First Coke and Now the Peace Corps: Who's Next to Hop Onto the Google AdWords Bandwagon?
About a week ago I noticed that the Coca-Cola Company had begun to run pay-per-click recruitment advertising on CollegeRecruiter.com through Google AdWords. They purchased the text ad from Google. When visitors to CollegeRecruiter.com clicked on the ad, Coke paid Google some amount of money that only Coke and Google know and then Google shared some of that revenue with CollegeRecruiter.com. By running that pay-for-performance recruitment advertising campaign, the Coca-Cola Company became the latest organization to understand that they could shift the risk of a campaign not performing to CollegeRecruiter.com and any other sites running it through Google. Presumably, CollegeRecruiter.com and the publishers of the receive a bit more for the Coke advertising over the long run in return for assuming that risk.
Lest anyone think that pay-per-click and other types of pay-for-performance recruitment advertising is only for organizations with the deep pockets of the Coca-Cola Company, I just noticed a similar pay-per-click advertising campaign by the Peace Corps:
If you weren't convinced before that pay-for-performance recruitment advertising has arrived, you should be now. And if you're a job board or other publisher and have refused to embrace this more customer friendly and efficient system, you should be now.
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