Study: Audio Ads Key to Reaching Passive Job Seekers

Study: Audio Ads Key to Reaching Passive Job Seekers

RADIO ONLINE | Monday, July 7, 2025 | 2:13pm CT

Cumulus Media and Westwood One

A brand new examine from Cumulus Media | Westwood One’s Audio Active Group reveals that ad-supported audio — notably AM/FM radio and streaming — is a strong software for reaching each lively and passive job seekers, with essential implications for recruitment advertisers.

The nationwide survey, carried out by MARU/Matchbox in December 2024, profiled 1,000 Americans and in contrast outcomes to related labor market research from 2018, 2021, and 2022. This newest installment focuses on job seekers, with a follow-up report set to discover hiring decision-makers.

Key findings present that 9 out of ten job seekers — whether or not actively looking out or open to new alternatives — are reached by ad-supported audio, together with conventional AM/FM radio, digital streaming, and podcasts. AM/FM radio alone reaches practically 80% of job seekers, whereas 60% of lively job seekers hearken to podcasts and AM/FM radio streaming.

Streaming, specifically, has seen robust development. Since 2021, utilization of AM/FM streaming has surged amongst each passive and lively job seekers. Sixty-two p.c of lively job seekers now hearken to AM/FM content material by way of streaming platforms.

Passive job seekers — these not actively looking out however open to alternatives — are the most important supply of potential hires, outnumbering lively job seekers by over 50% (36% vs. 24%). Companies that rely solely on on-line job boards danger lacking this key phase, the examine warns.

While 90% of lively job seekers use job websites like LinkedIn and Indeed, solely 68% of passive job seekers accomplish that. Word of mouth has additionally declined amongst passive candidates, down from 72% in 2021 to 59% in 2024.

Audio promoting seems to supply an efficient various. Heavy digital audio listeners are way more prone to be job seekers, and promoting effectiveness knowledge reveals a powerful hyperlink between media spend and advert recall. Brands with greater advert spend — notably in audio — confirmed stronger model recognition and better market share.

Indeed stays the class chief, with the most important share of voice and market share amongst job seekers. LinkedIn and ZipRecruiter, which have elevated their advert spend lately, additionally present indicators of market development. Notably, ZipRecruiter doubled its utilization amongst lively job seekers from 24% in 2018 to 47% in 2024.

In quick, for recruitment entrepreneurs seeking to increase their attain — particularly to hard-to-target passive candidates — including AM/FM radio, streaming, and podcast promoting to their media plans might make the distinction.