As a recruiter, you’ve likely heard about programmatic job posting. You’re aware that it can help you attract more candidates — and potentially increase the quality of those candidates. But turning over so much of your job posting strategy to technology can be nerve-wracking for any recruiter. In this webinar, you'll hear real results from a practitioner who made the switch to programmatic. Our featured speaker will be Matthew Mackenzie with Platinum Supplemental Insurance, who will share how he lowered his cost per applicant and increased new hire quality by putting programmatic technology in the driver’s seat.

1. IN PARTNERSHIP WITH
Why Programmatic
Online Job Posting, Now

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Today’s Speakers

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Lori Sylvia
Founder and CEO
Rally
@lorimsylvia
@rally_rm
Matthew Mackenzie
Internet Marketing Specialist
Platinum Supplemental Insurance
Alicia Little
Sr. Content Marketing Manager
Appcast

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About Appcast
• Our mission is to revolutionize recruitment
advertising & lower cost-per-hire
• We were founded in 2014 by recruitment
technology industry pioneers
• Our HQ is in Lebanon, NH with offices in
Boston, Canada, London & Belarus

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About Platinum Supplemental Insurance
• Founded 1995
• HQ in Dubuque, IA
• Serve rural families
• 60 employees
• 140 independent sales
representatives

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What You’ll Learn Today
• What is programmatic job posting and how does it work
• How to manage a talent pipeline like a marketing-sales funnel to drive a
predictable number of applicants and hires
• What criteria you should consider when testing new job boards and social
media channels, and how to find what works best for you
• Three recruiting metrics to measure programmatic job posting effectiveness
• Live Q & A

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What is Programmatic?
• Programmatic is the buying,
placement, and optimization of
job ads or postings performed by
software, rather than people.
• Software + Math + Data =
Programmatic Job Advertising

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How it Works

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Why Programmatic?
• Candidates for every job
• Better reach
• Data-driven decisions
• Smarter spending
• Simplified, scalable process

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Business Challenge
• Newspapers, newspapers,
newspapers, Craigslist
• Blind ads
• No visibility into true
performance

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Modernizing the System
• In person interviews >
webinars > overview video
• Introduce tracking
• Analyze data and manage
based on metrics
• Switching to programmatic

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Platinum Talent Funnel
$1.2 million / year
1500-1700 applicants / week
Hire 1.2% of people who apply
Field ⅓ of 1%

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Side-by-Side: Programmatic vs. Manual
Source Leads Contact % Scheduled
Overview %
Watched
Overview %
Scheduled
Interview %
Interviewed
%
Hired % Fielded % % of Hires
who Fielded
Grand Total XX,XXX 55.74% 22.84% 8.76% 6.53% 4.51% 1.48% 0.30% 20.58%
Source 1
Programmatic
XX,XXX 55.73% 22.56% 9.41% 7.16% 5.04% 1.63% 0.35% 21.43%
Source 2
Job Board
XX,XXX 58.25% 28.72% 10.05% 7.37% 4.68% 1.59% 0.22% 14.12%
52% better quality of
hire using Programmatic

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Source: Appcast 2020 Recruitment Marketing Benchmark Report

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Selecting Sources
• Manage relationships and share goals
• Avoid decision fatigue and let the
software decide for you
• Know what each source is capable of
• Let results drive budget allocation

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Optimizing
Placements
on
Autopilot

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Source: Appcast 2020 Recruitment Marketing Benchmark Report

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3 Key Metrics
1. Cost per applicant
2. Cost per hire
3. Cost per fielded agent

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Lessons Learned
1. You can feed data and learnings back to programmatic
ad sources and it will lead to better results
2. Take advice from your account managers — they know
the tech and your business needs
3. Test different job titles and job description content

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Getting Started?
1. Dig into your data - get a baseline for performance
2. Look to industry benchmarks to identify areas of
improvement
3. Set your programmatic rules
4. Run a proper test
5. Measure & analyze, then tweak

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Thank you!