It’s a fact that deciding where to advertise your job openings directly correlates with the quality of candidates you receive, as well as how much you will spend in doing so. In the past, many employers have posted to a few job boards for a pre-determined amount of time and waited for the applicants to roll in, but today a programmatic approach is changing the job advertising process for the better. See a snippet of our conversation with Michelle Rawlins of Nexxt on the DE Talk podcast to learn how programmatic advertising is reshaping the recruitment landscape for today’s employers.
Shannon Offord:
I’m going to ask this question because people, they keep talking about AI and that’s kind of a hot button, not only in other aspects of the world, but also obviously in recruitment. So, how is AI being used in programmatic advertising?
Michelle Rawlins:
So, every platform technology uses it obviously a little bit differently in programmatic technology and machine learning and AI, which in some cases are the same thing. They’re used to be able to benefit the real-time bidding. So, you’re using AI to optimize campaigns, analyze your data, then predict the outcomes of where you would place the ads and potential efficiencies of that predictive analytics. That is a big piece in programmatic technology and ad placement. So, AI is definitely an area in that piece. A lot of companies are starting to use AI to help write job descriptions more effectively so that your job ads then resonate better with your marketplaces and your audiences. AI is also used to obviously track online behaviors, so different search inquiries, past jobs, that kind of goes back to what I was just talking about with how job boards on the backend, the more you don’t click on jobs or engage with jobs, they could stop showing them as often. So, you’ll use AI to do some of that work on the backend, but AI is, from a job board standpoint or a programmatic tech standpoint, used very often to essentially become more efficient and to help analyze data and then also help you be very conscientious of your budget and how it works.
Shannon Offord:
Yeah, I think it also is going to allow employers to get their jobs to places they may not have thought about that can generate really good traffic for them through these platforms.
Michelle Rawlins:
Yeah, I absolutely agree, and that’s kind of the benefit of programmatic. I can tell you from being the person that managed job board partners, talent attraction strategies and vendor relationships my entire career, you can only really partner with so many job boards. You only have so much time, and so you’re typically going to go to those that obviously you’ve had the best success with, but also those that are some of the larger ones in the space. So obviously everyone’s going to go to, Indeed, they’re the largest job board currently in the space. You definitely partner there from a traffic standpoint, application standpoint, Zip is another very large job board. Depending on the size of your team, it can be hard to go partner with 20, 30, 40 job boards. There’s new job boards as you know, built every single day. There are some really good small job boards too. And programmatic allows you to get visibility on their site. It allows you to get applications from their site without potentially having a direct relationship and allowing that programmatic team that you’re partnering with to manage those relationships within their network.
Shannon Offord:
So, what advice would you give to an employer who’s looking to really diversify their strategy? Obviously, you don’t want to go completely away from duration based. Would you suggest or would you recommend people have a mix? What are your thoughts on that?
Hear Michelle’s great advice for employers regarding job advertising efforts, to help increase traffic, improve candidate quality, and reduce costs, by listening to the full episode. Want to chat with Michelle directly, and learn more about Nexxt? Plan to chat with her in the Demo Hall at DirectEmployers 2025 Annual Meeting & Conference (DEAMcon25) in Scottsdale, May 21st-23rd!
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