Programmatic recruitment: what is it?
Programmatic recruitment aims to publish job offers via digital advertisements. These publications are targeted according to analyzes of personal and professional data carried out on user activity. Thus, the advertisements are more likely to reach a candidate looking for a job, whether active or passive, in a field related to his research.
According to Agathe Boillot, employer brand manager at Picard, “ during the campaign, 6,000 visitors consulted our career site and applications increased elevenfold compared to the same period in 2019 »
However, a programmatic recruitment campaign is not just about systematically posting job offers, but also promotes the employer’s company and its brand. Moreover, thanks to these targeted advertisements, the candidate is likely to be led to visit the careers site and thus contribute to the flow, and to apply for job offers.
Programmatic recruiting can take many forms, whether through traditional ads, pop-up videos, or native ads.
Better targeted candidates thanks to algorithms and big data
Targeting is carried out thanks to an algorithm, which publishes the advertisements in an automated way after having identified the potential candidates as well as possible. Thus, identification is enabled not only by the data that the candidate leaves on the internet, which makes it possible to target passive candidates, but also thanks to its real-time navigation and cookies, which here makes it possible to target active candidates. (having visited the careers site for example).
Algorithms and big data contribute to the automation of many processes, such as the purchase of space or the selection of distribution between a website and an application, but also to choose the right candidates and solicit them at the right time. . The role of the recruiter is then minimized in the recruitment campaign, in that it will only consist in defining a specific target according to the needs of the company.
Demand Side Platform (DSP), Real Time Biding (RTB), ATS and ROI… The tools needed to set up programmatic recruitment
The use of programmatic recruitment involves collecting and processing a lot of data in order to best target potential candidates at the best time. Thus, the passage through a Demand Side Platform (DSP) is necessary. A DSP is a technological solution that allows the automation of purchases of display, video, etc. inventories. Concretely, when a potential candidate accesses a website where space is available, this space is put up for auction. Once the best offer has been accepted, the relay is assigned to the algorithms which will take care of the decisions to be made (time chosen, etc.).
When a company uses these tools, it can measure the performance achieved during programmatic recruitment, in particular thanks to the ATS which makes it possible to have statistical elements, audience measurements, applications received, and the best periods of recruitment. attendance having had the greatest impact on potential candidates.
A future essential tool in the world of recruitment?
Programmatic recruitment makes it possible to optimize the entire recruitment process, and to reduce the costs and delays of a recruitment campaign. In addition, the algorithms target the candidates most likely to apply for job offers, to benefit from a better sourcing, as well as significantly improve the visibility of the employer’s brand. The use of programmatic recruitment is also a considerable time saver for recruiters, 60% on average according to GoldenBees, which allows them to devote this time saved to activities with very high added value.
Finally, programmatic recruitment is a GDPR-compliant activity, in that programmatic campaign-related activity requires the collection and processing of anonymized user data. Therefore, the implementation of a consent collection platform (CMP) allows recruiters to comply with the obligations of the GDPR.