Leveraging Radio

and Cumulus Media

for Employment

& Recruitment Needs

FreeMarketingHelp.org

Agenda

• Radio

– Reach

– Relevance

– Results

• Insight based ideas for using radio for

recruitment

Radio reaches 92% of all U.S. consumers every week…

Listeners continue to turn to radio for news, information and

entertainment, despite an ever-increasing selection of media options.

243,177,000

Weekly Reach

Source: March 2013 , RADAR® 116 National Radio Listening

Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)

24.8%

58.0%

80.5%

81.4%

73.3%

Mid - 6am

7pm - Mid

3 - 7pm

10am - 3pm

6 - 10am

Radio reach is consistently high through all dayparts

Weekdays and weekends, Americans young and old find reasons to tune

in to radio at all hours of the day and night. To make sure their messages

get maximum exposure, smart advertisers run ads throughout the

broadcast day.

Weekly Reach By Daypart

Source: RADAR® 116, March 2013 © Copyright Arbitron

(Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)

Radio Dominates the Day

0

10

20

30

40

50

60

70

5-9a 9a-5p 5p-12m 12m-5a 5-9a

% A

18+

Lik

e t

o C

han

ge J

ob

s i

n t

he N

ext

12

Mo

nth

s

Radio

Television

Internet

Magazine

Newspaper

Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+

Next Day

Sources: Scarborough USA+ 2011 release 2 (12 months only)

93% 94% 96%

Adults planning to look

for a new job in the

next 12 months.

Small business

owners.

Working moms

(women with 1 or

more children who

work full-time.)

Radio is Relevant

Radio Ads Drive Response% Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio

Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research

Base: Total Population 12+

Radio is RelevantListening habits of adults 18+ who are likely to change jobs in the next 12

months:

• Format preferences:

• 27% listen to CHR/Top 40.

• 19% listen to Adult Contemporary.

• 20% listen to Country.

• 13% listen to Rock and 11% listen to Classic Rock.

• 17% listen to Urban formats (all genres)

• Nearly 20% tune in to Sports Play-by-Plays and nearly 10% listen to News/Talk.

• 56% tune in regularly to traffic reports.

Source: GfK MRI, 2012 Doublebase

Radio is Relevant

Listening habits of adults 18+ who are likely to change jobs in the next 12 months:

• Nearly 57% listen to the radio during morning drive, weekdays 6A-10A.

• Nearly 37% are listening during the day 10A-3P weekdays.

• 51% tune in during the afternoon commute, weekdays 3P-7P.

• Nearly 45% listen during the day on the weekends.

Source: GfK MRI, 2012 Doublebase

Radio is RelevantListening habits of adults 18+ who are likely to change jobs in the next 12 months:

• 65% most often listen to the radio in their car during the weekdays and 62% on the

weekend.

• More than 17% listen at home during the weekends.

• Nearly 16% are listening at work during the weekdays.

• 85% are regular FM radio listeners and 17% listen to AM radio.

• 24% listened to radio online in the last 30 days.

• Nearly 10% visited a radio station, radio program or radio personality's web site in the last 30 days.

Source: GfK MRI, 2012 Doublebase

Radio is Relevant

Listening habits of adults 18+ who are likely to change jobs in the next 12 months:

• 47% think advertising on the radio provides them with meaningful information about

the product use of other consumers.

• 40% agree that advertising on the radio provides them with useful information about

new products and services.

• 41% agree that radio provides them with useful information about bargains.

• 33% agree that advertising on the radio is amusing.

Source: GfK MRI, 2012 Doublebase

Radio Works for Job Seekers & Employers

Objectives:

• Demonstrate Monster’s power as an authentic resource for local

employment opportunities.

• Support Monster’s business development efforts by promoting local

employers.

• Establish Jeff Taylor, founder of Monster, as a brand personality and

credible spokesperson in local markets.

Source: Katz Radio Group

Radio Works for Job Seekers & Employers

Solution: “Today’s The Day”

• Katz Radio Group created and co-

hosted local “sitelets” for each of 10

markets featuring locally relevant

content for job seekers and

employers.

• Listeners were able to enter a 2

month-long “Monster Career Pack”

sweepstakes for a laptop, case and

$2,000 gift card.

Source: Katz Radio Group

Radio Works for Job Seekers & Employers

Solution: “Today’s The Day”

• All participating stations ran 19 flighted

weeks of Monster advertising over 5

months.

– Ten different pre-recorded :15 Monster-

supported tips

– Numerous promos encouraging listeners

to look for the Monster Banners on their

station websites.

– One station in each of the ten markets

interviewed Jeff Taylor on-air.

Source: Katz Radio Group

Radio Works for Job Seekers & Employers

Solution: “Today’s The Day”

• Street teams distributed market-specific

fliers to remind consumers that their

towns’ local job opportunities may be

found on Monster.

• For 3 weeks at the end of the campaign,

one station in each market offered

listeners the chance to win the “ultimate

job” – a job with the station and $500

cash.

Source: Katz Radio Group

Radio Works to Recruit Employees

Results:

• Online data was confidential but

Monster was very pleased with the

overall success achieved in

establishing them as a credible

local resource for job seekers and

employers.

Source: Katz Radio Group

Radio Works to Recruit Employees

Objective:

• To attract applicants for job vacancies at Best Yet Market.

Source: KJOY - Long Island, NY

Radio Works to Recruit Employees

Solution: Best Job Yet

• The station used a combination of

on-air and online elements to attract

applicants.

• On-air commercials and online

display ads drove listeners to a

feature page on the station's website

where they could learn about the

working environment at Best Yet.

Source: KJOY - Long Island, NY

Radio Works to Recruit Employees

Solution: Best Job Yet

• The feature page allowed visitors to

read about the open positions and fill

out an application online.

• Everyone who filled out an

application was entered to win a

$100 gift card to the store.

Source: KJOY - Long Island, NY

Radio Works to Recruit Employees

Results:

• The campaign brought in over 33 qualified

applications.

• The client found the combination of radio and

interactive to be an excellent recruitment

strategy, especially in an unstable job market.

• The client was very pleased and asked the

station to present similar ideas the following

quarter.

Source: KJOY - Long Island, NY

Leveraging Radio for

Employment Agency Advertiser

Insight-Based Ideas

Insight

With all of the challenges of the current economy,

more and more people find themselves looking for

new jobs.

Many people perform great in the initial screening

process only to find themselves being passed over

after the in-person interview.

There are no surefire ways to ensure a job, but every

interview provides a learning experience for both the

hiring manager and the prospect.

Acing the Interview

Source: WorkAwesome.com

Idea: Bloopers & Blunders

Together, Radio Station and Advertiser X help listeners learn

the do’s and don’ts for success in interviewing through a light-

hearted and funny “Bloopers & Blunders” program.

It features practical lessons in interviewing skills learned

through real life mistakes, mishaps and “you just can’t make

this stuff up” situations.

Bloopers & Blunders

How it works:

• Radio station creates an Advertiser X Interview Bloopers & Blunders feature that will

air in a fixed position each weekday in the most appropriate daypart to reach the

target audience.

• Each feature will be recorded by radio station talent from the daypart in which it is

airing and run first in pod for seamless transition from programming.

• Bloopers & Blunders will invite listeners to share their own bloopers & blunders via

social network and the radio station’s website.

Bloopers & BlundersExample #1:

It’s time for today’s Advertiser X Interview Bloopers & Blunders – something to learn about other peoples’ mistakes and mishaps – I

promise you these are REAL …. Here we go – today’s Bloopers & Blunders …. Candidate said he had to quit a banking position

because he was always tempted to steal. Or how about this one .... Candidate said she wanted to leave her current job because they

were making her work too hard. Needless to say, the interviews ended shortly thereafter!

Come on – use your common sense, if you have to present a reason for leaving your previous job, focus on your career path and discuss

what you learned from your experiences at that company. Got a blooper or blunder to share? Have some thoughts to add about the

ones you’ve heard or do you just want to give our interview simulator a whirl – visit us on Facebook or visit the radio station website and

click on Advertiser X Bloopers & Blunders.

Example #2:

It’s time for today’s Advertiser X Interview Bloopers & Blunders – something to learn about other peoples mistakes and mishaps – I

promise you these are REAL …. Here we go – today’s Bloopers & Blunders .… Candidate hugged the president of the company.

Another candidate called his wife to see what they were having for dinner. Candidate reached over and placed a hand on the

interviewer’s knee. SERIOUSLY??? Needless to say, the interviews ended shortly thereafter!

Come on – use your common sense, this is business, not a cocktail party – if you want the job, be the professional they are expecting to

see. Got a blooper or blunder to share? Have some thoughts to add about the ones you’ve heard or do you just want to give our

interview simulator a whirl – visit us on Facebook or visit the radio station website and click on Advertiser X Bloopers & Blunders.

Bloopers & Blunders

How it works:

• Liner Bloopers & Blunders will be posted to the station’s Facebook fan page daily.

For example:

– Advertiser X Bloopers & Blunders: “Candidate said he didn’t like getting up early and didn’t like to read.”

Discuss….

• Radio station creates an Advertiser X Interview Bloopers & Blunders feature page on

its website that will include:

– Bloopers & Blunders in a message board format for visitors to “discuss.”

– Form to post first hand, real-life interviewing bloopers & blunders.

Bloopers & Blunders

How it works:

• Radio station creates an Advertiser X Interview Bloopers & Blunders feature page on

its website that will include (cont.):

– Interview simulator where visitors will be asked “relatively” common interview questions to practice

answering. After they answer each question, a prompt will come up with tips for answering the question in

the best manner.

– Practical interviewing advice from Advertiser X.

– Link to the Advertiser X website for job opportunities.

Insight

It can be tough to find high-quality candidates for an open

position. The best bet for resolving the situation quickly is to cast

as wide a net as possible. There are a wide variety of online job

listing and search sites and social networks are gaining traction

as a source of job information and applicants.

More than ever, companies are exploring new and diverse

sources of applicants as placing ads in the newspaper and

sitting back to wait for calls will no longer cut it.

Help Wanted

Source: Century Group

Idea: The Job Shop

Together, Advertiser X and Radio Station partner to help

people in (insert market) find the jobs that are best suited for

their talent and help employers pinpoint the best candidates

for their positions.

This multi-platform program will position Advertiser X as the

recruiter with the most quality opportunities for candidates and

the most qualified candidates for employers.

The Job Shop

How it works:

• Radio station will create a “Job Shop” channel offering Advertiser X the opportunity to

post all of their current (insert market) job listings.

• Each day (or week), the station will choose one Job of the Day (or Job of the Week) to

highlight on-air and in the station’s online stream.

– Spot will be either :30 or :60 in length, depending on the amount of content required to

describe the position.

– The Job of the Day will direct listeners to the radio station’s “Job Shop” channel to search all

of the Advertiser X positions, obtain helpful advice, learn about upcoming job and career

related events and apply for the positions.

The Job ShopHow it works:

• Radio station will create, produce and host a quarterly series of Advertiser X Job Shop

events that may include:

– Breakfast or Lunch & Learns featuring speakers from Advertiser X along with career coaches

and hiring managers from local businesses.

– Job Fairs at local colleges and universities featuring booths from local businesses, career

coaches and more.

– Speed Networking Events that invite job seekers to come and do some “speed interviewing”

and networking with hiring managers from the Advertiser X job shop channel.

– Seminars focused on specific skills such as resume writing, researching a company/preparing

for the interview, etc.

The Job Shop

How it works:

• Radio Station’s “Job Shop” channel will include all Advertiser X current job listings as

well as some of the following additional interactive tools:

– Opt-in for “Job of the Day” e-blasts and/or text messages.

– Schedule an appointment with a representative from Advertiser X.

– Podcasts from Job Shop events.

– Interactive Job Shop personality quiz – (what type of work is right for your personality type).

– Job market news.

Insight

A Career Coach is a job search partner who is there to help explore

and better define professional competencies, address personal

issues impacting career, clearly identify career objectives, discuss

and resolve obstacles to employment and career success, guide in

developing both short-term and long-range career strategies, assist

in developing, executing and managing a successful job search, and

prepare to competitively interview, negotiate compensation and

evaluate offers.

Professional coaching has tremendous impact on things like

relationships and teamwork. The study says recipients of coaching

saw a 77% improvement in relationships, 67% improvement in

teamwork, 61% improvement in job satisfaction and 48%

improvement in quality.

But professional coaching is a very expensive service…..

Career Coaching

Source: Career Masters Institute

Idea: Career Doctor

Radio station and Advertiser X help listeners through

all their career and job-search concerns, issues and

problems. Through a call-in formatted program, the

Career Doctor from Advertiser X will help job-seekers

(from teens to seniors) identify obstacles, develop

action plans, and achieve success.

Career Doctor

How it works:

• Radio station will launch/introduce the Career Doctor to its listeners via a

pre-taped-to-sound-live, in-studio interview between station talent and the

Advertiser X Career Doctor.

– Interview would run :60-:90 in length with the talent discussing what a career doctor is, what

they do, how they help and the types of questions that listeners can expect to have answered

for them.

– This segment will work to establish the Career Doctor’s credibility and will then open it up to

listeners to begin asking for specific career advice.

Career Doctor

How it works:

• Once the Career Doctor is established, radio station will run :10 and

:15 promotional spots to drive awareness of the Career Doctor “call-

in” program and invite listeners to submit their questions for Advertiser

X’s career coach.

– For example: Do you have a question about your career? Looking to change jobs,

but you are not sure where to start? Let the Career Doctor tackle it with you – call,

email or log on to the stations website today and send us a note.

Career Doctor

How it works:

• Each question is provided to Advertiser X and the Career Doctor to

craft the response and tape the advice for airing.

– For example: DJ introduces, “I am here with the Career Doctor from Advertiser X –

Dr. C – Debbie Wolf asked …” Dr. C. answers

– DJ closes: “If you have a question for the Career Doctor, call, email or log on and

send us a note.”

Career DoctorHow it works:

• Station creates a Career Doctor page on the station website with an “email form” for

users to post their questions.

• Answers will be announced on-air (as described), as well as online and via direct

email back to the individual that asked the question.

• The Career Doctor feature page will also include:

– Link to the Advertiser X website.

– Advice and articles written by the Career Doctor (Advertiser X) with regards to coaching subject areas.

– Questionnaire for a “Career Doctor Check-up” that will gauge how satisfied the individual is with their current

job situation (or prospect).

Next Steps

• Gain feedback on ideas

• Station to revise based on feedback and propose

schedules and costs

• Plan activation timeline, including commercial creative

and station produced spots (if required)

• Discuss how campaign success will be measured

• Launch campaign