No doubt you’ve heard about programmatic advertising – and you may have even experimented with it. At NAS, we think 2018 will be the year when programmatic becomes an accepted standard in recruitment advertising. That’s why we’re introducing NAS MediaPro as our programmatic offering.
But first, a few basics. Programmatic media buying is the algorithmic purchase and sale of advertising space in real time. It involves the buying, placement and optimization of ads performed by software, rather than people. In short, programmatic means automated distribution of your recruitment spend to where it is most needed. It represents a proactive strategy and a new way of thinking that allows you to:
- Purchase online job ads in real-time, based on preset rules and targeted on a pay-per-click or pay-per-app basis
- Optimize price per candidate by key metrics that you define
- Spread budget allocation across target jobs
- Stop wasting ad spend on non-converting jobs
- Automate time-consuming manual bidding and reporting
Programmatic buying utilizes a distributed network of job-related sites to optimize efficient targeting and placement of your job ads. Rules-based buying reduces spend on poor performing vendors, easy-to-fill jobs, runaway jobs and bad conversion rates.
Every year, we all resolve to make changes. We keep some resolutions, while others fall by the wayside. I believe that the more practical the resolution, the greater chance we have of keeping it. Here are the three simple and reasonable resolutions that every talent acquisition professional should make in 2017.
Resolution #1: Make the candidate experience a priority
Everyone talks about the candidate experience. No doubt it is on your agenda, but have you actually taken a hard look at the actual experience you offer candidates? I suggest that you start by pretending to be a candidate. Search for a job that you offer, and see whether your company appears. Follow the candidate’s path through to your career site. Consider it through the eyes of a job seeker:
- Is there a visually appealing employment brand that communicates who you are and what you offer?
- What relevant career-related content are you providing? Does it answer the questions of a typical candidate, including “What’s in it for me?” (Here’s a site we created that does just that.)
- Is it easy to navigate and find a job?
- How difficult is the application process?
I talk to a lot of organizations and what I often find is that they are still stuck in the reactive mode of filling open positions instead of building a consistent pipeline. A pipeline is all about creating, maintaining and enhancing relationships with talented candidates, including passive and active job seekers. Everyone wants that talent pool available to source from, but they can’t seem to get started.
What are some of the simple ways to begin building a talent pipeline?