Yes, you read that correctly.
We are going to shift the responsibility of which jobs get posted out of the hands of recruiters and move it to programmatic job advertising software.
And it’s going to lead to more applications and more placements. For you.
Let me explain.
ELIMINATION OF JOB SLOTS
It’s human nature to want control. We trust ourselves. We have a great process. We know we can complete the task or project in the way we want it done and don’t have to teach or trust someone else. (Raising hand – guilty as charged.)
But a lot of the times, that’s not the best way.
Let’s look at job advertising as an example.
Most recruiters and staffing agencies post sponsored jobs based on what they feel. This job was difficult to fill in the past. There aren’t a lot of CNC machinists in our area. My job is more important than every other job. (All could be true, but it’s not the right way to make efficient decisions.)
Why does programmatic job advertising give recruiters more control? Because it’s performance-based advertising. That’s it. All of the spend gets allocated and distributed based on actual, real-time results.
Time to dig into some examples.
EXAMPLE 1 – APPLICATION DATA
There are two different classifications for job postings where programmatic software can help: runaway jobs and underperforming jobs.
- Runaway Jobs: the jobs that get a ridiculous amount of applications. Way more than your team can process. Way more than you can follow up with. Way more than you could ever need for that position or a different position. It’s eating up an inordinate amount of your budget, keeping other jobs from receiving any sponsorship.
- Underperforming Jobs: the jobs that need a kick-in-the-butt to receive applications. These are the hard-to-fill jobs. These are the jobs that need a higher level of sponsorship than your baseline strategy.
With runaway jobs, once we reach an application goal (let’s say 40), we stop sponsoring that job and the budget gets moved to the other jobs.
With underperforming jobs, if a job doesn’t have the applications we want during our intended duration (llet’s say five applications in three days), we’re going to increase the bidding.
How does this give recruiters more control?
- It’s getting you more applications on MORE jobs. It eliminates jobs that receive zero or minimal sponsorship.
- It’s not delivering you 250 applications for a clerical position, which creates unnecessary work for your office.
A real-life example of how it worked: our first client had 62 of 92 jobs receive ZERO applications in its last month before programmatic advertising. In the first month of programmatic job advertising, TWO of 66 jobs had zero applications!
EXAMPLE 2 – SPENDING ON THE WRONG PLATFORMS
At the end of the day, recruiters want to know which job board platforms provide the most qualified candidates, because those candidates can become hires.
By having all of the data from all of your publishers in one centralized dashboard, those decisions are easy to make.
For example, if you are getting $10 CPA on Job Board A and $15 CPA on Job Board B, the instinct is to put more money on Job Board A. However, if you are getting more quality out of Job Board B, then we want to put more money behind Job Board B.
By using programmatic software, not only is all of that data in one location and easy to analyze, it’s simple to move the money to the source that’s deliver the best return on investment. Now that we know Job Board B is delivering the quality, let’s shift the money to that platform to put our jobs where our qualified candidates are.
How does this give recruiters more control?
- Instead of relying on year-long contracts where staffing agencies and recruiters are stuck in agreements they instantly regret, stay agile with your money.
- As soon as you can realize where the gross margin or placement fees are coming from, that’s the time to make adjustments because they are performance-based decisions.
- You should be managing your budget. Your budget shouldn’t be managing you!
EXAMPLE 3 – HIGH-PRIORITY JOBS
Ok, we can’t take away all control. At times, there are going to be jobs that are higher priority than others. There will be jobs that need to be filled quickly. And we have a great solution for that situation.
Let’s say you have an order that needs to be filled for the start of next week. We code the job in a certain way so the software knows this is a higher-priority jobs. Once the software recognizes that code, the aggressive bidding strategy gets put into place to drive more candidates.
How do we know what an aggressive bidding strategy is? We use our baseline data.
We know that in your market, that the cost per click for a warehouse worker should be $0.35. If we need to beat your competition for that order, we can bid $0.40 or $0.45 because we know that our jobs will appear higher and we will get the applications faster.
Remember example 1 from this blog about applying different strategies based on application performance? Let’s combine that strategy with this one.
If our high-priority job is lacking in applications after 24 hours, increase the cost per click. Still low after 48 hours, increase again! (don’t worry – we have parameters in place to prevent any reckless spending. You will stay in your budget.) Use the technology to our advantage because you know this job can bring in revenue and increase gross margin. Leverage its ability to bring candidates faster and at the price you’re willing to pay for them.
How does this example give recruiters control?
- You know which jobs are higher priority because they have a hard deadline.
- We have data that shows how we can leverage our budget and our technology.
- That brings in applications faster than your competition down the street.
GAIN MORE CONTROL WITH PROGRAMMATIC ADVERTISING
If your company isn’t using programmatic software to manage its job advertising, or at least giving it a trial, then you are going to fall behind the competition.
Manually posting jobs. Trusting gut instinct. Using outdated tactics and technology. That’s going to allow the competition to run right past you to the job candidate who is ready for a new job.
Your jobs won’t be showing to the right person at the right time.
And your job orders are going to go unfilled.