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[Webinar] What is Programmatic Job Advertising?


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Programmatic job advertising is the latest innovation in talent acquisition — the concept of using technology and big data to buy, place, and manage job ads. Read more:

From this webinar featuring Chris Forman, CEO & Founder of Appcast, and Ryan Christoi, Managing Partner at KRT Marketing, you will learn how programmatic technology can help you:

-Optimize conversions. Advertise across a network of sites and let the technology programmatically optimize your campaign based on which sites deliver the highest conversion rate for your jobs.
-Find quality candidates. Target quality candidates with precision, leveraging big data to find candidates across the web.
-Get a better job ad ROI. Let software spread your budget effectively on jobs that need applicants and avoid the risk of runway jobs.

Published in: Recruiting & HR
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[Webinar] What is Programmatic Job Advertising?

  1. 1. What is Programmatic Job Advertising? Ryan Christoi Managing Partner @appcast_io | @KRTweet | #GoProgrammatic Chris Forman CEO & Founder
  2. 2. #GoProgrammatic Webinar Logistics 5/24/2016 2 #GoProgrammatic @appcast_io @KRTweet GoToWebinar • Attendee phones will be muted • Webinar will be recorded (link to be sent) • Ask questions using the Chat feature Live Tweeting • Tweet us your questions / comments
  3. 3. #GoProgrammatic Introductions  20 years building recruiting technology/solutions at AIRS, The RightThing, Startwire, and Appcast  Spoken at 200+ industry events and conferences  Lives on a small farm in New Hampshire Ryan Christoi Managing Partner Chris Forman CEO & Founder  17 years in digital recruitment advertising at KRT working with Fortune 1000 global clients  Has helped his clients hire more than one million people  A lover of the Cali outdoors and Chicago sports fanatic
  4. 4. #GoProgrammatic What we’ll cover 5/24/2016 4  The History of Recruitment Advertising  Programmatic Job Ads  How it Works, Benefits of Programmatic  Client Success Stories Using Programmatic  Where the Industry is Headed
  5. 5. The Evolution of Recruitment Advertising
  6. 6. #GoProgrammatic Recruitment Advertising 5/24/2016 6 The Old Old Way
  7. 7. #GoProgrammatic The History of Digital Advertising Where Consumer Advertising Goes, Recruitment Follows 1990 1995 2000 2005 2010 2015 2020 CONSUMERRECRUITMENT Programmatic Appcast / Recruitics / PPC Portfolio Manager™ “Walled Gardens” AOL / MSN “Walled Gardens” Monster / CareerBuilder Paid Search Google / Yahoo! Paid Search Indeed / SimplyHired Programmatic Real-time Bidding (RTB)
  8. 8. #GoProgrammatic Performance Marketing The Evolution of the “Pay-Per” Model Pay-Per- Quality Application CPQA Per-Per- Application CPA Pay-Per- Click CPC Pay-Per- Impression CPM Pay-Per- Placement DURATION Where we’re headed » Predictable ROI model Flexible spending Instant results Significantly reduced risk Benefits of Performance Marketing
  9. 9. #GoProgrammatic So What’s the Problem? 5/24/2016 9 Uneven Distribution of Budgets Resulting in too many clicks on some jobs and not enough on others Blind Spots Not having visibility into job-level campaign performance makes it hard to be proactive about optimizing campaigns Limited Audience reach Visibility is limited by only using 1 or 2 job aggregators to advertise jobs Challenges with the “old way” of managing PPC campaigns
  10. 10. What is Programmatic?
  11. 11. #GoProgrammatic How ads were bought online in 1998.
  12. 12. #GoProgrammatic How online ads are bought today. Ad Engine
  13. 13. #GoProgrammatic An Overview of Programmatic Programmatic means automated. Programmatic advertising is the buying, placement and optimization of ads performed by software, rather than people.
  14. 14. #GoProgrammatic *All advertising – not specific to just recruitment media More Than Two-Thirds of U.S. Digital Display Ad* Spending Is Programmatic (It’s actually a lot higher) >67%
  15. 15. #GoProgrammatic Online Recruitment Ad Dollars 2015 $3.4B 1998 $105M Social Aggreagtion Job Boards
  16. 16. #GoProgrammatic These guys are still in charge.
  17. 17. #GoProgrammatic <1.5% Less Than 1.5% of All Recruitment Ad Spending is Programmatic (But it’s starting to change)
  18. 18. #GoProgrammatic Not one site. All sites. Programmatic platforms and methodologies turn the entire web into a ‘Help Wanted’ sign…getting your job ad in front of quality candidates where they live, work, & play on the web…not just a few select sites.
  19. 19. Technology Suppliers Publishers Advertising Agencies Innovators & Providers Advertisers (employers) Users & Beneficiaries Target Audience (candidates)
  20. 20. #GoProgrammatic No more ‘runaway jobs’ Programmatic ‘rules-based’ engines ensures your budget is spread effectively across all of your jobs…driving traffic to your hard-to-fill positions that need more applicants and un-sponsoring jobs that have enough applicants. Traditional Approach Programmatic Job 1 Job 2 Job 3 Job 4 Job 1 Job 2 Job 3 Job 4 Applicants Needed Applicants Needed
  21. 21. The Results
  22. 22. #GoProgrammatic Industry Benchmarks Type Average CPC Scale Duration-based Postings PPC – Old Way PPC – Programmatic $0.15 $1.00 $4.00$0.50 $100.00$1.00
  23. 23. #GoProgrammatic Over 30% reduction on Cost-Per-App (CPA) $39.38 $23.01 $21.26 $20.37 $20.08 $19.54 $17.95 $15.02 $10.25 $9.26 CPC Site 1 CPC Site 2 CPC Site 3 CPC Site 4 CPC Site 5 CPC Site 6 CPC Site 7 CPC Site 8 CPC Site 9 Programmatic
  24. 24. #GoProgrammatic KRT Case Study COMPANY PROBLEM The status quo PPC campaign of “yesterday” was becoming inefficient and seeing diminishing returns SOLUTION KRT introduced the use of programmatic via PPC Portfolio Manager™
  25. 25. #GoProgrammatic KRT Case Study Uneven performance: 10% of jobs were getting 80% of the budget and clicks. Sponsored Clicks Cost 962 1,183.10 591 739.06 549 656.05 514 674.21 449 539 02 PPC Portfolio Manager™ programmatically distributed budget and performance across all jobs. Sponsored Clicks Cost C 222 185.89 202 147.86 171 108.55 139 103.2 133 108.82 132 110.01 114 95.02 112 86 96 Job Title City Sponsored Clicks Cost C Restaurant Team Member Crew (1860 Fort LauderdFort Lauderdale, FL 222 185.89 Restaurant Team Member Crew (1203 Miami LakeMiami Lakes, FL 202 147.86 Restaurant Team Member Crew (2238 Huntington Walnut Park, CA 171 108.55 Restaurant Team Member Crew (1914 Lantana & JLake Worth, FL 139 103.2 Restaurant Team Member Crew Fallbrook, CA 133 108.82 Restaurant Team Member Crew (1540 Univ of DelaNewark, DE 132 110.01 Open Interviews at Compton on 624 Compton, CA 114 95.02 Restaurant Team Member Crew (2216 Prattville ALPrattville, AL 112 86.96 Restaurant Team Member Crew (204 Hawthorne) Hawthorne, CA 110 87.85 Restaurant Team Member Crew (1122 Upper WestNew York, NY 106 95.03 Restaurant Team Member Crew (713 Parkside MalPinellas Park, FL 99 81.86 Restaurant Team Member Crew (2219 Gulf Coast FFort Myers, FL 97 84.23 Restaurant Team Member Crew (2183 Birkdale VilHuntersville, NC 96 89.02
  26. 26. #GoProgrammatic KRT Case Study Lack of a diverse media strategy was driving up CPCs and CPAs. $1.16 $1.32 $1.42 $0.00 $0.50 $1.00 $1.50 $0 $5,000 $10,000 $15,000 $20,000 January February March Spend Sponsored Clicks CPC CPA = $20.52 and rising Leveraging a diverse media mix expanded reach and reduced CPCs and CPAs. $1.51 $0.76 $0.36 $0.00 $0.50 $1.00 $1.50 $2.00 $0 $5,000 $10,000 $15,000 $20,000 May June July Spend Sponsored Clicks CPC CPA = $4.05 on diverse mix of PPC sites
  27. 27. #GoProgrammatic KRT Case Study Reporting after the month made us very reactive vs. proactively improving performance. No way to see spend or click volume on a job-level until after the month was over. Using real-time data made us more proactive than ever. Tracking tags helped us set rules to significantly improve ROI.  Removed jobs from advertising once they hit application goals  Increased bids only for hard-to-fill jobs  Programmatically hunted for best performing PPC boards
  28. 28. #GoProgrammatic Appcast Case Study CLIENTS CHALLENGES • Manually posting jobs and targeting candidates is labor intensive, generates less than ideal returns • Struggled to reach high quality passive candidates PROGRAMMATIC SOLUTION • Rules-based buying through user friendly dashboard allows recruiters to employ a ‘set it and forget it’ approach • Real-time data transparency drives decision making, brings in quality passive candidates RESULTS DRIVEN BY APPCAST • Appcast-sourced candidates 30% more likely to reach final interview • 500 quality candidates sourced in six months • Average CPA of $10
  29. 29. #GoProgrammatic Advantages of using programmatic Start generating on your media spend BETTER ROI and focus on completed applications the right number of applications to all open reqs, reducing administration and overall time-to-hire Receive access to a on how your campaigns are performing guidance and application data to build predictive models for future hiring needs QUIT PAYING FOR WASTED CLICKS EVENLY DISTRIBUTE TRUE PULSE RECEIVE VALUABLE INSIGHT
  30. 30. #GoProgrammatic5/24/2016 30 Investment follows performance.
  31. 31. What’s Ahead?
  32. 32. #GoProgrammatic Programmatic Advertising is Taking Over Projected % of Ad Spend that is Programmatic 100% 80% 60% 40% 20% 0% 2014 2015 2016 2017 2018 2019 2020 “U.S. Programmatic Digital Display Ad Spend,” eMarketer, Sept. 2015 All Digital Spend Job Ad Spend Appcast & KRT Estimated Projections, April, 2016
  33. 33. #GoProgrammatic Key Takeaways  Get Educated Checkout the resources in our post-event email  Get Started Begin testing programmatic with your PPC campaigns  Get Help If needed, get help from your ad agency and technology partners
  34. 34. Q&A Ryan Christoi Managing Partner @appcast_io | @KRTweet | #GoProgrammatic Chris Forman CEO & Founder