Advice for Employers and Recruiters

Do programmatic job ad distribution systems stop running postings when they perform poorly?

Anita Jobb AvatarAnita Jobb
November 8, 2023

As any talent acquisition leader will tell you, efficiency within that corporate function is paramount. Programmatic job ad distribution systems have become the gatekeepers of recruitment marketing, ensuring that companies’ investment in job ads yields the best possible returns. A crucial aspect of these systems is their ability to halt the distribution of job postings to aggregator, general, and niche job boards where performance is subpar. Here’s an insight into how these intelligent systems safeguard employers from squandering resources on underperforming job boards.

The Role of Performance Metrics

At the heart of any programmatic job ad distribution system is a set of performance metrics. These metrics measure the success of a job ad in various ways, including the number of views, clicks, applications, and hires that result from each posting. Sophisticated algorithms track these metrics in real time, comparing them against benchmarks that denote a successful ad campaign.

Defining Poor Performance

What constitutes poor performance can vary depending on the employer’s specific goals and the job market dynamics. Generally, it could mean a low number of quality applicants, a high cost per application, or a low conversion rate from views to applications. By setting clear performance thresholds, programmatic systems can swiftly identify when a job ad isn’t meeting expectations.

Automated Pausing and Optimization

Once an ad is flagged for poor performance, the system can automatically pause its distribution on the offending job board. This isn’t a mere stopgap measure; it’s part of a continuous optimization process. By withdrawing ads from platforms where they’re not resonating with job seekers, the system can reallocate the budget to channels where the ad is performing well.

The Feedback Loop

This process creates a feedback loop, where the system learns from each interaction. Over time, it can predict which job boards are likely to yield the best results for certain types of job ads, based on industry, job level, geography, and other factors. This predictive power is one of the primary benefits of programmatic distribution, allowing for more strategic ad placements from the outset.

Real-time Adaptability

The job market is not static; it fluctuates due to economic changes, seasonal trends, and shifts in job seeker behavior. Programmatic systems are agile, adapting to these changes in real time. If a job board that previously performed well begins to falter, the system will adjust accordingly, ensuring that no ad spend is wasted.

Maximizing ROI

By halting the spread of low-performing ads, programmatic systems maximize the return on investment (ROI) of recruitment campaigns. Employers can rest assured that their resources are being channeled into avenues with the highest potential for attracting quality candidates.

Beyond Pausing: Insights and Analysis

When a system pauses an ad, it’s not just stopping the bleeding. It often provides valuable insights into why the ad didn’t perform well on a particular platform. These insights can inform future recruitment marketing strategies, such as revising ad content, changing the job title, or enhancing the employer branding elements within the ad.

Empowering Smaller Employers

While larger organizations benefit significantly from this technology, small and medium-sized enterprises (SMEs) also stand to gain. They can compete more effectively by ensuring their limited budgets are used only on the most productive channels, thanks to the data-driven precision of programmatic job ad distribution.

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