Trust is the foundation for a successful recruitment advertising business. Employers must believe that publishers are actually delivering the candidate traffic for which they are paying or they will no longer use that source.
And, that is especially true today. As Keith Wood put it recently in MarketingWeek, “As we face the unprecedented social, economic and political upheaval of the Covid-19 outbreak, trust has never been more important. Declining levels of public trust over the past decade have impacted many areas of our lives, whether that is our trust in politics, banking, finance, business more generally or, closer to home, in advertising.”
So, how exactly do you build that trust? Wood opines, “In the immediate present, brands need to demonstrate they are on the side of the consumer” or, in our case, the employer. Traditional messaging in that regard – from the content of marketing collateral to blog posts and customer calls – will help, of course. But, it’s not enough. Not now, anyway.
What’s needed is an explicit initiative to convey a commitment to consumer success. And, that’s where the TAtech Traffic Quality Declaration comes in.
The Declaration is the first-ever industry standard for reporting performance in online recruitment advertising by job boards, social media sites, job search engines, aggregators and other publishers. It is a voluntary publisher self-evaluation and reporting template, developed by an international working group of industry leaders established by TAtech.
This document enables publishers to describe how they ensure accuracy in reporting recruitment ad performance on their site (or through their network) without revealing proprietary information. That transparency as well as the procedures themselves provide advertisers with a better understanding of their ROI and, as a result, promotes their belief in the reliability and truthfulness of their publisher partner.
The TAtech Traffic Quality Declaration is available to all online publishers at no charge. They may download it here and use it in their meetings with current and prospective customers. It is a simple, but powerful way to demonstrate they are “on the side of the consumer.”
But, that’s not the only way they can use it … and should during global pandemic. The Declaration can also be used effectively in lead generation. Publishers are invited to upload their completed Declaration to the TAtech.org site and thereby shine a spotlight on their commitment to the accurate reporting of advertising results. In doing so, they make it an additional brand attribute that can be seen by even more prospective advertisers.
There is no single way to convince advertisers that your company is on their side. That said, messaging outside the box and demonstrating a corporate commitment to accuracy and transparency – using the TAtech Traffic Quality Declaration – will definitely help.
Food for Thought,
Peter Weddle is the author or editor of over two dozen books and a former columnist for The Wall Street Journal. He is also the founder and CEO of TAtech: The Association for Talent Acquisition Solutions. You can check out his latest books on Amazon or in the TAtech Bookstore.