
 do not expect to be 
 working for current 
employer in 12 months 




             Source: ABS Australian Labour ...
Sign of the times? 



of employers  think ‘length of service’ as the least  important 
aspect when defining a high perfor...
Only            19% of Australians trust CEOs 




Source: 2009 Edelman Trust Barometer Australia
Only         6% trust Corporate Advertising 
     Industry Analyst/Reports                                        53%

   ...
> HOW 
  EMPLOYERS/RECRUITERS
  REACT
$2.18 billion 
 spent on classified advertising in Australia




                                                Source: C...
Employment accounts for 47% of the $390 million 
a year spent on Internet classifieds. Predicted to 
grow to $505 by 2011 ...
$600 million                                *
                          print media advertising




Source: Newspapersworks
recruitment 




billion industry    Source: ABS 8558.0
The structural shift from print to online advertising is 
      permanent. Online thumps print in volume of ads. 




Sour...
Where will recruitment advertising dollars go? 

                     Push             Pull


                            ...
Increasing channels to manage 
       Job Boards (Generalist)                                    24.54%
              Inte...
The burden/cost in the relationship 
       shifted to employers
Balance of power has shifted to job 
seekers. Recruitment  advertising to be 
approached from their perspective. 
What’s Ahead? 




>   Battle for Attention (Acquisition cost will increase)
>   Targeting /Employment Branding will go ni...
connecting employers and talent solution providers

    www: destinationtalent.com.au
    email: phillip.tusing@destinatio...
Image credit and references
>   Slide1: Slimjim (http://www.flickr.com/photos/slimjim/2687043572 
>   Slide 6: http://flic...
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Recruitment Advertising 2.0

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A look at the Australian recruitment advertising landscape from the perspective a job seekers.

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Recruitment Advertising 2.0

  1. 1. RECRUITMENT ADVERTISING 2.0  navigating  recruitment advertising  from job seekers’ perspective  Phillip Tusing  18th September, Canberra  Recruittech Conference 
  2. 2. 0.0 50.0 100.0 150.0 200.0 250.0 300.0 Jan‐02 Apr‐02 Jul‐02 Oct‐02 Jan‐03 12.8% Apr‐03 Jul‐03 Oct‐03 Jan‐04 Apr‐04 Jul‐04 Oct‐04 Jan‐05 Apr‐05 ICT Vacancy Index  Jul‐05 Oct‐05 Jan‐06 Apr‐06 Jul‐06 Oct‐06 Jan‐07 Apr‐07 Jul‐07 3.8% ICT Unemployment Rate  Oct‐07 Jan‐08 Apr‐08 Jul‐08 Oct‐08 Online IT Jobs Vacancies Vs. ICT Unemployment rate Jan‐09 Apr‐09 Jul‐09 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0
  3. 3. 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 Jan‐95 Jun‐95 Nov‐95 Apr‐96 Sep‐96 Feb‐97 Jul‐97 Dec‐97 May‐98 Oct‐98 Mar‐99 Aug‐99 Jan‐00 Jun‐00 Nov‐00 Apr‐01 Vacancy index  Sep‐01 Feb‐02 Jul‐02 Dec‐02 Chart Title May‐03 Oct‐03 Mar‐04 Unemployment Rate  Aug‐04 Jan‐05 Jun‐05 Nov‐05 Apr‐06 Sep‐06 Feb‐07 Print Job Classifieds Vs. Unemployment rate Jul‐07 Dec‐07 May‐08 Oct‐08 Mar‐09 Aug‐09 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
  4. 4. Why did online IT jobs decline sharply  from 2008?  Online IT Jobs Vs. ICT Unemployment Rate Vs. National Unemployment  Rate 300.0 14.0 12.8% 12.0 250.0 10.0 200.0 8.0 150.0 6.0 100.0 3.8% 4.0 50.0 2.0 0.0 0.0 Oct‐02 Oct‐03 Oct‐04 Jan‐02 Apr‐02 Oct‐05 Jan‐03 Apr‐03 Oct‐06 Jan‐04 Apr‐04 Oct‐07 Jul‐02 Jan‐05 Apr‐05 Oct‐08 Jul‐03 Jan‐06 Apr‐06 Jul‐04 Jan‐07 Apr‐07 Jul‐05 Jan‐08 Apr‐08 Jul‐06 Jan‐09 Apr‐09 Jul‐07 Jul‐08 Jul‐09 ICT Vacancy Index  ICT Unemployment Rate  Unemployment Rate 
  5. 5. Job Vacancies will be dictated by the  behaviour and choices made by job  seekers
  6. 6. The view from Job Seekers  Three Trends 
  7. 7. 1. INFORMATION ASSET  INCREASES 
  8. 8. Pre Internet (1995) Era Barriers to information (company &  jobs) significant. 
  9. 9. Pre Internet  (1995) Era  The burden of finding job information   solely on job seekers’ back 
  10. 10. Job hunting experience: frustrating;  time consuming; expensive; difficult;  little information. 
  11. 11. The burden in the recruitment/employment   transaction was solely on IT professionals   1996: Internet Changed Everything
  12. 12. Cost of information & applying for  a job = $0 
  13. 13. Barriers  to company information  broken. Job information readily  available. The trend continues. 
  14. 14. As information  barriers crumble,  the number of job  seekers who DON’T  want to work for  you increases 
  15. 15. Job Seekers information asset increased  significantly in the last decade 
  16. 16. 2.   EXPLOSION IN JOB SEARCH &  PUBLISHING  TOOLS
  17. 17. • Generalist Job Boards • Niche Job Boards • Association Job boards • Online forums • Podcast • Association newsletters • Video Resume • Job Aggregators • SMS • Internet Classifieds • Widgets • Search Engines • RSS • Blogs • MySpace • Communities • Flickr • Social Networks • Facebook • Mailing List s • Twitter • Print • Job Boards • Forums • Radio /Podcast • Print Media • Mobile Phones • Web Portals • Personal Networks • Website • Recruitment Firms • Staffing Agencies • LinkedIn • Referral Networks 1996 2009
  18. 18. 500+ newspapers and magazines  Source: Newspapers works
  19. 19. 250+ Job boards Database providers  > Pure plays  (Generalist)  > Niche Operators (Industry)  Forums / Community boards  > Niche Operators (Profession)  Blog job boards  > Niche Operators (Geographic)  Social networks  > Vertical Search/Aggregators  Directories/Classifieds  > Association Platforms  Alumni  platforms  > Free Job Boards   University players Source: Job Board Report 2009, Destination Talent
  20. 20. Source: ABS Catalogue 8558.0 2704+ recruitment firms  
  21. 21. 2.7 million searches, on the keyword “JOBS”, conducted  on Google in September 2008 Source: Google Keyword Tool
  22. 22. Explosions in personal publishing  tools and channels to announce  availability 
  23. 23. 9 million Australians visited social network sites  in June 09  Source: Comscore
  24. 24. 85% 63% 44% 43% 43% 41% 34% 34% 33% 32% 27% 19% 18% 15% 13% 6% 3% Choice for  Graduates  abounds Source: AAGE 2008 Graduate survey
  25. 25. Job Seekers  armed to the  teeth with  CHOICES 
  26. 26. 3. CHANGING BEHAVIOUR   OF JOB SEEKERS 
  27. 27. “ A revolution doesn‘t happen when a society adopts new tools. It happens when society adopts new behaviours... ” Clay Shirky Author, Professor at NYU
  28. 28. 1 million Approx 5% australians live & work abroad Source: DFAT
  29. 29. 1 in 10 workers are Independent Contractors  Source: ABS Cat 6359.0
  30. 30. 2,315,200 part‐time workers who do  not want more hours Source: ABS Cat 6359.0
  31. 31. Australian Workers Born Overseas 57% of computing 52% of engineers 45% of medicine 44% of accountancy Source: L Hawthorne, Census Data Analysis
  32. 32. 82% of Australians not actively engaged at work, costing the nation $42 billion Source: Gallup Employee Engagement Poll Q12 Feb, 2009
  33. 33. Australians are frequent job browsers. 68% browse jobs online at least once a week 68% 4% 9% 7% 11% Don’t look at all Browse every few  Less than once a month Once or twice a month At least once a week months Source: Employee Satisfaction & Motivation 2008 , SEEK
  34. 34. National Turnover Rate 19.9% Accomodation & Food Service 40.3% Real Esatte  28.3% Recreation Services 22.6% Agriculture 20.8% IT  20.6% Healthcare 19.6% Wholesale trade 19.5% Finance & Insurance 19.4% Construction 18.5% Professional Services 18.2% Transport 17.9% Manufacturing 17.2% Education & Training 13.1% Utilities  10.6% Source: AHRI HR Pulse, Love em don’t lose em , 2008
  35. 35. Shorter Employment Tenure  22.10% 17.10% 14.80% 13.70% 10.80% 12.10% 9.40% 20+  10‐20 yrs  5‐10 yrs  3‐5 yrs  2‐3 yrs   1‐2 yrs   0‐1 yrs Source :ABS Employee mobility
  36. 36. 1.2 million changed jobs in the last 12 months  Source: AHRI HR Pulse, Love em don’t lose em , 2008
  37. 37. 689,200 do not expect to be  working for current  employer in 12 months  Source: ABS Australian Labour Market 6105.0
  38. 38. Sign of the times?  of employers  think ‘length of service’ as the least  important  aspect when defining a high performing employee Source: Alexander Mann, High Performer Report
  39. 39. Only  19% of Australians trust CEOs  Source: 2009 Edelman Trust Barometer Australia
  40. 40. Only  6% trust Corporate Advertising  Industry Analyst/Reports  53% Business Magazines 49% Company Employees 39% Friends & Peers 37% Radio News Coverage 28% Newspaper Articles  26% Internet Search Engines 25% Live Interview with sr. mgmt 21% Wikepedia 20% TV News 19% Corporate PR/Emails 17% Business Blogs 14% Company Website  13% Personal Blogs/Bulletins 12% Social Networking Sites  7% Corporate/Product Advertising  6% Source: 2009 Edelman Trust Barometer Australia
  41. 41. > HOW  EMPLOYERS/RECRUITERS REACT
  42. 42. $2.18 billion  spent on classified advertising in Australia Source: CEASA
  43. 43. Employment accounts for 47% of the $390 million  a year spent on Internet classifieds. Predicted to  grow to $505 by 2011  P.S: PWC‐IAB puts the figure at $350 million in 2007; BRW :$394 million Source: Frost & Sullivan, Australia Online Classifieds Advertising Market 2007-2011
  44. 44. $600 million * print media advertising Source: Newspapersworks
  45. 45. recruitment  billion industry  Source: ABS 8558.0
  46. 46. The structural shift from print to online advertising is  permanent. Online thumps print in volume of ads.  Source: ANZ job series, Oct 08 Online Ads
  47. 47. Where will recruitment advertising dollars go?  Push Pull Search Engines Banners Online Career Websites Pop-Ups Job Boards Direct Emails Social Networks Television Recruiters Yellow Pages Offline Newspapers Newspapers Radio Career Fairs Direct Mail Source: Google
  48. 48. Increasing channels to manage  Job Boards (Generalist) 24.54% Internal Recruiter 16.78% Corporate Website 10.60% Recruiting / Staffing firms 6.77% Internal Promotion 6.29% Print media 4.73% Referrals (external) 4.58% Contract to perm conversion  4.58% Referrals (internal) 4.14% Resume Database 3.42% Job Boards (Niche / Specialist) 2.56% Job Boards (aggregators)  2.55% College / campus recruitment  2.15% Walk‐ins 1.75% Other 1.37% Career Fairs 1.15% Internship 0.68% Mass Media (TV, Radio)  0.53% Re‐hires (Alumni)  0.51% Social Media/Network  0.33% Source: Source of Talent 2009 (Destination Talent & Inspecht)
  49. 49. The burden/cost in the relationship  shifted to employers
  50. 50. Balance of power has shifted to job  seekers. Recruitment  advertising to be  approached from their perspective. 
  51. 51. What’s Ahead?  > Battle for Attention (Acquisition cost will increase) > Targeting /Employment Branding will go niche  > Context/Influence will be important  > Accountable for your own Traffic (Leadership)
  52. 52. connecting employers and talent solution providers www: destinationtalent.com.au email: phillip.tusing@destinationtalent.com.au phone: 0402 416 767 or 9212 0702 blog: destinationtalent.com.au/blog  skype: phillip.tusing  twitter: philliptusing ©
  53. 53. Image credit and references > Slide1: Slimjim (http://www.flickr.com/photos/slimjim/2687043572  > Slide 6: http://flickr.com/photos/arkad/499182706 > Slide 9: Wonder lane (http://www.flickr.com/photos/wonderlane/2967970411) > Slide 10: Kplawver (http://www.flickr.com/photos/kplawver/2749599568) > Slide 13: Whatdavesees (http://www.flickr.com/photos/whatdavesees/251484422)  > Slide15: http://www.flickr.com/photos/purplemattfish/3310501794/  > Slide 19: http://www.flickr.com/photos/elavats/549041490   > Slide 21: http://www.flickr.com/photos/claudio_ar/2077867996  > Slide 24: http://www.flickr.com/photos/stabilo‐boss/93136022  > Slide 25: http://www.flickr.com/photos/boo_rebelxt/3619210616/in/set‐72157619545932665  > Slide 29: http://flickr.com/photos/bcorreira/2061677494 > Slide 31: http://www.flickr.com/photos/purplemattfish/3360590086 > Slide 32: http://www.flickr.com/photos/aftab/2531914911 > Slide 33: http://www.flickr.com/photos/zachklein/54389823 > Slide 34: http://www.flickr.com/photos/vox_efx/2900866264  > Slide 35: http://www.flickr.com/photos/27021814@N00/3203929149 > Slide 37: http://www.flickr.com/photos/chubbybat/2919126867 > Slide 38: http://www.flickr.com/photos/daunphilipp/3605651096 > Slide 40: http://www.flickr.com/photos/cosmosfan/2414002070  > Slide 41: http://www.flickr.com/photos/4yas/3411519332 > Slide 45: http://www.flickr.com/photos/faby74/2545026823 > Slide 46: http://www.flickr.com/photos/danzen/432388521  > Slide 50: http://www.flickr.com/photos/30003321@N00/2293923826  > Slide 54: http://flickr.com/photos/practicalowl/314989744 
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