This document discusses programmatic job advertising and its advantages over traditional recruitment advertising methods. It begins with an overview of the history of recruitment advertising and how it has evolved from print ads to digital ads online. It then explains what programmatic advertising is, how it works through automated software, and its benefits like more even budget distribution and expanded audience reach. The document also provides examples of client success stories seeing reduced costs-per-hire and better performance through using programmatic approaches. It concludes that programmatic advertising will continue growing as the dominant approach for online recruitment advertising.

1. What is Programmatic Job Advertising?
Ryan Christoi
Managing Partner
@appcast_io | @KRTweet | #GoProgrammatic
Chris Forman
CEO & Founder

2. #GoProgrammatic
Webinar Logistics
5/24/2016 2
#GoProgrammatic
@appcast_io
@KRTweet
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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. #GoProgrammatic
What we’ll cover
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 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. The Evolution of
Recruitment Advertising

6. #GoProgrammatic
Recruitment Advertising
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The Old Old Way

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. #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. #GoProgrammatic
So What’s the Problem?
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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. What is Programmatic?

11. #GoProgrammatic
How ads were bought online in 1998.

12. #GoProgrammatic
How online ads are bought today.
Ad Engine

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. #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. #GoProgrammatic
Online Recruitment Ad Dollars
2015
$3.4B
1998
$105M
Social
Aggreagtion
Job Boards

16. #GoProgrammatic
These guys are still in charge.

17. #GoProgrammatic
<1.5%
Less Than 1.5% of All Recruitment Ad
Spending is Programmatic
(But it’s starting to change)

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. Technology Suppliers
Publishers
Advertising Agencies
Innovators & Providers
Advertisers
(employers)
Users & Beneficiaries
Target Audience
(candidates)

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. The Results

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. #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. #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. #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. #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. #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. #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. #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. #GoProgrammatic5/24/2016 30
Investment follows performance.

31. What’s Ahead?

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. #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. Q&A
Ryan Christoi
Managing Partner
@appcast_io | @KRTweet | #GoProgrammatic
Chris Forman
CEO & Founder