Job listings and advertising for open positions have been a vastly under-developed segment of online marketing. While creativity and investments have skyrocketed for smarter, sleeker, and objectively better online ad campaigns, job listings have been left more or less the same. Sure, you can add a couple of pictures, maybe pair it with a company presentation page for “employer branding purposes,” but innovation is typically not an associated word.

Smarta Jobb (which translates to “smart jobs” in English) changes that, making traditional recruiting a brand new ballgame. Developed by Next, the innovation hub at Bonnier News, Smarta Jobb adds a new layer to recruiting — helping companies, human resources, and recruiters reach candidates otherwise missed in the traditional process.

The “smart” part of the product stems from an inventive approach to predicting where presumptive, currently passive candidates are to be found in the context of news consumption. Smarta Jobb matches advertised opportunities with news readers without disrupting the reader experience.

A predictive model created by Bonnier Next puts ads in front of potential job candidates, even if they aren't actively seeking a new job.
A predictive model created by Bonnier Next puts ads in front of potential job candidates, even if they aren't actively seeking a new job.

Finding active job seekers has never been difficult. In fact, you might even find yourself wanting to limit the number of applicants for a highly sought-after position. The trick is finding candidates who are perfectly matched but not actively looking for jobs. Commonly referred to as “passive candidates,” they are famously elusive. Finding the ones who are qualified, interested, but tragically unaware of the opportunity can be viewed as a Holy Grail of employment advertising. By using a proprietary, predictive, data-driven model that is secure in terms of EU GDPR regulation, Smarta Jobb learns how and where to find suitable candidates for each job listed.

While continuing with established procedures finding active candidates, Smarta Jobb puts editorial content to work for the benefit of the advertiser without compromising reader experience — opening up a new segment of ad revenue driving traffic while complementing the traditional recruitment process.

Working with predictive models in the wake of GDPR enforcement has proven a blessing in disguise. Many feared regulation might impose on development, but it has instead been a driver of innovation. While previously being somewhat dependent on identifying the physical customer, their clickstream, and actual location, we now can let that data add value to our predictive model by choice of the customer. All of this is happening while our model focuses on cohorts of actual customer behaviour, reading patterns, and intelligent tagging, text analysis, and content matching.

A key aspect to the success of Smarta Jobb is that it lets readers know about relevant job opportunities without interrupting their content experience.
A key aspect to the success of Smarta Jobb is that it lets readers know about relevant job opportunities without interrupting their content experience.

Introducing a new way and form of advertising means respecting the editorial and journalistic effort put into the news product. We must never impose on it, nor should we ever put the message delivered or the reader experience at risk. Smarta Jobb ensures the reader is presented with listings in a relevant context, minimising out-of-place and disruptive ads that might draw the reader away from quality content.

Combining anonymous, pseudonymised data with text analysis to form Artificial Intelligence learning algorithms, we predict where the reader has the greatest benefit and interest in seeing the related listing. Once in place, the reader will continue enjoying quality content while presented with relevant listings that deliver quality candidates for the advertiser.

With Smarta Jobb, a key objective has always been to increase value for the reader, for the advertiser, and for the news provider. Bonnier News Next process of innovation makes this a reality by refining the traditional recruitment process, bringing true innovation.