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A Modern Take on Programmatic Advertising: Frequently Asked Questions

Wondering how programmatic advertising works in your favor by turning quality candidates into YOUR candidates?

We recently hosted a webinar with VP of Customer Success Barry Klein on profile-driven vs. traditional programmatic advertising and understanding:

  • The true difference between cost per application and cost per click
  • How to leverage Smart Job Titles to find qualified candidates
  • The intersection between profile driven data and your next hires
  • Expert tips to improve hiring efficiency and cost

You can watch the on-demand webinar here and check out these FAQs to learn more about advertising your jobs effectively!

What’s Talroo’s definition of “the right place” vs. traditional advertising’s “right place”?

The way we think of the “right place” from the perspective of the job seeker. The “place” is where the job seeker is. Alternatively, traditional advertisers define the “right place” as the site or partner they are working with. With our definition, your job finds qualified applicants as they’re actively searching for jobs. Traditional advertising uses historical data to know where job seekers might be, but doesn’t take into account the applicant’s intent.

How will this work for a company who continuously hiring? For example, if you don’t have a specific target number of people to hire because you are continually hiring. 

Profile-driven programmatic is great for one-off hiring, but it works perfectly for continuous hiring as well. The search and match feedback loop that Talroo uses to build profiles and understand potential candidate’s behavior only gets better over time, so continuously hiring companies’ matches in turn get better over time. 

What do you mean by “search and match feedback loop”? Can you explain how that works? 

In short, we’re using the behaviors of job seekers to improve our search engine. To explain it more in depth, here are some behaviors the algorithm uses to return better results. What position was your job in when a job seeker clicked on it? What did they not click on? When they bounce from their first search, what was their second search? In other words, they’re narrowing their search down because the engine didn’t turn up the results they were looking for. All of these behaviors and more are available to us because of the real-time nature of our search engine, and all these signals feed back into the AI to improve search results and deliver your jobs more accurately to job seekers. We have 2 billion searches a month across all our platforms, so that’s a lot of signals to continuously improve our search results. 

When you talk about what is under the hood, what is the difference between what marketers call Omni-Channel, and what you call Multi-Channel “programmatic advertising”?  

When we think of Omni-channel, this includes strategies beyond digital – radio, TV, billboards, and more in addition to your digital strategy. As for Multi-channel, Talroo is a digital platform, so we leverage multiple channels of digital advertising. This includes email distribution, job boards, apps, push notifications, text messages, and other forms of digital advertising. 

So posting wages is one way to make a job listing stand out, are there any others you can recommend? 

One thing we always recommend to our users is to put yourselves in your applicant’s shoes – what’s interesting to them? We’ve found that flexibility is a key benefit to a lot of job seekers right now, because many want the ability to maintain their responsibilities and even work multiple jobs to pay the bills. Other key factors include work from home, signing bonuses, information about benefits, whether or not there are career progression opportunities, etc. Talroo makes it easy to leverage those with Smart job titles that highlight your job listing for applicants. 

Can you clarify what you mean by Smart Job titles? 

When we look at Smart Job titles, there are two sides: title augmentation, which is bringing interesting things in your job description into your title. The other side is the machine-learning based augmentation that uses algorithms to improve your job titles. For example, if your job is for cashiers, we know that the job ad gets the most clicks when the title includes certain keywords.  

For Smart Job titles, is there ever the concern or issue that what the algorithm spits out could be perceived as clickbait? 

We understand the concern, but since we are using real-time machine learning in many cases for the Smart Job titles, we know that these are the job titles that are being clicked on. They may not seem obvious or like traditional titles, but the system tells us that the title will appeal to the job seeker. Additionally, we work with you in partnership to ensure the job ad and title are compliant and always get your approval before updating a job title. 

How does programmatic advertising work for something like a hiring event as opposed to a job listing? 

For us, an event and a job within our ecosystem are one and the same. Talroo advertises the specific job and if there happens to be an event, then that information is included in the job listing, as opposed to advertising the event. If an applicant clicks to apply on the job, they see all the information for the event and know that’s their next step to get hired. We’re able to leverage the signals from the profile for both the job listing and the event in the same way, meeting the job seeker where they are.