Evolving beyond the mere word "programmatic" and effectively engaging candidates where they want to be engaged. Amit Chauhan, CEO of JobAdX, friend of the show, and kick ass sponsor is accosted by Chad & Cheese to talk DYNAMIC VIDEO ADS.
<insert podcast about video here - irony>
PODCAST TRANSCRIPTION sponsored by:
Chad: We caught up with friend, sponsor, and most importantly JobAdX CEO, Amit Chauhan during staffing tech in Nashville. Check it out. Sponsored by our friends at Jobcase.
Joel: Yo, Chad, got a question for you.
Joel: Say I'm looking to hire hourly workers for hard to fill jobs. Where should I go?
Chad: Easy, Jobcase.
Joel: Okay. All right, now let's say I've tried the job boards and all I'm getting is clicks and what I really want are qualified candidates, actual people. Where should I go?
Chad: Dude, Jobcase.
Joel: Now, what if I want the team who is helping me with all this sourcing to be really, really, really smart? And before you answer keep in mind I'm talking Mensa smart, like MIT affiliated data scientists and people who are at the forefront of machine learning. Who you got?
Chad: Oh my god, dude, it's Jobcase. Jobcase. Look, with 100 million members in their community, active and passive job seekers, a huge team of data scientists who are experts at targeting and connecting employers with the right candidates, the answer is always going to be Jobcase.
Joel: I dig it. I'm picking up what you're putting down, but what if ...
Chad: Hard stop. Jobcase. See for yourself why the answer always comes back to Jobcase for all your hiring needs. Learn more at jobcase.com/hire. That's jobcase.com/hire.
Joel: Job Case.
Announcer: Hide your kids. Lock the doors. You're listening to HRs most dangerous podcast Chad Sowash and Joel Cheesman are here to punch the recruiting industry right where it hurts. Complete with breaking news, brash opinion, and loads of snark. Buckle up boys and girls. It's time for the Chad and Cheese Podcast.
Joel: Still here at StaffinTec in Nashville and we have a friend from the pod.
Joel: Not just a friend a sponsor.
Joel: A sponsor.
Joel: Full discloser.
Chad: That's a total disclosue.
Joel: Yeah, so the gloves are not coming out.
Chad: How? My ass. Whatever. I don't think you know who you're talking to.
Joel: Let start with this. We have Amit JobAdX, Chad and Cheese Podcast, I'm Cheese, he's Chad. We have a Canadian here. We have a playoff hockey game in the city -
Chad: In Nashville.
Joel: That you could walk to.
Chad: The Preds.
Joel: And you're not going. Please explain yourself to us as well as your Canadian brethren.
Chad: Hand over that card. You're not going to be allowed back in.
Amit: Absolutely. I'm Canadian now but I was born in India. So I'll give preference to cricket or anything else any given day. So if you have a cricket game in Nashville I'll go to that.
Joel: When hell freezes over. The day before that happens we'll let you know.
Chad: There will be cricket.
Joel: Now, in your defense, you're an NBA guy.
Amit: Oh yes, 100%.
Joel: Toronto Raptors all the way, right?
Amit: Yeah, die hard fan.
Joel: They'll be in the playoffs, so you'll be doing that and bypassing the
Amit: No, absolutely. I think like the day I landed here in Canada I started watching NBA Raptors. Luckily, I've been doing great since then.
Joel: Are we talking the Vince Carter Raptors?
Joel: Okay, post Vince.
Amit: No, it's I'll say DeMar DeRozan and Kyle Lowry Raptors.
Joel: All right.
Amit: And now we have Leonard. So, yeah, we'll see.
Joel: Yeah, enjoy him for the next two months or so.
Amit: Come on. See, we're the north.
Joel: They are the north.
Amit: It's about the team. It's always all about the team.
Joel: That's the north. True. [crosstalk 00:03:44]
Amit: It's not about no single player.
Joel: As people know, my wife is Canadian. She actually has a We The North T-shirt. So I kid with you for the Canadian thing. But anyway, let's get down to business. You've presented at least twice today, so someone owes you something at the show cause you're presenting all over the place.
Chad: Three times? He presented three times today? Holy shit.
Joel: Something new that you sort of have launched at the show or recently. Talk about your video offering.
Amit: No, absolutely and it just came organically to us that we started as a candidate attraction and engagement platform. We were learning a lot about how candidates are attracting to job postings, what they're clicking on, what they're applying to. And we realize that since we have those dynamic ad units what if we add a video component to it? Because one of the biggest things we saw that companies are spending a lot of amount of money on creating that video content that either sits on their career website or are just like randomly blasting on YouTube, which -
Chad: Gets no views whatsoever, yeah. You're creating, spending all this money, and for shit, right?
Amit: It just goes down the drain without any ROI. But active job seekers, they want to see who are you. Like who are you as a brand, as an employer. And that's exactly created as an opportunity that if you can distribute the same video content why are dynamic ad units, like what kind of impact it can have. We ran a couple of tests with some of our clients early on just to see it in controlled environment and the performance were ridiculously good. We see a lot higher percentage of candidates who see and click on the play video.
Chad: So give me some stats.
Joel: Do you have any numbers?
Amit: On the high level number we see almost 46% of the candidates who click on the view video they actually click on the apply. So from the video to apply radio is incredibly high and also the conversion rate is 12% higher. So the people who watch the video and go to the career website they are more likely to apply for the jobs because now they already have a sense that who you are as an employer.
Joel: So this seems like a natural progression to me. We have more and more video solutions, skill scout, video my job, hire view and -
Chad: Content, content, content.
Joel: Just haven't connected with the actual job posting. You have to go to the corporate career site to see an imbed video. Now that we are finally connecting videos and we're here at the Monster Event who launched Monster Studios fairly recently. They're doing sort of the same thing. So it's a trend that I'm, I guess encouraged about. I'd like to see more of it. What advice would you give to companies who are looking to do video but quite haven't done it yet?
Amit: See we talk so much about recruitment marketing and employer branding but in necessity we're still not treating job seekers as a consumer. Exactly because you have to look at it from the same view, same lens that okay these candidates if you truly are doing recruitment marketing they also are consumer, they are the same candidates who might be buying our product also. When we advertise videos about employment, about employer brand or about the culture of the company that actually delivers a lot stronger message that you can ever do with a text job. Most of the time text job are just copy paste of the same job requisition you had from years ago. With employer branding if you're spending that much money on creating like a brand recognition use that collateral even more smartly and distribute it. Show it to the active job seeker, get in front of them, treat them exactly same how you treat your customers because it's a coherent process right?
Amit: Like if you have the same brand progression through your candidate experience they're gonna remember when they buy your product. They're gonna remember that this company, I remember I went through their looked for a job for them, the candidate experience was remarkably good and now I'm buying their product, it's good or if it's a bad experience they're gonna remember that as well.
Chad: So how easy is it for companies to get their videos in their job feeds? Right because you know as well as I do, adoption is the hardest part of anything that we do. So, companies don't want to lift a finger to do anything else right? They're already stuck in their process. How can you make it easy for them to make sure that they can actually leverage that content that they've spent money on?
Amit: Well it's incredibly simple. We know that you have already spent time, energy and money to create that video content. We want to make it seamless that you can just distribute it to us. So if you already have a page that you are sending to us like for your text job you just need to add another field for URL for the video and we'll get it, we'll display it in our unit. It's a seamless process, it doesn't change anything. It also gets you a lot more visibility in the publisher network just because they're so much more demand.
Amit: Increasingly the clicks and the visibility on mobile devices is incredibly high for the video job ad which is almost like 60% of the audience overall. Because candidates if they're in a bus or if they're just walking down they want to see the video, they don't want to read your job description and they just know if I want to apply for this company or not.