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The Impact of Programmatic Buying on Traffic & CPA

Eliminating Wasted Spend & Focusing Budgets for Talent ROI

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Julie CalliVice President

Marketing & Analytics

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● 12 Years

● $100MM Media

● 150+ Companies

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Our PurposeHelping Companies Find Great Talent

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50+ sources globally450k+ companies

Over 1 billion events

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5 Steps to Eliminating Waste & Improving Talent Acquisition ROI

1) Understanding Your CPA

2) Grouping Jobs by Performance

3) Identifying Hard to Fill Jobs

4) Optimizing Your Budget

5) Measuring the Impact

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Understanding Your CPA

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CPA - You’re Doing it Wrong!

Are all applicants of

equal value?

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CPA is a Consequence of CR%Cost CR% Applies CPA

Job A $500 20% 100 $5.00

Job B $500 10% 50 $10.00

Job C $500 5% 25 $20.00

Job D $500 0% 0 ~

Total $2,000 9% 175 $11.43

How much was spent on jobs that didn’t convert?

What was the CPA on jobs that did convert?

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The Truth About Your CPA

CPA varies by:

- job

- location

- skill

- company

- source

- and more!

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Programmatic: Supply & Demand

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Grouping Jobs by Performance

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Job Performance Classifications

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PerformersLowest cost per application

More applications for less budget

High volume of jobseeker interest

Higher jobseeker engagement

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Over-Deliverers When is enough “enough”?

How many applications do you

really need?

How much traffic should a job

receive?

What is the most you would feel

comfortable spending on a job?

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Challengers Do you care if a job is not getting

traffic? What if the job is a

priority?

Are you willing to be more

competitive to get applicants?

Are you willing to accept a higher

CPA to drive applicants to these

jobs?

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Non-Converters

How much are you willing to

invest in a job and get nothing for

it?

At what point can you tell that

something may be wrong with

the job itself?

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Identifying Hard to Fill Jobs

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Which Jobs are HTF?

Jobs not receiving traffic &

(Challengers)

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Jobs not receiving applicants

(Non-Converters)

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HTF or Something Else?

● Know which jobs are HTF

● Check the jobs for errors

● Optimize job content

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How Should You Address HTFs?

Leverage data on jobs HTF jobs

Focus a % of budget on HTF

Experiment with sources

Get competitive with CPC or CPA

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Optimizing Your Budget

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Where Are You Wasting Money?

Performers & Over-Deliverers

- Too much traffic

- Too much spend

Non-Converters & Challengers

- Poor traffic

- Poor conversions

OPPORTUNITY TO SAVE© Recruitics 2016

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Everyone is Wasting Money

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Avg % of Budgets Wasted

Staffing Companies 35%

Large Job Boards 40%

Employers 60%

Average 45%

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Leverage All Data

Only 11% of applications

came from Sponsored

Jobs in Q1 2016

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When to Use Click & Apply Limits

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Measuring the Impact

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Focus Spend Based on Goals

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The Impact to Traffic

BUY ONLY THE TRAFFIC YOU NEED© Recruitics 2016

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The Impact to CPA

FOCUS SPEND ONLY ON THE

APPLICATIONS YOU NEED© Recruitics 2016

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Funnel Metrics After the Apply

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5 Takeaways for Eliminating Wasted Spend & Focusing Budgets

1) Understanding the job-level data is key.

2) Group your jobs by performance.

3) Determine where to focus budget based on goals.

4) Optimize your spend through programmatic buying.

5) Measure the impact for success.

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Questions?

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Thank You

If you have any additional questions, contact me at: julie@recruitics.com

For more recruitment marketing resources and information, check out our blog at: recruitics.com/blog

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