【正文】 i al Managers 7,590 5,880 6,050 6,120 5,750 7,070HR Ma nager s 1,830 1,825 1,900 1,930 1,730 2,350Producti on Manager s 1,790 1,645 1,620 1,650 1,670 1,810Purchas i ng Manager s 2,070 1,600 1,560 1,590 1,200 1,830Local Employment Estimates, Management, 1995 – 2023 Illustrative 31 Once data are obtained, the employment index of each occupation can be calculated. 501001501996 1997 1998 1999 2023Employment Index, Healthcare Support Jobs Healthcare Support Occupations, Market Level, 1996 to 2023 Index Actual Data Market Level 32 Some newspapers have systems that capture revenue, ad count, and lineage by occupation. ? Such data, however, needs to map to local occupation classifications. ? Classifications such as “General Employment” would need to be disaggregated into occupations. ? Industrylevel aggregations (., “Hotel/Motel”) also need to be deposed into occupations. 33 In the absence of stored data, a physical audit of selected Sundays would be necessary. ? Careful selection of Sundays must be observed to ensure unbiased representation. ? Avoid special holidays or megaemployment sections to prevent skewing the data. ? Ad count, lineage, and revenues, must be tagged by occupation as well as industry to be parable with local market employment information. ? The number of Sundays to be audited depends on the resources and time available to plete the process. 34 Newspaper ad count indices by occupation can be calculated once measurements are taken. 501001501996 1997 1998 1999 2023Ad Count Index, Healthcare Support Jobs Healthcare Support Occupations, Market Level, 1996 to 2023 Index Actual Data Market Level 35 Comparing the market and newspaper indices can yield to useful insights and some questions. 501001501996 1997 1998 1999 2023Employment Index, Healthcare Support Jobs Ad Count Index, Healthcare Support Jobs Healthcare Support Occupations, Market Level, 1996 to 2023 Index Actual Data Market Level 36 Competition from nononline media has been an overlooked significant threat. Key Competitor Findings ? Suburban newspapers have a pricing advantage. ? Certain vertical publications are particularly strong. ? The Employment Guide, targeted at the lowerend of the market, is an active petitor in the market. ? Other freely distributed print petitors targeted at lower employment segments include the Help Wanted and Employees Wanted magazines. ? The local free weekly publishes a separatelydistributed free employment magazine every other week. Actual Data Market Level 37 601001401801996 1997 1998 1999 2023Employment Index, Computer Jobs Ad Count Index, Computer Jobs Ad Count vs. Employment, Computer Occupations, Market Level, 1996 to 2023 Online Intro Post Online Index Actual Data Market Level Certain occupation segments, more than others, have been particularly affected by the Inter. 38 Five recruitment segments have been affected by online。 sorting, background checking, or prescreening of job candidates. 4 51 Dedicated resources to sell recruitment advertising. Fifth Requirement: Dedicate Resources to Proactive Recruitment Advertising Selling ? Evaluate existing anizational design, work processes, and incentive systems to ensure optimum alignment to deliver the desired recruitment advertising results. ? Educate and train sales and support staff to increase their effectiveness in working with recruitment advertisers. 5 52 Redesigned pricing and products to encourage use by advertisers. Sixth Requirement: Redesign Pricing and Products To Encourage Advertisers’ Use ? Evaluate recruitment advertising rates and product guidelines to ensure petitiveness and flexibility. ? Offer advertisers multiproduct solutions (., ROP, insert, preprint, and online) and market them aggressively to raise awareness on how effective they would be in reaching job seekers. 6 53 Key Takeaways ? The employment market will grow in service and lower paid positions, as well as high end segments. ? Local newspapers need to take a segmented and analytical approach to viewing their markets to identify high priority opportunities and threats. ? Winning recruitment strategies need to integrate several key elements: ? Jobseeker oriented online site ? Multiple mechanisms to deliver local employment adverti