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Programmatic has become increasingly popular as a means of digital advertising for recruitment purposes as well as for increasing audience diversity and employer brand awareness. It offers organisations the opportunity to showcase their uniqueness and establish their presence in a creative and eye-catching way.
What is programmatic advertising?
Nowadays, if you are online, you are probably being targeted by programmatic advertising. The term may be unfamiliar but the practice is something you’ve most likely become increasingly aware of. If you’ve ever browsed online, whether for clothing, a new gadget, or even a house, you may have noticed adverts of that same product later following you around the web, often placed prominently as digital billboards and banners at the top and sides of webpages to capture your attention. Put simply, this is programmatic advertising.
How does Programmatic work?
Programmatic uses data analytics such as cookies and machine learning to target audiences who match the details of your advertisement – or in recruitment, your vacancy. Through the use of Artificial Intelligence and sophisticated algorithms, this approach aims to provide recruiters and organisations with a more refined candidate pool than is possible to receive with traditional advertising.
Generally, programmatic advertising is carried out through the use of a Mid-Page Unit (MPU), Digital Billboard, Skyscraper or Banner. These are bespoke creative images or GIFs which showcase key job information, such as job title, salary, and location, as well as increasing your employer brand through your imagery and logo.
The MPU is shared across your chosen job or editorial sites, advertising your roles to your target audience and redirecting anyone who clicks on it to your job advert.
When and why should I use Programmatic Advertising?
Programmatic is a great way to target individuals who aren’t registered for job alerts or that aren’t actively seeking new opportunities, but whose skills match your vacancy perfectly. This is often referred to as the passive audience. Targeting this audience is essential when you’re recruiting to senior posts or harder to fill roles in the fundraising sector, for example. You can learn more about the passive audience and how to reach them in this article by one of our Directors, Andy Tonner.
There are many more benefits of programmatic too. By using analytics and AI, your target audience is based purely on data taken from websites’ demographics, and avoids any risk of unconscious bias from the beginning of the recruitment process. This in turn will allow you to improve and support the diversity, equity and inclusion of your organisation internally and the audiences you reach externally.
In essence, programmatic recruitment advertising manages, optimises, and automates the candidate targeting process in a creative and eye-catching way, saving you time, money and improving your candidate experience and employer brand.
If you’re interested in programmatic advertising or have any general queries, please don’t hesitate to contact the Prospectus Advertising team who will be happy to assist.
