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April 22, 2013 / Molly Moseley

The basics of pay-per-click advertising

This past week LinkUp exhibited at SHRM Talent Management in Las Vegas. This was our first time at this conference and it was great to meet with a ton of very smart, innovative HR professionals. While they may have flocked to our booth because of our awesome LinkUp socks, they stayed because what we had to say made an impact.

Some hot topics discussed at the conference included: how to maximize social media, mobile recruiting and engagement strategies, how to become better leaders and communicators, and one specific to LinkUp, pay-per-click advertising (PPC).

Going to the conference I had assumed that the majority of HR professionals attending would be familiar with PPC advertising and currently run campaigns as part of their recruiting efforts. I was wrong. Based on a survey we conducted on site, 62% said they have never tried pay-per-click advertising.

If you haven’t tried pay-per-click, you’re not alone. In fact, many people are still confused about how pay-per-click works in general. That means it’s time to take a step back, and I’m happy to explain.

The easiest way to see basic PPC in action is to visit Google and conduct a search for an item – let’s say “socks.” When the results appear, you’ll notice the top spots are highlighted. This means they are sponsored and clients pay Google for that premium exposure. There is a fee every time someone clicks on that link – ta-da! – pay-per-click.

PPC recruiting works similarly: you pay when candidates click on your sponsored job link. It’s a modern recruitment strategy that is measurable and has fantastic ROI because you pay only when an interested candidate actually clicks on your job posting.

Based on the feedback I have received at the SHRM conference, I will be hosting an informational pay-per-click 101 webinar next Tuesday, April 30th at 1pm (CDT). I will discuss the very basics of PPC – what it is, how it works, and why you should include it in your sourcing strategy.

You can sign up for it here.

Although I was wrong (and probably naive) that most people attending the SHRM conference understood PPC advertising, I am actually really excited to help guide and educate on the fundamentals of PPC advertising. There are so many benefits of pay-per-click recruiting and every HR professional should feel comfortable trying it out.