2014 Recruitment Advertising Outlook- The Long, Gray Line

  • March 2014
  • -
  • Borrell Associates Inc.
  • -
  • 47 pages

This 44-page report is our annual outlook on one of the largest and most important – and often overlooked – online advertising categories. Last year employers spent $16 billion on advertising and marketing to find candidates for open jobs. The overwhelming majority of it went to online media, making Recruitment, at $19 billion, the largest single online advertising category. It also ranks just ahead of real estate as the ad category where businesses earmark the highest percent of their ad budgets for online media (78%). The report offers 75 charts and graphics detailing trends in the underpinnings of the Recruitment space, job openings and the number of candidates applying. It also dissects the various advertising and marketing expenditures across newspapers, magazines, broadcast media, outdoor and online, and further analyzes the growing amount of spending earmarked for “digital services.”

There are three appendices: Appendix A offers analyses and data on how job openings are determined; Appendix B delivers detailed charts on 2013 Recruitment spending; and Appendix C lists 22 individual job categories (Construction Retail, Transportation & Warehousing, Communications, Utilities, etc.) that show the number of business locations, number of employees, number of job openings by category (executive, managerial, sales, etc.), and marketing expenditures for each. A 30-minute recorded webinar (held April 1, 2014) with the report’s author is offered to subscribers and single-copy report purchasers.

Table Of Contents

Executive Summary 4
CHAPTER 1: The Long Gray Line 5
Fig.1:1 Average Job Openings 2013-2014, by Industry Group 5
Fig.1:2 Average Job Openings, 2001-2014 6
Fig.1:3 The Nation’s 2014 Long Gray Line - People Competing for Job Openings 6
Fig.1:4 The 2014 ‘Unemployment Line’ by Industry 7
Fig.1:5 Hourly Cost of Robots vs. Humans: No Contest 8
CHAPTER 2: Recruitment Spending in 2014 9
Fig.2:1 Total Recruitment Spending, by Category, 2013-2014 9
Fig.2:2 Total Online Recruitment Spending Compared to Mobile Spending, 2010-2014 11
Fig.2:3 Total Online Recruitment-related Spending, 2012-2014 11
Fig.2:4 Total Local Online Recruitment-related Spending, 2012-2014 12
CHAPTER 3: The (Likely) Future 13
Fig.3:1 U.S. Average Job Openings - 2010-2018 13
Fig.3:2 U.S. Average Cost per Job Opening, 2010-2018 14
Fig.3:3 Total U.S. Recruitment Spending, 2014-2018 Forecast 15
Fig.3:4 Total U.S. Online Recruitment Spending, 2014-2018 Forecast 15
Fig.3:5 Local Online Recruitment Spending, 2014-2018 16
APPENDIX A: The Job Openings Metric 17
APPENDIX B: 2013 Recruitment Spending Estimates 19
APPENDIX C: 22 Employer Categories 23
BORRELL COMPANY PROFILE 45

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