Home : Newsletters : 2005 : April
NORAS provides advertisers with data regarding the audiences of 24 of the UK’s leading job boards. Enhance Media believes that NORAS is useful to advertisers because understanding the audience profile of a particular job board enables recruiters to understand more accurately the type of candidate that will respond to an advertisement placed on that job board.
The audiences of sites participating in NORAS can be ranked in two ways – firstly by the number of candidates they have that match a particular recruitment need and secondly by the percentage of candidates that match that need. Both comparison methods are valid and can be used to either show the sheer number of matching candidates generated by a site or the tendency of a site’s audience to match recruitment criteria.
For example a recruiter might be setting up a new recruitment campaign that targets call centre staff in the South East, North East and West Midlands and exclusively uses an online application form. The NORAS data could help this recruiter in two ways. Firstly the results show how many candidates each job board has in a customer service role in the relevant geographical areas – showing which sites have the right candidates in terms of skills and location. Secondly NORAS can show the recruiter which online recruitment sites attract users that have previously applied electronically for a job that they discovered online - showing which sites have the right candidates in terms of willingness to apply online.
In this case the NORAS results show that Totaljobs.com has 18,800 candidates that work in a customer service role, live in the South East, North East or West Midlands and have previously applied electronically for a job that they found online. Fish4jobs has the next highest number of matching candidates with 16,700.
Another example might be a recruiter that needs to recruit an accountant with a professional qualification to work in London from within the M25. In this case NORAS can show the recruiter the candidates each site has that work in an accountancy / finance role that have a professional qualification and that live in a postcode within the M25.
In this case GAAPweb has the highest percentage of matching users with 16.1% (translating to 8,200 candidates) followed by eFinancialCareers with 4.0% (or 3,400 candidates).
Finally the NORAS data can allow recruiters to gain a better understanding of the different areas that they recruit for and consequently inform and drive an effective recruitment strategy that takes into account the needs of job seekers working in different geographical areas, industry sectors and job roles. For example the NORAS shows that approximately 69% of online job seekers in Manchester have applied for a job that they found online compared to 78% of online job seekers in London. This information could be used to tailor different strategies and possibly response mechanisms in Manchester and London.
All of the above information is generated using NORAS interactive – a tool that allows you to conduct queries against the NORAS data online. Registering at www.noras.co.uk gives you free access to the basic version of NORAS interactive that includes five basic questions from the survey. However to gain access to data from all 46 questions asked you need to subscribe to the advanced version of NORAS interactive. Subscribing to the advanced version of NORAS interactive costs from £99+VAT per year.
You can use your credit card to subscribe online now – by clicking here and gain access to all the NORAS data online.