Automation, Programmatic and Analytics together are fundamentally changing how recruitment advertising is bought, managed and optimised, with many large corporates and agencies increasingly putting systems in place.
The days of old-school job board spreadsheets, or guessing what credits you need, are gone. We are in the era of real-time buying, based on what works best, with continuous optimisation of campaigns.
If you are not using automation and programmatic to control your recruitment advertising, you are wasting both time and money and reducing the effectiveness of your advertising performance. We often hear these terms used, but what do they mean, what are the differences, and most importantly what are the benefits?
- Automation: Tells the system what to do
- Programmatic: Does it
- Analytics: Shows you what it has done and learns from it
When working in harmony, the above manages and optimises the top of the recruitment funnel, in the most efficient way possible.
1. Automation: Tells the system what to do
This is all about computers doing what were previously manual tasks, based around a set of rules. So, at a job level, telling the system what to buy and where.
- The obvious benefit is that you no longer have to manually check every job on every job board and make changes to where they appear or how much you are paying.
- This results in significant time savings, allowing your team to focus on higher value activities.
There are also some less obvious benefits that have very strong financial returns:
- Automation shifts money away from easy-to-fill roles into harder-to-fill ones (whether that is locations, functions or changes over time).
- Automation stops advertising when you have reached your target (spend or number of applications), ensuring you don’t over spend or get flooded with too many applications.
- It automatically moves money to the best performing job boards and media for that job.
- It ensures you only spend what you need to, pacing the campaign to be as efficient as possible, to achieve your campaign goals.
2. Programmatic: Does it
Where the system buys the advertising. So is the plumbing that tells the job boards and media owners what to advertise where.
The term comes from the consumer digital marketing world and real time auctions, and whilst recruitment does some of this, largely it is more about integrating jobs’ feeds.
- No more manual posting of jobs
- No more having to buy and allocate job board credits
- Works across multiple job boards and media, without the need for contracts
3. Analytics: Tells you what it has done
This final element allows humans to see and report back on what the computer is doing. And to learn from it to guide and improve the future. This is where machine learning and predictive analytics live.
Together they form very powerful tools because:
- They are low cost and are quick and easy to implement.
- Advertising performance improvements are typically between 40% and 70%
- They allow for additional time savings from your team and cost savings of being able to reduce agency or empty desk costs.
- By buying from a single point across a network of multiple job boards, you are likely to fill more jobs.
To find out more about improving how you do your recruitment advertising please contact ClickIQ.
ClickIQ’s automated job advertising platform manages, tracks and optimises the performance of your recruitment advertising in real time, focusing spend where it’s needed most to reach both active and passive job seekers across Indeed, Google, Facebook and an extensive network of job boards.
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