The document summarizes recruitment advertising trends to expect in 2021 based on a presentation by Appcast and Rally. It finds that (1) strong GDP growth in 2021 may increase competition for talent and recruiting costs; (2) employers will need to optimize their mobile application processes to compete; and (3) diversifying job advertising sources can help reach underrepresented groups as remote work increases and remains popular post-pandemic.

1. IN PARTNERSHIP WITH
Recruitment Advertising
Trends: What to expect
in 2021?

2. © 2021
Today’s Speakers

3. © 2021
Lori Sylvia
Founder and CEO
Rally
Chris Forman
Founder and CEO
Appcast

4. © 2021
About Appcast
● Appcast is the global leader in programmatic recruitment
advertising technology and services.
● We optimize job ads.
● We were founded in 2014, have offices in the US, Canada, UK
& Belarus, and in 2019, Appcast became a subsidiary of
Germany-based StepStone.
● Our research (and product) is powered
by access to millions of data points...
610M
Job ads
7.4B
Clicks
1.2B
Applications

5. © 2021
Largest community for Recruitment Marketing,
Employer Branding & Candidate Experience
#1-rated virtual conference for Recruitment
Marketing held in May and December

6. © 2021
What you’ll learn today
• The key trends that are influencing recruiting costs in 2021
• Why employers will compete on their mobile apply experience
• Where to advertise jobs to reach candidates from
underrepresented racial and ethnic groups
• Why the shift to remote work is here to stay and what it means
for your TA & RM strategy

7. © 2021
Recruitment Advertising
Trends: What to expect
in 2021?

8. © 2021
Are you ready for 2021? (and 2022, 2023?)
8% growth in GDP in 2021
4% unemployment at end
of 2021, falling to 3.5% in
2022 and 3.2% in 2023

9. © 2021
Compared to 2-3% before COVID

10. © 2021
Unemployment rate lower than pre-COVID?

11. © 2021
What could this
mean for TA?

12. © 2021
2020 defied logic...

13. © 2021
2020 impact on job postings

14. © 2021
But this makes sense...
• Workplace health concerns
• Decreased labor market
participation due to
government income
replacement programs and
remote learning for students
© 2021

15. © 2021
CPCs went up
Competition for job seeker eyes led to increased price pressure on clicks.

16. © 2021
Higher cost of recruiting
Budget required = CPA x # of applicants needed per job x # of hires to make.

17. © 2021
You will compete on your Mobile Apply

18. © 2021
Desktop apply rates have been decreasing steadily as candidate
behavior and expectations change. Improved mobile apply processes
have also contributed to this trend.
Desktop Apply Rate
Mobile Apply Rate

19. © 2021
How to mitigate impact of
decreased mobile
conversions
• Shorten your apply flow.
• Use jobsite apply tools.

20. © 2021
From commitment to action

21. © 2021
Cast a wider net for diversity recruiting
Source: Diversify Your Candidate Sources to Increase Diversity
Candidates from
Underrepresented
Groups
Women
123
107

22. © 2021
The shift to remote work
Before the pandemic, 30% of U.S. employees worked remotely
at least part of the time. Post-pandemic, it will be 48%.
Source: Gartner
48%
30%
Before After

23. © 2021
Remote jobs will still be in demand

24. © 2021
Top Recommendations
1. Raise the alarm about the impact of
8% GDP growth
2. Optimize (shorten) your apply process.
3. Cast a wide net...and test!

25. © 2021
Thank you!
Up next… Q&A

27. IN PARTNERSHIP WITH
Thank you!
Recruitment Advertising
Trends: What to expect
in 2021?