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Today, Enhance Media release the latest results from NORAS Winter 2005 (The National Online Recruitment Audience Survey). NORAS is the UK’s largest piece of online recruitment research and has been running for three years. It is fast becoming the most authoritative source of information about online recruitment in the UK.
NORAS is the only joint industry research tool that provides advertisers with the profile of a site’s audience and user numbers simultaneously to give an accurate picture of the number and profile of candidates offered by each participating site. This data enables recruitment advertisers to make informed advertising decisions and to get a better response to their online recruitment advertisements.
The site audience profiles are compiled from questionnaires completed by 18,235 online job seekers among 24 of the UK’s leading online recruitment sites*. Sites participating in NORAS also provide Unique User traffic figures audited by ABC ELECTRONIC.
Key findings of the survey:
Online recruitment is more successful...
Online recruitment is now more successful than ever. The 2005 results show that 64% of those applying for a job found online obtained an interview and 51% of those obtaining an interview got a job as a result of the interview. These figures are up from 59% and 44% in 2004 and show the increasing effectiveness of the internet as a recruitment tool.
Experienced and diverse candidates online...
NORAS shows that online job seekers broadly mirror the UK population in terms of ethnic background. Demonstrating that the internet is an effective way of targeting candidates from a diverse range of ethnic backgrounds. 83% of candidates are from a white ethnic group (British, Irish, European or other.) 4% are from a black ethnic group, 5% from an Asian ethnic group, 2% mixed and 1% Chinese. This is the first time that such comprehensive data has been made available regarding the ethnicity of online job seekers.
Online job seekers are becoming more experienced – the average work experience of online job seekers has increased year on year to 13 years. The average online job seeker is aged 33. 5% of those using the internet to look for jobs are Chief Executives, Owners or Directors and 30% are Senior Managers or Managers. This shows that all candidates including senior management are using the Internet to seek employment.
The use of online recruitment sites is changing...
NORAS shows an increasing brand loyalty and knowledge of the market amongst online job seekers and signifies a maturing industry. The average number of sites visited by a candidate when looking for a job has decreased year on year to 6. 11% of repeat visitors choose to visit a particular site because they have previously got an interview or a job through the site.
30% of online job seekers visit online recruitment sites to register for and to use additional services such as uploading CV’s and registering to receive jobs by email. A significant proportion of online job seekers are doing more than just looking for jobs and are taking advantage of the additional functionality offered by the internet as a job seeking tool.
NORAS is being supported by industry organisations such as the Interactive Advertising Bureau (IAB,) the Association of online publishers (AOP) and the Association of Graduate Recruiters (AGR.)
NORAS is continually being developed to support and ensure its usefulness and relevance to employers wanting to use the internet as a recruitment tool. As well as the research study Enhance Media has developed NORAS Interactive. NORAS Interactive is an online media planning tool that enables recruitment advertisers to easily compare the participating sites and establish the number of candidates that each site can deliver against any recruitment need.
Tim Elkington, Managing Director of Enhance Media commented, “The study was set up to provide recruitment advertisers with transparent information that will assist them in choosing the right online recruitment site and get the best response to their online advertising.
The sites taking part in NORAS are committed to providing transparent traffic data through independent auditing by ABC ELECTRONIC – this demonstrates that the industry is maturing and realising the importance of online accountability.
“The industry’s support for this study confirms the demand for comparable data. NORAS provides comprehensive statistics and supplies recruitment advertisers with reliable and independent data in order to assist with advertising decisions.”
Gary Knight, Manager UK e-Recruitment, GlaxoSmithKline commented, "When trying to compare job boards it's always useful to have objective and comparable data regarding the audiences of different sites. NORAS is the best source of such data in the UK and we find it useful when trying to understand and take advantage of the online recruitment market".
Richard Foan, Managing Director of ABC ELECTRONIC commented, “Accountability and comparability of the Internet has been a key issue for advertisers and as such, many have continued to spend a large proportion of their budgets in traditional media. It’s great to see the increased commitment of the online recruitment industry providing robust data to the market, by realising the true value that independent and comparable data can deliver.”
* Participating sites:
AndersElite, Blue Arrow, Brand Republic Jobs, CWJobs.co.uk, doctorjob.com, Eden Brown, eFinancialCareers, Exec-appointments.com, fish4jobs, GAAPweb, InPharm Jobs, JimFinder, jobs.ac.uk, jobsgopublic, jobs.telegraph.co.uk, jobs.scotsman.com, mad.co.uk, ManchesterOnline.co.uk, OfficeRecruit.com, Prospects.ac.uk, s1Jobs, Times Online - Jobs, TipTopJob and Totaljobs.com
NORAS winter 2005 took place from September to November 2004. Each participant received a detailed demographic profile of their users; this data was collected using Survey.com’s pop-up technology and was conducted among 18,235 job seekers. ABC ELECTRONIC certified Unique User figures in order to provide the site with robust user numbers.
Further information on NORAS go to www.noras.co.uk
Further information regarding NORAS can also be found by visiting www.abce.org.uk
Tel: 020 7801 6266
Notes to editors:
Enhance Media is a training and consultancy company specialising in online recruitment. Enhance Media provide bespoke training courses and consultancy services addressing a wide range of HR issues and enabling recruiters to take full advantage of new technologies in the recruitment process.
ABC ELECTRONIC was established in 1996 and, building on the experience and expertise of the Audit Bureau of Circulations Ltd (ABC), has rapidly established itself as the organisation that media planners and owners trust to verify data related to electronic media including Internet, email, SMS, WAP and iTV. ABC ELECTRONIC is an industry owned, tri-partite, not for profit organisation that works with and on behalf of advertisers, media buyers and media owners to help them understand their data related to electronic media.
Survey.com is a full service research consultancy with over 10 years experience in online research. The company has completed more than 2 million Internet-based surveys for both proprietary and syndicated market research studies, across a broad range of sectors including entertainment, information technology, new media and publishing. Survey.com is also a recognised leader in the development of custom online panels for clients in both the US and Europe.
Published on: 12:00AM on 22nd February 2005