Blue-Collar Population Presents Opportunity for Job Sites

NEW YORK More than 17 million surfers, or nearly 13 percent of the active online population, logged on to career Web sites from home and work in April 2003, according to Nielsen/NetRatings.

About 765,000 of those online job hunters were blue-collar workers, described as those individuals working in a service, craftsman, factory operator or laborer capacity. While that number makes up just 7 percent of the total blue-collar Web population, Nielsen/NetRatings said the group represented a growth opportunity for career Web sites looking to expand existing user bases.

In fact, job site Monster, which had nearly 11 million unique visitors in April, debuted a spot that appealed to this segment during the Super Bowl in January. In the commercial from Arnold in Boston, an out-of-control, driver-less tractor-trailer demolished a gas station and just about everything else in its way. The voiceover explained, “Somewhere a trucking company needs a driver. Somewhere a driver needs a job. That’s where we come in. Blue collar, white collar, no collar, now Monster works for you.”

The New York-based Internet audience measurement firm also said that the full-time student population also signified a prime target. About 1.3 million, or about 5 percent of the online student population, searched for jobs on the Web in April, according to Nielsen/NetRatings.

Meanwhile, nearly one in five professionals, or about 3.2 million, visited a career site last month. And about 2.8 million people in executive or managerial posts, 2 million Internet users with technical titles and 1.7 million clerical or administrative workers went to job sites.

Monster was the top-ranking site in April, while Yahoo HotJobs was second with 3.5 million visitors, according to Nielsen/NetRatings, which is partly owned by Adweek parent VNU. CareerBuilder followed closely with 3.3 million surfers.