Advice for Employers and Recruiters

5 reasons why employers should advertise their job openings using CPC pricing

Steven Rothberg AvatarSteven Rothberg
April 11, 2023

In tight labor markets like we’ve been in for the past couple of years, employers need to find the most effective and efficient ways to reach potential candidates. Over the past few years, there has been a shift in how job postings are advertised, with many employers opting for cost-per-click (CPC) pricing over traditional duration-based pricing such as $200 dollars for 30 days. But often left unexplained to employers who are considering shifting to CPC-based pricing is why it is usually better for them.

  1. Increased Return on Investment (ROI)

One of the primary reasons for adopting CPC job advertising is the potential for increased return on investment. With duration-based pricing, employers pay a flat fee for a predetermined period, regardless of how many candidates view or apply to the job posting. This model can result in a high cost per applicant, especially if the posting receives minimal engagement.

In contrast, CPC pricing allows employers to pay only for the clicks their job ads receive. This means they’re only investing in the candidates who have shown genuine interest in the job posting. By optimizing their ads to attract the right candidates, employers can significantly reduce their cost per applicant and maximize their ROI.

  1. Better Targeting and Relevance

CPC advertising platforms such as Google Ads, Facebook Ads, or job boards such as College Recruiter, offer powerful targeting options, allowing employers to reach the most relevant candidates for their job openings. By using the wealth of demographic, interest, and behavior data available through these platforms, employers can create highly targeted campaigns and present their job ads to candidates who are more likely to be interested and qualified.

This level of targeting isn’t typically available with traditional, duration-based job advertising. By using CPC campaigns, employers can increase the relevance of their ads and attract a more qualified pool of applicants.

  1. More Efficient Budget Management

CPC job advertising provides employers with greater control over their advertising budgets. With duration-based pricing, employers may feel pressure to make the most of their investment within the allotted time, which can lead to overspending on less effective marketing strategies.

On the other hand, CPC advertising allows employers to set daily or overall budget limits, ensuring they never spend more than they’re comfortable with. Additionally, employers can pause or adjust their campaigns at any time, giving them the flexibility to respond to changes in hiring needs or market conditions.

  1. Real-Time Performance Data and Optimization

CPC advertising platforms provide real-time data on campaign performance, including impressions, clicks, and conversions. This valuable information allows employers to make data-driven decisions and optimize their campaigns for better results. By monitoring performance and making necessary adjustments, employers can ensure their job ads are reaching the right candidates and driving quality applications.

In contrast, traditional duration-based job advertising typically offers limited performance data, making it difficult for employers to measure success and optimize their campaigns effectively.

  1. Faster Time to Fill

With the ability to adjust campaigns in real time and attract more relevant candidates, CPC job advertising can help employers reduce their time-to-fill. By reaching qualified candidates faster, employers can minimize the negative impact of a vacant position on productivity, revenue, and team morale.

Moreover, the faster time-to-fill enabled by CPC advertising can also improve the candidate experience, as applicants are more likely to receive timely feedback and updates on their application status.

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