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Episode Overview

In 2023, healthcare employers using Indeed will pay only when a candidate starts or submits an application, rather than when they click on a job ad, as is currently the case. The migration from a pay-per-click pricing plan to a pay-per-application model has already begun for many of our clients at Nurse Recruitment Experts.

Some organizations are reporting a big jump in cost per candidate; but does it have to be that way?

This podcast episode will explore:

  • Numbers and learnings from Nurse Recruitment Experts’ campaigns.
  • Navigating the new pricing model so you still get value for money.
  • Things to do and not to do when accepting candidates under the new model.
  • Explaining the change to your team.
  • Strategies to enhance the quality of candidates you receive and pay for.

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The Times They Are A-Changin’

In 2023, healthcare employers using Indeed will pay only when a candidate starts or submits an application, rather than when they click on a job ad, as is currently the case.

The migration from a pay-per-click pricing plan to a pay-per-application model has already begun for many of our clients at Nurse Recruitment Experts (NRX).

Indeed stated:

“With our old pricing model, known as Cost Per Click (CPC), employers paid for every click made on their job post, even if those clicks did not turn into a completed candidate application [..] You’ll now pay per application submitted, not per click. This new model is known as Price Per Application (PPA). Instead of pay-per-click, which may or may not have resulted in an application, you’ll now only pay for quality applications from job seekers whose responses meet the questions you mark as “deal breakers” in your job post”

Here are your Do’s and Dont’s for navigating the change.

Do

Explain the change to your team.

As a leader, you won’t be in the Indeed account daily. It’s your role to empower and assist recruiters assigned to processing candidates. Ensure the team know who is rejecting/accepting candidates, creating job posts, and tracking ROI.

Carefully read the applications you receive.

Paying for unqualified candidates is wasteful. Make sure you have carefully reviewed everyone before accepting them.

Set the real deal breakers for the job when creating qualifying questions.

All candidates received must pass the deal-breaking criteria which you specify. Choose the right questions for the specific role. Make them general at your peril: time will be wasted sifting and potentially paying for unqualified candidates.

Review every candidate within 72 hours.

You’ll pay for applications automatically after 72 hours. It’s important to check Indeed on a Monday morning especially, lest you pay unnecessarily for Friday’s unqualifieds.

Don’t

Accept and pay for every application

Many early critics of the change fell into this trap. Train the assigned team member on this. They must use judgement and knowledge of the position to carefully accept or reject candidates.

Take your eye off the numbers: has cost per (qualified) applicant gone up, stayed the same, or dropped?

The change was not enacted to bankrupt employers. If your costs shoot up, it’s a sign too many candidates are being accepted. Check your account or with your rep to fix things.

Do nothing.

Changing times call for changing people! Use this plan for working with rather than against the update.

And remember

We’re here to help if you’re struggling to navigate the change. Be it advice from experience or hands-on support. NRX helped 49 healthcare organizations in the USA and Canada hire more permanent nurses in 2022. See our results and read our client feedback here – Nurse Recruitment Experts Testimonials.

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