The document discusses how data and programmatic advertising can help improve recruitment advertising and reduce costs. It provides an overview of rising recruitment advertising costs in 2021 and recommendations for optimizing job ads, including testing shorter job titles, including benefits, and posting jobs on optimal days of the week. The presentation then outlines how programmatic advertising technologies can help cast a wider net for candidates by using data to determine where to advertise jobs and continuously optimize placement based on performance metrics. It argues that a data-driven approach can increase qualified applicants while reducing costs per hire compared to manual recruitment advertising methods.

1. IN PARTNERSHIP WITH
Using Data to Take the
Guesswork Out of
Recruitment Advertising

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Today’s Speakers

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Lori Sylvia
Founder and CEO
Rally
Kyle Leigh
VP, Programmatic
Strategy at Appcast
Appcast

4. Recruiting runs on Appcast
Transportation
Financial
Services
Consumer
& Gig
Restaurant
& Retail
Telecom &
Business Services
Healthcare
Founded in 2014, Appcast is the global leader in programmatic
recruitment advertising technology and services.
10.2B
Job Ad
Clicks
1.3B
Job
Postings
1.7B
Applications
$1B
Spend Managed
Annually

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What you’ll learn today
• 2021 Retrospective
• Knowing Your KPIs
• Improving Your Job Content
• Casting a Wider (and Smarter) Net

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Key Terms
CPC – Cost per click; payment model in which recruitment advertisers pay each time a candidate
clicks on their job ad. The amount paid out when a job seeker clicks on an advertisement to view it
from the job listings page.
CPA – Cost per applicant; payment model in which recruitment advertisers pay each time a candidate
fully applies to their job ad. How much it costs to get a candidate through your online application
process. Only completed applications are considered against the cost of advertising spend.
Apply Rate (%) – The conversion rate of people who actually submit an application after having
clicked on your job ad, represented as a percentage; often referred to as AR.
CPH – Cost per hire; the cost of paid advertising for each hire made.

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2021 was one of the most
challenging years for recruiters
in recent history.
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More Jobs Than Unemployed

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CPC costs skyrocketed by 54% in 2021

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Apply rates rose 3% in 2021
Apply rate:
The percentage of job
seekers who actually
submit an application
after clicking
on your job ad.

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CPA costs increased 43% in 2021

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Step One:
Know Your KPIs
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Evaluate Your Data
Pull your own data from the past two years to
get a better idea of how recruiting costs have
changed for you. Measure CPA, Apply Rate,
and CPH vs industry averages.

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Apply For Your Jobs
Using a desktop and a mobile phone, apply for your jobs.
Note:
• How long does the process take from start to finish?
• How many questions do you ask?
• How difficult is the process via phone vs desktop?
• Are the application questions reasonable and necessary?

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Compare to Industry Benchmarks

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Calculate Your New Budget
Budget required = Market CPA x # of applicants needed per job x # of hires to make.
2020 2021
$19.96 CPA
x 20 applicants
X 500 hires
=
$199,600
Budget
Needed
$28.47 CPA
x 20 applicants
X 500 hires
=
$284,700
Budget
Needed

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Step 2:
Improve Your
Job Ad Content
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Clicks by job title length
Average clicks per job title length (words)

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Impact of including benefits in job ad performance
Nearly half of the job ads in our study
(more than 100,000) made no mention
of benefits at all.
Job ads that included one or more
benefit had an aggregate apply rate
that was 22% higher.

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Impact of “Remote Work” and “WFH” in job ads
Job Ads without
Remote/WFH
Job Ads with
Remote/WFH
Apply Rate 4.59% 5.14%
Median CPA $23.29 $20.16
Percentage of Job Ads That Include WFH or Remote, by Job Function

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Percentage of applies by day of week
Consider advertising jobs on optimal days

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Test, Test and Test!
Start making changes to see how it impacts your results:
• Shorten job titles
• Simplify application process
• Include more benefits in your job descriptions
• Post on different days of the week

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Step 3:
Cast a Wider
(and Smarter) Net
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Old Era Recruiting
Your Manual Processes:
Manually managing and
monitoring job advertisements
Compiling reporting from
multiple sources the hard way
Hand-picking where to
advertise your jobs
Too much guesswork, too much time
Wasted spend
Lack of metrics and insights
Why is this a problem?
Not enough qualified candidates
Human-Driven

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New Era Recruiting
Data & Software Driven [Programmatic Advertising]
Increase in access to
actionable data
An increase in team time available to
spend on strategic needs
An increase in
qualified applicants
Reduced cost per hire
and time to fill
More diverse
candidates
Why is this the solution:
Jobs without enough applicants
are identified and automatically
advertised
Data-Driven Process:
Comprehensive analytics are
provided in real-time
Data determines which job
boards to advertise to

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How Appcast’s programmatic solutions work
Data informs future performance
Qualified
Candidates
Recruiters
interview &
hire
Determines which jobs
need applications
Enhance quality via
programmatic technology
Your goals,
budget, and
roles
Determines where on the
web these jobs will
attract the best job
seekers
Jobs are automatically
advertised

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Active Jobseekers
+ thousands more!
Passive Jobseekers
Appcast’s source-neutral algorithms select the best places to
post your jobs across 10,000+ sites, providing complete coverage
Source transparency allows visibility into the primary job sites and channels providing your applicants.

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Before you go…
90% of companies that
use programmatic are either
continuing or increasing
their investment for 2022.
90%
Source: Aptitude Research, 2021
Programmatic is How
you Will Win Today
Visit us at www.appcast.io to:
● Explore our vast library of resources
● Learn more about programmatic
recruiting, job ad exchanges, etc.
● Chat with us...

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Thank you!
Up next… Q&A

31. Download > https://insde.co/6x91

32. Up Next....

33. © 2022
Lori Sylvia
Founder and CEO
Rally
Kyle Leigh
VP, Programmatic
Strategy at Appcast
Appcast
Q&A

34. Using Data to Take the
Guesswork Out of
Recruitment Advertising
IN PARTNERSHIP WITH
Thank you!