Radio Matters

Current news, information and insights about broadcast radio growth brought to you by the Radio Advertising Bureau (RAB), a not-for-profit trade association representing America’s broadcast radio industry.

Radio is a Workhorse for Recruitment

Author: Annette Malave, SVP/Insights, RAB

Companies and businesses often have a challenging time finding job candidates. Finding qualified job candidates is even more difficult.

Job seekers have had the opportunity to be selective about accepting jobs, but that may no longer be the case. In fact, according to a CNN article, some industries are laying off workers at greater rate than hiring. The September jobs report supports this with a falling unemployment rate but a slowdown in hiring. What does all this mean?

Potential employers may find it hard to believe, but 79% of workers are currently satisfied with their jobs. That’s good news, right? Maybe not. According to the 2024 Employ Job Seeker Nation Report, 86% of Americans are somewhat open to other job opportunities, including 46% who are very open.

Based on the report, compensation is not the only reason for looking for another job.

  • 52% are looking to advance their career
  • 49% want greater work flexibility
  • 31% want better company leadership
  • 31% better company culture

Despite the current economic environment, one in three workers would feel comfortable leaving their current employment without having another lined up. What is even more concerning is that, per the same report, 24% of workers left their jobs within the first three months of starting a new job. Job seekers have certain preferences and expectations about the search, application and interview process. When it comes to the job application process, their preference is that the application itself be a speedy one, and the majority of candidates believe that one to three days is the expected time to hear back the employer/recruiter, per Employ. But what matters most to applicants is communication. According to the report, the top reason applicants believe makes for a positive experience is “great communication from recruiter, including prompt feedback and follow-ups.” This clearly translates to the importance of personal connection and the human voice. Only one medium embodies this – broadcast radio.

Radio is a must for businesses who are looking for job seekers. According to The Media Audit, unemployed adults spend more time listening to AM/FM radio daily than they spend engaging with any other traditional medium. That is also the case for those adults who use recruitment or employment services.

With the human voice to reach and connect with employee prospects, it is important to understand what the characteristics and priorities are of those that listen to radio. Of those adults who consider their work to be a career and not just a job, 63% tune into broadcast radio, per MRI-Simmons data. For those adults who are somewhat open to other job opportunities as noted in the Employ report, MRI-Simmons data finds that 63% of adults who would give up a higher salary for job security tune in to broadcast radio.

For businesses seeking job candidates and adults looking for employment opportunities, broadcast radio can get the job done to share news about openings and reach potential job candidates.

What should businesses do? When using broadcast radio for recruitment, employers should consider communicating the ease and expediency of the application process. They should also appeal to those who view what they do as a career and of course, when possible, highlight benefits and job security. With six in 10 adults who are likely to change jobs within the next year tuning into radio (per MRI-Simmons), broadcast radio is a workhorse for recruitment.

This post was originally published on Radio Matters.