From RallyFwd May 2023: www.rallyfwd.com/may-2023-rallyrm/

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#RALLYFWD
Reimagined
Job Advertising
Lauren Cala
Solutions Architect, Appcast
Kyle Leigh
VP Programmatic Strategy,
Appcast

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1. Why your job ads aren’t working
2. Strategies and tactics to improve
your job ads
3. Tools that will help improve
efficiency in your job ad strategy
WHAT YOU’LL LEARN

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About Appcast
• Appcast is the global leader in programmatic recruitment advertising technology and services.
• We were founded in 2014. 330 employees spread across offices in the US, Canada, UK, & Belarus.
• In 2019, Appcast became a subsidiary of Germany-based StepStone, one of the largest global job
board businesses today.
1.3B
Job
Postings
10.2B
Clicks
$1B+
Media Managed
Annually
1.7B
Applications

4. First, what does lack of job
ad performance look like?

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You likely experience any number of
frustrations, including:
• Hand-picking where to
advertise jobs; leading to
wasted spend, guesswork, and
inefficiency
• Manually monitoring activities
leading to a lack of insights and
data into performance
• Not getting job ads
everywhere that candidates
are, leading to not enough
hireable candidates

6. Why your job ads aren’t
working

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3
factors that
impact job ad
performance
1. The economy & the labor market
2. Your job board strategy
3. Your internal processes

8. Let’s dig in a bit further
Economy, job boards, and process - oh my!

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Despite economic jitters, the labor
market is still “tight”
Source: Recruitonomics.com
There are 5 million more job vacancies
than members of the labor force.
Bottom Line: It is still hard to hire.

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With a strong demand to hire workers
Source: Recruitonomics.com
Job openings are up for all
industries except for
Construction and Tech.

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Good News: Costs are stabilizing or
declining, and apply rates are increasing
Source: Appcast; Created on Mar 09 2023
Cost-per-click
is stabilizing
around $1
Cost-per-app
is decreasing
Apply Rate is
increasing

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For most
companies, the
job board
channel is one
of the largest
sources of
candidates.

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Is your Job Board Strategy optimized
for best results?
• How many job boards are you managing at once?
• How are you using data to decide where to post jobs and on
which boards?
• How are you controlling for cost, volume, speed, and
quality?
• Avoiding the candidate blackhole
• Optimizing to the hire & time to fill
• Stopping advertised jobs when enough applicants have been received
• Driving applications across all jobs

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What about your Internal Processes?
• What is your candidate experience like
on a mobile device?
• How long is your apply process?
• Are you asking too many questions?
• Are you responding to all applicants?

15. Strategies & Tactics to
Improve Your Job Ads

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Optimize your largest source of
candidates

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Centralize your job board strategy to
create efficiencies & scale
Solve a specific problem
Optimize everything
Develop a media program that
will maximize your budget for
hires.
• Address a seasonal hiring gap
• Open a new location
• Evergreen
• Hire for a particular job family
Get the right
number of
candidates for all
of your jobs while
hitting volume,
speed, and quality
goals.

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Leverage data to drive improvements
● Know your benchmarks using
historical data
● Know your competition’s
performance - by industry,
location or role
● Identify areas for improvement
and future goals
● Leverage available data!

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Pay Attention to Job Titles
Our research has found that
generally, the fewer words in a
job title, the more clicks you’ll
get!
Source: Appcast Research

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Highlight Your Benefits &
Compensation
Average Cost-Per-Click for Job Titles Containing Pay Information Apply Rate by Number of Benefits Mentions
Source: Appcast Research
Pay transparency may lead to a lower volume of
applications per job, however, it is likely that
those candidates will be of higher quality
Job ads that mentioned none of the benefits we looked at had
an aggregate apply rate of 5.0%. Job ads with one or more of
these benefits had an aggregate apply rate of 6.1% (22%
higher).

21. Tools to Help

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Programmatic
allows you to post
jobs across
thousands of sites,
automatically

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Programmatic optimizes the job board
channel

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90%
of companies that
use programmatic are either
continuing or increasing
their investment.
Aptitude Research

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Why are the largest US employers
using programmatic technology?

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Check out Appcast.io for
Programmatic 101 Resources
• Appcast’s Resource Library has
whitepapers, interactive content, and
blog posts to help you learn more
about programmatic
• Some resources to help you get
started:
• 20 Myths of Programmatic Job
Advertising
• Programmatic Recruitment Technology
101

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Check out Recruitonomics.com for
Labor Market Insights
• Appcast’s Recruitonomics team
curates insights into the US and
global macro economy.
• Check out the latest labor market
snapshot reports by industry.

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Key
Takeaways
•You job ads are impacted by a
number of variables
• Including the economy, job boards, and
your internal processes
•Job ad best practices will help you
to improve performance and
optimize budget
•Tools and tech can help you reach
more people - automatically!

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LAUREN CALA
Solutions Architect,
Appcast
Thank You!
/in/laurencala/
KYLE LEIGH
VP Programmatic Strategy,
Appcast
/in/kyle-leigh/