ProgrammaticPLUS Job Advertising: The Key to Hiring In-Demand Roles 

The current hiring landscape  

Early research has shed some light on the impact of COVID-19 on various industries. While some industries – such as the scientific, technical, professional, information, and insurance sectors – haven’t been hit too hard by the pandemic, other industries have been less fortunate. 

Industries including retail, food services, and travel have been forced to close or slow their operations during the pandemic as they watch their revenue plummet. As seen in the news, this has forced many of these companies to layoff much of their workforce. 

On the other side of the spectrum, we’re seeing many industries experiencing a spike in activity due to COVID-19. The essential services, delivery, and healthcare industries are just some of the sectors that are experiencing increased activity and growth from the pandemic. 

Hiring challenges continue 

Despite the pandemic and economic fallout from it, there are many businesses that are actively growing. Achieving company growth during a global recession is difficult because companies are finding that they need to hire more talent to keep up with the demand, and they are struggling to do so. They are discovering that they can’t fill high volume roles fast enough, highly skilled roles are still hard to fill, and they have to contend with high volumes of unqualified applicants. This means that talent acquisition and recruiters are under immense strain as they struggle to attract and hire the roles their organizations need to grow.  

But you might be wondering – what about the rise in unemployment? Surely some of these individuals can fill these critical roles, right? Unfortunately, there is a discrepancy between the skills of the unemployed and the skills required for many of these in-demand roles. Since the skills of the unemployed don’t match these roles, they remain unfilled.  

The key to recruiting top talent 

So how do you change your recruiting process so your business can acquire qualified talent for in-demand roles in a competitive environment? Even though you might have a large advertising budget, there is no guarantee that you will be able to outcompete other organizations and connect with the best candidates.  

It’s not the size of your budget that matters most; it’s what you do with it. 

Many companies spend their entire recruitment advertising budgets on platforms such as Indeed, Glassdoor, and LinkedIn. This might make sense in theory – they have the biggest properties for job seekers, they provide a large amount of coverage, and they are reliable. But in reality, it’s not very effective. Recruiters end up pouring tons of time into organizing contracts and getting account reps up to speed. 

To top it off, you’ll also spend a lot of time in review meetings constantly managing spreadsheets keeping your list of open requisitions and priorities up to date. At the end of the day, it’s hard for you to measure what sources influenced candidates and what sources ultimately led to hires. It just doesn’t scale. 

The other option is to use programmatic job advertising which leverages “robots” and machine learning to automatically calibrate your media spend to sites that will provide you with the best fit and highest quality candidates, while continually refocusing efforts on the most important jobs. Programmatic advertising optimizes your media spend across sites to reach both passive and active job seekers. Other benefits of programmatic job advertising include:

• Better targeting and higher conversion rates 
• Cheaper media costs and more efficient budget utilization 
• Get applications from qualified candidates faster 
• Spend less time managing media and advertising 

Programmatic job advertising in-action 

Programmatic advertising is already a proven model for buying digital media – it currently dominates consumer and B2B advertising. In the United States, the majority of digital display ad dollars already transact programmatically. According to eMarketer, it is estimated that approximately 88% of all digital display ad dollars, or $81 billion, will flow through automation in 2021.  

Piedmont Healthcare is a great example of a company optimizing programmatic job advertising. Piedmont Healthcare is an integrated healthcare system of 11 hospitals and nearly 100 physician and specialist offices in Georgia. Piedmont Healthcare needed a streamlined way to recruit specialized healthcare positions as they experienced higher demand during COVID-19. 

InFlight’s ProgrammaticPLUS was able to help. InFlight provided all the benefits of programmatic ads, plus: 

1. Fully managed ad campaigns 
2. Mobile-optimized advertising 
3. A “fast apply” flow that boosted candidate conversion 
4. A consolidated ad ROI and source tracking data 

By implementing ProgrammaticPLUS into their recruiting efforts, Piedmont now has a streamlined process for filling critical roles. They can attract and hire in as quickly as 7 days! InFlight’s ProgrammaticPLUS has restructured how Piedmont Health attracts, recruits, and hires during this time of unprecedented need.