Programmatic Recruitment Advertising: What It Can Do (And What It Can’t)

Have you ever wondered, what can programmatic recruitment do for me? Can it help you decide where to post your job ads? Can it filter out relevant candidates effectively? But can it engage passive candidates and urge them to apply? Programmatic recruitment advertising is capable of streamlining so many internal processes, is there anything it can’t do?

Here’s a quick outline of what programmatic can do for you (and what it can’t)

Related: How Programmatic Can Accelerate Your Recruitment

What programmatic can do for you

  • Enhance candidate experience

Programmatic delivers a superior candidate experience through real-time job matching. It takes inputs from both candidates and employers to find excellent matches. Candidates get to specify what they want out of a given role, their preferences, and interests, and employers list their requirements for a particular position, in terms of skills and experience.

Programmatic analyzes both sides of the equation to deliver relevant matches. It also ranks one against the other, providing scores about whether it is a great, good or the best match.

For candidates, this means an improved interest in your organization, owing to the relevancy of postings. This sets you apart from other employers and makes these candidates want to work for you. And for employers, this translates to more relevant (and interested) candidates.

Related: Top 6 FAQs about Programmatic Recruitment Advertising

  • Divert your recruitment spending to those open positions that need it most

Imagine being able to reach active and passive candidates across a network of hundreds of sites and job boards. Programmatic recruitment advertising uses real-time bidding to decide which of your job postings need more marketing on these sites and which don’t.

Based on rules that you set, programmatic stops advertising those roles that have received the desired number of applications, while diverting more resources to those that have received an inadequate response.

  • Target and engage passive candidates

Reaching out to passive candidates and urging them to apply to your open positions can be a major challenge. Programmatic recruitment eases this process for you by ‘following’ these candidates around the web, and displaying relevant job ads on the sites they visit until it elicits a response. This response might be in the form of a completed application.

What programmatic cannot do

Programmatic does best what humans cannot achieve, which is crunch massive amounts of data, analyze that data, provide insights, and predict future outcomes. However, what it cannot do is replace the ‘human’ touch, which is a major part of the recruitment process.

In today’s age of automated tools, almost every stage of the recruitment process involves some form of automation. The human aspect of recruitment seems to have taken a backseat.

It is natural for candidates to crave personalized communication from prospective employers. And any organization that can achieve this is bound to stand out from the crowd.

  • Evaluate fit in terms of culture and values

There are numerous artificial intelligence (AI) tools available in the market that capture candidates’ body language, voice inflection and personality traits like attention-to-detail and empathy. However, evaluating fit in terms of culture and values needs to be accomplished by humans.

Since programmatic tools lack human judgment and emotion, they cannot possibly account for varied personality types, personal values or cultural fit.

  • Reach out to applicants on a personal level

Programmatic tools can potentially elicit the desired response in the form of a completed application. However, that leaves the next steps of the recruitment process wide open.

If companies do not engage these candidates on a personal level, applicants are bound to lose interest. Therefore, it makes sense to reach out to them in the form of personalized emails about what to expect in the interview process, possible interview schedules, or even information about the role or company that is not available online.

Programmatic recruitment advertising tools offer companies enormous benefits in the form of efficiency and effectiveness, which translates to savings in time and money and superior candidate quality. However, that is just a part of the recruitment process. To have high candidate conversions, human interaction is absolutely necessary. Candidates are bound to ‘fall out’ of the process if that warmth, individualized attention, and engagement on a personal level is missing. And this can be accomplished only by humans.


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