For a few years now, we’ve been talking about the power of programmatic advertising and how it can transform your recruitment media spend in some pretty dramatic ways. But first, a quick refresher: 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. It is a proactive, targeted strategy that allows you to:
You need robust analytics to track results and manage your recruitment budget. Quite simply, if you can’t measure your recruitment performance, you can’t improve it. Which KPIs are most important to your organization? How are you currently measuring or analyzing your metrics to make data-driven decisions? We recommend a phased approach in addressing these questions:
IDENTIFY your KPIs
In our previous blog post, NAS discussed the 5 Key Performance Indicators (KPIs) that we focus on as the first step in the process of identifying and defining your hiring strategy. Refer to that article for a detailed discussion of each of the following:
Outside of your own employees, your career site is your #1 touchpoint with candidates and the top employment branding asset in your arsenal. It is your “handshake moment” with candidates and often it is their first impression of your organization. First, candidates have to be able to find your site. Next, they need to be inspired to apply. Finally, they want a simple and easy search experience. Here are some tips on how to get there.
Tip 1: Search Engine Optimization (SEO) is fundamental
When you think about a career site, it’s not just about the stand-alone career site itself; it’s about how it interacts with the greater web. One thing we do know about candidate behavior is that it constantly changes. Therefore, it is vital to consider how candidates are initially searching for jobs and how your career site is a component of that search.
SEO is a method of inbound marketing that makes your content findable and trackable by Google, Bing and other search engines. Data suggests that anywhere from 70% to 86% of candidates start their job search on their preferred search engine, typing in a search string such as Engineering jobs near Denver Colorado. They get served up content that is deemed most relevant by the search engine – content which may not include yours if you are not SEO-savvy or do not have the right technology in place.
Join Matt Adam, EVP and Chief Talent Strategist, and Charles Kapec, Creative Director at NAS Recruitment Innovation, for an informative 30-minute webinar on enhancing the candidate journey. We’ll discuss how candidates look for jobs and what they expect from you, then provide tips on how you can deliver on their expectations and convert them into hires. Topics include:
NAS Webinar Series:
Enhancing the Candidate Journey
Wednesday, September 23
1pm to 1:30pm EST