Screenshots of Google's Pay-Per-Action program
Google has launched a Pay-Per-Action program. I believe it's in beta. My take...
'Action,' in the recruitment space would translate to a candidate applying to a job, registering with an employer's ATS or other following through on some other process on the corporate career site such as watching an employment video, or reading a blog post.
Charging per action is an interesting way to go about SEM but I don't think that it has a place in the recruitment space yet. The U.S. Recruiter has yet define exactly what is the value of a resume, let alone the value of a new registered user in an ATS, or newsletter subscriber. It complicates the sale for the Recruiter. It makes it harder for the Recruiter to appreciate value and purchase.
And don't forget there is a ton of value in SEM(r) that is realized off-line, such as the employer branding value of SEM(r) or the referrals that close only after the candidate being pitched stumbles across some favorable news on your company delivered to her via SEM(r).
I think that cost-per-recruitment-action would require too much from the Recruiter. It's too early for the Recruiting space. We'll have to wait and see if Google agrees.
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