1.  Job & media level optimisation

The single most important factor has to be job level optimisation. Every job is different, and should be treated as such.

2. Automation levels

You should be able to set rules then the system will manage your job ads to achieve them. Not all platforms are doing this in a truly automated way. Look beyond the smoke and mirrors.

3. Can the system categorise jobs by difficulty and set budgets accordingly?

4. Types of clients they specialise in

Some platforms specialist in job boards, others (like ClickIQ) in Enterprise employers.

5. Real time

If you aren’t getting real time data, then you aren’t making timely decisions.

6. Demand side vs supply side

Does the platform represent you, or media owners? Look for full visibility on your ad spend.

7. Does it learn over time?

Machine learning (often called AI) can tell you what happened to similar jobs in the past, improving efficiency.

8. Ease of implementation

You don’t have time for complicated API integrations, it should be either from jobs feeds or scraping. How do they handle tracking etc?

9. Cost

Automation platforms are low cost tech (and make their money largely from media commission) which means a great ROI.

10. Media network reach

Which job boards are they integrated into? Indeed is the most important, and do they have a direct API.

11. Dashboard look & feel

Does the dashboard give you the analytics data you need?  Is it easy to use and navigate?

12. Predictive analytics

Is the system able to tell you what you need to do, usually around spend levels?

13. Passive candidate (demographic) targeting

Integrations with Google and Facebook are key if you recruit hard-to-fill jobs.

14. Retargeting

Can you retarget people who have dropped out of your application process?

However, the single most important one has to be job level optimisation.

Sure, machine learning helps you use intelligence from previous campaigns, but we are in a dynamic moving market place. And what worked best for a similar job last time might not be ideal right now – that’s why you need to take a real-time, job level view.

If you take a true job level view, then each job will require different spend (taking organic, conversion rate, levels of competition, targets etc into account). Again, the technology should be able to automatically set this.

The technology will spend differently across a range of job boards, optimising in real time based on where responses are coming from and the quality of those applications.

You may need to move beyond job boards to target passive candidates on Google and Facebook for harder to fill roles. Equally, you may only need to advertise organically and never spend a penny as it’s an easy to fill job. But unless you take a differential marketing approach to each and every job in real time, you are wasting spend.

About 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.

Follow Richard Collins on LinkedIn to explore the latest developments in the sector and to learn how you can keep your Talent Attraction strategy ahead of the curve.