Minneapolis/St Paul job seeker trends. Study performed 8/2010

1. Simplify your Minneapolis/St. Paul recruiting
by getting the best visibility in town!
January 2011

2. Overview
• Who is the MN job candidate?
• What are they using to look for a job?
• What are the best options to reach them?
• How much does it cost?
• What do I need to do next?

3. Quick overview of the Minnesota
Metro area job seeker

4. Minneapolis-St. Paul
Is A Skilled Labor Market
%
Manager/Supervisor/Director 10
Teacher/Fitness instructor/Coach 8
Medical professional/Healthcare industry 7
Maintenance personnel 6
Laborer 4
IT Related 4
Driver/Delivery man/Letter carrier 4
Construction worker 4
Engineer 4
Sales and Marketing 4
Administrative staff 3
Company/ Laboratory technician 3
Financial business 3
Office staff 3
Designer/Graphics/Artist 3
Restaurant server/ Bartender 3
Note: Only those occupations mentioned by 3% or more are included.
Source: MORI Custom Study August 2010 Mpls/St. Paul CBSA

5. One In Five Employees Are Looking To
Change Careers In The Next 12 Months
Of the adults who are currently
employed and have not
changed jobs recently,
over a quarter a million or
284,285 are considering a
change in the next 12 months.
37% say
they would be willing to
relocate for that new job!
Source: MORI Custom Study August 2010 Mpls/St. Paul CBSA

6. What are they using in their job
search?

7. Twin Cities Adults Rank
Websites And Newspapers
Most Useful Ad Source For Jobs
Websites 49%
Newspapers 45%
TV 3%
Ads in the Mail 2%
Radio 1%
Yellow Pages 1%
Magazines 0%
0% 10% 20% 30% 40% 50% 60%
Source: MORI Custom Study 2010 Mpls/St. Paul CBSA

8. Candidates rely on the Star Tribune in
their job search.
Percent of Twin Cities adults who were actively looking for a job were asked
which media they used in their search
25
20 21
15 16 15
10 12 11 10
8 8 7
5
5 4 3 2
0
MORI Custom Market Research Study, August 2010

9. When asked to choose which ONE they
preferred over all the others…the top
selection was
Star Tribune Newspaper!
Source: MORI Custom Study 2010 Mpls/St. Paul CBSA

10. Advertising Read By
Sunday Star Tribune Readers
Audience: Sunday Star Tribune Readers
Advertising Fliers/Circulars Inserted in Paper 840,468
Ads Printed Throughout Newspaper 635,544
Sticky Notes 481,304
General Merchandise for Sale 472,051
Classified Section 400,154
Homes/Real Estate for Sale 337,159
Jobs 331,688
Homes/Apartments for Rent 189,595
0 200,000 400,000 600,000 800,000
Source: MORI Custom Study 2010 Mpls/St. Paul CBSA
10

11. Sunday Star Tribune Reader Profile:
Sunday Jobs Advertising
% Sunday Readers Who
Demographics % Metro Adults Always/Sometimes Read Sunday Index
Jobs Ads
Total Adults 100 100 100
Gender Men 49 48 97
Women 51 52 101
Age Age 18-24 12 17 147
Age 25-34 18 26 146
Age 35-44 20 21 104
Age 45-54 21 15 73
Age 55-64 18 16 92
Age 65 or Older 12 4 35
Median Age 45 38
HHI Less Than $25,000 14 18 128
$25,000-$34,999 9 9 95
$35,000-$49,999 15 21 141
$50,000-$74,999 23 19 83
$75,000 or More 39 33 85
Median HH Income $62,597 $52,295
Education High School or Less 33 26 79
Some College 33 40 119
College Graduate or More 34 34 102
Children Children Present-Yes 37 44 119
Children Present-No 63 56 89
Occupation Prof/Managerial/Technical 36 30 84
Admin Support/Sales 11 14 121
Blue Collar 13 18 135
Own/Rent Own 82 78 95
Rent 16 19 120
Source: MORI Custom Study 2010 Mpls/St. Paul CBSA

12. Online Jobs Statistics
• 2,497,211 million page views!
• Jobseeker Searches: 1,856,203
• Jobseeker Accounts: 157,499
• Jobseeker Views: 798,383
• Jobseeker Applies: 67,197
• Average View/Apply Rate: 8.4%

13. How can you
take advantage of this
and reach your next employee?
Call Helen Yarmoska at 612-673-4617