Listed above (or below) the resolutions of get fit, save money - is find new job. Great, the actively-looking audience pool starts to fill up. But is the surge shortlived? What happens when the rush is over and the candidates dry up? Enter Plan P…Programmatic.
Traditional job search rules are different in January (and September) than any other month. Likelihood is that people who are poised to move jobs in January are already within the recruitment process end of Q4. Early January sees job boards surge of traffic, the passive market is secondary – why spend money on gaining candidates when those candidates are already making moves to find a new job?
Well, the figures say the active market doesn’t always supply enough candidates to fill the vacancies. At what point does that run-out? We say, 3-weeks, is when you’ll need a booster of data to gather more candidate data, suitable for the job positions available.
Early January hits the ground running with retargeting and brand building to layer brand recognition. The audience are roaming, an active job search audience means the bulk are on job-boards. Ready-made audience pools have been saturated and that’s when social and display come into play. Social Media Networks have bridged direct interaction between hiring managers and the targeted candidates. The social sphere has enabled people to have positive relationships and build employer branding.
Passive v Active
We’ve previously reported LinkedIn’s study that 12% of people are actively looking for a new job. So, when the pressure is on resourcing plans, and supply outstrips demand, it’s time to look at the passive 88%. Big question is how do you access the passive in 2017? The future is productive; the future is programmatic.
For years’, organisations have been using job boards and recruitment agencies to fill their vacancies. In part, this is a successful way of recruiting people into an organisation. But what happens when the candidate market dries up completely?
Richard Purvis, Technical Director of Crunch Simply Digital, said “The internet has quite literally broken the traditional way we carry out our daily lives. We spend less and less time on different sites and move quickly between multiple devices. This is where the traditional way of media buying simply no longer works. By the time you have picked up the phone to a media rep, your target audience has moved on.”
When it comes to recruitment; recruitment advertising is dominated by the need to micro-manage budget, maximise ROI and tell sophisticated brand stories in a fragmented digital media world. Programmatic allows the recruiter to go from targeting media to targeting audiences.
Limited Candidates
Purvis added “What do you do if you are attempting to source from limited candidate pools, and there just aren’t enough candidates actively looking at that one time? Or, you have lots of vacancies to fill and want to do it as cost effectively as possible? Well this is where programmatic for recruitment comes in.”
Purvis concluded “Our programmatic technology allows us to track where your target audience are and serve them relevant ads. Programmatic allows real-time bidding, allowing you to get an accountable return on investment. We are finding that more and more organisations are turning to programmatic for recruitment. It allows a company to build a reputation, increase awareness while staying on budget.”
Future Focus
So what are the recruitment predictions for 2017? Recruitment marketing constantly flex’s and responds to modifications in ad-technology. Crunch Simply Digital predict the future is predominantly programmatic, augmented and virtual reality, CRO (Conversion Rate Optimisation), Facebook v Microsoft and mobile and video.