ZipRecruiter Case Study — What Podcast Audiences are Most Aligned With the Brand?

Aug 8, 2018 | Insights

In this series we’re putting StatSocial, our social media audience insights engine, to work.

We’re checking in on the audiences of some of those companies whose names will be familiar to any regular podcast listener, as they are among the most prominent sponsors of many of the most popular podcasts.

What are we trying to determine? Above all else, for which brands do the most passionate members of these podcasts’ audiences show the strongest affinities? StatSocial scores audience affinities for 1,000 top podcasts in every audience report. In this series, we’ll show you the top-five podcasts audiences that are best aligned to the brand in question.

For marketers and agencies looking to optimize podcast ad spend, StatSocial is an indispensable tool. StatSocial also works for podcast ad sellers and networks looking to best position their podcast properties to the right advertisers. This article is a window into what StatSocial can uncover for ad buyers and sellers of all sorts.

Head to the greater StatSocial Insights blog by clicking here, and check out our exploration of more podcast sponsors, as well as a number of other topics into which we’re the best qualified to take the deep dive.

To learn more or request a demo, click here.

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The ZipRecruiter platform is designed to aid both talent and employers in finding one another in a more efficient, and less time-consuming way than many other platforms for those seeking employment and/or staff.

They are the number one rated job search app on Android and iOS, and boast over seven million active users month in and month out.

Over 77% of their social media audience — who, of course, we must remember includes employers and recruiters as well as job-seekers — are ages 35 and up. 43% are over 45-years of age.

1) Entrepreneurs On Fire

John Lee Dumas — an Iraq vet, having served in the Army as an Armor Platoon Leader, before being honorably discharged in 2010 — produces the EOFire podcast seven days a week. His daily interviews — conducted, on his part at least, from Puerto Rico where he currently resides — have included such entrepreneurs as Seth Godin, Barbara Corcoran, and those mentioned in previous entries from this series, such as Tim Ferriss and Gary Vaynerchuk.

While seeking to work for someone else in the moment, or find someone to work for them, it seems the ZipRecruiter crowd is motivated to learn more about those who have made things happen for themselves. They are 42 times more likely to be members of the EOFire audience than those you’d normally find lurking around cyberspace.

In the interest of full disclosure we must mention that John and StatSocial’s CEO Michael Hussey grew up together in Maine, and are close friends to this day. That being said, we stress that the StatSocial platform is, as the name suggests, solely statistically based and this list is 100% impartial.

2.18% of ZipRecruiter’s audience have recently discussed or shared content related to Entrepreneurs On Fire podcast compared to .052% of Americans.

2) The Investors Podcast — We Study Billionaires

It’s an ambitious lot ZipRecruiter finds in their social media sphere.

Preston Pysh and Stig Brodersen, the fellows studying the billionaires so we don’t have to, describe their podcast thusly, “First, we like to have fun. Second, we read and talk about the books that have influenced billionaires the most. We typically talk about Warren Buffett, Charlie Munger, Ray Dalio, Stanley Druckenmiller, George Soros, and other financial billionaires.”

The likelihood of finding one of their listeners among ZipRecruiter’s employers/hopeful-employees is over 30 ½ times greater than finding them just wandering among the general social media throngs.

2.38% of ZipRecruiter’s audience have recently discussed or shared content related to the We Study Billionaires podcast compared to .078% of Americans.

3) The School Of Greatness

Lewis Howes and his School Of Greatness podcast have appeared in a previous entry from this series.

Those in search of meaningful employment while expending minimal fuss find among their fellowship those who also seek to study at the feet of greatness. Those fitting the latter description occur within this audience nearly 29 times more frequently than you’d find their ilk among the general social media crowd.

2.61% of ZipRecruiter’s audience have recently discussed or shared content related to The School of Greatness podcast compared to .09% of Americans.

4) APM: Marketplace

After NPR, the second biggest producer and syndicator of public radio in America is American Public Media. Their Kai Ryssdal hosted Marketplace “focuses on business, the economy, and events that influence them.”

The ZipRecruiter bunch are 19 ½ times more likely to be among the Marketplace audience than the average.

1.92% of ZipRecruiter’s audience have recently discussed or shared content related to the Marketplace podcast compared to .098% of Americans.

5) Side Hustle School

So we meet again, Mr. Guillebeau.

The Side Hustle School podcast has managed to find its way into a number of the entries from this series.

This audience is 18 times more likely to seek Chris’ counsel for picking up a bit of, you know, “walking around money” than those you’d find mingling among the general social media folks.

1.79% of ZipRecruiter’s audience have recently discussed or shared content related to the Side Hustle School podcast compared to .099% of Americans.

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To learn more or request a demo, click here.

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