In a move that sent ripples through the job advertising sector, Indeed, a major player in the online job market, recently made a game-changing announcement: Indeed eliminated its pay-per-application (PPA) job advertising model. This decision marked a significant shift away from a model particularly favored by many large and sophisticated employers who prefer paying based on the applications they receive. Indeed’s move to discontinue PPA ads and focus solely on the cost-per-click (CPC) model represents a notable change in the dynamics of job advertising.
The PPA Model: A Preferred Choice for Many Large Employers
For large and sophisticated employers, the PPA model offered a direct and measurable link between advertising spend and job application outcomes. This model allowed these employers to optimize their recruitment strategies, focusing their resources on advertisements that yielded high application volumes. The elimination of the PPA model by Indeed signifies a departure from a system that provided these larger organizations with precise targeting and budgeting aligned with their specific recruitment goals.
The Impact on Large-Scale Recruitment
Indeed’s shift away from PPA could have significant implications for large employers. These organizations, often with complex and high-volume hiring needs, found value in the PPA model’s ability to directly correlate advertising costs with the number of applications received. The move to a CPC model may necessitate adjustments in their recruitment advertising strategies, requiring a shift in focus towards ad engagement and click rates rather than direct application numbers.
Adapting to a New Advertising Landscape
As Indeed pivots to the CPC model, large employers will need to adapt their strategies to align with this change. The CPC model, while more straightforward in terms of cost management, places emphasis on the engagement level of job ads, rather than the direct outcome in terms of applications. This could lead to a reevaluation of how job advertisements are crafted and targeted to attract the desired clicks and, ultimately, the right candidates.
Alternatives in the Market
While Indeed moves away from PPA, other platforms like College Recruiter continue to offer the cost-per-application job posting pricing model, providing an alternative for those large employers who still prefer the application-based payment system. College Recruiter’s continued support for PPA ads offers these employers a platform where they can maintain their preferred advertising strategies. And for employers who prefer to pay per click, platforms such as College Recruiter also offers that as an option.