This post is all about the topic of recruitment ads that I guarantee 98% of people won’t know about, or if they do, don’t understand. You’ll be shocked and amazed at what I’m about to reveal.

Remember this…be sure to read this through to the end…its important! To really get the full benefit of what you’re about to discover, I need to wrap it in the following story.

I grew up in Southern Oklahoma, about 100 miles due North from Dallas, Texas at a time when TVs were just beginning to become main stream. I come from a technology, gadget loving, early adoption family and we were one of the first in my hometown to own a TV. It was a small 12” black & white that included a radio a phonograph.

Our challenge was that the nearest three TV stations were in Dallas, 100 miles away and getting a view-able picture was problematic…usually dependent on weather conditions. The only way to get a use-able TV signal turned out to be mounting an antenna on a 50’ pole which had to be hand rotated ever so slightly to get a picture that was worth watching. Most of the time, this meant making slight adjustments when switching from one of the three channels to another.

Think of it this way. Grasp the antenna pole with both hands and rotate it while someone inside shouts, “a little more…no, that’s too much, back the other way” and this would go on till we were able to get a decent picture, but never as good as we could have until…

TV Tuner BoxAlong came a small electric motor that could be mounted at the top of the 50’ pole that would rotate the antenna for us using a small control box sitting on top of the TV.

What became a job for multiple people, now was the job of one person. The button operator could now clearly see with minute detail when the picture got better or worse just by depressing the bar on top…and carefully adjust the picture ever so slightly until it became the best it could be. No more shouting…no more trips outside into inclement weather!

Fast forward to 2014 and Big Data

This is what reminded me of my childhood experience with TV reception.

You already post your job ads online I’m sure. If you’re like a lot of my clients, you aren’t getting as many top candidates from your recruiting ads as you’d like, especially for hard-to-fill openings until now.

The equivalent of the electric motor that allowed us to fine tune our TV signal is very similar to a Big Data strategy and solution that will allow you to not only fine tune your online job ads, but provide you with a stunning competitive advantage while reducing your recruiting ad spend waste and at the same time increasing candidate quality.

Absolutely a bold statement, but the proof is in the actual data and related case studies and you can witness it for yourself.

The jury is already in for recruiting teams “in the know”…they have the cold hard facts and are using them to leverage first mover advantage and dominate their recruiting markets.

I can show you where you can get immediate access to this data so you can prove it for yourself…at no cost…but first read through some of the following information. I think you’ll be as shocked as I was.

The solution for you lies in the use of three things: 1) job aggregation, 2) PPC (pay-per-click) and 3) Big Data put together in a unique combination…as described below.

Here’s how to do it.

The key to getting started on this exciting journey is to continue your use of free organic job posts, and be sure that your recruitment ads are distributed to the correct job aggregation services. Next you should move from a pay-to-post model and embrace a job aggregation model that offers PPC – pay-per-click ads…but ONLY when Big Data proves that you need to spend money.

This is important to know…you don’t have to leave pay-per-post while you see for yourself how this works…using your very own recruiting data, metrics and analytics…at no cost to you.

The second step is to then incorporate Big Data…and that is where the amazing stuff really happens (see below).

Job Aggregation

First, here are just six of the more obvious benefits of job aggregation.

  • Use of job aggregation sites is FREE. No cost to post and no cost to candidates. You just need to know the best sites and how to use technology to get your jobs there.
  • These sites are already search engine optimized. This means you also leverage the major search engines like: Google, Bing, Yahoo etc. and that’s also a place you can do some really interesting and creative things beyond just focusing on the job aggregators. More on that in another post.
  • Rise to the top of search results. You can use PPC and sponsor some or all of your jobs to boost them to the top of search engine results and you only pay when someone clicks on your ad. When you add Big Data, you know if and/or when you need to actually pay and when you should leave the ads running for free (organic).
  • Set and tightly control your budget. You can easily work within your budget and when you incorporate Big Data (see below), you can re-allocate your budget “on-the-fly” all on autopilot.
  • Ensure mobile optimization. Current research shows almost 50% of people use mobile to browse for new career opportunities. Job Aggregators have this down to a science. Take advantage of that.
  • Ease of Big Data integration. The PPC model by design is tailor made for Big Data integration. This is where the magic starts to happen.

Top people are tech savvy and if they’re in the job market either actively or semi-actively, browsing for job opportunities. They love a “one-stop shopping” experience and research shows that job aggregation sites are their preferred place to shop for their next career opportunity. That’s why you’re seeing a rapid move by some of the biggest job boards in this space to a PPC model.

If you’re recruiting now, its imperative you learn about job aggregation and related PPC for recruitment ads…and also how to leverage that for building a top candidate pipeline that is highly segmented (more on that topic in another post).

Big Data offers actionable analytics, detailed source and cost-per-hire reports, and the ability to adapt your marketing strategy in real-time. If you’re familiar with Google analytics, think of Big Data for recruiting advertisements as Google Analytics X 20 on steroids!

The good thing is that you don’t have to be an expert in all of this. I can show you where to gain these competitive advantages allowing you to spend our time and focus on talking to great candidates this method will send your way…and the second good thing is that it won’t cost you a dime to discover this for yourself.

Job Aggregation and Big Data on Steroids

As a starter, here are 9 ways that job aggregation and PPC provides you with early mover advantages in completion for top people.

  • Leverage data from 2.5 million jobs that are active every day: You can learn more about a Big Data source that has captured intricate analytics on jobs across every job family, every industry and every geographic area using detailed job performance results from an average of 2.5 million actives jobs per day. When you put your job into this highly competitive pool of job ads, you’re at an extreme disadvantage without this competitive intelligence.
  • Enjoy 24×7 automation with smart Big Data: You can set up your PPC ad campaigns and jobs so they are fully automated 24×7. This includes job-level bidding rules that are customized to your recruiting goals and budget. You can even tie all job ad spend from initial ad posting all the way through your ATS to the hire showing a true and highly accurate ROI.

A part of this are job bidding rules that automatically stops your ad spend for a specific job when you reach a specific number of viable candidates in play. For example, some ATS systems can be integrated so that when x number of candidates reach the second interview stage, stop all PPC spend on that job…automatically.

The job still remains in the free organic job listing, but you can stop spending PPC money at that point. This leaves budget room for other job ads.

  • Reduce ad spend using instant job ad intelligence: You can get instant job performance data so you can make tweaks quickly. Just like rotating that old TV antenna using the electric motor to fine tune the picture quality!

You can instantly measure Campaign and Job-level ad spend using highly accurate analytics. But more than that…it’s extremely important to be able to measure not only down to a specific job, but to be able to analyze that information from several different perspectives. If you’re only seeing campaign level data, it’s guaranteed that you are wasting recruiting advertising dollars.

  • Adjust ad spend base on geography: You can analyze your results not only on a per source basis, but make adjustments on the fly for differences in geographic location. In other words, PPC cost to achieve competitive placement will be different based on geography. You may need PPC on some geographic areas and organic ads only in others. Know for sure so you don’t have to waste advertising spend.
  • Adjust ad spend based on job factors unique to you: Big data will provide you granular insight on what times of day to use PPC vs. free organic placement, whether you should spend on weekends, or on specific days and include specific location as part of that decision. As an example, statistics show that different occupations have their favorite time to be online and most likely to be looking for your job opportunity. Wouldn’t you like to have your jobs show up high in the search results at just the right time? This can be automated to make these adjustments so you don’t have to.
  • Stop spending money right now due to a problem spotted by Big Data: Rules can be set up to stop spending on PPC based on results. You get an alert so you can review the data and see what’s wrong and make adjustments. For example IF after x clicks AND
  • Use only free organic status for some jobs: You will have highly accurate data that will very quickly show if you should leave some jobs in the organic free status and which ones you should move into the PPC status. The result is a smart re-allocation of your precious recruitment ad spend where it is needed most.
  • Know if low application rate is due to exposure, placement or a poor ad: You will be able to know on a job level basis, if a low application rate is due to exposure or due to poorly written job descriptions. The answer is this case is NOT to continue tossing more dollars at the job. There’s a different strategy for that…and it has to do with conversion strategy.
  • Leverage search engines against each other to your advantage: You can set up job posting automation so that Big Data leverages all of the job search engines against one another…providing some highly effective results for your job sourcing.
  • This only touches the surface: There are a number of even more amazing things that are possible. If you want to know more contact me…

Now, this information is not intended to replace good old fashioned headhunting when that’s needed to fill your difficult to fill positions. It is intended to help you get substantially better results from job posts so you can fill your jobs with better people, quicker and at a reduced cost.

Remember…this includes data from multiple industries, across many different job families that has already demonstrated this works. The results aren’t antidotal or someone’s gut feeling…they’re real hard data.


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