Prices are up, costs might be down

Advertising, best practice, General, Job Boards, Marketing, recruitment, Tools Add comments
Jan 202009

Recently, Geoff Jennings reported a price increase in the C1 product which, correction notwithstanding, still took home the message that noone likes a price hike. Fair enough.

Even though nominal prices per ad were to go up for advertisers can I suggest the acquisition cost of acquiring candidates/job applicants may be going down?

This would be the obvious result of having more applications per ad (in turn due to more people looking for work altogether and, to a lesser extent, reduced ad re-posting). This argument assumes similar ‘quality’ of applicants, which is a can of worms I will open for the next inauguration, if ok with you.

Last time I checked, at 185 USD, a LinkedIn ad looked pretty unaffordable, in the words of a few recruiters I spoke to. But, what if that ad delivers more ‘quality’ candidates, or even the candidate that ends up being placed, earning the fees to the consultant?

I made this point in a previous post, Advertisers pay for an ad, but expect more than posting; they expect distribution and targeting. So if C1 is nominally more expensive than Seek for some of its ad packages. they might want to get ready to justify it in terms of application volumes (post note: turns out they’re not more expensive than Seek which puts the universe in balance again).

This tight period may prompt advertisers to pick up a pencil and review the source of their candidates; nominal per-ad prices might be misleading.

Posted by jorge at 5:09 am
  • AJ

    The only way one will be able to realy measure quailty responses is in placemnts of candidates that applied and few recruiters are going to give out that information.

  • http://latinocean.com jorge

    AJ – the preceding issue to you point is whether recruiters know at all where placed candidates come from; if the answer is no, then you’re flying blind. I remembered having shared this info with job boards I trusted (emphasis on trust) in terms of percentages of placed candidates coming from the online channel. It’s good intelligence but, as you hint, it depends on the level of comfort re. disseminating this data to your suppliers/partners.

    Thanks for writing

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