ARTICLES, BLOGS & VIDEOS

The latest news, trends and information to help you with your recruiting efforts.

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Posted March 15, 2019 by

Are diversity and inclusion hiring efforts undermined by the shift to programmatic, CPC job advertising?

Over the past couple of years, College Recruiter has undergone a remarkable transformation. As was the case since the dawn of recruitment advertising a few hundred years ago, all of our employer customers were advertising their part-time, seasonal, internship, and entry-level job opportunities with us on a traditional, duration-basis such as $X for 30-days.

Today, virtually all of the postings on our site are pay-for-performance such as cost-per-click and most of those are programmatic, meaning that the jobs we receive and the CPC we receive are based upon pre-set rules created by the employer customers, their advertising agencies, or their job distributors. Hopefully, that quick overview helps to illustrate why I wrote above that our people, process, product, and price have undergone a remarkable transformation.

I thought that readers of this blog would appreciate a little information about what we’re seeing happening in the marketplace right now. Some of the traditional, ad agencies are doing a good job in terms of advising their customers as to what CPC’s to pay, what jobs to distribute, expectations, etc. Some aren’t.

A common theme across almost all ad agencies — but not all — is that the overriding metric of success is minimizing the CPC and/or eCPA. I understand the desire to use objective metrics like that, but I’m also hearing frustration from some on the employer side who are appreciating their reduced costs per and time to hire but concerned about the negative impact these programs are having on their diversity and inclusion hiring efforts and, therefore, the long-term productivity of their workforce. 

What a small number of employers and advertising agencies are starting to appreciate is that the lowest CPC and lowest eCPA typically translates into a higher percentage of candidates coming from a smaller percentage of sources, which reduces the diversity of the applicant pool. Note that when I talk about diversity, I’m not just talking about race or gender. I’m also talking about socioeconomic and other such backgrounds. If a disproportionately large number of applicants come from low cost, general aggregators, then the candidate pool will also be general and therefore anything but diverse.

A couple of the ad agencies we work with are segmenting their budgets so they allocate $A to general aggregators; $B to industry-specific, niche sites; $C to geographic-specific, niche sites; $D to college-specific sites; etc. Within each of those groups, they use CPC and eCPA as measures of success, but they don’t expect or need the CPC or eCPA for the niche sites to be as low as those from the aggregator sites.

From what we can see on our end, most of the job exports from the advertising agencies are being managed to minimize CPC and eCPA instead of the more nuanced approach that we’re starting to see from a small number of other, more cutting edge ad agencies whose clients value a diverse and inclusive candidate pool so much that they’re willing to pay for it. Talk can be cheap, but these ad agencies and their customers aren’t just talking the talk, but they’re also walking the walk.

Posted July 26, 2018 by

[white paper] Skills gap? A deeper look at your job ads can help identify more qualified candidates

 

Our latest white paper is specifically for recruiting and talent acquisition leaders who are struggling to attract enough qualified candidates. We teamed up with LiveCareer and combed through their recent 2018 Skills Gap Report. Our hope is that the tips here help you revise your job ads with a fresh lens, and ultimately help you land more of the right candidates faster. (more…)

Posted July 20, 2018 by

A data-driven university selection approach: You can too!

 

At Micron Technology, Dmitry Zhmurkin uses a fantastic method for basing their university relations decisions on data. Zhmurkin is their University Relations Program Manager, and his method helps them decide whether to visit a campus and work with career services, or whether to recruit virtually. College Recruiter’s president and founder Steven Rothberg recently spoke with him about his methodology and said that Zhmurkin “just greatly improved the college recruiting practices at probably dozens, maybe hundreds of organizations.”

Want to know the secret formula? Below we summarize Zhmurkin’s presentation, including a description of his methodology. (more…)

Posted May 31, 2018 by

Recruitment marketing strategies for college students and grads

 

“It’s an increasingly tough marketplace out there on both sides, and that customer understanding can go a long way for the company’s recruiting and all these applicants who want to land a great place to be.” That is from Nancie Ruder, owner of Noetic Consultants, a marketing consulting firm that specializes in brand strategy, research and training. Ruder will speak at SHRM 2018, presenting “Unlocking Marketing Strategy to Optimize Recruitment.” I spoke with Ruder to get her insight into effective recruitment marketing to college students and recent grads. We chatted about measuring success, what Gen Z wants, and non-traditional student recruitment. Here are the takeaways from our conversation. (more…)

Posted May 22, 2018 by

The hard decisions to make when your recruitment marketing campaign didn’t produce the results you wanted

Do the metrics from your recruitment marketing campaign tell a story of success? Maybe you’re not sure what might indicate success. I invited Katrina Kibben to speak with me and share her insight into helping organizations reach their recruitment marketing goals. Kibben is Recruitment Marketing Consultant at Three Ears Media, and she is also an official SHRM 2018 blogger. She has a fantastic and realistic philosophy on recruitment marketing. She shared some stories about employers she’s seen succeed and others who struggled to find enough of the right candidates.  (more…)
Posted May 16, 2018 by

The transformation to HR positive: Interview with HR trailblazers

 

What does it mean to be HR Positive? I spoke with two HR leaders who are blazing their way to a new perception of HR at their own organizations. Cecilia Clark, Senior HR Generalist at Schwan’s, supplements her HR career with a background in Finance, so she is an expert in connecting business and HR strategy to positively affect the bottom line. Chris Orozco, at Win-River Resort and Casino, turned Human Resources into Team Member Relations, which he currently leads. They are both official SHRM 2018 bloggers, and you can read more of their thoughts on Cici’s own HR blog, and Chris’ personal blog “Create: Life and Leadership by Design.” (more…)

Posted May 08, 2018 by

How does programmatic job ad buying benefit talent acquisition and other HR leaders?

 

Over the past couple of years, those of us who make our living in the job board world have grown from being aware of the existence of programmatic ad buying, to understanding the opportunities and threats it poses. We grew to either be terrified by it or embrace it, or some combination of the two. At College Recruiter, we made the decision early on to embrace programmatic job ad buying because we saw that the opportunity it presented to our employer customers (and therefore us) far outweighed the threat that it posed.

Since 1991, when I founded the organization that became College Recruiter, I’ve often been accused of chasing after every shiny new thing. That’s not fair. I do chase after shiny new things, but not always. And sometimes they chase after me. Also, the accusation can be interpreted as a negative character trait. That’s also not fair because seeing opportunities and risks where others don’t can be valuable. That’s true whether you’re a caveman hunting for food or a talent acquisition or other human resources leader hunting for more efficient and effective ways of attracting the talent that your organization needs–not just to survive but also to thrive.

Case in point: programmatic job ad buying. This was the shiny new thing that proved to be worthy of attention. (more…)

Posted November 29, 2017 by

Recruitment analytics: How you can use data to adjust your hiring process

 

For so long, recruiters have trusted our guts to make hiring decisions (myself included). However, it is hard to ignore the value that big data, and recruitment analytics, bring to talent acquisition. I checked in with Kevin Grossman, President of The Talent Board, the nonprofit that oversees the Candidate Experience Awards each year. He gives his insight below into how recruiting professionals can and should respond to data in their hiring process.

Grossman will deliver the closing keynote address at the College Recruiting Bootcamp on December 15, 2017. His presentation will address how to scale hiring by including non-traditional students and grads in the hiring process. Following his presentation, Grossman will moderate a panel to continue the conversation. Attendees will include leaders in HR, talent acquisition and university relations. To join us and hear what strategies and tactics you might not have considered yet to attract and retain entry-level talent, register for the bootcamp here. (more…)

Posted October 11, 2017 by

Lessons learned from an expert in pre employment assessment

Recruiters at large organizations constantly struggle with the challenge of hiring a high volume of candidates who have the excellent quality they need to drive business forward. Pre employment assessment is one tool that employers have at their disposal to balance the need for speed and quality. We interviewed Dr. Marc Wenzel, who is VP of Business Development and Strategy at Shaker, developer of the Virtual Job Tryout. He had deep insight into how assessment, if done right, can apply more rigor to the hiring process, resulting in better hires in less time. (more…)
Posted September 25, 2017 by

HR metrics: Surprising truth about reducing cost-per-hire

 

Do you take all costs into account when you measure cost-per-hire? That is, staff time, travel costs, etc. If you do, Steven Rothberg is guessing that you’ll notice something about on campus recruiting versus online recruiting. Rothberg is the president and founder of College Recruiter and has both depth and a breadth of knowledge of employers’ HR metrics, and how they tend to use cost-per-hire, as well as how smart employers reduce it.

Think cost-per-hire is the best way to measure the performance of your recruiting team? Think again. Read Steven Rothberg’s insight below about the best key performance metric, and more. (more…)