Indeed’s Back to the Future Strategy: A Shift Away from Pay-Per-Application and Back to Pay-Per-Click Job Advertising

In a strategic move reminiscent of a ‘back to the basics’ approach, Indeed recently discontinued its year-old pay-per-application job advertisement model. This move signals a return to the more traditional and widely embraced cost-per-click (CPC) model. By stepping away from the relatively newer, and more complex pay-per-application model, Indeed is essentially taking a step ‘back to the future’, re-aligning with a tried-and-tested advertising method.

Revisiting Traditional Advertising Roots

Pay-per-application, a more intricate and modern approach in online job advertising, involved charging employers for each application received. Despite offering a direct measurement of ad effectiveness, this model often posed challenges in terms of budget predictability and management. Indeed’s pivot back to the CPC model is a nod to the simplicity and familiarity that this traditional method offers.

Embracing the Familiarity of Cost-Per-Click

By reverting to the CPC model, Indeed is embracing an advertising strategy that charges employers based on the number of clicks on their job listings. This move underscores a preference for straightforwardness and ease of budgeting, which the CPC model inherently offers. It’s a return to a method that has been the cornerstone of online advertising for years, known for its simplicity and effectiveness.

Diverse Options in the Job Advertising Ecosystem

While Indeed opts for a more traditional path, other platforms like College Recruiter maintain a varied approach, offering both the advanced pay-per-application and the conventional CPC models.

College Recruiter’s Balanced Approach

College Recruiter stands out for its commitment to providing a spectrum of advertising options. The platform continues to offer the pay-per-application model, catering to those employers who prefer a more nuanced approach that directly correlates ad spend with the volume of applications. Simultaneously, their cost-per-click model serves those seeking a more straightforward, easy-to-manage advertising strategy.

The Industry’s Response to Advertising Models

Indeed’s shift back to CPC reflects an industry inclination towards user-friendliness and predictability in job advertising for employers who might lack the resources or sophistication to take advantage of a cost-per-application pricing model. This change could influence the broader market, prompting a reevaluation of the complexity versus simplicity in online job advertising strategies.