1. How Recruitment Marketing Analytics
---
Provide the Keys to Success in the World of Programmatic Job Advertising
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2. It’s hot here!!!

3. Recruitment Marketing Strategist, Kelly Services
Presenters
Josh Gampel
CEO, Recruitics
Dennis Tupper
Recruitment Marketing Strategist, Kelly Services

4. Agenda Overview of Performance-Based and Programmatic
4 Foundational Job Performance Classifications to Start Your Programmatic Strategy
5 Must-Have Reports
How Kelly Services Leverages Programmatic
Examples
Agenda

5. An Overview of Performance-Based and Programmatic
JOSH SECTION
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6. Global Advertising Growth - Increasing Everywhere

7. Performance-Based Pricing

8. Mobile Has Surpassed Desktop

9. 87% CAGR for Mobile (over past 5 years)

10. History of Recruitment Advertising

11. Pay-per-post (1999 - Present)
Pricing Model:
Customer pays fixed fee to post a single job on a job board.
Modeled After:
Classified Ads
Pros:
Predictable, fixed cost
Cons:
No guarantee of applicants

12. Pay-per-click (2004 - Present)
Pricing Model:
Customer bids in auction to get clicks on job ad.
Modeled After:
Google AdWords
Pros:
You only pay for job seekers who look at your job
No long-term contracts
Cons:
Difficult to understand and measure
Paying for clicks, not applicants

13. Pay-per-applicant (2012 - Present)
Pricing Model:
Customer only pays for applicants.
Modeled After:
“Sourcers” or “Exchanges”
Pros:
Customer only pays for results
No long-term contracts
Cons:
Difficult to guarantee quality

14. Pay-per-hire (2012 - Present)
Pricing Model:
Customer pays % of salary when candidate is hired.
Modeled After:
Contingency / “perm placement”
Pros:
Based on ultimate measure of success, less expensive than using outside recruiter
No long-term contracts
Cons:
Only has traction in specialized niches.

15. Do Consumers Believe Performance-Based Pricing Works?

16. 4 Job Performance Classifications to Start Your Programmatic Strategy
JOSH SECTION
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17. Fundamental - Job Performance Classifications
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18. Performers
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19. Over-Deliverers
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20. Challengers
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21. Non-Converters
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22. Grouping Jobs by Performance
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23. Programmatic Strategies

24. 5 Must-Have Reports
JOSH SECTION
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25. Critical Reports Dashboard Job Detail Job Group Inventory
Job Group Performance Reporting
Trending, Trending, Trending
Critical Reports

34. How Kelly Services Leverages Programmatic
JOSH SECTION
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35. Our data must answer 3 core questions….
Key Metrics of Success
Our data must answer 3 core questions….
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36. Key Metrics of Success
VOLUME COST
& QUALITY
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37. Am I getting the candidates I need?
Applicant volume
Am I getting the candidates I need?
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38. How much is it costing me to get those candidates?
Cost-per-applicant (CPA)
How much is it costing me to get those candidates?
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39. Am I getting the quality I need?
Submittal
Interview
Placement
Am I getting the quality I need?
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40. Key Metrics of Success
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41. Apply to Client Submission for Vendor A
.674%
Apply to Client Submission for Vendor A

42. Apply to Client Submission for Vendor B
23.3%
Apply to Client Submission for Vendor B

43. Examples
JOSH SECTION
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44. (before optimization)
30-Day Benchmark
(before optimization)

45. 30-Day Timeframe
(after optimization)

46. Finding the Right Programmatic Strategy
Campaigns*
Views
Applies
Conv. Rate
CPA
Priority Science
367 6
1.63%
$83.33
Priority Engineering
3,660
212
5.79%
$6.99
Client A
274 11
4.01%
$28.62
Client B
818 43
5.26%
$32.60

47. Finding the Right Media Mix
Sources*
Jan. CPA
Feb. CPA
Mar. CPA
Source 1
$1.51
$1.52
$1.60
Source 2
$1.67
$1.06
$1.81
Source 3 -
$1.40
$1.73
Source 4
$0.89
$1.39
Source 5
$2.71
Source 6
$2.28
$2.89
*anonymized

48. In Review
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49. Key Takeaways Programmatic is quickly growing
Our industry will continue to follow ad:tech
Efficiency gained forces change
Job Groupings & Reporting are critical for success
Segment like jobs together to optimize
Look at trending reports to see performance over time
Quality Reporting is critical for buying decisions
Understand which sources drive the quality KPI you care about
Constantly test new sources
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50. Questions?
Thank You!