Help Wanted? Radio Delivers 

TRACKING MEASURABLE LIFT IN WEB TRAFFIC FOR RADIO ADVERTISERS

As local economies endeavor to recover from pandemic impact, many business sectors are facing labor shortages. Businesses that are looking to put the word out about job openings need to advertise on trusted, local and proven media - and radio fits the bill. New research from the Radio Advertising Bureau shows just how valuable radio can be to businesses looking to recruit new employees.

The RAB conducted two analyses of more than 60,000 job opportunity site ads tracked by AnalyticOwl between 2020 and 2021 to decipher radio's impact on consumer actions. Looking at data for 2020, radio ads led to 22,400 incremental website visits, translating to a +6% lift in website traffic. Radio's impact has been even more significant in 2021, leading to 44,300 incremental website visits, marking a +19% lift in website traffic for those job opportunity sites that advertised on the radio in the first 4 months of the year. 

The RAB's analysis shows that radio is an effective tool for brands looking to drive web engagement. When it comes to businesses looking to recruit local employees, radio places advertisers inside communities, on stations listeners trust, and the RAB's analysis shows that listeners take action when they hear ads. 

For more information from the RAB.