A new study of 1,000 U.S. adults conducted by MARU/Matchbox and commissioned by the Cumulus Media | Westwood One Audio Active Group confirms what many marketers are beginning to realize: ad-supported audio is the most powerful way to reach both active and passive job seekers.
According to the December 2024 findings, 89% of job seekers, including those actively applying for jobs and those open to new opportunities, listen to ad-supported audio, with 78% tuning in to AM/FM radio and roughly six in ten (64% of actives, 58% of passives) engaging with podcasts.
While passive job seekers (those not currently job hunting) make up 36% of the audience, and active seekers only 24%, the share of active job seekers is at a seven-year high, according to the study.
Why This Matters for Recruiters and Job Platforms
Passive job seekers, who often fly under the radar of job sites, tend to skew older, male, more affluent, and already employed. Active seekers are generally younger and more likely to be female. Despite these differences, both groups are highly engaged with ad-supported audio, making it a strategic opportunity for platforms like Indeed, LinkedIn, and ZipRecruiter.
89% of both active and passive seekers reported listening to ad-supported audio in the past month—more than any other media, including TV.
According to Pierre Bouvard, Chief Insights Officer at the Audio Active Group, “Heavy audio listeners are far more likely to be job seekers than non-job seekers. And digital audio listeners, those streaming radio or consuming podcasts, are significantly more likely to be actively job hunting. In contrast, heavy TV viewers are much less likely to be in the job market.”
Audio Reaches Job Seekers by Format and Behavior
With AM/FM radio’s wide format variety, it’s easy to reach specific job seeker segments:
Top 40 and R&B/Hip-Hop appeal more to younger, active job seekers
Classic rock and oldies reach the older, passive job seeker
Both groups also engage heavily with podcasts, providing additional reach for brands and recruiters.
Don’t Miss the Passive Majority
A critical insight: only 68% of passive seekers regularly use job sites, compared to 90% of actives. That means employers relying only on online job boards are missing a substantial portion of potential candidates.
As Bouvard explains:
“Companies who solely rely on online job sites to recruit new hires are missing out on passive job seekers who outnumber active job seekers. Adding AM/FM radio, streaming, and podcasts to your recruitment strategy helps reach these hard-to-find candidates.”
In addition to reaching both the passive and active job markets, radio is also reaching secondary influencers to the job seekers. These are family members, friends, and co-workers who actively participate in the new job pursuit of their loved one.
Radio is a one, two, three punch approach to solving recruitment problems. See how radio can help your business hire qualified employees.