Let’s talk programmatic: Marketer spotlight – Jim Hatch

Let’s talk programmatic: Marketer spotlight – Jim Hatch

jim hatchJim Hatch is a sales and media sage with 28 years of experience who had an urge to create his own media outlets, The Work Channel and HR4Vets, to empower today’s career job hunters, hiring companies and career service organizations.

As the son of a career marine who has created hiring events for veterans with The American Freedom Foundation and CareerBuilder, he understands the importance of learning how to reinvent oneself professionally when leaving the military.

Jim believes that programmatic advertising and algorithmically sourced content are powerful for finding opportunities for job seekers and helping HR professionals target their ideal candidates. Jim hopes to learn as much as he can from programmatic advertising and content marketing industry experts, and he invites you to contact him with advice.

PA.O: What do you do for a living?

Jim Hatch: I am a founder and CEO, and this basically means I take out the trash, write checks and do everything else in between. I work with our clients on a day-to-day basis and have the great opportunity to solve problems.

Clients don’t want to hear that they have problems; they want to hear that they have concerns. Through most of my career, before programmatic advertising even began, I have helped clients solve their concern of reaching the right audience.

PA.O: Jim, thanks for sharing your background with us. How is programmatic advertising changing the world?

Jim Hatch: With programmatic, the more you can share with advertisers about what you are interested in, the more they can send you content to support your lifestyle, family and interests. That’s the biggest piece – programmatic advertising helps people support their lifestyles.

When that clicks, people will start to really get on programmatic.

After that, it is packaging these ads and information in content that appeals to consumers. Using programmatic from a video standpoint is a double-edged sword. It maximizes what you want to see and when you want to see it. It is a huge resource because it is so engaging and interactive.

For instance, I have two athletic, teenage children. They are embracing the digital age through Netflix and their phones – and when they find a few programs that are of interest to them during the week, they can watch a whole series of shows on a Saturday. Content is being recommended to them based on their current selection of programs.  As for my generation, we waited for the Brady Bunch to come on Friday nights at 8 p.m. Because my kids are very active in lacrosse, they see a lot of lacrosse video ads. Programmatic serves them ads that support their active lifestyle.

PA.O: How does programmatic advertising play into your business?

Jim Hatch: A lot of companies are looking to hire veterans and first responders. When they serve our nation, put in 20-plus years and subsequently, have knowledge and commitment, it shows. They make great job candidates. Hiring a veteran is the right thing to do for multiple reasons, and with the buying power of the military market employing and selling to the military community are wonderful for businesses.

Many of these veterans are looking for second careers. However, veterans have concerns that need addressing before they can get new careers.

How do they rewrite a resume after a short stint or a lifetime in the military? How do they receive the certifications, education and/or licensing that they need in order to be qualified for work after the military? Who are the companies that are trying to target these people looking to continue helping our society? I acknowledge that many of these issues are not just faced by veterans, but many other members of our nation’s workforce. That is where programmatic comes into play for The Work Force Channel and HR4Vets.

Programmatic could put the job hunter in control of accessing content based on their interest and area of expertise.

Programmatic advertising could be used to serve people content for the career skills and education they need to succeed. Today’s job seekers need access to video content 24/7, allowing them to gain knowledge and insight even when it’s 2 in the morning, and they’ve just come off of their second shift.

On the Workforce Channel, we have an opportunity to create libraries of video content, supporting professionals’ transitions into new career ecosystems and industry-specific portals designed to support them in charting their own unique hiring paths.

Programmatic can also help hiring companies better reach their target candidates.

HR is still stuck in the 1980s mentality of fax me a resume. Very few companies have the tools and resources to streamline and identify their ideal candidates. Again, HR departments are asked to do more with less. Unfortunately, they miss out on a lot of great candidates. Their staff is trained to look for buzzwords in job applications, as the average recruiter spends a mere six seconds reviewing a resume.

For instance, when people see “medical,” they just think hospital. In reality, there is so much more than that: ecosystems, sub-specialties, staffing, pharmaceutical, medical equipment, insurance, etc. All of these industries support the ecosystem of the medical community and hiring needs within that community. With programmatic we can dig into a specific area, look into prospective local candidates and deliver better messaging. Using a nurse for example, there are a variety of different types, NICU, ER, etc. Let’s say a specific type of nurse just graduated.  He or she probably lives 10 to 20 miles away from the hiring company. He or she will eventually take additional classes to advance his or her career.  Programmatic advertising could then identify relevant opportunities and messaging, then connect him or her with information market content that meets and supports the individual’s needs.

PA.O: Very interesting point of view. What concerns you about the future of advertising?

Jim Hatch: My main concerns are for the uneducated business owners who haven’t embraced how data and knowledge will set them free.

Business owners are trying to run companies without a strong understanding of advertising. A lot of companies have great media sales reps, but when they sell ads without the best interest of their clients, they can really hurt them.

Also, sometimes local small businesses aren’t using or collecting data like they should be – for example, breaking down their clients into data points, seeing who bought from them, when they came in and finding insights into the individual’s buying needs. Local vendors are struggling with this; they aren’t even collecting valid data. The bigger companies get it, but the smaller ones don’t.

I think we can agree that education will set us free. Where are the businesses providing continued education that will help their employees grow and advance their careers?  Which businesses offer mentors that are two, five or 10 years senior that can help employees chart their career paths? It all starts with CEOs understanding what creates growth in their companies and hiring employees who can see the big picture. That’s why I created The WorkForce Channel and HR4Vets; programmatic content supported industry ecosystems just makes sense.

Would you like to learn more about Jim Hatch? Connect with him on LinkedIn or reach out via email.

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