Job Advertising DSP
Brand advertisers have bought attention this way for fifteen years. Recruitment is finally buying it the same way.
What is a DSP in recruitment marketing?
A DSP — demand-side platform — is the software an advertiser uses to bid on individual ad impressions in real-time auctions across the open internet. A job advertising DSP applies that model to hiring: each open role becomes an addressable audience, creative is generated per role and channel, and every impression is priced on how likely that specific viewer is to become a hire. It reaches candidates who are not searching a job board at all.
How A Recruitment DSP Buys
Every step happens automatically, per impression, in roughly the time it takes a page to load.
- Roles are ingested from your existing XML job feed
- Each role is translated into an addressable audience
- Creative is generated per role, location, channel and format
- Each impression is scored, filtered for invalid traffic, then bid on individually
- Outcomes — qualified applicants, starts, retention — are fed back into pricing
Reaching Candidates Who Are Not Searching
Most of the people who would be excellent in your hardest roles are not on a job board this week. Impression-level buying reaches them while they watch, listen, scroll and play, which is where the incremental supply actually exists.
Transparency By Default
Media cost and platform fee are quoted separately, and every publisher, placement and dollar is visible in reporting. Transparent data, not a black box.
DSP Buying Versus Job Board Buying
| Job advertising DSP | Job board buying | |
|---|---|---|
| Unit purchased | An individual impression | A click on a listing |
| Audience | Active and passive candidates across the open web | People searching that board |
| Channels | Display, video, CTV, audio, native, DOOH, in-game | Board search results |
| Fraud control | Filtered before the bid | Credited after billing |
| Optimisation | Qualified applicants, starts, retention | Clicks and applies |
Frequently Asked Questions
What is a DSP in recruitment marketing?
A demand-side platform is the buying system that bids on individual advertising impressions in open auctions, typically within about 100 milliseconds. In recruitment marketing it lets an employer show a role to a specific person across display, video, CTV, audio, native, DOOH and in-game inventory rather than waiting for that person to visit a job board.
How do you advertise jobs without job boards?
Turn each role into an audience definition, generate creative for it, and buy impressions against that audience across the open web. Candidates see the role during their normal media consumption, which reaches passive candidates who are not actively searching.
How is a job advertising DSP different from a job board bid tool?
A bid tool adjusts what you pay for clicks inside publisher job inventory. A DSP buys individual impressions in an open auction, prices each one, and can reach people anywhere on the open internet, not only people already on a board.
What inventory can a recruitment DSP buy?
Display, online video, connected TV, digital audio, native placements, digital out-of-home and in-game inventory, all through the same real-time auctions used by consumer brand advertisers.
Does using a DSP for recruitment require an ATS integration?
Not with TalentXi. Campaigns run from the XML job feed you already publish. Disposition data is only needed if you want optimisation to run through to the confirmed hire.
Who invented programmatic job advertising?
TalentXi founder Jason Gorham is the named inventor on U.S. Patent Application US20070162323A1, the original patent covering programmatic job advertising.