Programmatic Advertising to Recruit Employees – What is it?

Programmatic advertising is an automated solution used for real-time buying and selling of online recruiting ads.  Algorithms evaluate an ad campaign’s performance and determine where a company can most effectively get candidates.

Think of your job ads like any other online marketing.  Like when you look to buy shoes, anywhere you go on the internet, you find ads for shoes.  That is programmatic marketing.  It follows you.  In hiring, if you use programmatic advertising to hire a customer service person in Dallas, for example, if someone looks up the salary range for customer service people in Dallas, your recruiting ad will chase them.  It will make your recruiting ad visible even if they are not looking for a job.

Programmatic is much better than sponsoring an Indeed posting. Why? Basically, Indeed is a list of open jobs. The list is organized with the most recently posted jobs at the top of the list.  Sponsoring a job does two things for you; first, it puts you back at the top of the list.  The second thing it does is add people to your candidate list.  This is expensive because the more people who sponsor, the shorter amount of time it takes to move down the list.

Programmatic operates differently.  It uses automation to distribute job postings across hundreds of job board websites, helping you make the most of your budget by analyzing the performance of each posting and distributing money appropriately - removing your job ad from poor-performing sites.  This means instead of spending money on one sponsored Indeed ad and hoping for the best, the algorithm will move your money to whichever job board is performing best.

If you are interested in seeing how programmatic can work for you, contact us today!