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Jason Gorham, CEO of TalentXi, has been in the recruitment game since 2003. He’s seen the industry shift from job aggregation to pay-per-click models. Now, he’s betting big on programmatic ads for recruitment.
“The market has evolved back to where I said it was—serving the right ad to the right person at the right time,” Gorham states.
Traditional job boards are dying. Indeed is shifting away from its old model. Why? Because it’s broken. Employers pay too much for merged organic and paid traffic. Recruiters drown in thousands of applicants.
Enter programmatic advertising. It’s not just about job distribution. It’s CNN, ESPN and hyper-targeted ads across the web.
TalentXi’s approach? Build audiences of passive candidates. Use AI to craft the best ads. Retarget interested prospects. It’s a far cry from static career sites and stock photos.
But there’s a catch. Many companies aren’t ready for this shift. They lack solid employee value propositions (EVPs). Their career sites are outdated. As Gorham puts it, “I don’t know how people would want to work for you.”
The solution? Education and adaptation. Companies need to invest in their employer brand. They need to understand new technologies and market trends.
Gorham’s advice to recruiters: “Upskill yourself, or you’re going to be not a recruiter there any longer.”
The future of recruitment marketing isn’t just about job postings. It’s about content. It’s about engagement platforms. It’s about reaching candidates where they already spend their time – on social media, podcasts and streaming services.
TalentXi is betting on this future. They’re launching a beta program for their AI-driven programmatic advertising platform. It promises to streamline passive candidate acquisition, optimize ad performance and reduce costs.
Is programmatic advertising going away? Far from it. It’s becoming more sophisticated, more targeted and more essential than ever. The question isn’t whether to adopt it, but how quickly you can get on board.
