Why ‘Programmatic’ is Changing Hiring

Companies are increasingly adopting programmatic job advertising to improve efficiency, reduce costs, and enhance targeting in talent acquisition. Traditional job advertising methods—such as display ads, general job boards, niche sites, and social media—are often expensive and inefficient.

About the Role

Programmatic job advertising leverages technology to automate the buying, placement, and optimization of job ads. This approach helps organizations streamline advertising, reduce spend, and adopt a performance-driven strategy.

Benefits

• Targets and engages the right candidates more effectively
• Streamlines job advertising processes
• Improves diversity in hiring
• Maximizes return on investment (ROI)
• Provides flexibility in ad placement and optimization
• Frees up time for HR professionals and recruiters to focus on other critical tasks

Adoption and Impact

According to Aptitude Research, 90% of companies using programmatic advertising are maintaining or increasing their investment in 2021, with 57% increasing their spend. Companies that adopt programmatic models often see significant improvements:

• Domino’s reported a 472% increase in applicant volume
• 533% decrease in cost per applicant
• 19% reduction in monthly recruitment investment
• 15% increase in overall employees on payroll

Most organizations are in various stages of adoption:

• 30% use a manual process for job advertising
• 22% are beginning to automate job advertising
• 32% use a hybrid model (manual and automation)
• 11% are transitioning to a fully programmatic model
• 5% have a fully optimized programmatic model in place

Recommendations

For employers considering programmatic advertising, it’s important to assess current spending, evaluate what has been effective or wasted, and define objectives. Researching automation options, consulting with other companies, and building a business case can help organizations determine the best approach for their needs.