This document summarizes a presentation about navigating recruitment advertising from a job seeker's perspective. It discusses three trends that have increased job seekers' power: 1) the breakdown of information barriers online, 2) the explosion of job search and publishing tools, and 3) changing job seeker behaviors like increased mobility and shorter tenure. As a result, the balance of power has shifted to job seekers, and recruitment advertising must be approached from their perspective to be effective. Looking ahead, the presentation predicts that acquisition costs will increase, targeting will focus more on niches, context/influence will be important, and employers will need to drive their own traffic.

1. RECRUITMENT ADVERTISING 2.0
navigating recruitment advertising from job seekers’ perspective
Phillip Tusing
18th September, Canberra
Recruittech Conference

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. 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. 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. Job Vacancies will be dictated by the
behaviour and choices made by job
seekers

6. The view from Job Seekers
Three Trends

7. 1. INFORMATION ASSET
INCREASES

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

9. Pre Internet
(1995) Era
The burden of finding job information
solely on job seekers’ back

10. Job hunting experience: frustrating;
time consuming; expensive; difficult;
little information.

11. The burden in the recruitment/employment
transaction was solely on IT professionals
1996: Internet Changed Everything

12. Cost of information & applying for
a job = $0

13. Barriers to company information
broken. Job information readily
available. The trend continues.

14. As information
barriers crumble,
the number of job
seekers who DON’T
want to work for
you increases

15. Job Seekers information asset increased
significantly in the last decade

16. 2. EXPLOSION IN JOB SEARCH &
PUBLISHING TOOLS

18. • 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

19. 500+ newspapers and magazines
Source: Newspapers works

20. 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

21. Source: ABS Catalogue 8558.0
2704+ recruitment firms

22. 2.7 million searches, on the keyword “JOBS”, conducted
on Google in September 2008
Source: Google Keyword Tool

23. Explosions in personal publishing
tools and channels to announce
availability

24. 9 million Australians visited social network sites
in June 09
Source: Comscore

25. 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

26. Job Seekers
armed to the
teeth with
CHOICES

27. 3. CHANGING BEHAVIOUR
OF JOB SEEKERS

28. “ A revolution doesn‘t happen
when a society adopts new
tools. It happens when society
adopts new behaviours...
” Clay Shirky
Author, Professor at NYU

29. 1 million
Approx 5% australians live & work abroad
Source: DFAT

30. 1 in 10 workers are
Independent Contractors
Source: ABS Cat 6359.0

31. 2,315,200 part‐time workers who do
not want more hours
Source: ABS Cat 6359.0

32. Australian Workers Born Overseas
57% of computing
52% of engineers
45% of medicine
44% of accountancy
Source: L Hawthorne, Census Data Analysis

33. 82% of Australians not actively engaged at work,
costing the nation $42 billion
Source: Gallup Employee Engagement Poll Q12 Feb, 2009

34. 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

35. 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

36. 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

37. 1.2 million
changed jobs in the last 12 months
Source: AHRI HR Pulse, Love em don’t lose em , 2008

38. 689,200
do not expect to be
working for current
employer in 12 months
Source: ABS Australian Labour Market 6105.0

39. 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

40. Only 19% of Australians trust CEOs
Source: 2009 Edelman Trust Barometer Australia

41. 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

42. > HOW
EMPLOYERS/RECRUITERS
REACT

43. $2.18 billion
spent on classified advertising in Australia
Source: CEASA

44. 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

45. $600 million *
print media advertising
Source: Newspapersworks

46. recruitment
billion industry Source: ABS 8558.0

47. 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

48. 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

49. 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)

50. The burden/cost in the relationship
shifted to employers

51. Balance of power has shifted to job
seekers. Recruitment advertising to be
approached from their perspective.

52. 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)

53. 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
©

54. 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