Why should employers advertise their jobs on a CPC- or CPA- instead of traditional, duration-basis?

To shed light on the advantages of cost-per-click (CPC) or cost-per-application (CPA) pricing models of job advertising, we asked five CEOs and founders for their insights. From the flexibility and control of the performance-based approach to the effectiveness of data-driven ad optimization, discover why these leaders advocate for CPC/CPA over traditional duration-based pricing.

Pay-What-You-Get with Flexibility and Control

The problem with the time-based model is that there is no guarantee that employers will receive a certain number of applications. On the other hand, CPA (or CPC) are “pay-what-you-get” systems. This means that employers can fine-tune the campaign’s budget to get as many applicants as they need. Once they have enough applicants, they can easily end the campaign and start the interview process.

Nathan Brunner, CEO, Salarship

Targeted, Cost-Efficient Recruitment

They offer targeted and cost-efficient recruitment. Employers should consider cost-per-click (CPC) or cost-per-application (CPA) pricing models when advertising jobs because they offer targeted and cost-efficient recruitment.

Let’s say an allied company needs to fill a specialized IT role. With a traditional 30-day posting, they might attract a broad audience, including many unqualified candidates. However, using CPC or CPA, they only pay when a candidate clicks or applies, ensuring their budget is spent on genuine prospects.

By adopting CPC/CPA, employers maximize their recruitment ROI while ensuring they connect with candidates genuinely interested in the job, ultimately leading to better hiring outcomes.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Better ROI and Effective Recruitment

When I’m recruiting new talent, I prefer to pay for results on a CPC or CPA model instead of a traditional flat fee for a finite period. 

Since I’m able to pay only for quality leads, I get a better ROI and I’m able to conserve my resources when compared to paying for a job listing that may not be successful. I’m also able to better gauge my progress and success, as it does not set my budget in stone. Overall, I find the CPC or CPA model to be more effective in helping me find the right personnel for the job.

Vincent Zhu, CEO and Founder, ShineACS Locks

Increased Reach with CPC/CPA Models

A CPC or CPA model allows employers to advertise their jobs to a much larger and more diverse audience than with traditional duration pricing. When employers pay for each click or application on an ad instead of the full amount upfront, they can make sure that they’re reaching as many potential applicants as possible without spending too much money. 

This type of targeted advertising also allows employers to ensure that their adverts are being seen by the right people, as they can filter out applicants who don’t meet certain qualifications or job criteria.

Patrick Grayson, Founder and CEO, Paramount Property Buyers

Data-Driven Ad Optimization

One benefit of advertising jobs on a CPC or CPA model is that you’re automatically getting vital data about the success of your advert. Comparing metrics like views to clicks or applications allows you to narrow down your conversion rate. This works as a sort of forewarning in gauging how well your advert is designed and gives you the chance to optimize any faults rather than sitting in the dark for 30 days or more.
Gates Little, President and CEO, altLINE Sobanco