LinkedIn P4P
What Is LinkedIn Pay-for-Performance (P4P)?
LinkedIn Pay-for-Performance (P4P) is a billing model designed for promoting job ads on LinkedIn exclusively including Linkedin Easy Apply:
Pay-per-click: Ads only use the set budget if applicants click on the job listing.
30-day budget cycle: The allocated budget is consumed over 30 days based on applicant engagement. LinkedIn optimises the ad placement to achieve the best possible results within this timeframe.
"Easy Apply": Allows job seekers to apply for positions directly on LinkedIn, using their LinkedIn profile to pre-fill application details.
Cost calculation:
Dynamic CPC rates: The cost per click can vary daily and depends on several factors, including:
Job location: The geographical area of the advertised position.
Job title: Specific titles may have different levels of competition.
Market activity: The number of other employers looking for similar candidates in the same region.
Quality control:
Exclusion of irrelevant clicks: Certain clicks are not charged, including:
Clicks from LinkedIn employees.
Multiple clicks from the same user on the same day.
Clicks from users outside the intended target market (e.g., from other countries).
Focus on qualified clicks: LinkedIn prioritises click quality to ensure that your budget is efficiently used for potential candidates who are genuinely interested in your position.
Key benefits of LinkedIn P4P
Cost control: Choose how much budget you want to set between multiple options matching the hiring urgency of your open position.
Targeted reach: P4P ensures your job listings are visible to relevant, active job seekers on LinkedIn.
Performance-based spending: Pay only for actual engagement, making your investment more effective.
Promoting jobs to LinkedIn members
With P4P, LinkedIn helps your job postings reach the right audience through multiple channels, including:
Job search results: Appear in searches conducted by job seekers.
Personalised job recommendations: Displayed based on a candidate’s skills, interests, and experience.
Emails: Sent directly to relevant professionals through personalised job alerts.
News feed: Highlighted in the LinkedIn feed for increased visibility.
Mobile push notifications: Sent to suitable candidates, encouraging immediate action.
The level of promotion depends on the chosen budget: Small, Medium, or Large. A higher budget increases the reach and visibility of your job postings.
LinkedIn P4P represents a powerful, cost-effective way to reach quality candidates while maintaining control over your recruitment budget.