The terms AdTech and recruitment marketing technology have made a strong appearance on the talent acquisition scene, particularly when it comes to solutions needed to attract and connect with top talent. But what do they mean and why are they valuable for talent acquisition teams?
| AdTech | Recruitment marketing technology |
| Advertising + Technology | Recruitment marketing + Technology |
| Represents the tools and software used to identify, target, deliver, optimize, and measure the effectiveness of programmatic advertising campaigns. | Represents the tools and strategies used to collect jobseeker interest and establish talent community profiles, through which teams can deliver personalized engagement tactics to connect with audiences in an authentic way, nurture/qualify candidates in the hiring process, and measure effectiveness of relationship marketing efforts. |
AdTech centers on the tools and software used to enable programmatic advertising via targeted job postings, search ads, and branded ads/content. In contrast, recruitment marketing technology encompasses a broader spectrum of technology used for managing relationship marketing strategies, jobseeker profile data, and analytics related to one-to-one and/or one-to-many outreach efforts.
Additionally, AdTech facilitates recruitment advertising and candidate acquisition, while recruitment marketing technology supports strategic marketing approaches to enhance an organization's brand perception and engagement, which indirectly impacts talent attraction and retention.
In simpler terms: AdTech helps you strategically reach a higher caliber of candidate, while recruitment marketing technology helps you connect with top talent. They’re two sides of the same coin, and both critical to achieve talent acquisition success.
AdTech extends your reach
Traditional media channels may include manual job postings, print advertising, broadcast, list purchases, or social ads, AdTech media adds a layer of sophistication and relevance by including:
- Rules-based pay-per-click job sponsorships
- Targeted brand advertising
- Google Search Engine Marketing (SEM)
- Video pre-roll ads, connected TV (CTV), in-game ads, Digital Out-of-Home (DOOH), and digital audio
- First-party data leveraging (cross-channel, lookalike modeling, personalization, and suppression list creation)
Additionally, programmatic media can be launched in a matter of minutes with AdTech, allowing teams to quickly launch new campaigns and pivot, if necessary.
AdTech is a key component of the recruitment lifecycle, helping talent teams confidently attract more right-fit talent in a targeted and repeatable fashion. To explore how AdTech could work for your organization, simply reach out for a consultation.
