Candidates are Listening, Here’s How to Speak to Them

Jan 2020  RadioWorks Blog


It’s been a busy couple of weeks for recruitment advertising, and it’s about to get a lot busier! Following the RAD Awards last week, we thought we’d take this opportunity to congratulate everyone and talk about the topic stuck on every ambitious mind in the country, Open Days. Open days are essential in the recruitment process, as I’m sure you know all too well. This is the crucial moment when candidates try before they buy into an experience.

What’s more, today marks the first official day of the 13th annual National Apprenticeship Week. Students, graduates, apprentices and millennials at large are about to take the next steps on their educational and occupational journey, so attracting these career-driven individuals through relevant channels is paramount. Known to consume vast quantities of media in various ways, we know that today’s youth can sometimes be a little tricky to reach – here’s why audio could just be the ticket to speak to these aspiring adults.

On-demand music is huge

On-demand music platforms like Spotify have a great ability to meet listeners’ needs. Through bespoke messaging, we can reach tomorrow’s future students and job seekers whilst they listen to their favourite study or 9-5 playlists. Coincidentally, millennials are 94% more likely to be on Spotify, and these free audio subscribers are extremely ambitious and career-driven (Spotify Insight, 2019) which is great news for recruiters. According to recent studies, 57% of individuals expecting to finish school in the next 12 months listen to Spotify and 47% hoping to start university in 2020 also listen (TGI, 2019) making it an extremely suitable streaming service to reach your target demographic.

Candidates love commercial radio

Future candidates are consuming media in many ways. That said, according to RAJAR, 67% of adults aged 16-30 listen to commercial radio. Radio, as we know, has the ability to build trust, connect and entertain listeners, creating an ideal environment for brands to thrive in. DMA research has found that most listeners feel the marketing they hear on the radio is relevant to them which makes sense since this channel provides fantastic targeting options, ensuring that the right messages are heard at the right time. According to TGI, 45% of 16-30-year olds expecting to change jobs in the next 12 months listen to commercial radio.

Also, the latest RAJAR shows us that 62% of all adults in full-time education listen to commercial radio each week, which accounts for 2.9 million students in the UK. So evidently, audio has an incredible influence over young adults and is a great channel to communicate with your future candidates.

Podcasts are popular

Smartphones are the preferred device for podcasts listening. This activity is almost always done solo and via headphones. Why is this important? Because talking directly to your audience when they are working while listening, without any background noise is not only effective but limits the wastage you would find with other media. According to RAJAR’s Winter MIDAS report, the most engaged age groups across the population were found to be those aged 15-34. This audience listens to podcasts most on a weekly basis – 23% of 15-24s and 22% aged 25-34 listen to podcasts every week, which makes this a vital channel to include in your media mix in order to speak to this particular target market.


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