Demystifying Targeting Data Howie Schwartz CEO & Co-Founder Crowded.com

Where Is The Talent Acquisition Industry Today On The Marketing Technology Curve?

At least we are not talking about buying ‘static’ job posts

Reality Check: The Limitations Of CPC Today Buying CPC job ads today with ‘Rules Based Optimization’ is a good start... BUT... The update frequency of your job ads are not real time (XML feeds - daily / hourly updates) You can’t apply ad targeting data with the current infrastructure You can’t global frequency cap job postings You can’t split test job titles / ad copy

Let me show you where our industry is heading in (you may not like it... But its happening anyway)

The Talent Acquisition Industry is on a Head On Collision with the Adtech Industry

What 15 Years in Adtech and Two Successful Company Exits Taught Me In 45 Minutes Or Less... And... Why it is NOT SEXY And How it will SAVE US ALL

If You Think HR Technology Is Complicated and Fragmented

Welcome To My World Of Adtech You Need A Magnifying Glass To Even See The Logos Of 1/0th of the Marketing Vendors

AdTech and Targeting Data is NOT SEXY But If We Want To Eat In A World Dominated By Google, Facebook, Twitter, Indeed, and LinkedIn The Talent Acquisition Industry Better Learn To Hunt

In 2016 The Hunting Weapon Of Choice is TARGETING DATA

So What Does Targeting Data Actually Do?

How Do We Use Targeting Data To Find Our Next Candidate Anywhere Online and Mobile?

Adtech Industry Jargon and Acronyms RTB Retargeting Targeting Data 1 st Party Data 2 nd Party Data 3 rd Party Data Interest Based Targeting DSP I am leaving out a ton of acronyms... SSP, DMP, etc.

Programmatic is NOT the same thing as RTB

RTB (Real Time Bidding) (and why it is NOT what you are currently doing)

Retargeting And How You Can Use It In Talent Acquisition

1 st Party Data Its Valuable, Its All Yours (you can use it OUTSIDE of job board content)

2 nd Party Data What Other People Have and You Want (and how to get “frenemies” to share it with you)

3 rd Party Data Go Wide (you can cast a wide ‘contextual’ or ‘behavioral’ net)

Interest Based Targeting “We Are Looking For Adventurous Candidates Who Are Risk Takers”

DSP (Demand Side Platform) And Why You Will Need One in the Next 12 Months..

Your Action Plan: Tomorrow Test Your 1 st Party Data Export 1,000+ Candidates Addresses Upload Your List To Facebook “Custom Audience” Create A Simple Ad and Call To Action Start Campaign... Measure Results

Your Action Plan: Next 30 Days ‘Pixel’ ALL of your pages Run retargeting campaigns of your own candidates on: Google Facebook Twitter Try ‘Lookalike Modeling’ Start with 1,200 candidates and target 2,000,000 ‘similar’ prospects

Your Action Plan: Next 60 Days Test 2 nd Party Data Work with your ‘frenemies’ Start with the conference attendee sitting next to you today (grab their business card) Beg, Borrow, Don’t Steal their pixels

Thanks and I hope I didn’t scare anyone... Howie Schwartz, Crowded.com Connect With Me On LinkedIn and you can me at