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Are the Jobs Ever Coming Back
2011 OnlineRecruitment
MarketingOutlook:
©2011 BORRELL ASSOCIATES INC. ALL RIGHTS RESERVED
Colby Atwood, Presidentcatwood@borrellassociates.com
Gordon Borrell, CEOgborrell@borrellassociates.com
Kip Cassino, Executive Vice Presidentkcassino@borrellassociates.com
Peter Conti, Jr., Executive Vice Presidentpconti@borrellassociates.com
WWW.BORRELLASSOCIATES.COM
Principal Author Of This Report
AcknowledgementsWe would like to thank the hundreds of media executives who volunteer their company information
and con�de their strategic insights with us. �eir willingness to provide this information and their longstanding trust in Borrell Associates has helped us — and the industry — better understand
a rapidly evolving media environment.
BORRELL ASSOCIATES MANAGEMENT
Kip Cassino, Executive Vice President
kcassino@borrellassociates.com
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
EXECUTIVE SUMMARY ............................................................................................................................................................................................................ 4
CHAPTER I: THE BIG QUESTION: WILL THE JOBS RETURN? .................................................................................................... 5 Fig. 1.1: Projected 2011 U.S. Job Openings by Industry, Compared to Totals for Previous Years .................................. 5Fig. 1.2: Bachelor’s Degrees Conferred by Field of Study,1997-98 vs. 2007-08 ............................................................................ 7Fig. 1.3: Job Descriptions with Highest Rates of Employees “... Planning to look for a new job” in 2011 .................. 8Fig. 1.4: Average Candidates Competing for Each 2011 Job Opening, by Job Description .............................................. 8
CHAPTER II: MORE THAN JUST ADS ........................................................................................................................................................................9Fig. 2.1: Recruitment Advertising Roller-Coaster: Newspapers Ride Ends, Online Keeps Climbing ............................9Fig. 2.2: U.S. Recruitment Spending, 2010 - 2012.................................................................................................................................................. 10Fig. 2.3: Annual Recruitment Spending Forecasts, 2008 vs. 2011......................................................................................................... 11 . APPENDIX A: RECRUITMENT LASR U.S. TOTALS ........................................................................................................................................... 13
BORRELL ASSOCIATES, INC. COMPANY PROFILE Product information
TABLE OFCONTENTS
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
If we had to pick one marketing category that would serve as the best example of the massive migration from analog to digital, recruitment would be the obvious choice. In the course of a decade, newspaper classifieds have gone from king of the hill to former contender. The print industry peaked at $10.3 billion in help-wanted advertising in 2000; last year’s total was about one-tenth of that. Meanwhile, online recruitment advertising has swollen to a $5 billion category, representing nearly 15 percent of all online advertising. But the real power of digital media in this category rests in a single statistic: The fact that human resources professionals are spending 57 percent of their entire media budgets on online recruitment. No other advertising category earmarks that share for online media.
Recruiters continue to peel dollars from print media and plow it into online. They spent $8.9 billion on advertising (newspapers, TV, radio, online) in 2010. This year they’ll increase their media buys by 9 percent, with the majority of that increase going toward online advertising. By 2012, we expect online to comprise 67 percent of all recruitment media buying.
In reality, media is only a small portion (about 16 percent) of what recruiters spend to locate candidates. Overall, this is a $55 billion category. The vast majority goes to recruitment agencies that are paid to fill full- and part-time positions.
The biggest driver in this category, of course, is jobs. The more that become available, the more recruiters spend. In what might have been the first wave of a retirement tsunami, more than 10,000 baby boomers a day began turning 65 on January 1st of this year. This flood will continue, largely unabated, until 2030. But the question remains: Faced with a tough economy and depressed home prices, will they go ahead and retire, or keep on working? According to a recent AARP study, two out of every five boomers said they plan to continue working as long as they can.
The bad news is, there will be 5.6 candidates for every available job opening in the nation this year.
This report takes a broad look at the jobs situation, offering research and insights on what types of jobs will be available this year and how many candidates will be competing for those jobs. It also examines trends in the various expenditures by human resources professionals as they shift their spending to meet the changing demands of the marketplace.
It concludes with an appendix detailing the various components and trends in recruitment spending, including detail on spending in more than 20 individual employment categories such as real estate, health care, education, government, restaurants and other fields.
RECRUITMENT ADVERTISING ROLLER-COASTER: NEWSPAPERS RIDE ENDS, ONLINE KEEPS CLIMBING
Executive Summary
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011(F)
$10.3
$7.7
$5.5
$4.9$5.3
$8.4$7.8
$5.1
$3.3
$1.4
$1.5
$1.3$1.0 $1.1 $1.3
$1.6$2.0
$2.4
$3.5 $4.4
$5.4 $5.3 $5.0
$6.0
NewspapersOnline
$ in Billions
$12
$0Sources: Newspaper
Association of America, Borrell Associates; 2011.
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
For those who watch employment statistics, 2010 was a confusing year. Media reports continued to focus on “jobs created or saved” while the unemployment rates hung stubbornly close to nine percent. New-unemployment claims drifted up and down, seemingly more dependent on weather than economic change. When examined in detail, the decreases in the unemployment rate were merely administrative — the result of another group of long-term jobless being removed from the count rather than a surge in new hires. To add to this confusion, unemployment rates vary widely from one community to another. Some places are doing just fine, while others linger in double-digit jobless rates. Has the nation turned the corner? Are the jobs coming back? Tony Crescenzi — strategist for Pimco, a global investment management firm — believes some of the jobs won’t. In a recent interview, he discussed the “new normal” conditions faced by some basic industries. “The construction industry lost two million jobs in the recession,” he said, “during a period when housing starts fell from two million annualized to half a million.” Crescenzi predicts housing starts will remain closer to current reduced levels in the future. “That means most of the two million who lost those jobs lost them for good,” he said.
FIGURE 1.1: PROJECTED 2011 U.S. JOB OPENINGS BY INDUSTRY, COMPARED WITH TOTALS FOR PREVIOUS YEARS
The Big Question: Will the Jobs Return?
CHAPTER I
National ResourcesConstruction
Durable ManufacturingNondurable Manufacturing
WholesaleRetail
Transportation/Warehousing/UtilitiesInformation
Financial ServicesReal Estate
Business ServicesEducation
Health ServicesArts/EntertainmentHotel/Food Service
Other ServicesNational Government
Local GovernmentTotal
Job Category
23.079.7
169.262.991.7
196.091.492.2
210.325.3
590.954.6
436.639.4
222.4140.0120.3231.2
2,854.1
Projected '11 Job
Openings(Thousands)
% Changefrom2010
% Changefrom2009
% Changefrom2008
% Changefrom2007
54.9 9.0
41.4 4.7
16.5 (23.3)
24.7 18.9 28.0
(17.9)14.1 (0.1)(5.0)16.7 (7.6)(3.1)
(11.1)(6.7)
3.1
213.3 58.0
191.7 8.3
33.7 (21.5)
62.5 84.7 93.5
(34.2)44.6 16.2 (8.1)81.8 (3.8)21.3 50.3
(12.3)19.9
22.5 (22.1)
19.7 (38.2)(25.5)(43.6)(19.1)
19.2 36.0
(57.7)(9.8)
(12.5)(29.9)(24.1)(45.3)(17.4)123.2 (34.8)(20.7)
55.8 (56.4)(21.2)(53.4)(56.7)(52.9)(44.5)(37.3)
(5.4)(60.8)(23.6)(19.8)(36.8)(44.6)(58.2)(28.3)134.0 (43.1)(37.2)
Strategic Hotels and Resorts, operator of 20 high-end hotels, cut 1,500 jobs during the past two years through a comprehensive “re-engineering” process. CEO Laurence Geller believes that one-third of the jobs cut will remain gone, even as the economy improves. On a similar note, truck
Sources: Borrell Associates, Bureau of Labor Statistics
(JOLTS); 2011.
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
manufacturer Navistar expects production of its vehicles to improve by more than 20 percent in 2011. However, jobs to fill the orders will increase by just five percent.
These examples point to the single metric that best explains the current state of unemployment: job openings. Unlike the other metrics, job openings depend on nothing more than reports from employers. Certainly, it cannot be disputed that employment cannot improve unless job openings increase. Using data from the Bureau of Labor Statistics JOLTS (Job Openings and Labor Turnover Survey) database, we’ve been able to track job openings for more than two dozen broad industry categories back to the year 2000. The information can also be used to forecast annual job openings, as shown in Figure 1.1. Note that currently available data show 2011 job openings will increase modestly over 2010 levels. According to what we know now, end job openings by the end of the year will have diminished in several vital categories — retail, health services, food services, and local government. While any level of increase is good news for a weary nation, the job openings projected for 2011 are still nowhere near those seen in the heady days of 2007.
Countervailing CurrentsNothing is simple these days. The 2011 job openings picture is certainly complex, roiled by three major trends:
� Work ‘til you die. In what might have been the first wave of a building retirement tsunami, more than 10,000 baby boomers a day began turning 65 on January 1st of this year. This flood will continue, largely unabated, until 2030. But many of the nation’s biggest generation will not be getting the gold watch ... at least, not for a while. According to a recent AARP study, two out of every five boomers plan to work “until they drop.” Many of these workers simply have not saved, or have not saved sufficiently, to allow retirement. Two out of three still have mortgages on their homes, averaging $85,000. Many have seen their retirement accounts — 401k plans and other mutual funds — lose 20 to 50 percent of their values during the recent economic meltdown. These men and women cannot afford to retire.
� Boomer exodus. Maybe it’s a good thing boomers want to stay — some of them, anyhow. Ken Ball and Gina Gotsill, authors of Surviving the Baby Boomer Exodus, list several industries they predict will be hurt as boomers end their careers. Among the hardest hit: oil and gas producers, manufacturers, schools, health care, and government. Young people avoid these industries, the authors state, because of lifestyle preferences. Workers in these industries tend to stay in their jobs a long time. When the tide of boomers begins to ebb, the sheer magnitude of vacancies will create big hiring problems.
� Grads on the Unemployment Line. A recent Pew Research study asserts that two out of five 18- to 29-year-olds have either been unemployed or underemployed since the end of 2007. Although the prospects for new grads are projected to improve this year over last, only 43 percent of the employers who hired new graduates last year are certain they will do so again in 2011. Among employers who did not hire new grads last year, three out of four are uncertain about hiring any this year or have definitely decided not to do it. This is a crushing blow to new graduates, many of whom have completed their studies with big educational loan debt. Part of the reason for this growing problem is shown in Figure 1.2. Of the 1.5 million bachelor’s degrees conferred by U.S. colleges in 2008, less than half (blue highlights) were for courses of study in demand among employers. Engineering, which encompasses eight of the top ten college degrees based on average starting salary (darwinsfinnace.com, “Top 10 College Degrees by Highest Starting Salary”), ranked ninth, down from seventh a decade earlier. Like the other sectors of our economy, jobs are a matter of supply and demand. If the latter is high and the former low, good jobs with high starting salaries occur.
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
FIGURE 1.2: BACHELOR’S DEGREES CONFERRED BY FIELD OF STUDY, 1997-98 vs. 2007-08
BusinessSocial Sciences and History
Health Professions and Related Clinical SciencesEducation
PsychologyVisual and Performing Arts
Biological and Biomedical SciencesCommunications, Journalism, and Related
EngineeringEnglish Language and Literature/Letters
Liberal Arts and Sciences, General Studies, and HumanitiesSecurity and Protective Services
Computer and Information SciencesMulti/interdisciplinary Studies
Parks, Recreation, Leisure, and Fitness StudiesAgriculture and Natural Resources
Public Administration and Social ServicesPhysical Sciences and Science Technologies
Family and Consumer Sciences/Human SciencesForeign Languages, Literatures, and Linguistics
Mathematics and StatisticsEngineering Technologies
Philosophy and Religious StudiesArchitecture and Related
Theology and Religious VocationsArea, Ethnic, Cultural, and Gender Studies
Transportation and Materials MovingCommunication Technologies
Legal Professions and StudiesNo Classi�ed Field of Study
Library ScienceMilitary TechnologiesPrecision Production
Field of Study 1997-98 '98 Rank 2007-08
232,079125,04086,843105,833
74,10752,077
65,58349,385
60,25249,01633,20225,076
27,82926,96015,42223,27620,40819,36215,65415,279
11,79514,397
8,3847,6525,8555,9763,206
8782,0791,373
733
521,184,406
124358697
101114121319151617182022212324262527302829313332
44.5 33.8 28.4 (3.1)24.9 68.4 18.7 54.7 14.0 12.3 41.4 60.5 38.3 34.1 94.1
3.6 15.1 13.3 39.7 37.3 28.8
5.4 46.2 28.1 53.6
41.5 62.3
431.4 81.4
(72.5)(6.8)
1200.0 (36.5)
32.0
335,254167,363
111,478102,582
92,58787,703
77,85476,382
68,67655,03846,94040,235
38,47636,14929,93124,11323,49321,93421,87020,977
15,19215,17712,257
9,8058,9928,4545,203
4,6663,771
377683933
1,563,069
123456789
101112131415161718192021222324252627282930313233
'08 Rank10 Year
% Change
Sources: Digest of Education Statistics, Table 271; 2010.
Six-to-One OddsThis year there will be 5.6 candidates on average for every available job opening in the nation. Among the 16.3 million people who say they “plan to look” for a new job during the year, three out of five focus on one of six job descriptions (see Figure 1.3). In these job descriptions competition will be tougher, with an average of 6.3 candidates for every job opening available (see Figure 1.4).
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Sources: Scarborough Research, Multi-Market
2010 - Release 2.
Note that “Management” employees (the general category also includes professionals) are less cautious about looking beyond their present positions this year. Their share of those looking has risen from six to nine percent since last year. Among the remainder, office clerical and sales employees make up more than a quarter of all those planning to look for a new job this year. What’s left is a collection of unskilled and semi-skilled workers.
FIGURE 1.4: AVERAGE CANDIDATES COMPETING FOR EACH 2011 JOB OPENING, BY JOB DESCRIPTION
FIGURE 1.3: JOB DESCRIPTIONS WITH HIGHEST RATES OF EMPLOYEES “... PLANNING TO LOOK FOR A NEW JOB” IN 2011
Food Preparation and ServingBuilding and Grounds Cleaning & Maintenance
Sales (all types)Transportation and Material Moving
Healthcare SupportFarming, Fishing, and Forestry
Installation, Maintenance, and Repair WorkerArts, Design, Entertainment, Sports, and Media
Personal Care and ServiceO�ce and Administrative Support
ProductionConstruction Trades
Financial SpecialistEducation, Training, and LibraryCommunity and Social Services
Professional, Not Otherwise Speci�edProtective Service
Business Operations SpecialistManagement
Computer and MathematicalLife, Physical, and Social Science
LegalHealthcare Practitioners and Technical
Military Speci�cArchitecture and Engineering
Extraction Worker
9.9 7.5 7.3 6.6 6.1 6.1 6.0 5.9 5.8 5.8 5.5 5.3 5.0 4.7 4.5 4.5 4.5 4.4 4.3 4.3 4.0 4.0 3.6 3.5 3.30.8
O�ce and Administrative Support
2,052,38013%
All Other6,574,350
40%
Building and Grounds Cleaning &
Maintenance833,100
5%
Transportation and Material Moving
978,2206%
Production892,750
5%
Food Preparation and
Serving1,409,120
9%
Management1,491,450
9%
Sales2,035,000
13%
On the surface, it would seem that candidates seeking more specialized, higher-paying job openings have an easier time with less competition. However, the four looking for a job as a computer specialist will represent far more competition to each other than the 10 hoping for a food-service job.
Sources: Bureau of Labor Statistics, Scarborough
Research, Borrell Associates; 2011.
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Recruitment spending is not an advertising category — at least not to those who spend the money. It will not typically be found in any company’s ad budget. Recruitment is a human resources expense, and it’s not limited to advertising in media. Recruiters have many other tools in their kits to find viable candidates. They may spend their money with a full-service employment agency or with a temporary-help agency. They may send recruiters to college campuses or participate in a job fair. They may purchase dedicated terminals in their stores or branches allowing job seekers to apply to them electronically. Or they may spend most of their recruitment efforts building and maintaining an employment section on their own websites. That last idea has spelled disaster for media channels — newspapers and trade publications in particular — that had become reliant on large streams of recruitment advertising. As Figure 2.1 shows, newspaper recruitment ad spending is a small fraction of what it was a decade ago,with no upward trend is in sight.
FIGURE 2.1: RECRUITMENT ADVERTISING ROLLER-COASTER: NEWSPAPERS RIDE ENDS, ONLINE KEEPS CLIMBING
More than Just AdsCHAPTER II
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011(F)
$10.3
$7.7
$5.5
$4.9$5.3
$8.4$7.8
$5.1
$3.3
$1.4
$1.5
$1.3$1.0 $1.1 $1.3
$1.6$2.0
$2.4
$3.5 $4.4
$5.4 $5.3 $5.0
$6.0
NewspapersOnline
$ in Billions
$12
$0
Much of the breathtaking declines in newspaper spending have been blamed on the big online job boards like Monster and CareerBuilder. While these boards and thousands of others played a part in the collapse of newspaper recruitment spending, they were not the primary culprit. That role fell to the recruiting businesses themselves, who chose to migrate most of their job postings to their own websites. Meanwhile, the amount spent on online media surpassed newspapers in 2008 and continues to rise. There is an important concept illustrated here: the need to measure share. During the latter part of the 20th century, plenty of signals indicated that newspapers were gradually losing share in recruitment spending. They were masked, however, by strong year-over-year revenue growth. The pie
Sources: Newspaper Association of America,
Borrell Associates; 2011.
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
was increasing in size, but the newspaper slice was shrinking. After the turn of the century, when all recruitment spending declined, the loss of share became apparent — only to be masked once again by rising year-over-year revenue increases in the boom period of 2004-05. Since then, newspaper recruitment spending, and the massive classified sections they supported, have clearly withered away. Could better awareness of share have prevented the dissolution shown in Figure 2.1? Probably not. However, knowledge that it was occurring might have allowed steps to mediate the worst of the downturn, or at least provided time to plan for personnel shifts to other efforts. Last year employers spent more than $55 billion to fill 2.8 million job openings. That’s just under $20,000 for each opening filled. Figure 2.2 shows how that money was spent and forecasts how it will be spent this year and next. Note that spending on advertising makes up less than 17 cents of every recruitment dollar. The majority (more than 80 percent) will be spent with recruitment businesses of one sort or another, either full service employment agencies or temporary-help companies.
FIGURE 2.2: U.S. RECRUITMENT SPENDING, 2010 - 2012
NewspaperOther Print
BroadcastOut of Home (includes Cinema)
Full-Service Employment AgenciesTemporary Help Agencies
College Recruitment/Job FairsOnsite Materials
Online*
RecruitmentSpending Category
$1,502$1,239
$561$554
$16,055$30,237
$107$34
$5,037$55,327
2010Estimate
($ Millions) Share
2011Projection
($ Millions)
PercentChangefrom '10
2.7%2.2%1.0%1.0%
29.0%54.7%
0.2%0.1%9.1%
100%
$1,324$1,196
$581$611
$17,107$31,621
$111$36
$5,976$58,564
2.3%2.0%1.0%1.0%
29.2%54.0%
0.2%0.1%
10.2%100%
(11.8)(3.5)
3.5 10.2
6.6 4.6 4.0 7.1
18.6 5.8
Share
2012Forecast
($ Millions)
$1,232$1,122
$605$659
$18,288$33,328
$116$39
$7,279$62,868
2.0%1.8%1.0%1.0%
29.1%53.0%
0.2%0.1%
11.6%100%
Share
(7.0)(6.2)
4.1 7.9 6.9 5.4 4.6 8.2
21.8 7.4
PercentChangefrom '11
* Includes external expenses incurred by employers to develop and maintain recruitment spaces on their websites.
Examining the “media” portion alone (newspapers, other print, broadcast, outdoor and online advertising), recruiters continue to peel dollars from print media and plow it into online. They spent $8.9 billion on traditional advertising in 2010, of which 56.6 percent was earmarked for online media buys — principally job listings and resume database searches. This year they’ll increase their media buys by 9 percent, with the majority of that increase going toward online advertising. By 2012, we expect online to comprise 67 percent of all recruitment media buying — the largest share devoted to online media of any advertising category. (Real Estate advertising is the second-highest, currently at 46 percent.) The big job boards like Monster and CareerBuilder hold the largest individual slices of the media share at about 5 percent each. But hundreds of other competitors exist online — many of them too broad to classify as a job board. Kenexa is one example. Kenexa is the company that acquired BrassRing.com for $115 million in 2006 and Salary.com last year $83 million. Its offerings include online recruitment services, software, and proprietary content that help companies recruit and retain employees. Last year the company had $145 million in U.S. revenue, three-fourths of it from subscriptions to software that help companies manage the recruiting process. The business of forecasting became even more dicey than usual over the past three years because of twists and turns in the economy. As a result, early predictions for what the jobs and recruitment
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
marketplace would look like today were all way off. It appears that our forecast for what would happen in 2012 will be off as well — perhaps by about 14 perecent of what we said three years ago. Early in 2008, using year-end 2007 data, we forecast that 2012 spending would top $73 billion. Our current forecast is $63 billion, or 14 percent lower. What happened?
Many things caused that forecast to be off — but only one had much bearing on what we thought then would be happening by 2012. Mid-year 2008 saw the collapse of the nation’s financial system. Job openings dropped by a full third — from 3.6 million in 2008 to 2.4 million in 2009. While they have improved, job openings have yet to reach 2007 levels. As a result, the current forecast is somewhat less ebullient then the one provided in our 2008 report (see Figure 2.3). While we had foreseen a modest economic downturn in 2008-2009, we had not counted on the disaster that occurred.
FIGURE 2.3: ANNUAL RECRUITMENT SPENDING FORECASTS, 2008 VS. 2011
Since the start of the “great recession,” job openings have remained 20 to 30 percent lower than 2007 levels, though they are rising slowly each year. If and when they return to the 3.7 million to 4.0 million level, our original ‘08 forecast may well be realized. Other changes worth noting:
� The internal staffing trend has taken hold faster than we anticipated in 2008. The victim has been spending with recruitment agencies — especially full-service shops.
� Drastically reduced job opening levels have made temporary outsourcing more important to all kinds of businesses, who must shore up decimated staffs when unplanned work occurs.
� Online spending has increased dramatically, especially among the smaller, more specialized boards and among recruiting businesses themselves. It is fair to say that the share lost by offline media is unlikely to return.
Some observers have described the present levels of employment as a revised normal situation, insisting that the bulk of the job openings lost in 2008 will never return. Two overarching factors refute this opinion:
Source: Borrell Associates Inc.,
2008 and 2011.2008 2009 2010 2011(P) 2012(F)
$58
$58
$63
$52
$68
$55
$70
$59
$73
$63
'08 Forecast'11 Forecast
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2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
� The housing industry is still losing ground. An enormous inventory of real estate on the market restricts demand for new construction. Until housing and real estate have worked through this difficulty, no employment level can be considered normal.
� Federal debt has climbed to levels never seen before. Efforts to meet this level of debt must (and do) consume credit markets, constricting the availability of funding for business expansion. This is another problem that must be solved before any economic condition can be described as normal.
In the meantime, job openings continue to increase and recruitment spending continues to rise . . . but far more slowly than any of us would like.
NOTE:The latest Recruitment LA$R report for the total U.S. is included in Appendix A. A similar report for any defined U.S. market is available from Borrell Associates.
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
2010 Recruitment Spending Estimates Market: Total US
The Recruitment LA$R uses data from the U.S. Bureau of Labor Statistics, Scarborough Research, Dun & Bradstreet, and Claritasto estimate the amount of locally generated recruitment activity expected in this market during the year. This report estimates activity for 21 employer categories, and for six generalized job descriptions: Unskilled: Jobs requiring no speci�c background or skill - high school diploma may not be required. Production (includes stock and inventory control): Some related job history may be preferred. A high school diploma is typically required. Clerical: Education or job history with o�ce skills (word processing, �ling, etc.) and a high school diploma are typically required. Sales: Related job experience and some college education are typically required. Management (including professional and technical): Related job experience, undergraduate or post-graduate education are typically required. Executive: Extensive related job experience, undergraduate or post-graduate education are typically required.
As shown in the table below, six employer categories generated 50 percent or more of total recruitment activity estimated for this market in 2010:
HealthcareBusiness Services
RetailState & Local Government
Financial ServicesRestaurants & Food Service
All Other CategoriesMarket Total
484,420461,320280,330256,670210,830205,640
1,133,7003,032,910
16.0%15.2%
9.2%8.5%7.0%6.8%
37.4%100%
Healthcare 16.0%
Business Services 15.2%
Retail 9.2%
State & Local Government
8.5% Financial Services 7.0%
Restaurants & Food Service
6.8%
All Other Categories 37.4%
Employer CategoryEstimated '10Job Openings Share
These employers have openings with these general job
UnskilledProduction
ClericalSales
ManagementExecutive
1,287,580130,429258,414137,874
1,129,78388,830
3,032,910
42.5%4.3%8.5%4.5%
37.3%2.9%
100%
GeneralizedJob Description
Estimated '10Job Openings Share
© 2010, Borrell Associates Inc. All rights reserved.
Overview
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Overall, this equates to a ratio of 5.4 adults considering a job change in this market for every job opening estimated.
While it is impossible to know how many employees will pursue their plans and actually change employ-ment, the table to the left can pro-vide some clues. As the number of “Adults Planning” grows, it is reasonable to assume that more employees from a spe-cific “Job Description” will take their plans to the final level. If that’s true, the “Index to MarketAverage” column - which compares the per-centage of “Planning” adults to the market average - can be seen as a job dissatisfaction index. The lower it moves, the less likely employees with a given job descrip-tion are to plan for job change. As the index moves higher, the reverse becomes true. The index can serve a second pur-pose as well. The higher it climbs, the easier it should be for employers looking for new hires in a given job category to find local candidates. On the other hand, as it drops the need to look in other markets for candi-dates will grow.
Recruitment LA$R Estimated Job Search Activity Total US
According to segmentation-estimated results from the latest Scarborough Research study of more than 100,000 adults across the USA, here are the totals for people who said they are "… planning to look for a new job during the coming year" in this market:
Management Business Operations Specialist
Financial Specialist Computer and Mathematical Architecture and Engineering
Life, Physical, and Social Science Community and Social Services
Legal Education, Training, and Library
Arts, Design, Entertainment, Sports, and Media Healthcare Practitioners and Technical
Healthcare Support Protective Service
Food Preparation and Serving Building and Grounds Cleaning & Maintenance
Personal Care and Service Sales
O�ce and Administrative Support Farming, Fishing, and Forestry
Construction Trades Extraction Worker
Installation, Maintenance, and Repair Worker Production
Transportation and Material Moving Military Speci�c
Professional, Not Otherwise Speci�ed Market Total
Job Description Adults
Planning"Planning"
ShareEstimated
'10 Jobs
Index toU.S.
Average
1,491,450291,920332,340338,160249,780132,570203,900142,820789,470340,820495,150493,560345,490
1,409,120833,100658,110
2,035,0002,052,380
89,690788,590
2,700638,180892,750978,220
73,030168,070
16,266,370
15,453,6403,001,6703,012,4603,568,7703,399,1001,487,0102,017,6701,620,6607,499,5502,577,0006,112,7303,619,7003,450,1306,375,2205,003,1005,077,800
12,603,66015,889,610
666,2906,673,650
155,8104,823,4307,252,9706,695,210
928,4401,670,730
130,636,010US Average
9.7%9.7%
11.0%9.5%7.3%8.9%
10.1%8.8%
10.5%13.2%
8.1%13.6%10.0%22.1%16.7%13.0%16.1%12.9%13.5%11.8%
1.7%13.2%12.3%14.6%
7.9%10.1%12.5%12.5%
787889765972817185
10665
11080
178134104130104108
9514
10699
1176381
100
Borrell Associates o�ers this data for any local market
© 2010, Borrell Associates Inc. All rights reserved.
Overview
© 2011 Borrell Associates Inc. All rights reserved
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15
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Overview
Recruitment LA$R Estimated Recruitment Spending Total US
Newspaper Other Print
Broadcast Out of Home (includes Cinema)
Full-Service Employment Agencies Temporary Help Agencies
College Recruitment/Job Fairs Onsite Materials
Online
Recruitment Spending Category
2010Estimate
($ Millions)
Average US
Share
$1,502.0$1,239.1
$561.4$554.3
$16,055.4$30,236.5
$107.0$34.1
$5,037.4$55,327.1
2.7%2.2%1.0%1.0%
29.0%54.7%
0.2%0.1%9.1%
100%
© 2010, Borrell Associates Inc. All rights reserved.
Recruitment Spending Category Descriptions Newspaper: Recruitment advertising in daily, weekly, community, college, alternative, or business newspapers, from inside or outside the market. Other Print: Recruitment advertising in penny-savers, shoppers, niche publications, B2B or B2C magazines from inside or outside the market. Broadcast: Recruitment advertising on radio, broadcast TV, or cable TV generated inside or outside the market. Out of Home: Billboard, transportation, or cinema advertising from inside or outside the market.Full-Service Employment Agencies: External fees paid to full-service employment �rms or consultants (located inside or outside the market). Temporary Help Agencies: External fees paid to temporary help agencies (located inside or outside the market). College Recruitment/Job Fairs: Spending to support college recruitment activity (within or outside the market), or the performance of job fairs within the market.Onsite Materials: Forms, brocures, information kits, CDs, and computer kiosks placed at employer's locations to allow on-site job consideration or applications.Online: Recruitment-related revenue from job boards or the recruitment-speci�c spaces on organizational websites. Also, the expenses incurred by employers to develop and maintain recruitment spaces on their websites.
Share of Total Recruitment $
Newspaper
Other Prin
t
Broadcast
Out of Home (in
cludes C
inema)
Full-Servi
ce Employment A
gencies
Temporary Help Agencie
s
College Recruitm
ent/Job Fa
irs
Onsite
Materials
Online
2.7%
2.2%
1.0%
1.0%
54.7%
29.0%
0.2%
0.1%
9.1%
© 2011 Borrell Associates Inc. All rights reserved
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16
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Industry Category Detail
Employer Category: Natural Resources Total US
Market Business Locations: 35,120Market Jobs/Employees: 528,290
Average Employees Per Location: 15Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 126 0.7% 100 23Management/Professional 819 4.4% 100 12
Sales 68 0.4% 100 8Clerical 1,081 5.8% 100 69
Production/Semi-skilled 4,589 24.8% 100 577Unskilled 11,817 63.9% 100 150
Market Total 18,500 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 8.0%
Newspaper $7.390 23.7% 100 140Other Print $3.858 12.4% 100 89Broadcast $6.016 19.3% 100 305
Out of Home (includes Cinema) $6.685 21.4% 100 344Online* $7.256 23.3% 100 41
Ad Spending Total $31.206 8.0% 100 49Other Recruitment Spending --
Full-Service Employment Agencies $353.041 97.8% 100 283Temporary Help Agencies $0.423 0.1% 100 0
College Recruitment/Job Fairs $0.316 0.1% 100 38Onsite Materials $7.256 2.0% 100 2740
Other Spending Total $361.036 92.0% 100 110Total Recruitment Spending -- $392.242 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Construction Total US
23.7%
12.4%
19.3%
21.4%
23.3%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
8.0%
Other Spending
Total 92.0%
Category Ad Spending Shares
Category Recruitment Spending by Type
Borrell Associates offers this data for any local market.
Page 1 of 36
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Employer Category: Natural Resources Total US
Market Business Locations: 35,120Market Jobs/Employees: 528,290
Average Employees Per Location: 15Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 126 0.7% 100 23Management/Professional 819 4.4% 100 12
Sales 68 0.4% 100 8Clerical 1,081 5.8% 100 69
Production/Semi-skilled 4,589 24.8% 100 577Unskilled 11,817 63.9% 100 150
Market Total 18,500 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 8.0%
Newspaper $7.390 23.7% 100 140Other Print $3.858 12.4% 100 89Broadcast $6.016 19.3% 100 305
Out of Home (includes Cinema) $6.685 21.4% 100 344Online* $7.256 23.3% 100 41
Ad Spending Total $31.206 8.0% 100 49Other Recruitment Spending --
Full-Service Employment Agencies $353.041 97.8% 100 283Temporary Help Agencies $0.423 0.1% 100 0
College Recruitment/Job Fairs $0.316 0.1% 100 38Onsite Materials $7.256 2.0% 100 2740
Other Spending Total $361.036 92.0% 100 110Total Recruitment Spending -- $392.242 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Construction Total US
23.7%
12.4%
19.3%
21.4%
23.3%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
8.0%
Other Spending
Total 92.0%
Category Ad Spending Shares
Category Recruitment Spending by Type
Borrell Associates offers this data for any local market.
Page 1 of 36
Market Business Locations: 1,323,740Market Jobs/Employees: 7,377,110
Average Employees Per Location: 6Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,428 1.9% 100 66Management/Professional 13,700 18.5% 100 50
Sales 224 0.3% 100 7Clerical 17,351 23.5% 100 275
Production/Semi-skilled 28,944 39.2% 100 911Unskilled 12,272 16.6% 100 39
Market Total 73,920 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 8.0%
Newspaper $36.529 19.6% 100 84Other Print $25.651 13.8% 100 107Broadcast $25.978 14.0% 100 53
Out of Home (includes Cinema) $18.336 9.9% 100 44Online* $79.548 42.8% 100 146
Ad Spending Total $186.044 8.0% 100 101Other Recruitment Spending --
Full-Service Employment Agencies $210.024 9.9% 100 259Temporary Help Agencies $1,914.025 89.9% 100 90
College Recruitment/Job Fairs $2.452 0.1% 100 113Onsite Materials $1.565 0.1% 100 70
Other Spending Total $2,128.066 92.0% 100 100Total Recruitment Spending -- $2,314.109 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Nondurable Goods Manufacturing Total US
Market Business Locations: 324,620Market Jobs/Employees: 6,536,430
19.6%
13.8%
14.0%
9.9%
42.8%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
8.0%
Other Spending
Total 92.0%
Category Ad Spending Shares
Category Recruitment Spending by Type
16.9% NewspaperPage 2 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Market Business Locations: 1,323,740Market Jobs/Employees: 7,377,110
Average Employees Per Location: 6Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,428 1.9% 100 66Management/Professional 13,700 18.5% 100 50
Sales 224 0.3% 100 7Clerical 17,351 23.5% 100 275
Production/Semi-skilled 28,944 39.2% 100 911Unskilled 12,272 16.6% 100 39
Market Total 73,920 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 8.0%
Newspaper $36.529 19.6% 100 84Other Print $25.651 13.8% 100 107Broadcast $25.978 14.0% 100 53
Out of Home (includes Cinema) $18.336 9.9% 100 44Online* $79.548 42.8% 100 146
Ad Spending Total $186.044 8.0% 100 101Other Recruitment Spending --
Full-Service Employment Agencies $210.024 9.9% 100 259Temporary Help Agencies $1,914.025 89.9% 100 90
College Recruitment/Job Fairs $2.452 0.1% 100 113Onsite Materials $1.565 0.1% 100 70
Other Spending Total $2,128.066 92.0% 100 100Total Recruitment Spending -- $2,314.109 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Nondurable Goods Manufacturing Total US
Market Business Locations: 324,620Market Jobs/Employees: 6,536,430
19.6%
13.8%
14.0%
9.9%
42.8%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
8.0%
Other Spending
Total 92.0%
Category Ad Spending Shares
Category Recruitment Spending by Type
16.9% NewspaperPage 2 of 36Average Employees Per Location: 20
Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 5,661 4.4% 100 150Management/Professional 40,082 31.1% 100 83
Sales 3,380 2.6% 100 58Clerical 11,380 8.8% 100 103
Production/Semi-skilled 23,828 18.5% 100 429Unskilled 44,749 34.7% 100 82
Market Total 129,080 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 13.0%
Newspaper $63.628 16.9% 100 100Other Print $52.131 13.9% 100 100Broadcast $32.859 8.7% 100 139
Out of Home (includes Cinema) $28.355 7.5% 100 121Online* $198.673 52.9% 100 93
Ad Spending Total $375.647 13.0% 100 81Other Recruitment Spending --
Full-Service Employment Agencies $636.188 25.4% 100 73Temporary Help Agencies $1,867.036 74.4% 100 114
College Recruitment/Job Fairs $4.422 0.2% 100 76Onsite Materials $1.716 0.1% 100 93
Other Spending Total $2,509.361 87.0% 100 104Total Recruitment Spending -- $2,885.008 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Durable Goods Manufacturing Total US
Market Business Locations: 348,170Market Jobs/Employees: 7,728,470
Average Employees Per Location: 22Source: Dun & Bradstreet, 2011.
16.9%
13.9%
8.7%
7.5%
52.9%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
13.0%
Other Spending
Total 87.0%
Category Ad Spending Shares
Category Recruitment Spending by Type
17.0% Newspaper
Page 3 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Average Employees Per Location: 20Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 5,661 4.4% 100 150Management/Professional 40,082 31.1% 100 83
Sales 3,380 2.6% 100 58Clerical 11,380 8.8% 100 103
Production/Semi-skilled 23,828 18.5% 100 429Unskilled 44,749 34.7% 100 82
Market Total 129,080 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 13.0%
Newspaper $63.628 16.9% 100 100Other Print $52.131 13.9% 100 100Broadcast $32.859 8.7% 100 139
Out of Home (includes Cinema) $28.355 7.5% 100 121Online* $198.673 52.9% 100 93
Ad Spending Total $375.647 13.0% 100 81Other Recruitment Spending --
Full-Service Employment Agencies $636.188 25.4% 100 73Temporary Help Agencies $1,867.036 74.4% 100 114
College Recruitment/Job Fairs $4.422 0.2% 100 76Onsite Materials $1.716 0.1% 100 93
Other Spending Total $2,509.361 87.0% 100 104Total Recruitment Spending -- $2,885.008 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Durable Goods Manufacturing Total US
Market Business Locations: 348,170Market Jobs/Employees: 7,728,470
Average Employees Per Location: 22Source: Dun & Bradstreet, 2011.
16.9%
13.9%
8.7%
7.5%
52.9%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
13.0%
Other Spending
Total 87.0%
Category Ad Spending Shares
Category Recruitment Spending by Type
17.0% Newspaper
Page 3 of 36Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 2,025 2.9% 100 100Management/Professional 20,193 29.2% 100 78
Sales 1,523 2.2% 100 48Clerical 5,678 8.2% 100 96
Production/Semi-skilled 31,115 44.9% 100 1045Unskilled 8,716 12.6% 100 30
Market Total 69,250 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 10.8%
Newspaper $36.819 17.0% 100 101Other Print $29.857 13.8% 100 99Broadcast $29.092 13.5% 100 213
Out of Home (includes Cinema) $17.998 8.3% 100 134Online* $102.341 47.4% 100 84
Ad Spending Total $216.107 10.8% 100 67Other Recruitment Spending --
Full-Service Employment Agencies $297.429 16.6% 100 48Temporary Help Agencies $1,490.257 83.2% 100 128
College Recruitment/Job Fairs $2.711 0.2% 100 66Onsite Materials $1.135 0.1% 100 86
Other Spending Total $1,791.531 89.2% 100 106Total Recruitment Spending -- $2,007.638 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Wholesale Total US
Market Business Locations: 766,020Market Jobs/Employees: 6,231,970
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,
13.8%
13.5%
8.3%
47.4%
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
10.8%
Other Spending
Total 89.2%
Category Ad Spending Shares
Category Recruitment Spending by Type
18.4%
14.1%
Newspaper
Other Print
Page 4 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
20
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 2,025 2.9% 100 100Management/Professional 20,193 29.2% 100 78
Sales 1,523 2.2% 100 48Clerical 5,678 8.2% 100 96
Production/Semi-skilled 31,115 44.9% 100 1045Unskilled 8,716 12.6% 100 30
Market Total 69,250 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 10.8%
Newspaper $36.819 17.0% 100 101Other Print $29.857 13.8% 100 99Broadcast $29.092 13.5% 100 213
Out of Home (includes Cinema) $17.998 8.3% 100 134Online* $102.341 47.4% 100 84
Ad Spending Total $216.107 10.8% 100 67Other Recruitment Spending --
Full-Service Employment Agencies $297.429 16.6% 100 48Temporary Help Agencies $1,490.257 83.2% 100 128
College Recruitment/Job Fairs $2.711 0.2% 100 66Onsite Materials $1.135 0.1% 100 86
Other Spending Total $1,791.531 89.2% 100 106Total Recruitment Spending -- $2,007.638 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Wholesale Total US
Market Business Locations: 766,020Market Jobs/Employees: 6,231,970
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,
13.8%
13.5%
8.3%
47.4%
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
10.8%
Other Spending
Total 89.2%
Category Ad Spending Shares
Category Recruitment Spending by Type
18.4%
14.1%
Newspaper
Other Print
Page 4 of 36By CategoryIndex to Index to
Estimate Share US Average MarketExecutive 3,491 3.3% 100 113
Management/Professional 24,073 22.7% 100 61Sales 21,097 19.9% 100 439
Clerical 18,313 17.3% 100 203Production/Semi-skilled 18,577 17.6% 100 408
Unskilled 20,280 19.2% 100 45Market Total 105,830 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 13.3%
Newspaper $59.205 18.4% 100 109Other Print $45.213 14.1% 100 101Broadcast $51.723 16.1% 100 255
Out of Home (includes Cinema) $16.516 5.1% 100 82Online* $149.114 46.3% 100 82
Ad Spending Total $321.771 13.3% 100 83Other Recruitment Spending --
Full-Service Employment Agencies $435.981 20.8% 100 60Temporary Help Agencies $1,658.729 78.9% 100 121
College Recruitment/Job Fairs $4.412 0.2% 100 91Onsite Materials $1.937 0.1% 100 126
Other Spending Total $2,101.059 86.7% 100 103Total Recruitment Spending -- $2,422.830 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Retail Total US
Market Business Locations: 1,762,290Market Jobs/Employees: 15,847,090
Average Employees Per Location: 9Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index to
16.1%
5.1%
46.3%
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
13.3%
Other Spending
Total 86.7%
Category Ad Spending Shares
Category Recruitment Spending by Type
19.4%
14.0%
23.3%
Newspaper
Other Print
BroadcastPage 5 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
21
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
By CategoryIndex to Index to
Estimate Share US Average MarketExecutive 3,491 3.3% 100 113
Management/Professional 24,073 22.7% 100 61Sales 21,097 19.9% 100 439
Clerical 18,313 17.3% 100 203Production/Semi-skilled 18,577 17.6% 100 408
Unskilled 20,280 19.2% 100 45Market Total 105,830 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 13.3%
Newspaper $59.205 18.4% 100 109Other Print $45.213 14.1% 100 101Broadcast $51.723 16.1% 100 255
Out of Home (includes Cinema) $16.516 5.1% 100 82Online* $149.114 46.3% 100 82
Ad Spending Total $321.771 13.3% 100 83Other Recruitment Spending --
Full-Service Employment Agencies $435.981 20.8% 100 60Temporary Help Agencies $1,658.729 78.9% 100 121
College Recruitment/Job Fairs $4.412 0.2% 100 91Onsite Materials $1.937 0.1% 100 126
Other Spending Total $2,101.059 86.7% 100 103Total Recruitment Spending -- $2,422.830 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Retail Total US
Market Business Locations: 1,762,290Market Jobs/Employees: 15,847,090
Average Employees Per Location: 9Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index to
16.1%
5.1%
46.3%
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
13.3%
Other Spending
Total 86.7%
Category Ad Spending Shares
Category Recruitment Spending by Type
19.4%
14.0%
23.3%
Newspaper
Other Print
BroadcastPage 5 of 36Estimate Share US Average MarketExecutive 2,773 1.0% 100 34
Management/Professional 48,449 17.3% 100 46Sales 117,304 41.8% 100 920
Clerical 35,758 12.8% 100 150Production/Semi-skilled 21,952 7.8% 100 182
Unskilled 54,093 19.3% 100 45Market Total 280,330 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 19.1%
Newspaper $175.277 19.4% 100 115Other Print $126.560 14.0% 100 100Broadcast $211.051 23.3% 100 370
Out of Home (includes Cinema) $31.047 3.4% 100 55Online* $360.240 39.8% 100 70
Ad Spending Total $904.175 19.1% 100 119Other Recruitment Spending --
Full-Service Employment Agencies $933.419 24.4% 100 71Temporary Help Agencies $2,873.851 75.1% 100 115
College Recruitment/Job Fairs $14.177 0.4% 100 161Onsite Materials $5.373 0.1% 100 191
Other Spending Total $3,826.820 80.9% 100 96Total Recruitment Spending -- $4,730.996 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Transportation & Warehousing Total US
Market Business Locations: 437,050Market Jobs/Employees: 4,431,790
Average Employees Per Location: 10Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,110 1.8% 100 61
23.3%
3.4%
39.8%
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
19.1% Other Spending
Total 80.9%
Category Ad Spending Shares
Category Recruitment Spending by Type
20.8%
13.3%
19.9%
Newspaper
Other Print
Broadcast
Page 6 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
22
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Estimate Share US Average MarketExecutive 2,773 1.0% 100 34
Management/Professional 48,449 17.3% 100 46Sales 117,304 41.8% 100 920
Clerical 35,758 12.8% 100 150Production/Semi-skilled 21,952 7.8% 100 182
Unskilled 54,093 19.3% 100 45Market Total 280,330 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 19.1%
Newspaper $175.277 19.4% 100 115Other Print $126.560 14.0% 100 100Broadcast $211.051 23.3% 100 370
Out of Home (includes Cinema) $31.047 3.4% 100 55Online* $360.240 39.8% 100 70
Ad Spending Total $904.175 19.1% 100 119Other Recruitment Spending --
Full-Service Employment Agencies $933.419 24.4% 100 71Temporary Help Agencies $2,873.851 75.1% 100 115
College Recruitment/Job Fairs $14.177 0.4% 100 161Onsite Materials $5.373 0.1% 100 191
Other Spending Total $3,826.820 80.9% 100 96Total Recruitment Spending -- $4,730.996 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Transportation & Warehousing Total US
Market Business Locations: 437,050Market Jobs/Employees: 4,431,790
Average Employees Per Location: 10Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,110 1.8% 100 61
23.3%
3.4%
39.8%
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
19.1% Other Spending
Total 80.9%
Category Ad Spending Shares
Category Recruitment Spending by Type
20.8%
13.3%
19.9%
Newspaper
Other Print
Broadcast
Page 6 of 36Management/Professional 5,342 8.6% 100 23Sales 1,046 1.7% 100 37
Clerical 8,681 14.0% 100 164Production/Semi-skilled 28,553 46.1% 100 1072
Unskilled 17,228 27.8% 100 65Market Total 61,960 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 7.5%
Newspaper $29.111 20.8% 100 123Other Print $18.544 13.3% 100 95Broadcast $27.874 19.9% 100 316
Out of Home (includes Cinema) $20.049 14.3% 100 230Online* $44.245 31.6% 100 56
Ad Spending Total $139.823 7.5% 100 47Other Recruitment Spending --
Full-Service Employment Agencies $100.477 5.9% 100 17Temporary Help Agencies $1,613.534 94.0% 100 144
College Recruitment/Job Fairs $1.893 0.1% 100 48Onsite Materials $1.296 0.1% 100 103
Other Spending Total $1,717.201 92.5% 100 110Total Recruitment Spending -- $1,857.023 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Utilities Total US
Market Business Locations: 58,200Market Jobs/Employees: 1,093,590
Average Employees Per Location: 19Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 839 5.5% 100 187Management/Professional 5,482 35.9% 100 96
Sales 147 1.0% 100 21
14.3%
31.6%
Out of Home(includesCinema)
Online*
Ad Spending 7.5%
Other Spending
Total 92.5%
Category Ad Spending Shares
Category Recruitment Spending by Type
16.3%
14.1%
7.2%
5.9%
Newspaper
Other Print
Broadcast
Out of Home(includesPage 7 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
23
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Management/Professional 5,342 8.6% 100 23Sales 1,046 1.7% 100 37
Clerical 8,681 14.0% 100 164Production/Semi-skilled 28,553 46.1% 100 1072
Unskilled 17,228 27.8% 100 65Market Total 61,960 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 7.5%
Newspaper $29.111 20.8% 100 123Other Print $18.544 13.3% 100 95Broadcast $27.874 19.9% 100 316
Out of Home (includes Cinema) $20.049 14.3% 100 230Online* $44.245 31.6% 100 56
Ad Spending Total $139.823 7.5% 100 47Other Recruitment Spending --
Full-Service Employment Agencies $100.477 5.9% 100 17Temporary Help Agencies $1,613.534 94.0% 100 144
College Recruitment/Job Fairs $1.893 0.1% 100 48Onsite Materials $1.296 0.1% 100 103
Other Spending Total $1,717.201 92.5% 100 110Total Recruitment Spending -- $1,857.023 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Utilities Total US
Market Business Locations: 58,200Market Jobs/Employees: 1,093,590
Average Employees Per Location: 19Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 839 5.5% 100 187Management/Professional 5,482 35.9% 100 96
Sales 147 1.0% 100 21
14.3%
31.6%
Out of Home(includesCinema)
Online*
Ad Spending 7.5%
Other Spending
Total 92.5%
Category Ad Spending Shares
Category Recruitment Spending by Type
16.3%
14.1%
7.2%
5.9%
Newspaper
Other Print
Broadcast
Out of Home(includesPage 7 of 36Clerical 2,159 14.1% 100 166
Production/Semi-skilled 3,248 21.2% 100 494Unskilled 3,415 22.3% 100 53
Market Total 15,290 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 12.5%
Newspaper $7.841 16.3% 100 96Other Print $6.799 14.1% 100 101Broadcast $3.486 7.2% 100 115
Out of Home (includes Cinema) $2.837 5.9% 100 95Online* $27.189 56.5% 100 100
Ad Spending Total $48.153 12.5% 100 78Other Recruitment Spending --
Full-Service Employment Agencies $88.443 26.3% 100 76Temporary Help Agencies $247.103 73.5% 100 113
College Recruitment/Job Fairs $0.553 0.2% 100 71Onsite Materials $0.214 0.1% 100 87
Other Spending Total $336.313 87.5% 100 104Total Recruitment Spending -- $384.466 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Communications Total US
Market Business Locations: 78,660Market Jobs/Employees: 1,206,190
Average Employees Per Location: 15Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 2,715 3.4% 100 116Management/Professional 46,307 57.8% 100 155
Sales 4,995 6.2% 100 137Clerical 10,152 12.7% 100 149
Production/Semi-skilled 7,053 8.8% 100 205
5.9%
56.5%
(includesCinema)
Online*
Ad Spending
12.5%
Other Spending
Total 87.5%
Category Ad Spending Shares
Category Recruitment Spending by Type
15.1%
14.4%
4.9%
2.2%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Page 8 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
24
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Clerical 2,159 14.1% 100 166Production/Semi-skilled 3,248 21.2% 100 494
Unskilled 3,415 22.3% 100 53Market Total 15,290 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 12.5%
Newspaper $7.841 16.3% 100 96Other Print $6.799 14.1% 100 101Broadcast $3.486 7.2% 100 115
Out of Home (includes Cinema) $2.837 5.9% 100 95Online* $27.189 56.5% 100 100
Ad Spending Total $48.153 12.5% 100 78Other Recruitment Spending --
Full-Service Employment Agencies $88.443 26.3% 100 76Temporary Help Agencies $247.103 73.5% 100 113
College Recruitment/Job Fairs $0.553 0.2% 100 71Onsite Materials $0.214 0.1% 100 87
Other Spending Total $336.313 87.5% 100 104Total Recruitment Spending -- $384.466 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Communications Total US
Market Business Locations: 78,660Market Jobs/Employees: 1,206,190
Average Employees Per Location: 15Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 2,715 3.4% 100 116Management/Professional 46,307 57.8% 100 155
Sales 4,995 6.2% 100 137Clerical 10,152 12.7% 100 149
Production/Semi-skilled 7,053 8.8% 100 205
5.9%
56.5%
(includesCinema)
Online*
Ad Spending
12.5%
Other Spending
Total 87.5%
Category Ad Spending Shares
Category Recruitment Spending by Type
15.1%
14.4%
4.9%
2.2%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Page 8 of 36Unskilled 8,847 11.0% 100 26Market Total 80,070 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 18.1%
Newspaper $46.840 15.1% 100 89Other Print $44.719 14.4% 100 103Broadcast $15.144 4.9% 100 77
Out of Home (includes Cinema) $6.710 2.2% 100 35Online* $197.463 63.5% 100 112
Ad Spending Total $310.876 18.1% 100 113Other Recruitment Spending --
Full-Service Employment Agencies $630.947 44.9% 100 130Temporary Help Agencies $770.170 54.8% 100 84
College Recruitment/Job Fairs $3.731 0.3% 100 115Onsite Materials $0.809 0.1% 100 78
Other Spending Total $1,405.657 81.9% 100 98Total Recruitment Spending -- $1,716.533 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: ISP/Online Total US
Market Business Locations: 18,090Market Jobs/Employees: 140,740
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 483 5.2% 100 176Management/Professional 6,425 68.8% 100 185
Sales 257 2.8% 100 61Clerical 1,107 11.9% 100 139
Production/Semi-skilled 94 1.0% 100 23Unskilled 974 10.4% 100 25
Market Total 9,340 100%
63.5% Online*
Ad Spending
18.1% Other Spending
Total 81.9%
Category Ad Spending Shares
Category Recruitment Spending by Type
14.1%
14.5%
1.7%
1.1%
68.7%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*Page 9 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
25
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Unskilled 8,847 11.0% 100 26Market Total 80,070 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 18.1%
Newspaper $46.840 15.1% 100 89Other Print $44.719 14.4% 100 103Broadcast $15.144 4.9% 100 77
Out of Home (includes Cinema) $6.710 2.2% 100 35Online* $197.463 63.5% 100 112
Ad Spending Total $310.876 18.1% 100 113Other Recruitment Spending --
Full-Service Employment Agencies $630.947 44.9% 100 130Temporary Help Agencies $770.170 54.8% 100 84
College Recruitment/Job Fairs $3.731 0.3% 100 115Onsite Materials $0.809 0.1% 100 78
Other Spending Total $1,405.657 81.9% 100 98Total Recruitment Spending -- $1,716.533 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: ISP/Online Total US
Market Business Locations: 18,090Market Jobs/Employees: 140,740
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 483 5.2% 100 176Management/Professional 6,425 68.8% 100 185
Sales 257 2.8% 100 61Clerical 1,107 11.9% 100 139
Production/Semi-skilled 94 1.0% 100 23Unskilled 974 10.4% 100 25
Market Total 9,340 100%
63.5% Online*
Ad Spending
18.1% Other Spending
Total 81.9%
Category Ad Spending Shares
Category Recruitment Spending by Type
14.1%
14.5%
1.7%
1.1%
68.7%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*Page 9 of 36
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 20.9%
Newspaper $5.507 14.1% 100 83Other Print $5.686 14.5% 100 104Broadcast $0.659 1.7% 100 27
Out of Home (includes Cinema) $0.417 1.1% 100 17Online* $26.880 68.7% 100 121
Ad Spending Total $39.149 20.9% 100 130Other Recruitment Spending --
Full-Service Employment Agencies $89.248 60.1% 100 174Temporary Help Agencies $58.858 39.6% 100 61
College Recruitment/Job Fairs $0.442 0.3% 100 129Onsite Materials $0.065 0.0% 100 60
Other Spending Total $148.613 79.1% 100 94Total Recruitment Spending -- $187.762 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Financial Services Total US
Market Business Locations: 687,850Market Jobs/Employees: 5,536,970
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 33,322 15.8% 100 540Management/Professional 81,245 38.5% 100 103
Sales 16,300 7.7% 100 170Clerical 61,165 29.0% 100 340
Production/Semi-skilled 386 0.2% 100 4Unskilled 18,412 8.7% 100 21
Market Total 210,830 100%
68.7% Online*
Ad Spending
20.9% Other Spending
Total 79.1%
Category Ad Spending Shares
Category Recruitment Spending by Type
14.6%
14.8%
3.7%
0.9%
66.0%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares Page 10 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
26
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 20.9%
Newspaper $5.507 14.1% 100 83Other Print $5.686 14.5% 100 104Broadcast $0.659 1.7% 100 27
Out of Home (includes Cinema) $0.417 1.1% 100 17Online* $26.880 68.7% 100 121
Ad Spending Total $39.149 20.9% 100 130Other Recruitment Spending --
Full-Service Employment Agencies $89.248 60.1% 100 174Temporary Help Agencies $58.858 39.6% 100 61
College Recruitment/Job Fairs $0.442 0.3% 100 129Onsite Materials $0.065 0.0% 100 60
Other Spending Total $148.613 79.1% 100 94Total Recruitment Spending -- $187.762 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Financial Services Total US
Market Business Locations: 687,850Market Jobs/Employees: 5,536,970
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 33,322 15.8% 100 540Management/Professional 81,245 38.5% 100 103
Sales 16,300 7.7% 100 170Clerical 61,165 29.0% 100 340
Production/Semi-skilled 386 0.2% 100 4Unskilled 18,412 8.7% 100 21
Market Total 210,830 100%
68.7% Online*
Ad Spending
20.9% Other Spending
Total 79.1%
Category Ad Spending Shares
Category Recruitment Spending by Type
14.6%
14.8%
3.7%
0.9%
66.0%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares Page 10 of 36Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.6%
Newspaper $114.338 14.6% 100 86Other Print $116.180 14.8% 100 106Broadcast $29.217 3.7% 100 59
Out of Home (includes Cinema) $7.229 0.9% 100 15Online* $517.222 66.0% 100 116
Ad Spending Total $784.186 14.6% 100 91Other Recruitment Spending --
Full-Service Employment Agencies $1,933.437 42.0% 100 122Temporary Help Agencies $2,657.307 57.7% 100 89
College Recruitment/Job Fairs $7.653 0.2% 100 72Onsite Materials $3.065 0.1% 100 91
Other Spending Total $4,601.462 85.4% 100 102Total Recruitment Spending -- $5,385.648 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Real Estate Services Total US
Market Business Locations: 674,780Market Jobs/Employees: 3,146,400
Average Employees Per Location: 5Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,419 3.8% 100 128Management/Professional 6,673 17.6% 100 47
Sales 904 2.4% 100 53Clerical 7,217 19.1% 100 224
Production/Semi-skilled 1,632 4.3% 100 100Unskilled 19,986 52.8% 100 124
Market Total 37,830 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Ad Spending
14.6% Other
Spending Total 85.4%
Category Ad Spending Shares
Category Recruitment Spending by Type
20.2%
13.7%
8.0%
10.4%
47.8%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 11 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
27
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.6%
Newspaper $114.338 14.6% 100 86Other Print $116.180 14.8% 100 106Broadcast $29.217 3.7% 100 59
Out of Home (includes Cinema) $7.229 0.9% 100 15Online* $517.222 66.0% 100 116
Ad Spending Total $784.186 14.6% 100 91Other Recruitment Spending --
Full-Service Employment Agencies $1,933.437 42.0% 100 122Temporary Help Agencies $2,657.307 57.7% 100 89
College Recruitment/Job Fairs $7.653 0.2% 100 72Onsite Materials $3.065 0.1% 100 91
Other Spending Total $4,601.462 85.4% 100 102Total Recruitment Spending -- $5,385.648 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Real Estate Services Total US
Market Business Locations: 674,780Market Jobs/Employees: 3,146,400
Average Employees Per Location: 5Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,419 3.8% 100 128Management/Professional 6,673 17.6% 100 47
Sales 904 2.4% 100 53Clerical 7,217 19.1% 100 224
Production/Semi-skilled 1,632 4.3% 100 100Unskilled 19,986 52.8% 100 124
Market Total 37,830 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Ad Spending
14.6% Other
Spending Total 85.4%
Category Ad Spending Shares
Category Recruitment Spending by Type
20.2%
13.7%
8.0%
10.4%
47.8%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 11 of 36Estimate Share US Average Market Advertising Spending -- 10.3%
Newspaper $16.394 20.2% 100 120Other Print $11.085 13.7% 100 98Broadcast $6.466 8.0% 100 126
Out of Home (includes Cinema) $8.418 10.4% 100 166Online* $38.803 47.8% 100 84
Ad Spending Total $81.166 10.3% 100 64Other Recruitment Spending --
Full-Service Employment Agencies $123.137 17.4% 100 50Temporary Help Agencies $581.863 82.3% 100 126
College Recruitment/Job Fairs $0.978 0.1% 100 60Onsite Materials $0.618 0.1% 100 119
Other Spending Total $706.596 89.7% 100 107Total Recruitment Spending -- $787.762 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Business Services Total US
Market Business Locations: 2,401,060Market Jobs/Employees: 9,641,360
Average Employees Per Location: 4Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 23,593 5.1% 100 175Management/Professional 226,133 49.0% 100 132
Sales 5,874 1.3% 100 28Clerical 41,778 9.1% 100 106
Production/Semi-skilled 5,865 1.3% 100 30Unskilled 158,077 34.3% 100 81
Market Total 461,320 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 18.0%
Ad Spending
10.3%
Other Spending
Total 89.7%
Category Recruitment Spending by Type
15.3%
14.2%
2.8%
4.1%
63.7%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 12 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
28
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Estimate Share US Average Market Advertising Spending -- 10.3%
Newspaper $16.394 20.2% 100 120Other Print $11.085 13.7% 100 98Broadcast $6.466 8.0% 100 126
Out of Home (includes Cinema) $8.418 10.4% 100 166Online* $38.803 47.8% 100 84
Ad Spending Total $81.166 10.3% 100 64Other Recruitment Spending --
Full-Service Employment Agencies $123.137 17.4% 100 50Temporary Help Agencies $581.863 82.3% 100 126
College Recruitment/Job Fairs $0.978 0.1% 100 60Onsite Materials $0.618 0.1% 100 119
Other Spending Total $706.596 89.7% 100 107Total Recruitment Spending -- $787.762 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Business Services Total US
Market Business Locations: 2,401,060Market Jobs/Employees: 9,641,360
Average Employees Per Location: 4Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 23,593 5.1% 100 175Management/Professional 226,133 49.0% 100 132
Sales 5,874 1.3% 100 28Clerical 41,778 9.1% 100 106
Production/Semi-skilled 5,865 1.3% 100 30Unskilled 158,077 34.3% 100 81
Market Total 461,320 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 18.0%
Ad Spending
10.3%
Other Spending
Total 89.7%
Category Recruitment Spending by Type
15.3%
14.2%
2.8%
4.1%
63.7%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 12 of 36Newspaper $237.294 15.3% 100 90Other Print $220.999 14.2% 100 102Broadcast $43.474 2.8% 100 44
Out of Home (includes Cinema) $63.265 4.1% 100 65Online* $989.589 63.7% 100 112
Ad Spending Total $1,554.621 18.0% 100 112Other Recruitment Spending --
Full-Service Employment Agencies $3,316.075 46.9% 100 136Temporary Help Agencies $3,731.817 52.8% 100 81
College Recruitment/Job Fairs $17.308 0.2% 100 106Onsite Materials $4.082 0.1% 100 79
Other Spending Total $7,069.283 82.0% 100 98Total Recruitment Spending -- $8,623.904 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Computer Services Total US
Market Business Locations: 199,590Market Jobs/Employees: 1,963,180
Average Employees Per Location: 10Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 3,766 4.0% 100 137Management/Professional 78,841 83.9% 100 225
Sales 2,380 2.5% 100 56Clerical 5,514 5.9% 100 69
Production/Semi-skilled 1,045 1.1% 100 26Unskilled 2,385 2.5% 100 6
Market Total 93,930 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 25.1%
Newspaper $59.218 13.4% 100 79Other Print $64.463 14.6% 100 104
Ad Spending
18.0% Other Spending
Total 82.0%
Category Recruitment Spending by Type
13.4%
14.6%
1.1%
0.32%
70.6%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 13 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
29
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Newspaper $237.294 15.3% 100 90Other Print $220.999 14.2% 100 102Broadcast $43.474 2.8% 100 44
Out of Home (includes Cinema) $63.265 4.1% 100 65Online* $989.589 63.7% 100 112
Ad Spending Total $1,554.621 18.0% 100 112Other Recruitment Spending --
Full-Service Employment Agencies $3,316.075 46.9% 100 136Temporary Help Agencies $3,731.817 52.8% 100 81
College Recruitment/Job Fairs $17.308 0.2% 100 106Onsite Materials $4.082 0.1% 100 79
Other Spending Total $7,069.283 82.0% 100 98Total Recruitment Spending -- $8,623.904 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Computer Services Total US
Market Business Locations: 199,590Market Jobs/Employees: 1,963,180
Average Employees Per Location: 10Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 3,766 4.0% 100 137Management/Professional 78,841 83.9% 100 225
Sales 2,380 2.5% 100 56Clerical 5,514 5.9% 100 69
Production/Semi-skilled 1,045 1.1% 100 26Unskilled 2,385 2.5% 100 6
Market Total 93,930 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 25.1%
Newspaper $59.218 13.4% 100 79Other Print $64.463 14.6% 100 104
Ad Spending
18.0% Other Spending
Total 82.0%
Category Recruitment Spending by Type
13.4%
14.6%
1.1%
0.32%
70.6%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 13 of 36Broadcast $5.006 1.1% 100 18Out of Home (includes Cinema) $1.405 0.32% 100 5
Online* $312.928 70.6% 100 125Ad Spending Total $443.020 25.1% 100 156
Other Recruitment Spending --Full-Service Employment Agencies $1,029.103 77.9% 100 225
Temporary Help Agencies $285.808 21.6% 100 33College Recruitment/Job Fairs $5.038 0.4% 100 166
Onsite Materials $0.332 0.03% 100 34Other Spending Total $1,320.281 74.9% 100 89
Total Recruitment Spending -- $1,763.302 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Education Total US
Market Business Locations: 247,900Market Jobs/Employees: 9,597,380
Average Employees Per Location: 39Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,098 1.9% 100 65Management/Professional 44,192 77.2% 100 207
Sales 162 0.3% 100 6Clerical 3,314 5.8% 100 68
Production/Semi-skilled 691 1.2% 100 28Unskilled 7,793 13.6% 100 32
Market Total 57,250 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 23.5%
Newspaper $34.094 13.9% 100 83Other Print $35.275 14.4% 100 104Broadcast $2.268 0.9% 100 15
Out of Home (includes Cinema) $3.308 1.4% 100 22
Ad Spending
25.1%
Other Spending
Total 74.9%
Category Recruitment Spending by Type
13.9%
14.4%
0.9%
1.4%
69.4%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 14 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Broadcast $5.006 1.1% 100 18Out of Home (includes Cinema) $1.405 0.32% 100 5
Online* $312.928 70.6% 100 125Ad Spending Total $443.020 25.1% 100 156
Other Recruitment Spending --Full-Service Employment Agencies $1,029.103 77.9% 100 225
Temporary Help Agencies $285.808 21.6% 100 33College Recruitment/Job Fairs $5.038 0.4% 100 166
Onsite Materials $0.332 0.03% 100 34Other Spending Total $1,320.281 74.9% 100 89
Total Recruitment Spending -- $1,763.302 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Education Total US
Market Business Locations: 247,900Market Jobs/Employees: 9,597,380
Average Employees Per Location: 39Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 1,098 1.9% 100 65Management/Professional 44,192 77.2% 100 207
Sales 162 0.3% 100 6Clerical 3,314 5.8% 100 68
Production/Semi-skilled 691 1.2% 100 28Unskilled 7,793 13.6% 100 32
Market Total 57,250 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 23.5%
Newspaper $34.094 13.9% 100 83Other Print $35.275 14.4% 100 104Broadcast $2.268 0.9% 100 15
Out of Home (includes Cinema) $3.308 1.4% 100 22
Ad Spending
25.1%
Other Spending
Total 74.9%
Category Recruitment Spending by Type
13.9%
14.4%
0.9%
1.4%
69.4%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Category Ad Spending Shares
Page 14 of 36Online* $169.669 69.4% 100 122Ad Spending Total $244.613 23.5% 100 146
Other Recruitment Spending --Full-Service Employment Agencies $546.569 68.5% 100 198
Temporary Help Agencies $248.760 31.2% 100 48College Recruitment/Job Fairs $2.840 0.4% 100 154
Onsite Materials $0.258 0.0% 100 44Other Spending Total $798.428 76.5% 100 91
Total Recruitment Spending -- $1,043.040 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Healthcare Total US
Market Business Locations: 882,140Market Jobs/Employees: 12,435,290
Average Employees Per Location: 14Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 3,020 0.6% 100 21Management/Professional 309,622 63.9% 100 172
Sales 486 0.1% 100 2Clerical 37,323 7.7% 100 90
Production/Semi-skilled 2,859 0.6% 100 14Unskilled 131,111 27.1% 100 64
Market Total 484,420 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 20.6%
Newspaper $266.973 15.0% 100 89Other Print $253.143 14.2% 100 102Broadcast $27.590 1.6% 100 25
Out of Home (includes Cinema) $51.527 2.9% 100 47Online* $1,177.824 66.3% 100 117
Ad Spending Total $1,777.058 20.6% 100 128
Ad Spending
23.5% Other
Spending Total 76.5%
Category Recruitment Spending by Type
15.0%
14.2%
1.6%
2.9%
66.3%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
20.6% Other Spending
Category Ad Spending Shares
Page 15 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Online* $169.669 69.4% 100 122Ad Spending Total $244.613 23.5% 100 146
Other Recruitment Spending --Full-Service Employment Agencies $546.569 68.5% 100 198
Temporary Help Agencies $248.760 31.2% 100 48College Recruitment/Job Fairs $2.840 0.4% 100 154
Onsite Materials $0.258 0.0% 100 44Other Spending Total $798.428 76.5% 100 91
Total Recruitment Spending -- $1,043.040 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Healthcare Total US
Market Business Locations: 882,140Market Jobs/Employees: 12,435,290
Average Employees Per Location: 14Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 3,020 0.6% 100 21Management/Professional 309,622 63.9% 100 172
Sales 486 0.1% 100 2Clerical 37,323 7.7% 100 90
Production/Semi-skilled 2,859 0.6% 100 14Unskilled 131,111 27.1% 100 64
Market Total 484,420 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 20.6%
Newspaper $266.973 15.0% 100 89Other Print $253.143 14.2% 100 102Broadcast $27.590 1.6% 100 25
Out of Home (includes Cinema) $51.527 2.9% 100 47Online* $1,177.824 66.3% 100 117
Ad Spending Total $1,777.058 20.6% 100 128
Ad Spending
23.5% Other
Spending Total 76.5%
Category Recruitment Spending by Type
15.0%
14.2%
1.6%
2.9%
66.3%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
20.6% Other Spending
Category Ad Spending Shares
Page 15 of 36
Industry Category Detail
Other Recruitment Spending --Full-Service Employment Agencies $3,709.010 54.1% 100 156
Temporary Help Agencies $3,126.275 45.6% 100 70College Recruitment/Job Fairs $21.228 0.3% 100 134
Onsite Materials $3.343 0.0% 100 66Other Spending Total $6,859.856 79.4% 100 95
Total Recruitment Spending -- $8,636.914 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Arts, Entertainment & Recreation Total US
Market Business Locations: 302,080Market Jobs/Employees: 2,347,180
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 316 0.9% 100 31Management/Professional 5,844 16.7% 100 45
Sales 1,384 4.0% 100 87Clerical 1,417 4.1% 100 48
Production/Semi-skilled 438 1.3% 100 29Unskilled 25,521 73.1% 100 172
Market Total 34,920 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 13.1%
Newspaper $14.399 21.1% 100 125Other Print $8.836 12.9% 100 93Broadcast $7.289 10.7% 100 169
Out of Home (includes Cinema) $9.974 14.6% 100 234Online* $27.794 40.7% 100 72
Ad Spending Total $68.292 13.1% 100 81Other Recruitment Spending --
Full-Service Employment Agencies $80.722 17.8% 100 51
Spending 20.6% Other
Spending Total 79.4%
Category Recruitment Spending by Type
21.1%
12.9%
10.7%
14.6%
40.7%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
13.1%
Other Spending
Total
Category Ad Spending Shares
Page 16 of 36
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
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APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Other Recruitment Spending --Full-Service Employment Agencies $3,709.010 54.1% 100 156
Temporary Help Agencies $3,126.275 45.6% 100 70College Recruitment/Job Fairs $21.228 0.3% 100 134
Onsite Materials $3.343 0.0% 100 66Other Spending Total $6,859.856 79.4% 100 95
Total Recruitment Spending -- $8,636.914 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Arts, Entertainment & Recreation Total US
Market Business Locations: 302,080Market Jobs/Employees: 2,347,180
Average Employees Per Location: 8Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 316 0.9% 100 31Management/Professional 5,844 16.7% 100 45
Sales 1,384 4.0% 100 87Clerical 1,417 4.1% 100 48
Production/Semi-skilled 438 1.3% 100 29Unskilled 25,521 73.1% 100 172
Market Total 34,920 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 13.1%
Newspaper $14.399 21.1% 100 125Other Print $8.836 12.9% 100 93Broadcast $7.289 10.7% 100 169
Out of Home (includes Cinema) $9.974 14.6% 100 234Online* $27.794 40.7% 100 72
Ad Spending Total $68.292 13.1% 100 81Other Recruitment Spending --
Full-Service Employment Agencies $80.722 17.8% 100 51
Spending 20.6% Other
Spending Total 79.4%
Category Recruitment Spending by Type
21.1%
12.9%
10.7%
14.6%
40.7%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
13.1%
Other Spending
Total
Category Ad Spending Shares
Page 16 of 36Temporary Help Agencies $372.086 81.9% 100 126College Recruitment/Job Fairs $0.880 0.2% 100 84
Onsite Materials $0.445 0.1% 100 134Other Spending Total $454.132 86.9% 100 104
Total Recruitment Spending -- $522.424 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Hotel & Motel Total US
Market Business Locations: 112,540Market Jobs/Employees: 2,202,610
Average Employees Per Location: 20Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 528 0.8% 100 27Management/Professional 3,398 5.0% 100 13
Sales 1,032 1.5% 100 34Clerical 6,489 9.6% 100 113
Production/Semi-skilled 1,349 2.0% 100 46Unskilled 54,815 81.1% 100 191
Market Total 67,610 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 8.7%
Newspaper $24.990 25.9% 100 153Other Print $11.782 12.2% 100 88Broadcast $12.953 13.4% 100 213
Out of Home (includes Cinema) $21.615 22.4% 100 359Online* $25.215 26.1% 100 46
Ad Spending Total $96.556 8.7% 100 54Other Recruitment Spending --
Full-Service Employment Agencies $60.489 6.0% 100 17Temporary Help Agencies $951.117 93.8% 100 144
College Recruitment/Job Fairs $1.290 0.1% 100 55
Spending Total 86.9%
Category Recruitment Spending by Type
25.9%
12.2%
13.4%
22.4%
26.1%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
8.7%
Other Spending
Total 91.3%
Category Ad Spending Shares
Page 17 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
33
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Temporary Help Agencies $372.086 81.9% 100 126College Recruitment/Job Fairs $0.880 0.2% 100 84
Onsite Materials $0.445 0.1% 100 134Other Spending Total $454.132 86.9% 100 104
Total Recruitment Spending -- $522.424 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Hotel & Motel Total US
Market Business Locations: 112,540Market Jobs/Employees: 2,202,610
Average Employees Per Location: 20Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 528 0.8% 100 27Management/Professional 3,398 5.0% 100 13
Sales 1,032 1.5% 100 34Clerical 6,489 9.6% 100 113
Production/Semi-skilled 1,349 2.0% 100 46Unskilled 54,815 81.1% 100 191
Market Total 67,610 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 8.7%
Newspaper $24.990 25.9% 100 153Other Print $11.782 12.2% 100 88Broadcast $12.953 13.4% 100 213
Out of Home (includes Cinema) $21.615 22.4% 100 359Online* $25.215 26.1% 100 46
Ad Spending Total $96.556 8.7% 100 54Other Recruitment Spending --
Full-Service Employment Agencies $60.489 6.0% 100 17Temporary Help Agencies $951.117 93.8% 100 144
College Recruitment/Job Fairs $1.290 0.1% 100 55
Spending Total 86.9%
Category Recruitment Spending by Type
25.9%
12.2%
13.4%
22.4%
26.1%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
8.7%
Other Spending
Total 91.3%
Category Ad Spending Shares
Page 17 of 36Onsite Materials $1.058 0.1% 100 142Other Spending Total $1,013.954 91.3% 100 109
Total Recruitment Spending -- $1,110.510 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Restaurants & Food Service Total US
Market Business Locations: 538,070Market Jobs/Employees: 6,699,530
Average Employees Per Location: 12Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 179 0.1% 100 3Management/Professional 3,812 1.9% 100 5
Sales 3,650 1.8% 100 39Clerical 743 0.4% 100 4
Production/Semi-skilled 2,317 1.1% 100 26Unskilled 194,938 94.8% 100 223
Market Total 205,640 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 9.5%
Newspaper $71.403 27.6% 100 163Other Print $29.165 11.3% 100 81Broadcast $44.036 17.0% 100 270
Out of Home (includes Cinema) $75.700 29.3% 100 470Online* $38.373 14.8% 100 26
Ad Spending Total $258.677 9.5% 100 59Other Recruitment Spending --
Full-Service Employment Agencies $58.162 2.4% 100 7Temporary Help Agencies $2,403.701 97.4% 100 150
College Recruitment/Job Fairs $3.524 0.1% 100 62Onsite Materials $2.813 0.1% 100 155
Other Spending Total $2,468.199 90.5% 100 108
91.3%
Category Recruitment Spending by Type
27.6%
11.3%
17.0%
29.3%
14.8%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
9.5%
Other Spending
Total 90.5%
Category Ad Spending Shares
Page 18 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
34
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?Onsite Materials $1.058 0.1% 100 142
Other Spending Total $1,013.954 91.3% 100 109Total Recruitment Spending -- $1,110.510 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Restaurants & Food Service Total US
Market Business Locations: 538,070Market Jobs/Employees: 6,699,530
Average Employees Per Location: 12Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 179 0.1% 100 3Management/Professional 3,812 1.9% 100 5
Sales 3,650 1.8% 100 39Clerical 743 0.4% 100 4
Production/Semi-skilled 2,317 1.1% 100 26Unskilled 194,938 94.8% 100 223
Market Total 205,640 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 9.5%
Newspaper $71.403 27.6% 100 163Other Print $29.165 11.3% 100 81Broadcast $44.036 17.0% 100 270
Out of Home (includes Cinema) $75.700 29.3% 100 470Online* $38.373 14.8% 100 26
Ad Spending Total $258.677 9.5% 100 59Other Recruitment Spending --
Full-Service Employment Agencies $58.162 2.4% 100 7Temporary Help Agencies $2,403.701 97.4% 100 150
College Recruitment/Job Fairs $3.524 0.1% 100 62Onsite Materials $2.813 0.1% 100 155
Other Spending Total $2,468.199 90.5% 100 108
91.3%
Category Recruitment Spending by Type
27.6%
11.3%
17.0%
29.3%
14.8%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
9.5%
Other Spending
Total 90.5%
Category Ad Spending Shares
Page 18 of 36Total Recruitment Spending -- $2,726.877 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Other Services Total US
Market Business Locations: 3,352,420Market Jobs/Employees: 18,909,950
Average Employees Per Location: 6Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 4,202 2.7% 100 92Management/Professional 55,751 35.8% 100 96
Sales 3,717 2.4% 100 53Clerical 12,680 8.1% 100 96
Production/Semi-skilled 18,065 11.6% 100 270Unskilled 61,254 39.3% 100 93
Market Total 155,670 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.4%
Newspaper $76.690 17.0% 100 101Other Print $62.650 13.9% 100 100Broadcast $31.829 7.0% 100 112
Out of Home (includes Cinema) $31.957 7.1% 100 114Online* $248.646 55.0% 100 97
Ad Spending Total $451.772 14.4% 100 90Other Recruitment Spending --
Full-Service Employment Agencies $780.143 29.1% 100 84Temporary Help Agencies $1,896.969 70.7% 100 109
College Recruitment/Job Fairs $5.438 0.2% 100 88Onsite Materials $1.859 0.1% 100 94
Other Spending Total $2,684.409 85.6% 100 102Total Recruitment Spending -- $3,136.180 100%* Includes costs associated with creation and maintenance of recruitment spaces on
Category Recruitment Spending by Type
17.0%
13.9%
7.0%
7.1%
55.0%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
14.4%
Other Spending
Total 85.6%
Category Ad Spending Shares
Page 19 of 36
Industry Category Detail
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
35
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Total Recruitment Spending -- $2,726.877 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Other Services Total US
Market Business Locations: 3,352,420Market Jobs/Employees: 18,909,950
Average Employees Per Location: 6Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 4,202 2.7% 100 92Management/Professional 55,751 35.8% 100 96
Sales 3,717 2.4% 100 53Clerical 12,680 8.1% 100 96
Production/Semi-skilled 18,065 11.6% 100 270Unskilled 61,254 39.3% 100 93
Market Total 155,670 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.4%
Newspaper $76.690 17.0% 100 101Other Print $62.650 13.9% 100 100Broadcast $31.829 7.0% 100 112
Out of Home (includes Cinema) $31.957 7.1% 100 114Online* $248.646 55.0% 100 97
Ad Spending Total $451.772 14.4% 100 90Other Recruitment Spending --
Full-Service Employment Agencies $780.143 29.1% 100 84Temporary Help Agencies $1,896.969 70.7% 100 109
College Recruitment/Job Fairs $5.438 0.2% 100 88Onsite Materials $1.859 0.1% 100 94
Other Spending Total $2,684.409 85.6% 100 102Total Recruitment Spending -- $3,136.180 100%* Includes costs associated with creation and maintenance of recruitment spaces on
Category Recruitment Spending by Type
17.0%
13.9%
7.0%
7.1%
55.0%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
14.4%
Other Spending
Total 85.6%
Category Ad Spending Shares
Page 19 of 36
Industry Category Detail
Total Recruitment Spending -- $2,726.877 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: Other Services Total US
Market Business Locations: 3,352,420Market Jobs/Employees: 18,909,950
Average Employees Per Location: 6Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 4,202 2.7% 100 92Management/Professional 55,751 35.8% 100 96
Sales 3,717 2.4% 100 53Clerical 12,680 8.1% 100 96
Production/Semi-skilled 18,065 11.6% 100 270Unskilled 61,254 39.3% 100 93
Market Total 155,670 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.4%
Newspaper $76.690 17.0% 100 101Other Print $62.650 13.9% 100 100Broadcast $31.829 7.0% 100 112
Out of Home (includes Cinema) $31.957 7.1% 100 114Online* $248.646 55.0% 100 97
Ad Spending Total $451.772 14.4% 100 90Other Recruitment Spending --
Full-Service Employment Agencies $780.143 29.1% 100 84Temporary Help Agencies $1,896.969 70.7% 100 109
College Recruitment/Job Fairs $5.438 0.2% 100 88Onsite Materials $1.859 0.1% 100 94
Other Spending Total $2,684.409 85.6% 100 102Total Recruitment Spending -- $3,136.180 100%* Includes costs associated with creation and maintenance of recruitment spaces on
Category Recruitment Spending by Type
17.0%
13.9%
7.0%
7.1%
55.0%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
14.4%
Other Spending
Total 85.6%
Category Ad Spending Shares
Page 19 of 36
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
36
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: National Government Total US
Market Business Locations: 82,330Market Jobs/Employees: 4,324,590
Average Employees Per Location: 53Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 12,461 10.1% 100 345Management/Professional 59,449 48.2% 100 129
Sales 304 0.2% 100 5Clerical 26,756 21.7% 100 255
Production/Semi-skilled 6,384 5.2% 100 120Unskilled 17,897 14.5% 100 34
Market Total 123,250 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.9%
Newspaper $65.691 14.7% 100 87Other Print $65.384 14.6% 100 105Broadcast $8.969 2.0% 100 32
Out of Home (includes Cinema) $9.858 2.2% 100 35Online* $298.298 66.6% 100 118
Ad Spending Total $448.200 14.9% 100 92Other Recruitment Spending --
Full-Service Employment Agencies $1,050.202 40.9% 100 118Temporary Help Agencies $1,510.129 58.8% 100 90
College Recruitment/Job Fairs $4.620 0.2% 100 78Onsite Materials $1.469 0.1% 100 78
Other Spending Total $2,566.420 85.1% 100 101Total Recruitment Spending -- $3,014.620 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
Category Recruitment Spending by Type
14.7%
14.6%
2.0%
2.2%
66.6%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
14.9%
Other Spending
Total 85.1%
Category Ad Spending Shares
Category Recruitment Spending by Type Page 20 of 36
Industry Category Detail
employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: National Government Total US
Market Business Locations: 82,330Market Jobs/Employees: 4,324,590
Average Employees Per Location: 53Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 12,461 10.1% 100 345Management/Professional 59,449 48.2% 100 129
Sales 304 0.2% 100 5Clerical 26,756 21.7% 100 255
Production/Semi-skilled 6,384 5.2% 100 120Unskilled 17,897 14.5% 100 34
Market Total 123,250 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.9%
Newspaper $65.691 14.7% 100 87Other Print $65.384 14.6% 100 105Broadcast $8.969 2.0% 100 32
Out of Home (includes Cinema) $9.858 2.2% 100 35Online* $298.298 66.6% 100 118
Ad Spending Total $448.200 14.9% 100 92Other Recruitment Spending --
Full-Service Employment Agencies $1,050.202 40.9% 100 118Temporary Help Agencies $1,510.129 58.8% 100 90
College Recruitment/Job Fairs $4.620 0.2% 100 78Onsite Materials $1.469 0.1% 100 78
Other Spending Total $2,566.420 85.1% 100 101Total Recruitment Spending -- $3,014.620 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
Category Recruitment Spending by Type
14.7%
14.6%
2.0%
2.2%
66.6%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
14.9%
Other Spending
Total 85.1%
Category Ad Spending Shares
Category Recruitment Spending by Type Page 20 of 36
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
37
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: State & Local Government Total US
Market Business Locations: 125,310Market Jobs/Employees: 4,673,100
Average Employees Per Location: 37Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 5,159 2.0% 100 69Management/Professional 156,005 60.8% 100 163
Sales 500 0.2% 100 4Clerical 13,293 5.2% 100 61
Production/Semi-skilled 10,802 4.2% 100 98Unskilled 70,911 27.6% 100 65
Market Total 256,670 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 20.1%
Newspaper $140.150 14.9% 100 88Other Print $133.944 14.2% 100 102Broadcast $22.754 2.4% 100 38
Out of Home (includes Cinema) $32.230 3.4% 100 55Online* $613.649 65.1% 100 115
Ad Spending Total $942.727 20.1% 100 125Other Recruitment Spending --
Full-Service Employment Agencies $1,965.404 52.5% 100 152Temporary Help Agencies $1,763.193 47.1% 100 72
College Recruitment/Job Fairs $11.014 0.3% 100 128Onsite Materials $1.764 0.0% 100 64
Other Spending Total $3,741.376 79.9% 100 95Total Recruitment Spending -- $4,684.103 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
Category Recruitment Spending by Type
14.9%
14.2%
2.4%
3.4%
65.1%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
20.1% Other Spending
Total 79.9%
Category Ad Spending Shares
Category Recruitment Spending by Type
Page 21 of 36
Industry Category Detail
employer websites.
© 2011, Borrell Associates Inc. All rights reserved.
Employer Category: National Government Total US
Market Business Locations: 82,330Market Jobs/Employees: 4,324,590
Average Employees Per Location: 53Source: Dun & Bradstreet, 2011.
Estimated Market Job Openings,By Category
Index to Index toEstimate Share US Average Market
Executive 12,461 10.1% 100 345Management/Professional 59,449 48.2% 100 129
Sales 304 0.2% 100 5Clerical 26,756 21.7% 100 255
Production/Semi-skilled 6,384 5.2% 100 120Unskilled 17,897 14.5% 100 34
Market Total 123,250 100%
Estimated Market Recruitment Spending ($ Millions):Index to Index to
Estimate Share US Average Market Advertising Spending -- 14.9%
Newspaper $65.691 14.7% 100 87Other Print $65.384 14.6% 100 105Broadcast $8.969 2.0% 100 32
Out of Home (includes Cinema) $9.858 2.2% 100 35Online* $298.298 66.6% 100 118
Ad Spending Total $448.200 14.9% 100 92Other Recruitment Spending --
Full-Service Employment Agencies $1,050.202 40.9% 100 118Temporary Help Agencies $1,510.129 58.8% 100 90
College Recruitment/Job Fairs $4.620 0.2% 100 78Onsite Materials $1.469 0.1% 100 78
Other Spending Total $2,566.420 85.1% 100 101Total Recruitment Spending -- $3,014.620 100%* Includes costs associated with creation and maintenance of recruitment spaces on employer websites.
Category Recruitment Spending by Type
14.7%
14.6%
2.0%
2.2%
66.6%
Newspaper
Other Print
Broadcast
Out of Home(includesCinema)
Online*
Ad Spending
14.9%
Other Spending
Total 85.1%
Category Ad Spending Shares
Category Recruitment Spending by Type Page 20 of 36
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
38
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Monthly Variation
Market:Total US
Natural ResourcesConstruction
Nondurable Goods ManufacturingDurable Goods Manufacturing
WholesaleRetail
Transportation & WarehousingUtilities
CommunicationsISP/Online
Financial ServicesReal Estate Services
Business ServicesComputer Services
EducationHealthcare
Arts, Entertainment & RecreationHotel & Motel
Restaurants & Food ServiceOther Services
National GovernmentState & Local Government
MARKET AVERAGESUS AVERAGES
Business Category Month
14.1 7.3 7.3
10.6 8.1
20.2 6.2
13.7 9.0
28.2 23.5 21.5 31.4
8.0 11.0
2.1 4.6 7.2
11.7 17.1
6.4 23.5 13.313.3
How to Read This Table
This report uses data from theBLS JOLTS database to estimate monthly shifts in job openings, based on 7 years of monthly information.The numbers shown represent the percent variation from annual average. So, an entry of 1.2 means job openings for that month are 1.2% di�erent from the annual average. Negative di�erences are shown in red.
Monthly Variation in Job Openings
Jan%
Feb%
Mar%
Apr%
May%
Jun%
Jul%
Aug%
(5.7)0.9
(1.5)(1.7)(2.3)(7.9)(4.6)(4.3)(3.8)
(14.4)(4.9)(9.6)
(12.0)(4.7)(5.7)(0.1)(3.7)(7.3)(8.6)
(13.3)(5.4)(8.1)(5.9)(5.9)
(4.3)(3.0)(7.0)(5.7)(5.1)(5.6)(3.4)(0.2)0.5
(8.2)(14.3)
(9.0)(11.7)(10.5)
(4.8)(10.2)
(6.4)(2.7)(6.4)11.6 (3.8)
(10.4)(5.5)(5.5)
3.6 9.4 6.7 5.8 7.1 7.4 7.1 4.7 5.6
19.3 19.2 13.4
9.2 14.5 12.3 19.5 18.8 18.1 20.1 20.2
4.8 7.8
11.6 11.6
1.9 1.4 1.5
(3.0)(1.9)(2.1)(2.3)1.3
(1.6)(11.7)(10.3)
(4.0)(2.6)(0.5)(5.3)7.7 2.8
(2.2)(3.4)
(13.4)(1.0)0.0
(2.2)(2.2)
(10.2)(6.3)(4.8)(0.4)(3.0)(5.9)(0.9)(3.3)(6.0)(6.5)(3.4)(7.4)(5.8)(5.1)(5.2)(6.5)(8.0)(9.5)(9.2)
(12.2)1.5
(7.5)(5.7)(5.7)
7.4 15.1
6.5 7.6 5.8 8.3 5.7 6.8 4.3
11.3 11.6
9.8 12.4
9.3 8.0
(6.1)1.9
10.0 9.3 9.3 6.9 9.1 7.7 7.7
(2.2)(1.5)0.7
(1.7)2.5
(2.5)5.3 2.1
(0.2)(3.9)(1.4)(2.5)(4.7)3.5
(1.6)10.3
5.3 0.4 3.2 9.3 1.0
(4.0)0.8 0.8
Sep%5.0 1.3 2.2 2.2 0.4
(0.7)(3.4)(0.1)4.3 0.0
(7.7)(1.6)(5.7)
(13.8)(2.6)(7.5)(5.0)(2.5)(5.5)
(10.2)(4.8)(5.5)(2.8)(2.8)
Oct%
(0.2)3.7 1.9 6.3 6.1
18.9 5.9
(0.5)18.3
7.1 17.0
9.2 19.5
9.7 7.9
11.3 9.8 8.4
11.5 6.6 3.2
16.9 9.09.0
4.7 (10.2)
(4.8)(12.3)
(7.5)(12.4)
(4.9)(15.1)
(8.4)(9.0)
(18.3)(9.4)
(16.5)(2.5)(7.7)(5.1)(7.2)(9.3)
(12.0)(7.0)(3.3)
(12.0)(8.6)(8.6)
Nov%
Dec%
(14.2)(18.1)
(8.8)(7.6)
(10.2)(17.7)(10.5)
(5.1)(22.0)(12.3)(11.0)(10.4)(13.4)
(8.0)(6.4)
(15.4)(13.0)(10.6)(10.7)(18.0)
(5.6)(9.8)
(11.8)(11.8)
1,5426,160
10,7575,7718,819
23,3615,1631,2746,673778
17,5693,153
38,4437,8284,771
40,3682,9105,634
17,13712,97310,27121,389
252,743
MonthyAverage
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
National AverageMarket Monthly Market Variation in Job Openings
Above Average
Below Average
© 2011, Borrell Associates Inc. All rights reserved.
© 2011 Borrell Associates Inc. All rights reserved
INDUSTRY PAPER
39
APPENDIX A2011 Online Recruitment Marketing Outlook: Are the Jobs Ever Coming Back?
Forecast
2010-2015 Recruitment Spending Forecast Market:Total US
Advertising Spending -- Newspapers
Other Print Broadcast
Out of Home (includes Cinema) Online
Advertising Subtotal
Other Recruitment Spending -- Full Service Employment Agencies
Temporary Help Agencies College Recruitment/Job Fairs
Onsite Materials Non-Ad Subtotal
GrandTotal
Recruitment Spending Category
$1,502.0$1,239.1
$561.4$554.3
$5,037.4$8,894.1
$16,055.4$30,236.5
$107.0$34.1
$46,433.0$55,327.1
All Estimates, Projections, and Forecasts in $ Millions 2010
Estimate
16.9%13.9%
6.3%6.2%
56.6%16.1%
34.6%65.1%
0.2%0.1%
83.9%100%
$1,023.0$856.7$542.8$582.6
$8,015.8$11,020.8
$17,033.1$33,327.6
$109.9$38.4
$50,508.9$61,529.8
9.3%7.8%4.9%5.3%
72.7%17.9%
33.7%66.0%
0.2%0.1%
82.1%100%
Average Annual
% Change
© 2011, Borrell Associates Inc. All rights reserved.
Borrell Associates
offers this data for any local
market.
Based on R4, 2010 Data
Share ofAll Spending
2015Forecast
Share ofAll Spending
% ChangeFrom '10
(31.9)(30.9)
(3.3)5.1
59.1 23.9
6.1 10.2
2.7 12.7
8.8 11.2
(6.4)(6.2)(0.7)
1.0 11.8
4.8
1.2 2.0 0.5 2.5 1.8 2.2
(7.6)(6.2)(1.4)(0.9)16.1
1.8 0.0
(0.9)0.9
(0.0)0.0
(1.8)
'10-'15Share Pt
Point Shift
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We hear it all the time - business owners are overwhelmed by the ever-growing number of online advertis-ing choices and desperately need expert guidance. Our new ad-spending report, Compass, will help you guide local businesses in the proper online advertising direction. It gives your account executives the information
they need to identify new prospects and convert them into sales.
The Compass dynamic local report is chock full of your market’s ad-spending data for 100 business categories and helps your sales team:
J Identify the largest local online ad spending business categories J Detail how much a local business spends across online ad formats (static display, search, video and e-mail) J Detail what a local business spends on advertising in all media and in promotions J Track trends with a 5-year ad-spending forecast for each business category J Generate handouts and PowerPoint slides for the prospect in seconds J Model a businesses’ ad spend based on its number of employees
MARKET: US TOTALS fOR AUTOMOTIVE SALES
STRATEGIC USE Of THE COMPASS REPORT:
452 General Merchandise Stores4411 Automotive Sales531 Real Estate Services23 All Other Business Locations4451 Food Stores92 Government4421 Furniture stores444 Retail Home Improvement44611 Pharmacies514 Computer-related Services5222 Credit & Mortgage Services51339 Telecommunications727 Eating and Drinking Places Recruitment Advertising523 Financial Services
$3,861.923$2,043.055$1,345.977$1,235.062
$441.935$388.564$373.904$331.089$299.289$237.852$234.941$229.657$167.458$166.081$145.603
Total LocalOnline Ad
2010
CATEGORY535516523000549057125259127376148589999862
SICG NAICS
BUSINESS CATEGORY RANKERDollar Amouns Represent Total
MARKET USA Totals
This report identifies the strengths and weaknesses of 10 competing media types in local markets. The Compass also identifies business categories that are likely to be good sales prospects for whatever medium a media company is selling, and which online ad formats, (Display/Listings, E-mail, video, Search), hold the most sales poten-tial for each business category in a local market.
For strategic planning, these reports are especially useful to general managers, publishers, ad directors, marketing directors, and product developers.
For more information, please contact Bill Caudill
vP, Sales TrainingBorrell Associates
502.678.1975bcaudill@borrellassociates.com
Static Display/ROSTargeted Display
Paid SearchE-mail
Online VideoOnline Audio
Total Local Online Ads
Local Online Ad Formats Automotive Sales
2010 Share 2015 Share%
Change$735,000,000$173,000,000$821,000,000$140,000,000$112,000,000$63,000,000
$2,044,600,000
$369,000,000$1,700,000,000$733,000,000$290,000,000$372,000,000$107,000,000
$3,571,000,000
35.9%8.5%
40.2%6.8%5.5%3.1%
100.0%
10.3%47.6%20.5%8.1%
10.4%3.0%
100.0%
-50%+883%
-11%+107%+232%+68%
+75%
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TACTICAL USE Of THE COMPASS REPORT:The Borrell Compass identifies business categories that are likely to be good sales prospects for whatever medium our clients are selling. It gives an estimate of a prospect’s ad budget and ad allocation so our clients know what they are selling against before walking in the door. It estimates what a prospect is spending on each of four online ad formats, (Display/Listings, E-mail, video, Search). It also provides the advertiser with benchmarks so they can gauge their advertising spend against the competition. This tactical data can be worked into ad sales presentations to make them more informative and compelling for individual prospects. The report creates slides automatically for consultative presentations.
For more information, please contact Bill Caudill
vP, Sales TrainingBorrell Associates
502.678.1975bcaudill@borrellassociates.com
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