This document provides an overview of digital job advertising strategies using programmatic and social media channels. It discusses how to define campaigns and target audiences, set budgets and measure ROI. Specific tactics are covered for Facebook advertising including audience targeting, ad creation, optimization and compliance. Programmatic job advertising is also explained in terms of how it works, setting up campaigns, selecting publishers and bidding strategies. Measurement and best practices for maximizing results are discussed.

1. Digital Job Advertising Strategies
IN PARTNERSHIP WITH
WELCOME!

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What You’ll Learn Today
• Digital job advertising strategies
• Audience targeting
• Setting and controlling budgets
• Defining campaigns
• Social ad versus Job ads
• Tactics and Pro tips
• How To with Facebook and Programmatic
• Measurement & ROI

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Today’s Instructors

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Lori Sylvia
Founder and CEO
Rally
@lorimsylvia
@rally_rm
Leah Daniels
SVP Strategy
Appcast
@leah_daniels
@appcast_io
Leigha Wanczowski
Employer Brand Manager
Covance
@LeighaLandry

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About Covance

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610M
job ads
7.4B
clicks
1.2B
applications
$600M
managed
spend
About Appcast
Appcast helps companies rebalance their job board efforts, ensuring you get
the right number of candidates for each job.
Appcast manages more job board spend than any other platform
Founded in 2014 and in 2019, Appcast became a subsidiary of
Germany-based StepStone, one of the largest global online job board
businesses today
© 2020

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About Rally

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Strategy

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Creating Your Digital Job Advertising Strategy
Social Media
Select social media channel(s)
Define campaign and goal
Define target audience
Define budget
Create ads
Optimize
Programmatic Job Ads
Define budget
Define campaign (job groupings) and
goal(s)
Define rules
Pull jobs from ATS
Optimize
Track
Measure
Analyze
ROI
Talent acquisition strategy
Recruiting and hiring goals
Jobs and target talent audiences

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Setting Goals
• Meaningful to the business
• Measurable with current tools
• Realistic under current conditions
• On a timeframe
• Flexible if conditions change
→ Must articulate the value of the
goal to the business
Sample Goals:
• Increase clicks by 20%
• Lower cost per interview to
$150/per
• Increase Apply Rate to 6%
• Shorten time to fill on harder to fill
roles by 30%
• By June 2021

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Ownership & Accountability
• Assign accountability
• Align success metrics
based on goals
• Track KPIs to keep on
track

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Determine Key
KPIs to Watch
Strategy First
Decide What to
Measure
Select Which
Channels
Establish High-Level
Goals
Step 1 Step 2 Step 3 Step 4

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Flexibility Second
Are you
locked in?
Where can
you flex?
Can you add
guard rails?

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Know Your Audience
• Candidate personas
• Steady state or urgent reqs
• High-volume
• Hard-to-fill or niche

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Paid Social Media

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Which Social Channels Do You Choose?
2.45 Billion Active
Monthly Users
310 Million Active
Monthly Users
330 Million Active
Monthly Users
1 Billion Active
Monthly Users
2 Billion Active
Monthly Users

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How Will Paid Social Media Help Me?
You’ve heard of the war for talent.
Stop playing defense. Paid social is part of your offensive strategy to:
• Get your jobs in front of more candidates to support high-volume roles
• But not just any candidates -- qualified candidates
• Build interest with passive talent
• Refine your messaging using insights from A/B Testing
• Inform your content strategy
• Drive high-quality traffic to your career site

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Does the Channel Support Your Goals?
Does my
target
audience
consistently
engage
here?
4
Does this channel
have the right
audience
demographics?
3
How is my organic
content performing
on this channel?
1
2
How are my
competitors using
this channel?
Does my ad format
work well on this
platform? (Is your
content supported
and is it suitable?)

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Facebook: How Do You Target Talent?
FB sponsored posts FB adsFB job postings

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Are You Leveraging Every Opportunity?
• Quick and easy option to sponsor (boost) posts
• Brand awareness
• Increase page likes or engagement on a post already
published to your page
• Campaign command center to create ads (dark posts) for specific
audiences and leverage advanced customization tools; includes a CTA
button
• App installs, website conversions, video views and shop orders
• Use the Facebook pixel and create Lookalike and Custom Audiences from
candidate lists and your website traffic
FB Ads Center: Learner FB Ads Manager: Expert

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Checklist: Creating a Facebook Ad
Workbook:
Page 2

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What’s Your Objective?
• Brand awareness
• Local awareness
• Reach
• Traffic
• Engagement
• App installs
• Video views
• Lead generation
• Messages
• Conversions
• Product catalog sales
• Store traffic
Awareness (SEE)
Build interest as an employer
and create visibility for specific
career opportunities.
Consideration (THINK)
Get people to seriously
consider applying to your jobs.
Conversion (DO)
Get people who are already
interested in you as an
employer to apply.

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What Do All of These Terms Mean?
Ad
Each ad set has one or more ads, a budget and a schedule.
You can select Campaign Budget Optimization (CBO) to set
the budget at the campaign level, or give each ad set its
own. Where you choose who sees your ad, how much you
spend, the mechanism for bidding and where it’s shown.
This is the copy and creative -- your content.
The top level of the Facebook ad structure. It houses your ad
sets and ads. Where you choose your objective.
Campaign
Ad Sets
Ad

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What’s in a Name?
The ability to find things later!
Use a Naming Convention
Campaign Name = Section of the Funnel +
Campaign Objective + Conversion (if selected at ad
level)
Consideration_Video Views-ThruPlay
Ad Set Name = Audience Type + Targeting +
Location (if needed)
Saved_Data Science-Early Tech Adopter-NCSU
grad_North Carolina
Ad Name = Ad + Type of Ad + Ad Number
Prashant Hiring Manager Testimonial_Video 1
Hint: Be specific with each element

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Facebook Audience Targeting for Jobs
● Use the Facebook
Pixel to create
audiences based on
your website traffic
● Upload a list from
your talent database
● Similar to a Lookalike
Audience, but
without targeting
information like age
and gender
Prevent
Overlap
● Business Manager
→ Assets →
Audiences → Select
all audiences you are
using at the ad set
level → Actions →
Show Audience
Overlap
Custom
Audience
Special Ad
Audiences

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Are You in Compliance?
Facebook Special Ad Categories: Employment
● Anyone who wants to run housing, employment or credit ads will no longer be allowed to target by age,
gender or zip code. (Location targeting that is more inclusive than zip code is still available.)
● Employment Opportunity: Ads that promote or directly link to an employment opportunity, including
but not limited to part- or full-time jobs, internships or professional certification programs. Related ads
that fall within this category include promotions for job boards or fairs, aggregation services or ads
detailing perks a company may provide, regardless of a specific job offer.
● Certain targeting options aren't available for ads in special categories; this includes Lookalike
Audiences. However, to help you reach people who may be interested in your ad, you can create a
Special Ad Audience, which will create an audience based on similarities in online behavior and activity
but that does not use certain categories, including age, gender, ZIP code or other similar categories.

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How To

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What is this A/B Test Option?
Campaign
Ad Set 1
Ad 1 Ad 2
Campaign
Ad Set 1
Ad 1 Ad 1
Ad Set 1
Test two distinctly
different images or copy
Test two different
audiences

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Can You Create A/B Testing on Your Own?
You certainly can, but it’s kind of complex.
Create multiple campaigns to test different objectives.
Create multiple ad sets within your campaign to test different
audiences.
Create multiple ads within each ad set to test copy, headline,
button, CTA and creative variations.

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Facebook
Where Will Your Ad be Shown?
● Desktop Newsfeed
● Mobile Newsfeed
● Right-hand column
● Instant articles
● In-stream videos
● Right column
● Suggested Videos
● Marketplace
● Stories
● Inbox
● Sponsored Messages
Messenger
● Feed
● Instagram Stories
Instagram
● Native, banner and
interstitial
● In-stream videos
● Rewarded videos
Audience Network

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Setting a budget might be the scariest part.
Tie it back to your goals.
What Are You Spending and When?
● There’s no magic number, but you can use a few tactics to get started.
● Is this to support a targeted need or a broad candidate engagement strategy?
● Are you trying to increase brand awareness amongst a certain talent pool? Drive applications? What’s your cost
per hire with that talent pool? How much can you justify to reach your goal with a Facebook Ad? Work backward
with quality and cost metrics that you already have.
● Use data to work backward. Start with CPC benchmark. How many clicks do you need and how many are those
likely to cost based on benchmarks? You can apply this to other metrics like cost per engagement, lead or
conversion/apply.
● If you’ve never dabbled in Facebook Ads and you have a small budget dedicated to it, start small and test
strategies to increase brand awareness or drive specific candidates to your career site.

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What Content is Supported?
• Single Image Ad
• Single Video Ad
• Carousel Ad
• 360 Video
• Facebook ad specs change
frequently
• Check for latest specs!
Workbook:
Page 3

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What if My Facebook Ad is Rejected?
STAY CALM
AND
RESUBMIT

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Will Your Content Resonate?
Awareness Campaign for
High-Volume Roles
● Leverage our parent company’s visibility due to COVID testing
● Professionally produced, animated video
● Use Special Ad Audience generated from lists of key talent pools from CRM
● Track career site visitors with UTM codes and retarget with CRM campaigns

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Will Your Content Resonate?
Conversion Campaign for Hard-to-Fill
Roles with Passive Talent
● Leverage CRM lists of key, passive talent with remarketing strategy
● No budget hiring manager video using Amplify
● Persona-guided messaging
● Track career site visitors with UTM codes and follow-up with high-touch
candidate experience

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Are You Struggling with Content Budget?
1
2
3
Keep it simple with a good photo, and make sure the text
is sparse. The rule of thumb is 20% or less.
Don’t let budget hold you back. Try using informal videos
captured with a smartphone. Focus on the message and
purpose. You don’t need an overly produced video --
especially in today’s world.
If you can’t support video, try linking three simple graphics
together to create a no-cost video file.

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Do You Need Some Remarketing Ideas?
• Refine your retargeting strategy to address
specific challenges, like application drop-off rate:
Retarget people who start but don’t complete
their application.
• Do you have a CRM? Download lists of specific
talent pools to upload to Facebook. Passive
talent? Hard-to-fill roles? High-volume roles
utilizing Special Ad Audiences?
• Are you participating in virtual career fairs? Use
those lists! Upload them to Facebook to create a
Custom Audience in the Special Ad Category
and target them with a persona-guided
Facebook Ad.
Workbook:
Pages 3-4

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Are You Maximizing Your Investment?
Optimize and Evaluate Against the Data.
1
2
3
Along with establishing a relevancy score, which can lower your cost, engagement
metrics help you establish what resonates with your target audience. Use that to
optimize your future content!
Do you have a CRM, or can you track talent network subscribers through Facebook
ads with UTM codes? If you drove them to your career site with a Facebook ad, flip it
around and follow up with an email.
Don’t be afraid to “fail.” If you’ve spent time optimizing your targeting and your
content, and you’ve tweaked your strategy but you’re still not seeing results, move
along. If you’re driving candidates and even quality applies, but at a cost much
higher than other sources, it’s ok to move on.

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Q&A

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Programmatic Job
Advertising

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What is Programmatic?
Programmatic is...
Data + Software + Math
Programmatic enables...
real-time control and efficacy of
your recruitment advertising spend,
using software, data, and rules.

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How Will Programmatic Ads Help Me?
Programmatic depends on your ability to articulate what challenges
your business faces. Do you know:
• The price to bid for candidates (per click or per candidate)?
• How to ensure you get only the number of candidates you need per job?
• Which job sites will have the candidates you want?
• How to ensure your budget does not run out too quickly?
• Which title will drive the best candidates?
• Where in your recruitment funnels needs to be optimized?
• How you compare to the rest of the market?

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Facebook Ads versus Job Ads

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How ‘Match’ Plays into Job Ad Delivery
• Search
• Email
• SMS
• Apps
• Google Ads
• Display
• Social
1. Location
2. Title
3. Description

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How Programmatic Platforms Work
Job Sites Job Sites
Rules-based
automation
Performance
data
Real-time
market data

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Programmatic: Step by Step
Step 1
Jobs are indexed automatically from your job site,
ATS or career page.
The platform programmatically adjusts your bids, budgets,
and ad placement to meet your defined CPA, CPQA , CPH,
new user, spend distribution, or budget goals.
You create campaigns to advertise the appropriate jobs for
your recruitment marketing program.
Transparent, real-time reporting ensures you
can see progress to your goals at all times.
Job Feed
Step 2
Programmatic Distribution
Programmatic Optimization
Optimize Conversion Rates
Step 3
Step 4

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How To

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ATS Set Up
• Tracking pixels or tags
• Tracking down-funnel via API or
integrated file
Click
Application
Qualified
Candidate
Hire

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The Jobs
• Getting jobs: Scrapers, XML feeds, APIs
• Sending jobs: XML & API

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What are Campaigns?
• Group jobs by similarity (campaigns)
• Provide targets (applications or qualified
applications)
• Provide budget allocation limitations

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Why Campaign?
Can you programmatic one job?
Sure.
Should you programmatic one job?
Nope.

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Why Campaign?
Campaigns do a few things:
1. Automate what should be done with a job
a. Not advertise/advertise
b. What sources
c. What bid
2. Manage jobs against budget available
a. Allow budgets to be determined by any number of factors (job
level, job groupings, divisions, locations, priorities)
3. Get data
a. What jobs are performing? which aren’t?
b. Do you have the right bid?
c. Are their overall trends you need to see/account for?

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Checklist: Establishing a Campaign Strategy
• Overall goal
• Budget limitations
• Group jobs based on goals
and budget
• Group jobs by function,
subgroup by location
Workbook:
Page 5

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Publisher Selection & Bidding
1. Which sites should which jobs go to initially?
2. What bids should each job have for each site
initially?
3. Which bids & which sites are working, and
what needs to be updated/changed?

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Which Job Boards Do You Choose?
39MM Active
Monthly Users
10MM Active
Monthly Users
391MM Active
Monthly Users
152K Active
Monthly Users
200MM Active
Monthly Users
240MM Active
Monthly Users
13MM Active
Monthly Users
7MM Active
Monthly Users
5MM Active
Monthly Users
50K Active
Monthly Users
2MM Active
Monthly Users
328K Active
Monthly Users

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Bidding
60
Cost per Click
The cost per click (CPC) is the
amount you are willing to pay if a
job is clicked on on a job site
(email, SMS, etc).
This is a function of supply and
demand - you pay more for
volume, velocity or harder to find
candidates.
Cost per Application
The cost per application (CPA) is
the result of the number of clicks
you must pay for in order to get
one completed application.
A higher CPA is a function of a
higher CPC, lower Apply Rate, or a
combination of both.
Cost per Hire
The cost per hire is the result of the
number of applicants you must pay
for in order to get one hire.
A higher CPH is a function of a
higher CPA, and the number of
candidates required to make a hire.
Economics of Recruiting: Supply and Demand
Bidding is how you get candidates, Cost per Hire is how you pay for them.
60
**Bidding controls getting your jobs in front of candidates - you control how
much it costs to hire them.

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Reaching Your Audience
Speed Audience

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Don’t Hit Go Yet...You Need STOP Buttons
APPLICATION GOAL RULES
Set the number of applies you
need at the job- or group-level
CLICK GOAL RULES
Set the number of clicks you
need at the job- or group-level
SPEND LIMIT RULES
Set a spend limit by job or
campaign
AGE OF JOB RULES
Sponsor or un-sponsor jobs
based on post date of the job
CONVERSION RATE RULES
Sponsor or un-sponsor jobs
based on their application
conversion rate
CAMPAIGN & JOB LEVEL
RULES
All rules work at the job or
campaign level

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• Daily
• Weekly
• Monthly
• Quarterly
Monitoring Your Results
Workbook:
Page 8

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Cost per X / Job
• Change the bid
• Segment by location, age,
etc.
• Stop/Start spending sooner
• change job site mix
• change target CPX
• A/B testing
Budget Utilization
• target poor performing jobs
sooner
• create waterfalls with
bids/breaks
• raise some bids/lower others
• create tighter campaigns
• change job site mix
Optimizing

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→ Title: Animal Care
Specialist
Bid: $0.50
400 clicks, 20 applies
5% conversion
Cost: $200
→ Title: Animal Care
Specialist Sign On Bonus
Bid: $0.50
280 clicks, 18 applies
6.4% conversion
Cost: $140
Example A/B testing

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Q&A

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Measurement & ROI

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Funnel Metrics Example
Funnel
Conversion
Conversion
Ratios
Impressions 50,000
Clicks 10,000 20%
Careers Site Users 5,000 50%
Contact / Leads 2,000 40%
Applicants 200 10% Impressions to Applicants 0.4%
Screens 50 25%
Interviews 15 30%
Offers 2 13%
Hires 1 50% Applicants to Hires 0.5%

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Social Media: Measurement & ROI
• What can you measure?
• Cost per…
• Industry benchmarks
• Comparable costs on other sources
• Where are your gaps?
• Source tracking
• Quantity versus quality
• Results tied to strategy and goals
• Traffic source vs. source of hire

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Programmatic: Measurement & ROI
Your goal is everything!
but, here are some other key metrics to watch:
→ more jobs (%) with candidates (better candidate distribution)
→ lower CPA, lower CPQA
→ better job site distribution (risk management)
→ actionable data in your funnel (time to apply, AR, etc)
** no one saves $$, they just spend it better!

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Optimization is a Function of Measurement
You can’t improve what you don’t measure.
And you can’t prove you’ve improved unless
you’ve baselined.

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Reporting
Hero Reporting
• KPIs that show what’s
working
• Dashboards
• Things to show your boss
Zero Reporting
• What is broken
• Where you need to focus
• Jobs with no
applications
• Jobs consuming
budget

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Thank you!