To successfully fill a job opening you need a few ingredients for success. A well-written and clear job ad. Careful promotion of that ad to candidates. And, to really get things cooking, perhaps a sprinkling of programmatic advertising to make sure your ad reaches the right audience.
You might have heard of programmatic, but think it’s little more than a buzzword. And if you’ve never heard of programmatic advertising, then listen up! This secret ingredient is transforming job search, plus reducing cost-per-hire, and we’re here to give you a primer on it.
Programmatic Advertising automates finding and buying job adverts online
Programmatic essentially means automated advertising. In consumer advertising, it refers to software that automatically places adverts online, often via a bidding mechanism. This auction is happening as a webpage loads with the winning bid securing the ad that will appear on the fully loaded webpage.
Of course, this process happens extremely quickly, and here software has the upper hand. Software can automate bidding to ensure that your ad is being seen across a variety of advertising areas. It’s highly unlikely that a human user could weigh up the pros and cons of buying a particular ad space targeting a specific user in the split second the auction is open. Software, however, carefully chooses the best ad space to bid on according to a set of pre-defined criteria.
In consumer marketing, programmatic methods are quickly dominating how advertising is bought, with some estimates saying that the majority of digital ads are now bought through programmatic platforms. Recruitment usually lags behind by a number of years for good reasons. Filling jobs is a longer process than selling stuff so creating good data and processes takes more time!
For recruitment, this means buying ad space that targets candidates to bring them to your roles. Programmatic advertising automates this bidding in order to get the best results for you. By setting a budget for how much you want to spend, and how much you want to spend on a click to your job advert or an application through it, the software does the rest.
Programmatic advertising spreads your job adverts further
Programmatic advertising systems means that you can have your adverts seen on a wider selection of job sites. This is because platforms partner with a number of different national, local, and industry-specific job sites, which is where your adverts would get placed.
Using matching technology, these platforms aim to place your job where a relevant audience is going to see it. By using keywords in the job description, location, and industry, these platforms can match a job advert to a range of relevant sites.
This comes with a real advantage, as targeting potential candidates through multiple channels can help the message of your job advert to cut through, and hopefully get better applications and hires.
The advertising software then measures where your ads are having the best response and favours those places over others. This saves you a lot of time spent looking for a range of sites yourself, researching costs and then uploading your ads. Quite simply programmatic services automate this away, making huge time savings.
The intelligence doesn’t stop there
One really useful feature is the ability to be flexible with your spending. You can set up targets for each job ad campaign, telling the software to stop promoting certain ads when you have received enough responses. This makes it easy to divert budget away from easy-to-fill jobs, and give job vacancies which are proving trickier an extra push.
As opposed to other methods where you could upload 5 jobs and pay a flat fee for each, regardless of the response you get, with programmatic you can limit your spending on certain jobs, and perhaps even cut overall costs. So for the same cost, or a lower cost you would get a much more balanced response to all adverts.
This helps spread costs more effectively, spending budget where it is most needed. And of course, there’s no longer the risk of paying for an ad that nobody sees.
Who’s it right for?
The more jobs you need to fill, the bigger the potential savings to be had. One of the challenges when advertising multiple roles is keeping on top of which ads need further budget and which are already overrun with applications. Continuing to pay for job ads which are already filled is a sure-fire way to burn through your budget, and automating the process removes that risk.
Take a big supermarket such as Tesco hiring extra seasonal staff. As our Job Market Report shows, certain parts of the country have a much higher ratio of jobseekers to jobs. It should theoretically be easier to find staff in these places, whereas in other parts of the country Tesco will have to spend more resources finding staff.
Being able to balance the number of applications by adjusting your bids automatically through programmatic will allow you to be as cost-efficient as possible.
If you are dealing with a much smaller number of roles, or are operating in a particular niche, it might not benefit you to seek out programmatic. As a general rule the more data you can get the more you can improve – this means having more vacancies and a wider range of job types.
If you are thinking of investing in programmatic recruitment, consider these top tips for success:
- Arm yourself with data – measure past campaigns to work out how to assign your initial budget effectively.
- Work out where your programmatic system will place your adverts to make sure they will be relevant placements – if they don’t serve your industry or location there may not be much point.
- Understand what manual adjustments you need to make – when you get sufficient applications or make a hire you may need to manually stop the advert.
- Check whether you can integrate with your ATS in order to track applications, or whether you need another system.
- Make sure to track each job ad response levels and spend so that you can refine your parameters and increase the efficiency of your overall advertising campaign.
Want some help with programmatic recruitment? Get in touch with our team and we’ll be happy to help explain it further and how you can get started.