Return on investment.

This phrase often hangs over the head of a Talent Acquisition Director like the sword of Damocles, as pressure from the CFO looms in the distance. In job advertising—and recruiting in general—making decisions about where to invest your budget can be daunting, and it’s easy to be unsure of what strategy to take or where to begin allocating your spend.

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Employers of all sizes throughout the world continue to embrace the “recruitment marketing and advertising revolution.” This revolution has enabled talent acquisition teams to mimic in employment branding and job advertising what their counterparts on marketing teams have been doing already for several years.

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This story begins, arguably with the creation of the classified section of the newspaper, then exacerbated by the creation of Monster and the duration-based online job posting. 

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Recruiters are masters of all trades. If only it was as simple as posting job ads and watching candidate’s flow in. In the past, there were few sources to manage—those were the days of help wanted signs in shop windows.

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Online advertising has undergone a radical shift in the last 6 years. Rather than relying on teams of media buyers and analysts, most online advertising is now bought, placed, and optimized “programmatically”using “big data” and software.

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Recruiting is the hardest sales job on the planet. It’s selling two sides against the middle at one time, in a non-repeatable, non-scalable operation.  With every new requisition you must start from the beginning.  

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Today, consumers use their mobile devices for everything; to check social updates, verify their bank balance, talk to their kids and see what the weather is going to be like each day. It is no surprise that consumers are using their phones in their job search.

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