IAEWS Programmatic Ad Buying Summit - The Coming Wave in Recruitment Media

UNDERWRITTEN BYAN IAEWS EVENT

UNDERWRITTEN BY

IAEWS SUMMIT: PROGRAMMATIC JOB AD BUYING | CHICAGO | JUNE 2015

AN IAEWS EVENT

Programmatic Ad BuyingThe Coming Wave in Recruitment Media

IAEWS Leadership SymposiumSymposium Content Compilation and Overview

A Leadership Summit for …

• The Global Employment Solutions Industry– Aggregators– Association career centers– Cloud-based solutions providers– Job ad distribution companies– Job boards– Job board partners– Mobile app developers– Social media sites– Recruitment advertising agencies– Recruitment consultancies

• And, the employers that use them.

IAEWS: Sources of Success™

• Peer-to-peer conferences– Thought Leader Conferences (Fall Congress Oct 16-17 Las Vegas)– Leadership Summits– Virtual Networking Events

• Publications– Resource Directory - Recruitment Technology

Report– Global Survey Report - Biweekly newsletters– Source of Employment (SOE) Survey

• Proprietary Research

• Media Outreach

• And …

Industry-Wide Programs

Today’s Summit• Programmatic Ad Buying– The Technology– The Market– The Business

• A range of speakers– Vendors– Agencies– Publishers– Employers

Sooner or later….jobs will follow.

What it is…depends on your point of view.

Goals For Today1. Discuss what ‘programmatic’ means in the

job space.

2. Learn what agencies, publishers, & employers are doing…now & next.

3. Talk candidly about what is working and what needs work.

4. Think about what we, as an industry, need/should do to make this transition.

Presentations

1. Matt Plummer, VP Programmatic Monetization – ZipRecruiter– “Now & Next: What The Jobs Space Can Learn From The

Programmatic Revolution In Consumer Ads”

2. Tom Chevalier, VP Product – Appcast– “Counting Clicks: The Technical Issues That Drive

Complexity For Programmatic Buying On Job Ads”

3. Kristen Jacobs, Employment Sourcing Manager – Sodexo– “DIY: Building the Metrics & Infrastructure to Enable In-

House Programmatic Ad Buying”

Matt Plummer

Previously With

VP Programmatic Monetization

GOING PROGRAMMATICMatt Plummer | VP Programmatic | ZipRecruiter

WHAT DOES SUCCESS LOOK LIKE?

Putting people to workFilling jobs

Neither of which ‘programmatic’ directly solves for.

Programmatic ad buying is the use of software and

technology to automate, at scale, the buying and

consumption of media.

Programmatic is solving two big problems in consumer advertising…

#1: PROCESS AUTOMATION

RFPsInsertion orders

Pricing negotiationsAny back-and-forth between buyer and

seller

Meh. Process efficiency is not our biggest problem.

#2: ADVERTISING EFFICIENCY

– John Wanamaker– Henry Ford– J.C. Penney– William Hesketh Lever

“Half my advertising is wasted, I just don't know which half.”

DIRECT Response

The right ad…To the right user…At the right time…

In the right context…At the right price.

And do it all in real-time!

Sort of…

Programmatic is really just a means to an end.

The end goal is to sell more stuff.Or in our case, hire more people.

This requires…

Wait for it… Marketing!

YOUR NEW #1 FOCUS: MARKETING

This is a job post.This is not a good

job ad.

This is a common application experience.

It’s worse on a phone.

Let us count the problems.

We are still trying to punch the monkey.

Good news: there’s lots of low hanging fruit

First, we must start to think like digital marketers.

Know when to STOP spending

Be vigilant about attribution and measurement

Demand more from your ATS

When we have done all of this, then we can talk about programmatic.

Media has some work to do.

Search: “tell me what you think you want to do”

Some companies are flipping that model upside down

Which will give them great native advertising inventory to sell

Real-time bidding and search engines haven’t played nicely.

Free tip of the week: Frequency cappinghttp://adexchanger.com/data-driven-thinking/everything-know-frequency-wrong/

Other things we need to fix:

Buyers are blind to impressions & ad-level CTRLack of standards for measurement (e.g. impressions,

clicks, hires)Lack of feedback from the ATS to the buying process

When we have done all of this, then we can talk about programmatic.

Because programmatic is really just a means to an end.

THE END

UNDERWRITTEN BY

IAEWS SUMMIT: PROGRAMMATIC JOB AD BUYING | CHICAGO | JUNE 2015

AN IAEWS EVENT

Counting ClicksThe Technical Issues That Drive Complexity For

Programmatic Buying On Job Ads

Tom Chevalier, VP of ProductAppcast

Tom Chevalier

Previously With

VP Product

About Me• 8 years building recruiting

technology (PeopleAhead, Monster, Appcast).

• Quoted in numerous startup & recruiting publications.– @tomchevalier on Twitter– https://www.linkedin.com/in/thomaschevalier

• Part of the team that has won the HR Tech ‘Product Of The Year’ on 2 different occasions.

• Killed just one startup (so far).

Counting Clicks

• Why it matters• Recruiting vs. advertising• Learning to count• What’s next

Who Cares?

Let’s say an employer has $300…

90’s – Newspaper job ad

• It was about potential.

00’s – Online job ad

• It was about potential.

Today – Pay-per-click job ad

• It’s about performance.

Today – Pay-per-click job ad

• Advertiser only paysif clicks are delivered

• Publisher only makesmoney if clicks are delivered

Today’s Job Advertising

Analytics, Marketing Funnels (supply/demand), Data Science

Job advertising looks a lot like other digital

advertising.

And it’s increasingly programmatic.

55% of 2015 display media is programmatic1

1Source: eMarketer, October 2014

So, counting clicks is important.

Simple, right?

Counting clicks should be simple.

In job ads, 1 + 1 = WTF?!?

What is a click?

• Or something else?– Ad Tags (Doubleclick, Atlas)– Purpose-built tracking (Clickcast,

Recruitics, eQuest)– ATS Source Reports

What counts?

Not all clicks are created equal

Job Board Search Results ATS Job ViewJob Board Search Results Job Board Hosted ViewJob Board Search Results Email CaptureJob Board Search Results Talent Community

Who counts?

Do we pay/charge for:

• Robots– Bots & Spiders

– 39% of job adtraffic comesfrom robots1

1Source: Clickcast internal data; June 2015

• Latent Traffic– Email/Network

• Duplicates– Quick succession– Highly active users

• International– relocation or

fraud pattern?

How much?

What’s the bid model?• Fixed: “I will charge/pay $1.00 per

click”

• Market: “I will charge/pay up to $1.00 per click”

How are bids made?

• Manual (Phone/email/portal)

• Programmatic (feed/API)

Where will the ad go?

• Desktop vs. Mobile• Sponsored vs. inline• On-site vs. network

Recap: with clicks, it all matters

• Tracking/reporting• Workflow• Who counts• Bid model• Placement

And just when we think we’re getting the hang of

…There’s more complexity coming

• Mobile Apps• Apply With / Candidate APIs• Helper bots• Attribution–Window– Contribution (first click, last click,

shared)

Break Out Sessions• Technical Track

– Discussion of the technical challenges for accurate click and bid measurement within the community.

– Leaders: Tom & Alex– Who Should Attend: Publishers who want to tap into programmatic

networks. Publishers who want to start to join a consortium to start defining industry standards on the fundamentals of ad performance measurement.

• Market/Business Issues– Discussion of the market and business challenges/conflicts in the

move to a ‘programmatic approach’ in jobs. – Leaders: Chris & Matt– Who Should Attend: Publishers/Agencies/employers & employers

who want to tap into programmatic networks and want to discuss the pros & cons.

Kristen JacobsEmployment Branding

Sourcing Manager

Previously With

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