PeopleFilter Amplifies Ability to Track Job Applicants

  • PeopleFilter Technology
  • 03.03.08
PeopleFilter Technology is testing whether online advertising techniques can be adapted to help employers fill job vacancies.

The Arlington Heights, Ill., applicant tracking system provider and HR software vendor launched Amplify for HR on January 15. The program can follow potential job candidates throughout the Internet, placing job ads on mainstream Web sites such as Weather.com and Orbitz.com.

"The software is triggered when somebody visits an employer’s corporate career Web site or opens an e-mail from a recruiter," said Kevin Harrison, president of PeopleFilter. Once activated, the program tags the individual and deploys the ads as they navigate through the Web. Amplify delivers conventional help-wanted ads or brand-building slogans that maintain a company’s presence in the minds of potential applicants.

There are caps on the number of advertisements that are sent out. On average, a person is exposed to 25 to 30 ads generated by Amplify within a 30-day period.

“Amplify does not bombard people with advertisements,” Harrison said. “We don’t want to creep anybody out.”

According to several recruiting experts, Amplify is a novel talent acquisition product that gives job ads an extra boost. "It also raises important privacy issues," said Peter Weddle, HR consultant and chief executive of Weddle’s, a Connecticut-based publisher of employment guides.

Applicant privacy is critical in the world of HR. By law, employers should limit their knowledge about a candidate to information that is relevant to a job vacancy, such as college major or type of degree.

PeopleFilter said it does not release personal data to its clients about the individual being tracked — nothing relating to gender, age or race that would expose an employer to legal liabilities. PeopleFilter also does not report which Web sites an individual has visited. Harrison says PeopleFilter worked carefully with legal experts to make sure Amplify is in full compliance. “We wanted to make sure we got this thing right,” said Harrison.

Amplify offers transparency on Internet advertisements. “If somebody wants to learn more about the e-mail or the advertisements, all they have to do is click on a special link,” Harrison added. "There they will be able to find information about how Amplify works, who is tracking them and how their information was obtained. Individuals also will be able to unsubscribe from the ads."




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