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