In the ever-evolving landscape of recruitment advertising, staying ahead of the curve is not just an advantage but a necessity. To truly future-proof your recruitment and advertising strategy, we need to understand the dynamic shifts taking place in the industry and anticipate what’s on the horizon. Our journey begins with a brief overview of the evolution of advertising, leading us to a real game-changer—programmatic.
The historical context is not just a stroll down memory lane; it’s a crucial understanding of how far we’ve come. Before the advent of written advertising, referrals were the go-to method for employment from 3,000 BC to around 600 AD. Fast forward through the centuries, witnessing the printing press, newspaper job adverts, yellow pages in the 1960s, and the birth of online job boards in the 1990s.
The turn of the millennia saw the rise of multi-posters and aggregators, paving the way for programmatic advertising in 2007. Technological milestones continued with the mainstream adoption of conversational AI in 2011 and the recent explosion of Generative AI, like Chat GPT, demonstrating the extraordinary pace of change. Technology’s rapid evolution, especially in AI, promises as much change in the next five years as in the previous 5,000.
Diving into Programmatic— this should be considered an integral part of future-proofing your strategy. In its essence, programmatic job advertising is a way of using technology, driven by data and learning algorithms, to decide when and where to post a job. It’s about finding suitable candidates cost-effectively and timely, a concept that’s not just great but revolutionary.
Programmatic job advertising leverages AI to buy, place, and optimise job adverts in real-time, overcoming bias and placement challenges associated with manual decision-making. The Programmatic AI Ecosystem outmuscles alternatives through automation, algorithms, and natural language processing, creating a powerful tool for optimising job placements at scale.
Our provision of Programmatic, for example, offers two routes: Per Job and Campaign (PandoIQ). The former is designed for those multi-posting via Broadbean, providing an easy entry point into Programmatic. The latter, PandoIQ, offers a Managed Service approach with comprehensive account setup and analytics reporting.
Why should you be considering Programmatic as a part of your strategy? It’s about paying for performance, not just duration. Programmatic maximises advertising ROI in real-time through AI technology and data-driven decisions. It’s a game-changer that offers objectivity, repeatable consistency, demonstratable success, continuous improvement, and predictive power.
Not sure if Programmatic is right for you? Start by testing a portion of your ad spend (around 15-20%) and compare it with CPA or applicant volume. Focus programmatic campaigns on roles that need more volume, and remember, the more it’s used, the better it becomes.
But who is using Programmatic, and what are they spending? Global advertising spend is set to exceed $1 trillion in 2024, with Programmatic accounting for half of it. In the UK alone, Programmatic spend is estimated at $24 billion. The programmatic adoption trend is projected to increase by 64% from 2022 to 2026.
If you want to see how impactful Programmatic can really be, take a closer look at the remarkable results Dominos have had, with a 472% increase in applicant volume and a 85.8% decrease in cost per applicant.
Programmatic is not just a tool; it’s a revolution in job advertising. Veritone HIRE offers a native programmatic job advertising solution alongside a traditional multi-posting tool, ensuring scalability and flexibility in your Talent Acquisition attraction strategy. The future of job advertising is here, and those adapting to the curve will position themselves best in the ongoing challenge of finding the right talent, who are the right fit for your company.
If you’re interested in learning more about programmatic recruitment advertising, and what goals tools like PandoLogic can help your hiring team accomplish, sign up for a free demo here.