Choosing the Right Pay-Per-Applicant Recruitment Platform
Pay-per-applicant job ad platforms — sometimes called recruitment marketing or programmatic job advertising platforms — use a blend of automation, AI, and human expertise to help organisations achieve more with less effort and less cost.
Choosing the right pay-per-applicant recruitment platform for your business is a big decision that can significantly impact your recruitment process — and your budget. However, not all platforms are the same.
You should consider several factors when evaluating different hiring platforms, such as pricing, features, and customer support. This short blog post will walk you through each aspect to help you make an informed decision.
Consider PPA Pricing Models & Hidden Fees
Pricing can vary across different pay-per-applicant platforms. To avoid surprises, review the pricing structure of the pay-per-applicant platforms, and pay attention to contract terms. Ask the platform vendor for a detailed breakdown of costs and inquire about potential hidden fees upfront. This will help you make an accurate cost assessment and choose a recruitment platform that fits within your budget without unexpected financial burdens.
Some of the most common pricing models you may come across include:
1. Cost Per Applicant
This is the most straightforward pricing model. With this model, you pay a predetermined fixed amount for each applicant that is generated through the pay-per-applicant platform. The actual cost per applicant can vary depending on several factors, including:
- Job Position: The complexity, seniority, and specific requirements of the job position can affect the cost per applicant. Typically, positions requiring specialised skills or experience may have a higher cost per applicant than more entry-level positions, although this is not the case with all hiring platforms.
- Industry: Highly competitive industries or niche sectors may have higher costs due to the demand for talent.
- Competition for Talent: The level of competition for qualified candidates in your industry or specific geographic location can impact the cost per applicant.
- Platform and Network: Each pay-per-applicant platforms have its own networks of job boards and websites. The reach and quality of the platform's network can affect the cost per applicant.
2. Tiered Pricing
Certain hiring platforms offer tiered pricing based on the number of applicants or the level of features you require. You can choose a pricing tier that aligns with your needs, with higher tiers offering additional benefits or higher applicant limits.
Platforms offering tiered pricing typically have multiple pricing levels or plans to choose from (e.g., basic, professional, premium, or silver, gold, platinum). Each tier corresponds to a specific set of features, benefits, and applicant limits. The higher the tier, the more advanced or comprehensive the features offered or the more applicants delivered within the service level agreement (SLA).
If you choose a recruitment platform with this model, consider whether your chosen tier can realistically accommodate your business’s growth.
3. Custom Pricing
In some cases, recruitment platforms may provide custom pricing based on your specific requirements, such as the number of job postings or the level of support you need. This can be negotiated based on your business size and hiring goals.
4. Beware of Hidden Fees
It’s important to be aware of potential hidden fees or additional charges that may not be immediately apparent in the platform’s pricing model you’re considering.
For example, most pay-per-applicant recruitment platforms charge a one-time setup fee to get your account and job postings configured. Make sure you inquire about any setup fees and factor them into your budget and ROI calculations. Check if the recruitment platform requires you to commit to a minimum contract length or a specific number of applicants. If you fail to meet these requirements, some platforms will charge you penalties or additional fees.
Additional services or features beyond the basic platform may also cost extra. For example, requiring premium support, enhanced analytics, integrations with other technologies, or customised branding may involve additional fees. Some pay-per-applicant platforms even charge additional fees for certain specialised job boards, networks, or distribution channels so make sure the job boards you need are covered by the hiring platform’s basic services.
Compare Recruitment Platform Features
Flexibility Between Managed Services or Self-Serve
Some platforms provide a managed or tech-enabled services model that ensures you get the power of the platform’s algorithms along with the refinement of human expertise. Others only provide self-service platforms where you must set up, manage, and optimise your ads campaigns.
If you or your team are unfamiliar with digital ad optimisation, it can be wise to select a platform that has a managed or tech-enabled services option to avoid blowing through your ad budget quickly. Aptitude Research found that up to 40% of job advertising budgets are wasted due to manual or low-frequency ad optimisation practices or inefficient cost-per-click (CPC) deals.
Job Distribution
Identify how your PPA platform distributes your job postings. Look for platforms with a wide reach and can spread your listings across various job boards and websites to maximise ad exposure.
Integration Capabilities
Check if the platform integrates easily with your existing applicant tracking system (ATS). Seamless integration can simplify data transfer, ensure a smooth workflow and streamline your hiring process.
Analytics and Reporting
Consider the reporting and analytics features provided by the recruitment platform. Detailed metrics and insights can help you measure the effectiveness of your recruitment campaigns and make better data-driven decisions to increase the ROI of your recruitment marketing spend.
Check Out the Customer Support Levels
Customer service begins during your onboarding and training. First, determine if the platform provides onboarding assistance and training resources to help you and your team effectively utilise the platform’s features. This will help you decide if the platform will set you up for success and help you meet your goals.
Then, inquire about the availability of dedicated account managers who can provide personalised guidance and support throughout your partnership and enquire about SLAs for customer service requests to ensure the platform offers timely and responsive support when you need it most.
By thoroughly evaluating the pricing, features, and customer support of different pay-per-applicant platforms, you can make an informed decision that aligns with your business goals.
To learn more about Hirematic or how you can succeed in recruitment marketing, download our guide: Metrics for Success in Recruitment Marketing.
