Will automation in the form of programmatic recruitment advertising take over the way we promote jobs?
At Net-Recruit, we are always discovering ways to attract the best candidates to the roles we advertise for our clients. This year, despite all that is going on in the world, is no different. Over the last few months, we have delved into some innovative ways the future of recruitment advertising might look. So, what is programmatic recruitment advertising?
Targeted advertising is one initiative we’ve examined which we think will play an ever more prominent role in the industry. Obviously, if you’ve written a great job advertisement then it should already be targeted to the type of person your client is looking for, but then what?
Using job boards, you are relying on applicants using that site at the time your ad is live. You then need them to use the correct search terms for your advertisement to be seen.
Surely a better way of reaching potential candidates is to serve your advertisement directly to them no matter where they are on the internet?
This is where targeted job ad’s come in. To make things even easier for the recruiter, where and how the adverts are served to the potential candidates, can be automated in the form of programmatic recruitment advertising.
James Whitelock of Think In Circles discussed this in his excellent blog, which is well worth a read.
Programmatic advertising will take away a lot of the hard work in finding potential candidates.
Programmatic advertising itself is not a new thing, having been used successfully for years in other sectors. It works because it ensures products are seen by a defined target audience based on a pre-identified set of factors.
These factors will include Gender, Age, Interests, Online Habits or Behaviours, and the type of device on which they access the internet. This is great for recruiters as it means they can spend their budget on exactly the type of person they need to fill a specific role with little wastage.
The bidding process works by only ever spending marginally more than the next highest bid which cuts overspend dramatically. You can also set your maximum click-through rate and a maximum number of impressions, giving you complete control.
Why will it be the future?
Programmatic advertising will be an important future resource by allowing for currently repetitive tasks to be automated. By targeting applicants using defined data, setting a budget, and tweaking the campaign throughout, you should ensure great results.
It will allow you to identify when and where potential applicants are most active. It changes you as an advertiser from hoping to be sought to doing the seeking.
Vacancies will also have a greater chance of being seen by passive job seekers. Those not currently in the market but like what they see enough to enquire about the role in question.
This, of course, depends on the quality of the visuals and message therein to make this happen.
This is where a recruitment company like Net-Recruit will come into play. With over fifteen years of experience in the recruitment advertising sector, we know what makes a good advertisement.
We have exceptionally good partners in the creative, job board, and advertising industries to ensure that if you place your recruitment campaign with us, you will find the absolute best candidates on time and to budget.
If you’d like to discuss how we can help you with your next recruitment campaign, please click here