April 03, 2012 04:47 ET

80% Surge in 'Civil Service Jobs' Searches

LONDON, UNITED KINGDOM--(Marketwire - April 3, 2012) - Over the period of December 2011-February 2012, UK online job-related searches totalled 7.3 million and queries pertaining to civil service jobs appear to have had an unprecedented surge in January, reveals data from Hydra, a leading provider of software-as-a-service tools for digital marketers.

Hydra's findings come on the back of the latest figures from the Office for National Statistics (ONS). They show UK unemployment rose by 28,000 in the three months leading up to January with public sector employment falling by 37,000 in the final quarter of 2011. Nonetheless, going by the analysis of data from Hydra's One Platform, UK searchers remain undeterred, with job-related searches on Google UK peaking at 3.3 million in January.

Totaljobs and Reed were the most visible websites to generic job-related searches

Hydra's Interactive Recruitment research reveals the most visible recruitment websites, brands and advertisers in the UK in relation to their visibility to generic, location-specific and job-specific searches online. This it established via analysis of its UK search data which uncovered the most popular keywords used to look for jobs on the internet.

Over the period, generic search terms accounted for the largest share (48 per cent) of the 7.3 million job-related searches.

The five most popular generic search terms used were 'jobs', 'apprenticeships', 'job search', 'part time jobs' and 'job'.

Totaljobs dominated organic results, the site being the most visible to generic job searches over the three month period. Reed was the most visible advertiser in paid search.

Table 1: Job-related searches by type
Type Dec 2011 Jan 2012 Feb 2012 Total
Generic Terms 786,000 1,600,000 1,100,000 3,486,000
Location-specific terms 250,000 476,000 395,000 1,121,000
Job-specific terms 629,000 1,200,000 835,000 2,664,000
Total 1,665,000 3,276,000 2,330,000 7,271,000
Source: Hydra (One Platform)

'Civil Service Jobs' searches saw a huge 80 per cent surge

Searches using job-specific terms accounted for 37 per cent of queries and totalled 2.7 million.

Over the three month period, 'Civil Service Jobs' dominated job-specific online searches. In fact Hydra's research shows that in January 2012, this term was queried 246,000 times - a massive 80 per cent surge on December levels. Searches for graduate jobs and those in the charity, leisure and retail sectors also proved popular.

As with generic searches, Totaljobs and Reed were the most visible sites in organic and paid search, respectively.

Table 2: Top 10 job-specific search terms (December 2011-February 2012)
Rank Dec 2011 Jan 2012 Feb 2012
1 Civil service job Civil service job Civil service job
2 Graduate jobs Graduate jobs Graduate jobs
3 Charity Jobs Charity Jobs Charity Jobs
4 Leisure jobs Leisure jobs Retail jobs
5 Retail jobs Retail jobs Leisure jobs
6 Cleaning jobs Cleaning jobs IT jobs
7 Photography jobs Photography jobs Photography jobs
8 Driving jobs Driving jobs Cleaning jobs
9 Graduate schemes Teaching assistant jobs Teaching jobs
10 IT jobs Graduate schemes Driving jobs
Source: Hydra (One Platform)

Unemployment in London increased by 11,000 in the three months to January, according to the ONS. Regardless, Hydra's data shows searches for jobs in London continued to dominate over the period through to February 2012. Glasgow, Manchester and Leeds followed.

Gumtree was the most visible website in natural search for location-based job searches with Reed, yet again being the most visible advertiser.

About Hydra:

Hydra is a provider of SaaS tools established in 2011. The One Platform enables enterprise marketers to strategically and proactively monitor, report and participate in the conversation that existing and potential customers are having about their brand online. Gathering the collective requests and feedback of marketing executives, digital specialists, and agency professionals, One from Hydra is focused on driving revenue and return on investment (ROI) through integrated, efficient and optimised management and implementation of Phrase Marketing campaigns across online disciplines - Natural Search, Paid Search and Social Media.

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