Study: Audio Ads Key to Reaching Passive Job Seekers

RADIO ONLINE | Monday, July 7, 2025 | 2:13pm CT

Cumulus Media and Westwood One

A new study from Cumulus Media | Westwood One's Audio Active Group reveals that ad-supported audio -- particularly AM/FM radio and streaming -- is a powerful tool for reaching both active and passive job seekers, with important implications for recruitment advertisers.

The national survey, conducted by MARU/Matchbox in December 2024, profiled 1,000 Americans and compared results to similar labor market studies from 2018, 2021, and 2022. This latest installment focuses on job seekers, with a follow-up report set to explore hiring decision-makers.

Key findings show that nine out of ten job seekers -- whether actively searching or open to new opportunities -- are reached by ad-supported audio, including traditional AM/FM radio, digital streaming, and podcasts. AM/FM radio alone reaches nearly 80% of job seekers, while 60% of active job seekers listen to podcasts and AM/FM radio streaming.

Streaming, in particular, has seen strong growth. Since 2021, usage of AM/FM streaming has surged among both passive and active job seekers. Sixty-two percent of active job seekers now listen to AM/FM content via streaming platforms.

Passive job seekers -- those not actively searching but open to opportunities -- are the largest source of potential hires, outnumbering active job seekers by over 50% (36% vs. 24%). Companies that rely solely on online job boards risk missing this key segment, the study warns.

While 90% of active job seekers use job sites like LinkedIn and Indeed, only 68% of passive job seekers do so. Word of mouth has also declined among passive candidates, down from 72% in 2021 to 59% in 2024.

Audio advertising appears to offer an effective alternative. Heavy digital audio listeners are far more likely to be job seekers, and advertising effectiveness data shows a strong link between media spend and ad recall. Brands with higher ad spend -- particularly in audio -- showed stronger brand recognition and higher market share.

Indeed remains the category leader, with the largest share of voice and market share among job seekers. LinkedIn and ZipRecruiter, which have increased their ad spend in recent years, also show signs of market growth. Notably, ZipRecruiter doubled its usage among active job seekers from 24% in 2018 to 47% in 2024.

In short, for recruitment marketers looking to expand their reach -- especially to hard-to-target passive candidates -- adding AM/FM radio, streaming, and podcast advertising to their media plans could make the difference.