Chicago — Yahoo! Inc., the second-largest vendor of online advertising in the U.S., has announced two innovative advertising solutions — HotJobs Smart Ads and Premium Company Profiles to help recruitment advertisers meet their hiring and branding objectives by delivering more relevant job listings to candidates.
Sunnyvale, California-based Yahoo said the first; Yahoo! HotJobs has expanded its Smart Ads system for use by job advertisers, is a platform that transforms job listings into highly relevant display ads that are tailored to active and passive job seekers across the Yahoo! Network. The “pilot program” targets specific job seekers, according to the criteria including HotJobs registration information and behavioral data, Yahoo said today in a statement.
“The Smart Ads system, launched in July 2007, builds display ads using creative assets and direct feeds of available offers provided by advertisers.”
HotJobs also disclosed a Premium Company Profile, which demonstrates company employment brands using rich media and company-specific content from the Yahoo! Network. The service provides a dedicated page for businesses seeking new recruits, featuring information about company culture and corporate videos.
Blending in with Yahoo Finance and Yahoo Answers, each page comes with an added layer of information and insight about the company in addition to a full listing of positions available to job seekers.
Both products were announced at the Society for Human Resource Management (SHRM) Annual Conference being held in Chicago, June 22-25.
“For employers to remain gainful and competitive in the evolving recruitment marketplace, they need solutions that leverage technology to efficiently connect them with the most relevant candidates,” said Jeff Kinder, senior vice president and general manager, Yahoo! HotJobs.
“Like the groundbreaking R.E.A.L. search algorithm launched in February, the solutions unveiled today are more examples of Yahoo! innovation and research applied to the recruitment industry,” Kinder said.
“Recruiters can leverage Yahoo’s innovations in targeting — behavioral targeting, contextual targeting, career interest, location, and HotJobs’ R.E.A.L. search ranking system — to find the right candidates,” the company said.
Yahoo is anticipating attracting advertisers to boost revenue amid a proxy fight with activist investor Carl Icahn for control of the board. The company, whose net income fell in eight of the past nine quarters, accounted for 16 percent of the $21.1 billion U.S. online advertising market last year, according to researcher EMarketer Inc. in New York.
Yahoo also will help recruiters build business profiles that let potential applicants learn more about company news, view corporate videos and search for open positions.
“These new products are in keeping with our strategy to become the ‘must buy’ solution for recruitment advertisers. We will continue to innovate and drive improved performance for our customers and the industry,” the company said.