8 reasons why employers outside the USA still favor duration-based job posting ads

If you’re an employer in the United States, chances are pretty good that you’ve already made the shift to performance-based pricing for at least some of your job ads. Cost-per-click (CPC) and cost-per-application (CPA) models have become the norm, especially among large employers and high-volume recruiters. The reasons are simple: accountability, efficiency, and the ability to scale spend up or down with precision.

But once you step outside U.S. borders, the story shifts. In markets like Canada and the United Kingdom, we’re seeing performance-based pricing catch fire—but it’s still early innings. The European Union is trailing slightly behind, and in many parts of the world, job ads are still bought and sold like they were a decade ago: fixed price, fixed duration, and fixed results (or lack thereof).

So what gives?

For starters, it’s not a tech issue. The platforms are capable. The tracking is already baked in. The systems exist to launch, pause, and optimize campaigns in real time. What’s missing, often, is awareness—and more importantly, trust.

Duration-based pricing is familiar. It’s easy to budget. It’s easy to invoice. It’s easy to explain to your boss. For HR and talent acquisition teams who don’t live and breathe programmatic advertising, that predictability is comforting. With performance-based models, the perception is that you’re handing over your wallet and hoping the algorithm spends it wisely.

That’s where education comes in.

Vendors and job boards who offer CPC and CPA models need to do more than put the option on a rate card—they need to coach their customers on why it’s a smarter play. That means real-world case studies, market benchmarking, campaign walk-throughs, and clear answers to basic questions like: “How do I control costs?” and “What if I get too many applications?” or even “What’s a good CPC for my industry?”

It’s not enough to show that performance-based pricing works. You have to show that it works for them. Employers need to see that this isn’t about spending more—it’s about spending better.

Who should lead this education? Honestly, everyone in the ecosystem. Job boards. Recruitment marketing agencies. Programmatic platforms. Even applicant tracking systems. If your platform plays any role in helping employers reach candidates, then you have a role to play in helping them buy smarter.

But let’s be clear: this is not just a sales enablement exercise. It’s a shift in mindset. It’s helping TA leaders see job ad budgets as an investment portfolio, not a subscription box.

And yes, that shift will take time, especially in markets that haven’t yet felt the same hiring pressure or budget scrutiny as the U.S. But the shift is happening. The leaders in each region will be the ones who don’t just sell performance-based advertising but teach it, support it, and prove its value over and over again. Because once a hiring manager sees that they can pay only for results, it gets really hard to go back to paying for hope.

To gain further insight into this question, we reached out to eight hiring experts to ask them why employers outside of the United States are still far more likely to buy job posting ads on a traditional, duration-based than using cost-per-click (CPC) or cost-per-application (CPA) pricing.

• Labor Laws Hinder Performance-Based Job Ads
• Reputation Concerns Slow CPC Adoption Abroad
• Cultural Conservatism Favors Traditional Ad Models
• Platforms Should Lead Performance Pricing Education
• Practical Examples Drive International CPC Adoption
• Test Drives Overcome Pay-Per-App Hesitation
• Hybrid Pricing Eases Transition to CPC
• Finance Experts Promote Performance-Based Advertising Benefits

Labor Laws Hinder Performance-Based Job Ads

Labor law complexity plays a major role in why duration-based pricing still dominates outside the U.S., especially across the European Union. Many countries have strict regulations requiring job advertisements to be visible for set periods to ensure fairness and equal opportunity, which naturally aligns with a “$X for Y days” model.

Performance-based pricing feels legally uncertain in these environments because there isn’t always a clear framework protecting employers from compliance risks.

Before behavior can shift, legal systems need to provide more clarity and guidance around using CPC or CPA models safely. Buyer education matters, but without regulatory confidence, many companies will stay with what feels safer.

Chris Aubeeluck, Head of Sales and Marketing, Osbornes Law

Reputation Concerns Slow CPC Adoption Abroad

Fear of reputational damage holds many employers back from trying CPC or CPA models outside the U.S., where public employer reviews are less ingrained. Without the safety net of widespread candidate feedback, companies worry that a bad hire could harm their brand or trigger legal issues. Duration-based ads feel safer because they allow employers to control visibility without directly tying outcomes to spend.

To shift this mindset, vendors need to offer controlled pilot programs and share clear case studies that prove performance-based ads can deliver better quality candidates, not just more applicants. Building confidence through real-world success stories will move the needle faster than education alone.

Nicolas Breedlove, CEO, PlaygroundEquipment.com

Cultural Conservatism Favors Traditional Ad Models

There’s also a cultural element; many European companies tend to be more conservative about adopting new models. In many cases, there is a deep-rooted preference for structures and processes that feel stable and predictable, and duration-based advertising fits neatly into that mindset. Paying a flat fee for a set amount of time feels straightforward, tangible, and low-risk compared to performance-based models, which can seem variable and harder to forecast. Duration-based models also require less internal explanation, which is attractive in organizations where change is often met with extra scrutiny or lengthy approval processes.

To drive real change, educational efforts can’t just focus on the innovation aspect; they must make a strong case for how performance pricing aligns with better risk management. Buyers need to see that CPC and CPA models aren’t wild gambles; they’re actually smarter investments when implemented properly. It’s not enough to simply show that performance-based models can work; education needs to prove that they consistently deliver better outcomes with less waste over time. The messaging should be framed around control, efficiency, and predictability, not just speed or technology.

Leaders should also be intentional about the examples they use to make the case. Highlighting case studies from high-compliance, risk-averse industries, like healthcare, financial services, or government contracting, can have a much bigger impact than flashy tech-sector examples. When companies see that even traditionally cautious sectors have made the switch successfully, it lowers the psychological barriers to change. If education efforts combine real-world data, relatable success stories, and a focus on risk reduction, adoption will accelerate naturally, without feeling forced or overly disruptive.

Jonathan Orze, CFO, InGenius Prep

Platforms Should Lead Performance Pricing Education

Performance-based pricing models like cost-per-click (CPC) and cost-per-application (CPA) offer much better ROI for employers advertising job openings online. They only pay when their ads actually drive applicant actions. The US has widely adopted these models, but other markets still rely heavily on duration-based pricing that charges a flat fee regardless of performance.

In my experience, this disconnect often comes down to education and inertia. Many employers outside the US simply aren’t aware of the performance-based options or don’t understand the benefits. They stick with what’s familiar, even if it’s less cost-effective. The job board platforms themselves should take the lead in educating and transitioning customers to CPC and CPA models. They have the data to quantify the ROI gains, and it’s in their interest to optimize ad spend efficiency for employers.

At my company, we struggled with this mindset shift when expanding into new countries. Proactive sales conversations highlighting the performance pricing advantages, coupled with free trial periods to experience the impact firsthand, helped accelerate adoption. It takes persistent education, but the value proposition sells itself once employers see the improved results and cost savings.

JoAnne Loftus, President and Owner, Archival Designs

Practical Examples Drive International CPC Adoption

I believe the reason online job advertising outside the United States is still largely duration-based comes down to comfort and habit. Many employers are simply more familiar with the idea of paying for a block of time rather than paying for performance, and changing that mindset takes trust and clear examples.

When we started expanding our hiring efforts internationally, I noticed a real hesitation around anything that felt too transactional, like cost-per-click or cost-per-application models. It felt risky to buyers who were used to predictable, flat costs. What helped was sharing real case studies and simple comparisons that showed how performance-based pricing could actually give them more control over outcomes and reduce wasted spend.

I believe the responsibility for education falls on the platforms and service providers. It cannot just be a sales pitch. It needs to be practical, showing employers side-by-side what they get, what they risk, and what they stand to gain.

My advice is to meet buyers where they are. Speak in terms of outcomes they care about, like faster hires or better fit, and use plain examples to show how performance-based models support those goals more effectively than traditional duration ads.

Gauri Manglik, CEO and Co-Founder, Instrumentl

Test Drives Overcome Pay-Per-App Hesitation

At a fintech place I worked at, we hit big roadblocks trying to get employers off flat-rate job ads to paying per application. Instead of just teaching them, we tried a test—gave 10 free pay-per-app ads along with their normal time-based ones. We kept track of all the applications and showed employers they got 2-3 times more people applying without spending more. They were really surprised. They thought longer ads were the key. By first showing them the value and reducing their risk, 65% of those in the test switched to this new pay model within three months. This showed me it’s not about knowing more—it’s about the fear of not controlling their money. To change how they act, you need to show them clear, better results, not just talk about what’s better.

Ollie Smith, CEO, VATcalculators

Hybrid Pricing Eases Transition to CPC

Outside the U.S., many local job boards continue using duration pricing as their default because it’s easier to sell. “Post for 30 days” is tangible and familiar. Vendors looking to promote performance-based models must provide white-labeled “hybrid pricing menus” to these boards, allowing them to gradually introduce CPC/CPA models without alienating clients. For instance, boards can offer a mix of 30-day postings combined with a fixed number of “performance posts” that attract more qualified candidates. This allows for a smooth transition to performance-based pricing while still maintaining the familiar duration model.

In my opinion, it is not just a matter of educating buyers. While it is important to educate them about the benefits and potential drawbacks of performance-based pricing, the responsibility also falls on the job boards themselves. Job boards need to clearly communicate the value proposition of performance-based pricing to their clients, highlighting how it can lead to better quality candidates and ultimately, a more successful recruitment process for both parties. I encourage using targeted marketing campaigns, webinars, or workshops specifically geared toward educating clients about this pricing model.

Kevin Baragona, Founder, Deep AI

Finance Experts Promote Performance-Based Advertising Benefits

One reason for this could be a lack of education on the benefits and advantages of performance-based advertising. Many employers are more familiar and comfortable with traditional methods such as print ads or duration-based online ads, where they pay a fixed fee for a set period of time regardless of the results generated. However, as a finance expert with experience in performance-based advertising, I can attest to the effectiveness and cost-efficiency of this model.

Performance-based advertising allows businesses to only pay for actual results – whether it is clicks, leads, or sales – making it a more accurate measure of return on investment. Additionally, this model incentivizes both the advertiser and the publisher to work together towards achieving successful outcomes, rather than just focusing on ad placement and impressions.

In order for employers to understand and embrace performance-based advertising, it is important for finance experts like myself to educate them on its benefits. This can be done through workshops, seminars, or one-on-one consultations, where we can provide concrete examples and case studies of successful performance-based advertising campaigns. Furthermore, employers can also benefit from consulting with marketing experts who specialize in this field and have experience implementing and analyzing performance-based strategies.

Patrick McDermott, Executive Vice President, Max Cash