June 8, 2020

Programmatic? It’s All Geek to Me.

PAULA SANTONOCITO
SENIOR MANAGER, RESEARCHER & WRITER
June 8, 2020

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Although technology has become an integral part of talent acquisition professionals’ lives, not everyone is tech savvy. In truth, it can be difficult to keep up with the latest tools and techniques. Fortunately, experts are available to keep you up to speed, and translate tech terminology and processes into everyday language.

Programmatic is a term you’re probably hearing a lot lately. You may know it has to do with recruitment advertising and job postings, but after that, well, it’s all geek. To help you better understand it, let’s start with the basics.

What exactly is programmatic job advertising?

In short, it is the use of software to buy employment advertising or job postings, in real-time.

How does programmatic job advertising work?

It combines the use of data, rules, and a clear set of delivery targets to automate the distribution of jobs in a scalable and repeatable process.

What are the advantages of using programmatic?

Basically, because programmatic technology provides measurable and impactful outcomes, it allows you to optimize your advertising spend. In other words, you get more bang for your recruitment advertising buck.

What are key terms I should know?

Acronyms can be overwhelming. Here are two important ones, both related to cost, that will help as you start to navigate the programmatic landscape:

  • CPC. This stands for cost-per-click, which means you pay every time someone clicks on your job posting.

The CPC cost model is sometimes called pay-per-click or PPC. Don’t be confused; CPC and PPC are the same thing.

  • CPA. This stands for cost-per-application, which means you pay every time someone actually completes a job application.

The CPA cost model is sometimes called pay-per-application or PPA. Again, don’t be confused; CPA and PPA are the same thing.

To take a deeper dive into the world of programmatic job advertising, check out the Appcast whitepaper, Programmatic Job Advertising 101.

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