Commentary

Career Sites Promote on TV; Take Business From Classifieds

Career Sites Promote on TV; Take Business From Classifieds

According to Nielsen//NetRatings, traffic to career sites jumped 30 percent year-over-year with nearly 27.2 million surfers, or more than 18 percent of the total online population, visiting job search sites in June 2004. The U.S. Department of Labor reported that job creation continued to rise over the past year, while unemployment claims fell.

"As the U.S. economy heads toward a more optimistic outlook in 2004, job search sites have benefited from the upswing in the employment market," said Marc Ryan, senior director, analysis, Nielsen//NetRatings. "Positive labor market indicators have prompted job search sites to invest again in promoting their services through TV and online advertising, as well as striking special marketing partnerships with media companies," added Ryan.

Monster.com topped the list of career sites, attracting nearly 9.6 million job seekers in June 2004 at home and work.

Brand or ChannelUnique Audience (000) Active Reach (%)
All Career Development 27,20918.24
1. Monster 9,5896.43
2. CareerBuilder9,3086.24
3. Yahoo! HotJobs7,1184.77
4. brassring.com1,4330.96
5. USAJOBS1,408 0.94

Source: Nielsen//NetRatings, June 2004

Visitors to Monster.com spent an average of 18 and a half minutes on the site last month and viewed nearly 380 million pages. CareerBuilder and Yahoo! HotJobs visitors spent an average of 14 and six and a half minutes, respectively. CareerBuilder posted more than 207.4 million Web page views, while Yahoo! HotJobs visitors viewed 122.6 million pages.

"The online career site category posted tremendous growth figures over the past year with more than 18 percent of the entire Internet population visiting job sites," said Ryan. "However, there's still much room for expansion and opportunity for career sites to take away market share from newspaper classifieds and other traditional forms of job-hunting."

Source: Nielsen//NetRatings

Next story loading loading..