Symphony Talent logo

Programmatic media 101: What you need to know

John FarelliOctober 10, 2019AwarenessProgrammatic AdvertisingRecruitment Campaigns

Programmatic Media 101Implementation of the GDPR laws in May 2018 resulted in a temporary downturn in programmatic ad spending. However, a follow-up report the following June in Mobile Marketing magazine showed things were back on track and that an estimated 80 percent of digital ad placements were once again being purchased via programmatic exchanges.

This is great news for the recruiting community unless of course, you happen to be a bit confused about what programmatic media actually is - and why it's so useful for recruitment marketing. In this blog, I'll help define the term for you and give you several compelling reasons why programmatic advertising needs to be a key element in your recruitment campaign.

First, let's define it

In basic terms, programmatic marketing (and the associated media) uses analytics and machine learning to target specific audiences with whom you want to send your recruiting message. It uses a set of sophisticated algorithms to serve ads to people who fit the profile of a possible candidate for your organization. It also optimizes the ad buying process in real-time which leads to high cost efficiency. Even better, it all happens automatically, requiring minimal manual tweaks and monitoring, freeing up your time to handle other critical (and more human-centric) tasks.

Now, let's explain the benefits

Precise targeting. By leveraging data that's been captured about a potential candidate's geographic location, education, and online habits. you can place your campaign directly in front of those most likely to engage with your organization and its message.

Improved performance. Since everything is monitored and adjusted in real time you can quickly see what's working, what isn't and what it's costing. And instead of waiting to optimize performance once a campaign has run its course, you can do it on-the-fly.

Useful information. Programmatic advertising provides recruiters with reams of useful data. And while data analytics can be daunting especially to TA teams not accustomed to leveraging them having real-time information to interpret and act upon ultimately puts more power into their hands and into their recruiting efforts.

Lower costs. Better performing campaigns produce better results for less money! By giving you the flexibility to change and adjust your budget, you're no longer guessing whether or not your ad dollars are being used efficiently.

Stronger creative. Having insights into a candidate's online habits and interests give your creative team the ability to adapt headlines, core messages, images and even the call-to-action so that they achieve the best possible impact. And just about every medium - including video - can be used across multiple channels and devices

The tools you need to grow and retain top talent

Take a look at outcomes
Awareness icon

Raise awareness. Spark interest.

Get in front of the right people, at the right time, with the right message. The result? Greater brand awareness and expanded right-fit talent network.
arrow next iconarrow next icon
Raise awareness
Get in front of the right people, at the right time, with the right message. The result? Greater brand awareness and expanded right-fit talent network.
Build connections
Strong relationships and connections lead to better talent engagement and higher conversions.
Assess qualifications
Take the guesswork out of candidate selection with an objective view into a candidate’s skills, competencies, and culture fit.
Boost retention
Create more opportunities for the talent you hire to become loyal brand advocates who choose to grow with your organization.

Brand services

employer brand iconEmployer value proposition
Bring your EVP to life through powerful insights, creative, and validated messaging that connects with the talent you seek to attract and retain.
social content marketing iconSocial and content marketing
Candidates and employees are proactively engaging with companies across multiple channels. If organizations aren’t present, they’re not considered. We can help.
Recruitment campaign iconRecruitment campaigns
Leverage effective campaigns that flex across multiple channels, audiences, and touchpoints to drive impact and applications.
evp iconEmployer branding
Manage your Employer Brand for impact and effectiveness. Together we clarify your differentiators to connect with the right talent.
digital fibre
Having trouble with your chatbot?
Help candidates get questions answered about your company, open roles, and more through a friendly chatbot on your career website.
digital fibre
Who we are
Our core values are the foundational beliefs that define who we are.