Chances are you’ve at least heard of programmatic advertising. But are you currently incorporating it in your hiring strategy?

If not, it might be time to consider doing so—and if you’re already using programmatic advertising, you may want to expand your programmatic footprint. Why? In this article, I’ll explain why programmatic job ads are especially important for growing your recruitment business and explore their key benefits.

Think of programmatic ads as a job board’s central nervous system. They are vital to its functioning—but to reap their rewards, they require the right stimulation. Let’s dive in.

WAIT, WHAT’S PROGRAMMATIC ADVERTISING AGAIN?

It’s a mouthful (but then again, so are most candidates’ elevator pitches). In a nutshell, programmatic advertising is the use of automated technology for media buying or placing advertisements. Put concretely, it means buying and selling ad inventory in real time via an automated bidding system.

Now, job boards are in the business of publishing job postings. The industry is built around recruitment ads that compete for job seeker clicks in a complex bidding landscape. In this highly technical world, recruiters have an array of parameters they can set to govern the rules of engagement with their job postings. These include everything from cost per click and cost per action to capping the number of applicants that are allowed per job. For the tech-savvy recruiter, it’s a world of seemingly endless possibilities.

In a recruitment environment that’s increasingly data-driven, programmatic job advertising is looking more and more relevant—and it brings some strong benefits.

Here are four key benefits of “getting with the program” of programmatic advertising:

1. SHORTER TIME TO APPLICATION

Time to hire begins with time to application. By getting the right jobs in front of the right people at the right time, you can reduce the time it takes to get the right candidates to click. And programmatic ads are a highly efficient way to make that happen.

2. DO MORE WITH LESS

Programmatic ads enable you to increase your reach while optimizing your spending. This decreases your cost-to-hire. And by the way, by allocating your budget dynamically, you can reduce the cost per applicant by up to 30%-50% in my experience.

3. BALANCE QUANTITY AND QUALITY

Massive volumes of applications are worthless if they don’t come from applicants who fit the role you’re hiring for. Targeting and remarketing are ways in which programmatic job ads help drive relevant candidate traffic.

4. FREE UP TIME FOR HIGHER-VALUE TASKS

As Joveo puts it, “Automating repetitive tasks can go a long way in making talent acquisition and recruitment marketing teams more productive.”

Imagine getting onto over 40 job boards at once while letting performance-based pricing help eliminate risk. There’s no need for long-term contracts, allowing you to start and stop at any time and retain full control over monthly and daily budgets.

Now is the time to begin benefiting from the growing trend of programmatic job advertising. To succeed at programmatic ads, it is important to know the ins and outs. This is complex technology, but once you understand the basics, it can become indispensable to your recruitment strategy. In other words, it pays to “get with the program.”

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