• College Recruiter providing high CPC, original backfill to publishers who primarily target students, recent grads

    October 11, 2018 by

    Almost since job boards existed, they’ve partnered together to share job content. One job board may have an excess number of candidate traffic in one area while a second may have an excess number of job posting ads in the same area. A real win-win can be created if the first sends its candidates to the second in return for a share of the revenue the second receives from its employer customer.

    Unfortunately for the publisher — the site with excess candidate traffic — these backfill deals often took on the form of API calls, meaning that all of the jobs from the advertiser — the site with excess demand from employers — appeared at the bottom of the publisher’s search results. The publisher may have five jobs that match the interests of the candidate but their search results page would end up showing those five jobs plus hundreds of others from the advertiser.

    Even worse was that the advertiser’s brand was typically adjacent to the jobs and the candidate would be sent to the advertiser’s site to register and, perhaps, apply to the job. To the candidate, the experience was searching for a job on the first job board, finding a potential match on the search results page, clicking, and going to a second job board. That created, at best, confusion for many job seekers. Were they at the employer’s site? Why were they being asked to register again? Was registering the same as applying? Continue Reading