Many people assumed that ending enhanced unemployment benefits under COVID would bring people back to the workforce en masse. That didn’t happen. Nor did rolling out vaccines or the booster shots that came later. Not only did people not return to work, but many also began leaving the workforce voluntarily.
That’s left recruiters with a real predicament. How do they meet the demand to fill so many open positions while maintaining the integrity of the recruiting process? One solution may be to adopt programmatic recruitment.
What Is Programmatic Recruitment?
Programmatic recruiting is the process of using technology to make recruiting more efficient. It might include using data to enhance decision making, automating processes, and removing inefficiencies.
When Is Programmatic Recruiting Used?
Programmatic recruitment focuses on the advertising side of recruiting. Essentially, it’s using data and technology to get the right jobs in front of the right people in a way that leads to the best results. It’s often referred to as programmatic recruitment advertising.
Attracting More Qualified Talent with Programmatic Recruiting
Many recruiters are intensifying their efforts to reach candidates to fill positions quickly. In many cases, their actions are certainly leading to more applicants.
However, without a measured, intelligent approach, this only creates more work. It doesn’t lead to better results or people being hired. Instead, recruiting teams are simply left with more resumes to sort through and often discard.
The Benefits of Programmatic Recruitment
What are the benefits of programmatic recruitment? Is it worth the effort? In many cases, yes! Some of the benefits of programmatic job advertising include:
- Reaching a wider pool of talent
- Saving money and increasing recruiting ROI
- Improving employer branding
- Retargeting desirable applicants
- Getting insights from useful data
- Refining targeting to reach better candidates
- Creating a better candidate experience
Finally, by automating much of the front-end recruiting process, you are in a better position to make the best use of your human and financial resources to engage candidates.
Reach a Wider Pool of Talent
One of the key benefits of programmatic job advertising is that it helps you reach more candidates without casting so wide a net that you attract people who aren’t qualified.
This expansion is done by helping you better use the recruiting channels you are already using, eliminating ones that aren’t a good fit, and finding channels you hadn’t considered yet.
Save Money and Boost ROI
It can be challenging to stretch a limited recruiting budget to cover the cost of advertising all of your open positions. If you’ve been taking an equitable approach by evenly distributing your budget across each hiring need, that could be your problem. That’s why programmatic recruiting uses dynamic budget allocation or bidding.
When you use dynamic budget allocation, you spend money on recruitment advertising based on need and the difficulty of filling a particular position. This approach can lead to more savings and better ROI than a cost-per-click approach.
Essentially, you are dedicating more money and resources to jobs that are challenging to fill and less to those that attract plenty of applicants and are easy to fill. A programmatic approach to recruiting will allow you to stick with traditional methods where those are most efficient.
Improve Employer Branding
While it’s important to have consistent employer branding, that doesn’t mean sending the same message to everyone.
For example, how you communicate your EVP (employer value proposition) to entry-level candidates is going to be different from your executive recruiting approach. Both want to know why they should work for you but are likely to be interested in learning very different things.
One way to do this is by using themed job posts. These allow you to better showcase your brand to different candidates by highlighting the information they care about. By making these more direct appeals, you can increase brand awareness and reputation.
Applicant Retargeting
Some programmatic platforms use the same retargeting techniques used in advertising. This approach allows you to reach out to candidates who have seen your job ads and haven’t acted on them yet. Advertising in this manner puts your job in front of potential candidates more than once.
Data Insights
Programmatic job advertising doesn’t just use data to help you with front-end recruiting efforts. It collects data to be analyzed so that you can learn how your ads are working. This analysis can help you improve your candidate conversion rates.
Improve Targeting
Programmatic recruiting helps you to pinpoint your recruiting efforts so that you target the ideal candidate profiles. This pinpointing means you spend less time filtering out poor fits and more time engaging with high-quality prospects.
At the same time, your recruiting is more appealing to job-seekers who aren’t approached with job possibilities that waste their time. Overall, programmatic recruiting increases the percentage of candidates who make it to the last stages of the hiring process.
Improve the Candidate Experience
When you reach the right candidates with the right message, it doesn’t just benefit you. It also helps them. By delivering relevant content, you improve their overall candidate experience.
Imagine starting to build a positive relationship between your brand and a talented prospect, even before they engage with a human being in your organization. That’s what programmatic recruiting can do for your brand.
If you want to reach better candidates on their preferred platforms, consider using technology and data to improve your recruiting. It’s a simple way to improve your results and decrease your hiring overhead.
