How Do Pay-Per-Click Models Transform Global Recruitment? – Fastlane Founders Clips
In this video, Founder of College Recruiter job search site, Steven Rothberg discusses the evolution of recruitment pricing models, comparing traditional flat-rate job postings to the pay-per-click model. He explains how this performance-based approach, while successful in the US, Canada, and UK, faces adoption challenges in continental Europe. He then highlights the importance of patience when introducing innovative pricing strategies in different markets. Watch the full episode to discover proven approaches for expanding your talent acquisition globally while respecting local business customs.
What you’ll learn:
00:00 Steven Rothberg and Jason Barnard
00:24 What is One of College Recruiter’s Area of Specialization?
00:26 How Do Traditional Job Boards Structure Their Pricing?
00:48 How Do Companies Implement Pay-Per-Click?
01:04 How Will the Shift to Pay-Per-Click Models Influence Recruitment Strategies Globally?
01:53 How Can Companies Balance Market Timing When Introducing Innovative Business Models?
“This clip is taken from Fastlane Founders and Legacy with Jason Barnard.”
https://www.youtube.com/watch?v=0-npL98nL54
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Transcript from How Do Pay-Per-Click Models Transform Global Recruitment? – Fastlane Founders Clips
Steven Rothberg: So we talk internally of, and we use the analogy of riding a wave. If you’re out there on a surfboard and the water’s pretty calm, it’s hard to go anywhere, whether you’re good or not. But if you’re on a surfboard, even the worst surfer in the world is going get pushed by that wave. And if you’re good, that could, that ride can be quite fun. So we’re pretty good at some of the things that we do. One of them is performance-based pricing. So traditionally in our industry, employers pay per post $200 for a 30-day ad.
Whether you get anybody applying or not, whether you hire no one or whether you hire 10 people, still a couple hundred dollars. Where the US market shifted largely about 10 years ago, as Indeed became much more popular, was to what’s called pay-per-click. The candidate sees the ad on the job board, they click on the apply button, they go over usually to the employer site. Maybe they apply, maybe they don’t.
But that click to the employer site, that’s what the employer pays for. It might be a dollar instead of $200. That pricing model is almost unknown in continental Europe, but it is taking hold in Canada. It is taking hold in the UK. So as these intermediaries, these ad agencies, they understand that we know how to do this pretty well as they’re going to their clients and saying, hey, we should shift some of your budget to pay-per-click. Okay, fair enough. Who are the vendors that do that? We’re now on a very short list.
So what I see coming over the next year or two will be not so much from our doing, but just from the shift in the industry that more of our customers will be ready, willing and able to buy how we sell. We’re a little too far ahead for a lot of companies in France. And that was a mistake, but at the same time, it was too early. It wasn’t wrong, it wasn’t like wrong in and of itself where we should trash it. We just have to be more patient than we initially thought we were going to be.
