Jooble: Programmatic Job Advertising (PJA) and Price-Per-Job (PPJ) Marketing Automation

Recruitment marketing, or job tech marketing, is a rapidly evolving industry that requires continuous adaptation to stay ahead of the competition. Given the growing demand for candidates, the job industry players tend to automate most of the routine job marketing. At Jooble, we understand the importance of offering flexible and practical solutions to our partners, so we have developed the Price Per Job (PPJ) model.

As the recruitment marketing industry evolves, job marketing automation will likely become even more prevalent, with advancements in AI and machine learning further improving targeting and optimization capabilities.

How Does The Price-Per-Job Model Work?

The PPJ model allows companies to set up individual click prices and budgets for each vacancy or job in the feed. This flexibility enables them to tailor their recruitment marketing strategies to their unique needs and ensures that they only pay for the clicks they receive. To compare, basic campaigns that are managed manually do have their advantages if you manage only several campaigns within one account, but PPJ creates more possibilities for automation, as listed below:

There are three options for setting up click prices and budgets under the PPJ model, which I will explain in more detail below.

Why is PPJ essential in the modern job industry?

Programmatic job advertising (PJA) software has been gaining popularity in the job industry in recent years, with companies like Appcast, Recruitics, and Joveo providing automated solutions for job ad distribution and optimization. We see it from the dynamics of how our customers use PJA solutions: in Q1 2023, it was already used in around 23% of our active accounts, mainly from the USA, the UK, France, Germany, and the Netherlands.

PJA uses algorithms to automate the job ad-buying process, allowing marketers and recruiters to target specific candidate segments and optimize ad performance in real-time. Using PJA can lead to cost savings and increased efficiency, as recruiters can set bid prices and budgets based on their specific hiring needs and adjust them based on performance metrics in real-time. PJA can also improve candidate targeting and lead to better quality candidates, as algorithms can analyze data and make real-time adjustments to ensure job ads reach the right people.

Why Is Integrating PPJ Into PJA Solutions Essential?

The integration of PPJ with PJA software provides even greater control and flexibility for marketers, allowing them to set individual click prices and budgets for each job posting and automate the optimization process. More than 100 customers of Jooble use this combination to automate their job ad marketing operations. Researching and comparing the different providers is crucial to determine which offers the most benefits and aligns with your recruitment marketing goals. Regardless of which PJA solution you use, ensuring that a job platform supports its real-time bidding algorithms is essential, resulting in frequent bid changes. In some cases, this frequency reaches up to once an hour. As we can judge from our experience of working with this combination, we observe 3 of the most common use cases:

Case 1: Job-level Control of Spend and Performance 

Imagine having hundreds or even thousands of various jobs to get candidates for. Naturally, each requires different candidate profiles; some are much harder to close than others. It might become a nightmare to allocate your available budget and candidate flow smart enough to use it as effectively as possible. That is why customers often use this option with numerous jobs to promote and wish to have more control over the budget allocation and candidate flow for each job. This option sets the click price and budget for every job in the feed.

Case 2: Category and Job Level Control of Spend and Performance

Occasionally, job ad marketers have a vast job volume of thousands or even millions of ads to promote and find candidates across different channels. The budget allocation and performance control are still issues to solve, but the volume requires a bit more high-level approach. As a result, our clients often segment their jobs by different categories available in the feed: industry, profession, seniority level, company, region, city, etc. This option allows clients to set a click price for each segment or a job within it while setting a budget for the whole job segment. It is used by marketers and recruiters who want to prioritize their jobs according to their category and want to have more control over the budget allocation for each segment. 

For example, here is a way to allocate your budget based on industries that include numerous similar jobs:

As an alternative, some clients prefer to split their total budget between the companies who they cooperate with to help them find candidates:

Case 3: The Highest Volume with Job-Level Control of Performance

When you have an ambitious hiring plan with similar budgets for each job or segment, in this case, clients typically set a click price for each job but do not set any budget limit. This option is used for advertisers who wish to maximize candidate volume by promoting jobs as actively as possible.

One of the critical benefits of Price Per Job combined with PJA software is that they allow for the automation of recruitment marketing processes. By setting individual click prices and budgets for each job or segment, recruiters can more efficiently manage their advertising spend and ensure that all job postings reach the right candidates. This helps to simplify bidding and budget-setting processes and can lead to more effective recruitment campaigns.

Additionally, PPJ and PJA tools provide greater transparency into the performance of individual job postings, which can help recruiters make more informed decisions about where to allocate their resources. Overall, using PPJ and PJA solutions can help streamline recruitment marketing processes and improve job platform marketing activities or hiring processes’ efficiency. With the use of PPJ and PJA, recruiters can gain greater transparency into the performance of their job postings, allowing them to make data-driven decisions and optimize their recruitment marketing efforts more effectively.

Would you like to learn more about how the PPJ solution from Jooble can work for your job ad campaigns?

Get In Touch With The Jooble Team