Audio Emerges as Key Channel for Hiring Decision Makers

RADIO ONLINE | Monday, September 22, 2025 | 2:24pm CT

Cumulus Media & Westwood One

Cumulus Media | Westwood One's Audio Active Group has released new insights into how hiring decision makers engage with audio and job site advertising, based on a MARU/Matchbox study fielded in December 2024. The survey of 1,000 respondents compared results to prior studies conducted in 2018, 2021, and 2022.

The research found that nearly eight in ten hiring decision makers are also job seekers. Thirty-one percent are actively seeking new roles, while 47% are passive job seekers-higher than the general employed population.

When it comes to job site usage and ad recall, Indeed and LinkedIn led the market, followed by ZipRecruiter. Consideration and usage for all brands have grown since 2022, suggesting increasing reliance on job platforms.

The study also confirmed the long-held marketing principle that "share of voice drives share of market." Brands with higher ad spending enjoy stronger recall and greater market share. ZipRecruiter, in particular, is spending beyond its current "use most" market share, suggesting potential future growth.

Audio continues to stand out as a powerful channel for reaching decision makers. A striking 96% of hiring decision makers listen to ad-supported audio, with 82% tuning in to AM/FM radio, 71% to podcasts, and 62% to streaming AM/FM. The findings highlight that AM/FM radio across multiple formats, as well as diverse podcast genres, provides broad access to this influential group.

The study suggests employment brands should consider spreading investments across a wide selection of AM/FM and podcast platforms to maximize reach among both hiring decision makers and job seekers.

Read the full blog post here.