【正文】 sum233。 databases) and attract additional advertising revenues. 2 49 Focus on owning local listings and the multiple mechanisms needed to deliver them. Third Requirement: Own Local Recruitment Listings and Multiple Mechanisms to Deliver Them ? Partner with local media such as radio and TV to provide advertisers with multiple channels to reach job seekers. ? Leverage partnerships with other media through crosspromotion efforts, content sharing, crossplatform selling, or single ordering/ buying of ads. ? Provide job seekers with multiple touch points to respond to job opportunities via telephone, fax, or local munity events. 3 50 Development of employerfocused sales and marketing strategies. Fourth Requirement: Develop EmployerFocused Sales and Marketing Strategies ? Invest to build stronger relationships with local HR decisionmakers and intermediaries to understand their recruitment needs. ? Tailor products and services to meet those needs such as brandbuilding programs, r233。 three were consistently impacted. Impact on Selected Segments, PostOnline Period Occupation Segment Newspaper A Newspaper B ? Computer Occupations ?? ??? ? Architecture Engineering ??? ??? ? Sales Occupations ??? ?? ? Management Occupations ??? ?? ? Professional Occupations ??? ?? ? Estimated Revenue Impact 10% 20% Actual Data Market Level 39 In summary, the following data are needed to conduct a robust analysis of recruitment: ? Local market employment information by occupation and industry ? Newspaper recruitment data on revenue, ad count, and lineage across occupations and industries ? In addition, key management input and other market information would be useful: ? Competitive intelligence ? Retail sales ? Changes in population ? Ethnicity 40 Recruitment Strategic Framework Weak Competitive Position Strong High Low Segment Attractiveness Primary Target Secondary Target Secondary Target Tertiary Target A strategic framework is needed to set recruitment priorities and guide resource allocation. 41 The vertical axis of the matrix is segment attractiveness. Each segment is evaluated on its attractiveness to a recruitment petitor, independent of the newspaper. Segment Attractiveness Competitive Position The horizontal axis is petitive position. Each segment is evaluated based on the newspaper’s current ability to meet the segment’s needs relative to petition. Each occupation or segment can be plotted within the matrix based on the following guidelines. 42 Segment Attractiveness can be defined by the several criteria. Segment Attractiveness Criteria The extent to which capturing the segment represents a meaningful amount of advertising revenues The extent to which revenue growth can be achieved without expanding share of market The degree of churn or level of replacement requirement as a driver of revenue growth The degree to which a segment is able to withstand revenue pressures in a recessionary environment Explanation Criteria Size Employment Growth Employment Churn Recessionary Resilience 43 The newspaper’s Competitive Position within an occupation is also a function of several criteria. Competitive Position Criteria Criteria Explanation Revenue Size Revenue Growth Performance vs. Market Recessionary Resilience Average revenue contribution by segment to the newspaper The newspaper’s ability to maintain and grow revenues by segment over time The newspaper’s performance across segments relative to opportunities in the market The degree to which the newspaper’s recruitment revenues was affected by the recession in 2023 44 To plot a segment into the matrix, relative rating scores for each criterion need to be applied … Dimension Rating Scale Lowest Rating Average Rating Highest Rating 1 5 9 45 … and weighted based on importance. Prioritization Criterion Weights Segment Attractiveness Competitive Position Criterion Employment Size Employment Growth Employment Churn Recessionary Resilience Weight 40% 40% 15% 5% Criterion Revenue Size Revenue Growth Performance vs. Market Recessionary Resilience Weight 35% 25% 35% 5% 46 Strategy must focus on highpriority segments in light of attractiveness and petitive position. Occupation