NATIONAL TV ADVERTISING CAMPAIGN ATTRACTS OVER 290,000 NEW JOBSEEKERS TO REED
NATIONAL TV ADVERTISING CAMPAIGN ATTRACTS OVER 290,000 NEW JOBSEEKERS TO REED.CO.UK
A record 298,762 new jobseekers signed up with reed.co.uk during October and November, as the firm’s continued investment in national TV advertising had a dramatic impact on website activity.
The advertising burst, which ran from 30 September to 17 November, prompted jobseekers to upload more than 225,000 new CVs during the campaign period, a 36% increase on the same period last year. Jobseekers using reed.co.uk made more than 6 million job applications during October and November.
The campaign featured the work of up-and-coming film directors, Jonathan Brooks and Mat Laroche, who first came to reed.co.uk’s attention through their prize-winning entries in the reed.co.uk Short Film Competition, now in its fourth year.
The national terrestrial and satellite TV campaign was seen by over 42 million adults, achieving 82% coverage of the target audience. It was supported by wide-ranging digital activity, including catch-up TV services and promotion across on Facebook, Twitter and Google. The ads have now been viewed over 300,000 times on YouTube, whilst reed.co.uk’s Facebook page has reached 17,000 & lsquo;likes’, an uplift of 36% during the campaign.
Mark Rhodes, Marketing Director of reed.co.uk, comments:
“This has been our biggest, most far-reaching campaign to date, so it’s extremely pleasing to see the extent to which our investment has paid off with unprecedented levels of growth across every area of employment.”
“All of our numbers have been pointing to a renewed confidence in the job market over the last three quarters and by advertising on national TV, we’re making sure we’re front-of-mind for anyone considering changing jobs.
Amongst the industry sectors to have shown the strongest growth in new candidate attraction are Health & Medicine (69% rise year-on-year), Retail (64% rise), Engineering (62% rise), Marketing & Media (57% rise), and IT (56% rise). Furthermore, the rise in the number of jobseekers registering for roles paying between £40,000 and £50,000 and for roles paying over £50,000 have both shown significant growth, with increases of 51% and 30% respectively.
The national campaign has also reached new audiences across all areas of the UK, including a 71% growth in candidate registrations in the Midlands, 69% growth in London and the South East, 61% in the North East and 53% in Yorkshire & Humberside. Jobseeker registrations in the town of Droitwich, which featured in the ad, rose 143% year-on-year in October.
Rhodes explains that there’s more advertising to come:
“Job content on reed.co.uk continues to grow, so it’s essential we continue to invest in the most effective ways of reaching new candidates across all specialisms and in all regions.”
“The returns we’ve seen from our autumn campaign present the strongest argument yet for further investment in brand advertising as part of a marketing mix aimed at growing an active, diverse and valuable jobseeker audience.”
More than 10,000 recruiters are currently advertising vacancies on reed.co.uk, with an average of over 4,000 new jobs added every day since the TV campaign first aired.