Job boards play an essential role in helping employers find talent. Yet, there’s a recurring issue: many job boards struggle to get the credit they deserve for completed applications. The problem lies in something called the “attribution gap” where job boards lose visibility once candidates are redirected to external sites to complete applications. This disconnect makes it difficult for job boards to demonstrate their true value, impacting their credibility and revenue in the process.
Why Does the Attribution Gap Happen?
When a candidate clicks “Apply” on a job board, they’re often directed to an employer’s website, an Applicant Tracking System (ATS), or a third-party application platform. At this point, the job board loses track of whether the candidate completes or abandons the application. This lack of visibility becomes a critical problem, especially for Cost Per Application (CPA) models, where job boards are compensated only when a candidate completes an application.
For job boards using Cost Per Click (CPC) models, this gap is still problematic. Without tracking, job boards can’t confirm whether their traffic converted into completed applications. This missing data hinders the job board’s ability to prove its effectiveness and secure its place within the recruiting ecosystem.
Current Strategies for Bridging the Gap
Many job boards rely on employer feedback to determine how many applications were completed. However, this is unreliable and can result in inconsistent reporting and measurement, subjective feedback, delayed response, and increased work.
While employers can use tracking tools like UTMs, tracking codes, and cookies to trace where applicants came from, these tools work one way—employers can track candidates, but job boards can’t confirm the final outcomes. This setup also leaves job boards reliant on employer data, which is often incomplete or delayed.
Another issue to consider is that job boards often have no control over the candidate’s experience once they’re redirected. For example, if an employer’s application form is clunky or confusing, quality candidates might drop off, hurting the job board’s success rate through no fault of its own. This is especially relevant for CPA models, where job boards are evaluated on completed applications, even though they don’t control the external process.
Potential Solutions to Close the Attribution Gap
To tackle this problem, job boards need innovative solutions that allow them to keep candidates within their platform through the entire application process.
One solution is for job boards to host the entire application process on their site. Instead of simply forwarding candidates to an external platform, job boards could manage the application process from start to finish. This setup would ensure that job boards get full visibility and attribution for completed applications.
However, this approach requires job boards to set up and manage application forms, which can be resource-intensive and may limit employers’ flexibility with their existing systems.
UBIO’s Automated ‘Direct Apply’ Experience offers an alternative by allowing job boards to bring the full application process onto their platform without requiring extensive integration. With UBIO’s “Direct Apply” feature, candidates apply directly on the job board’s site, while UBIO’s automation technology completes the application on the employer’s platform in the background. This way, job boards maintain visibility over the entire candidate journey, ensuring they receive proper credit for completed applications.
By maintaining control over the application process in this way, job boards can reap several significant benefits:
- Enhanced Control Over the Candidate Experience: Job boards can streamline the application process, improving completion rates and reducing drop-offs.
- Increased Brand Loyalty: A positive candidate experience builds loyalty, making candidates more likely to return to the job board for future opportunities.
- A Stronger Position in the Hiring Ecosystem: By delivering completed applications, job boards can solidify their value, establishing themselves as indispensable partners for employers.
- Differentiation in the Market: Offering a seamless “Direct Apply” experience helps job boards stand out, showcasing their commitment to transparency and results.
By keeping candidates on the job board, UBIO’s solution also enables job boards to optimise the application process for higher conversion rates. With streamlined forms and a seamless experience, job boards can reduce candidate drop-off, improve the candidate experience, and ultimately drive more completed applications.
The attribution gap is a challenge, but it also presents an opportunity for job boards to innovate, enhance the candidate experience, and prove their worth in an increasingly competitive landscape. By adopting solutions like UBIO’s Direct Apply, job boards can bridge this gap, ensuring they get the credit they deserve while delivering a better experience for candidates and employers alike.
If you'd like to see how this could work for your job board, please book a demo here.