What it is and why it’s important, why now and the 3 key benefits
We hear all the time about the negative implications of AI and automation taking jobs, however, there are some areas where automation is a positive thing. Recruitment advertising is one of those areas. Nobody comes into HR or Talent Attraction because they want to manage complex recruitment advertising campaigns across multiple media.
Automation should allow recruiters to focus on the most important aspect of their job, finding the best people for their organisations, rather than continually managing and tweaking bid levels, spend and job board mix. Computers can do those things much faster, better and 24/7. Automation in recruitment advertising is the perfect human/computer partnership.
Before we look at what makes up automation in recruitment advertising, lets first just understand what it is not:
- It is not the selection or filtering of applications.
- Talent funnelling or talent pool management.
- Nor is it active candidate sourcing/headhunting.
Each of these have some great automation tech and are important parts of the talent attraction process, but are not recruitment advertising automation.
What is automation of recruitment advertising?
Recruitment advertising automation encompasses many areas, but here are 4 good definitions to get us started:
- It is the management and optimisation of jobs being advertised on the internet.
- The creation of differential marketing campaigns for each individual job to maximise return on investment from advertising spend.
- Maximising the chance of successfully hiring from advertising for the lowest possible cost.
- Putting the right job in the right place for the lowest possible cost to achieve campaign goals.
Previously, advertising was bought on a duration basis. Once it was posted, that was it. There was little (if anything) you could do other than ‘post and pray’. Now that the recruitment world has moved to pay-per-click with the Big 4 (Google, Indeed, Facebook and LinkedIn), you have much greater control.
Instead of just posting and hoping for the best, you can allocate and shift spend throughout the duration of the campaign to maximise results, as well as turn it on and off when you hit your goals.
The 5 elements that make up recruitment advertising automation:
To create effective automation in recruitment advertising you need 5 key elements. These are as follows:
- Predictive Analytics – uses AI machine learning and past data to understand what sort of job is it, how hard it is to fill, and how many applications to expect.
- Rules/decision engine – decides what to do with what sort of jobs and then creates differential marketing campaigns around those individual jobs.
- Programmatic buying – the computer buys the advertising the job needs and allocates budget in the most efficient and effective manner.
- Real-time analytics – without data around the effectiveness of your advertising it is impossible to know what is working. This needs to be in real-time and cover clicks, applications, cost per click/application and spend by job board for every job.
- Real-time optimisation – this re-allocates spend across media to invest more in the most effective job boards and adjusts the tactics used based on response levels/actual data.
What this actually looks like in real life:
- Job A gets uploaded onto a company’s ATS, which is then in turn passed onto the automation system.
- The system uses its machine learning and previous data to predict that the job is likely to generate 12 applications.
- The rules engine dictates that for this type of job, you need 20 applications to fill it.
- The system runs the job for 4 days in organic (free) results which generates 8 applications.
- It then programmatically starts buying clicks across a network of job boards, knowing it needs an additional 120 clicks to generate the extra 12 applications (based on conversation rate data) at a cost of £0.15-£0.20 per click, depending on the quality of the clicks (i.e. how well they convert to applications – better quality clicks are more valuable).
- It tracks response rates, adjusts bids accordingly and allocates spend to the boards which are generating the best responses for the lowest cost.
- It hits 20 applications and turns the campaign off.
Total applications generated: 20
Total generated organically: 8
Total job boards advertised over: 24
Average cost per click on paid: £0.17
Total cost £20.40
For harder to fill roles:
The rules would create a more advanced campaign, perhaps sponsoring the job immediately. Then, if after 5 days the job had only had 3 responses the system would automatically create a Facebook campaign to reach passive candidates or a retargeting campaign to reach those who had previously clicked but not applied.
So, what are the benefits:
- Massive efficiency/time savings – doing this manually is realistically not possible or effective. Or would require huge teams of people.
- Budget savings are significant – 40%+ is normal, but for high volume roles it can be as high as 100%.
- Better responses for all adverts not just lots of response for the wrong ones – directing spend towards the harder to fill roles is the key to success. High volume roles don’t require budget and can be filled organically, especially for companies with strong employer branding.
ClickIQ is an Automated Talent Attraction Platform which uses AI and Programmatic technology to intelligently Manage and Optimise your recruitment advertising in real time, across an extensive network of performance based recruitment media.
Saving recruiters significant time and money whilst also increasing their advertising reach.
To find out more about ClickIQ and how our award-winning technology can help you attract the best talent please request a demo here or email us at firstname.lastname@example.org.
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