ADOTAS – The rise of the internet gave digital advertisers a virtually infinite array of ways to reach customers. That was the problem: Confronted by so many choices, advertisers were forced to negotiate impression-based media buys site by site and were challenged with a lack of solid metrics and an inability to monitor performance, enhance targeting and manage placement quality in real time.
Necessity being the mother of invention, innovators quickly rose to the challenge, developing ad networks featuring a brand new science around controlling and optimizing ad distribution across a network of sites and offering robust analytics and tools to enhance performance, ensure quality and improve targeting. With the evolution of ad networks and exchanges, ad campaign management and ad serving technology now provide a platform that enables digital advertisers and publishers to thrive in the online medium.
A similar need exists today in the $15 billion online recruitment advertising industry. As the internet picked up steam in the ’90s, job boards became a popular way for job seekers and potential employers to connect. However, the proliferation of so many job sites led to an industry that is extremely fragmented, with tens of thousands of job sites competing with each other and advertisers left without reliable options for distributing job ads across relevant sites. They also lack the tools needed to ensure targeted reach and desired ad performance.
However, just as innovators in the digital advertising sector rose to meet the new challenge, recruitment advertising technology is evolving to apply the same digital advertising science to online recruitment advertising. This new category of recruitment advertising is built on extensive network reach, ad campaign management and sophisticated matching technologies that offer
the same benefits of digital advertising to employers. The process involves:
• Automated job posting analysis and optimization across thousands of sites
• Evaluation of historical performance across various sites for comparable job titles and location on web properties
• Identification of job sites with a history of success for similar ads and a customized campaign creation for each job
• Real-time performance analysis and SEO/SEM optimization
• Automatic campaign adjustments based on performance results
• Automatic résumé and job matching for “passive” job seekers, along with an invitation to apply to matching jobs
These tools have been proven to deliver response rates that are two to four times higher than those provided by top national job boards. Like modern digital ad distribution techniques, an optimized recruitment advertising platform can deliver exactly what employers are seeking: targeted reach that generates the most qualified applicants.
By adopting the digital ad distribution model, publishers, job boards and other industry stakeholders can effectively target the smaller communities that make up the internet – including social media sites like LinkedIn – to deliver qualified applicant responses. They can monitor results in real time and continuously enhance their strategies and quality.
In this way, digital advertising science can be applied to the online recruitment industry to drive better results, higher efficiency and greater satisfaction. And once again, science can make a real difference in an industry undergoing rapid transformation.