ASA Central Network

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi Brian,

Great question. Before I respond, full disclosure. My firm manages programmatic advertising services for many staffing company companies, and we have partnered with AppCast and licensed their ClickCast product as the technology we use to manage job spend. Disclosure #2, I know way less about this than Matt Lozar, our Director of Recruitment Marketing, and he may have more to add to my response.

So does it work. Absolutely. But as you are probably aware, there are two very different types programmatic services:

1. Programmatic as a way to access a private network of job sites.
2. Programmatic as a way to manage spend more carefully on one or more job sites.

The first option can help a staffing company to increase distribution of their jobs and potentially get their jobs on job boards that attract candidates who are not seeing their jobs on the major boards / aggregator sites. While this option will broaden job distribution, we frequently see that the cost per candidate / cost per application is higher from these sources than from the major job sites.

The second option is about better managing the money a staffing firm spends on job advertising to maximize response / ROI from the sites they currently use. With this second option, you set rules to control how much you spend, when you spend, the number of applications you receive, and other variables. You can also use the software to automatically test job titles and expand searches to multiple geographic markets. In our experience, this second form of programmatic can deliver significant ROI. For example, a healthcare staffing firm in the Bay Area was able to increase their job applications 231% (379 to 876) while reducing ad spend by 6%. A light industrial company in Ohio, increased applications 161% (568 to 915) while decreasing spend by 13%.

But the advantages of programmatic are not limited to increasing the number of applications and reducing spend. Another advantage is to avoid overspending on easier to fill jobs - essentially turning off the spend once a certain application volume is reached. By avoiding overspending, budgets can be shifted to harder to fill jobs which enables a company to get applications on more of their jobs. As an illustration of this principle, we had a client in Georgia who found that without programmatic nearly 2/3 of their jobs were receiving zero applications. After implementing programmatic, the number of jobs getting no applications dropped to 2%.
To better understand these two programmatic options, please refer to this article: https://www.recruitmentmarketers.com/2020/10/26/programmatic-job-advertising-success-staffing-industry/

And for those who would like an introduction to programmatic job advertising, here is an on demand webinar: https://lunchwithhaley.com/2018/08/28/understanding-programmatic-ad-buying/

I hope this perspective is helpful.

Regards,
David

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

I need to disagree with you on it's value.  It's unfortunate you had a bad experience....

Then again, this could be said for probably 50% of all businesses who spend money on advertising at large.  Half think it's a waste and the other half think works.

That said -there is NO DOUBT that the market is / has moved into programmatic job distribution.  If it wasn't providing the majority a strong benefit - the market would not be growing so quickly.

Conceptually - the job distribution model is no different than the old spread your marketing message around back in the days of just newspaper, radio, television.  Then it expanded to cable tv, satellite tv, and of course online digital advertising.  The point is to spread your message into multiple channels to expand your audience reach.  Some prefer a very focused media buy, .... and often that is due to limited budget.  However, the notion of using sophisticated software that can in fact spread the media buy (for recruitment advertising in this case) as i see it affords businesses the ability to get cost efficiencies on a CPC or CPA basis that utilize a single source, such as Indeed, Monster or Careerbuilder can deliver.  It only makes sense -on a single platform - such as Indeed - you are competing for exposure...at higher and higher costs.  Yes, the volume is there - but not necessarily at the most efficient media buy.  Further more - you are still not reaching the non-Indeed or non-Careerbuilder market.  UNLESS, they also offer distribution jobs beyond their boards.  Then again - that WOULD make them job distribution folks :-).  You know the old saying - if you can't beat em, join em.  From what I see -Monster DOES distribute ... but to "their" network

I can see why Monster, Indeed or CareerBuilder offer some sort of distribution - and it sounds good that it's to "their" network.  But their network, is but a fraction of the bigger network out there.  My two cents from observations and conversations thus far.  Appreciate your input though and in sharing your experience Susan.

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!

• Too many applications on jobs (I had this conversation last week with a client who had 4 jobs with 80-110 applications on those openings)
• Too few applications on jobs (very common right now unfortunately)
• Advertising on the wrong job boards
• Putting the wrong amount of budget on the wrong jobs (high-priority jobs should receive the most, then medium, then low)
• Using the wrong job titles 

• $1,000 sign-on bonus and a higher wage: 106 applications
• $1,000 sign-on bonus and a lower wage: 57 applications
• No sign-on bonus and a lower wage: 18 applications

I need to disagree with you on it's value.  It's unfortunate you had a bad experience....

Then again, this could be said for probably 50% of all businesses who spend money on advertising at large.  Half think it's a waste and the other half think works.

That said -there is NO DOUBT that the market is / has moved into programmatic job distribution.  If it wasn't providing the majority a strong benefit - the market would not be growing so quickly.

Conceptually - the job distribution model is no different than the old spread your marketing message around back in the days of just newspaper, radio, television.  Then it expanded to cable tv, satellite tv, and of course online digital advertising.  The point is to spread your message into multiple channels to expand your audience reach.  Some prefer a very focused media buy, .... and often that is due to limited budget.  However, the notion of using sophisticated software that can in fact spread the media buy (for recruitment advertising in this case) as i see it affords businesses the ability to get cost efficiencies on a CPC or CPA basis that utilize a single source, such as Indeed, Monster or Careerbuilder can deliver.  It only makes sense -on a single platform - such as Indeed - you are competing for exposure...at higher and higher costs.  Yes, the volume is there - but not necessarily at the most efficient media buy.  Further more - you are still not reaching the non-Indeed or non-Careerbuilder market.  UNLESS, they also offer distribution jobs beyond their boards.  Then again - that WOULD make them job distribution folks :-).  You know the old saying - if you can't beat em, join em.  From what I see -Monster DOES distribute ... but to "their" network

I can see why Monster, Indeed or CareerBuilder offer some sort of distribution - and it sounds good that it's to "their" network.  But their network, is but a fraction of the bigger network out there.  My two cents from observations and conversations thus far.  Appreciate your input though and in sharing your experience Susan.

Hi All,

I find this subject quite interesting....and opinions vary depending on whom you speak to.

I'm hoping to gather greater insight for myself about just what those active on the ASA job board think of Programmatic Job Advertising.

Specifically - and to be transparent - as an ex-broadcast advertising manager, I spend many years around the buying and selling of broadcast media.  To see this principle in the online job advertising business interests me greatly.  To me - it makes a lot of sense; however, it is somewhat surprising to me how many staffing firms have not yet really embraced this concept...or as is often the case...are not really even too clear on exactly what 'programmatic' job distribution advertising is really all about.

That said - I'm trying to poll the audience for better input.  Here is the question and possible answers:
What are your opinions about PROGRAMMATIC JOB ADVERTISING?

Would love to hear deep answers if you care to share; however, if you are short on time - maybe you could just answer using the number that is closest to your thoughts:

Answer options:

1. I have heard of programmatic job advertising - but could not articulate it's real benefits.  Have not tried it.
2. I am aware of programmatic job advertising; however, I find it too complex or time consuming to initiate for my business.
3. I am have not heard of programmatic job advertising.
4. I have tried programmatic job advertising - managing it myself (or with an employee on staff) - but it didn't work well for us.
5. I have tried programmatic job advertising through an agency - and it works well for us.
6. I have tried programmatic job advertising myself or through an agency - and it was not worth the time and/or expense.

Any insights you care to share again are appreciated.  Have a great day!