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Sara West

Sara West

Sara West leads Hire Velocity’s sales development, demand generation, and marketing growth strategies and operations. As Director of Strategic Development, she shapes Hire Velocity’s brand strategy to build market awareness, generate sales leads, and acquire new customers. She also works closely with the sales process to implement scalable end-to-end sales solutions and develop the sales team. Sara’s prior experience in operations, marketing, and technology has positioned her uniquely to oversee the strategic planning process, create synergies across the organization, and assess new strategic initiatives. Her responsibilities include developing Hire Velocity’s national marketing vision and brand strategy, overseeing marketing programs and communications, generating awareness and demand through brand messaging and content strategy, and implementing predictable, vision-based sales processes. Prior to joining Hire Velocity, Sara served as a Financial Analyst for Signal Hill Capital Group in New York, where she specialized in the IT services and IT security software sectors. There, she played a pivotal role in researching, valuating and executing major deals, completing extensive due diligence for both buy-side and sell-side transactions. Sara began her career at Garber Venture Capital Fund, where she oversaw teams who evaluated opportunities and performed due diligence for investments within the medical industry. Sara has been a member of Society of International Business Fellows (SIBF) since 2015 and is a graduate of the SIBF Leadership Academy. Sara graduated from the Schreyer Honors College at The Pennsylvania State University with a Master of Accounting and B.S. in Accounting, as well as concentrations in Economics and Religious Studies. An avid traveler and animal lover, Sara’s home base is in Atlanta with her rescue dog, Piper.

Recent posts by Sara West

3 min read

What is Recruitment Marketing?

By Sara West on Jun 1, 2022 7:45:00 AM

Recruitment marketing is like running a race for talent. Planning your strategy positions you at the starting gate, executing your plan sends you off down the track alongside your competitors, and measuring the results of your efforts helps you clock your time so you can fine-tune and improve your performance. The prize in the winner’s circle is finding and hiring the candidates who are ideally suited to your role and culture.

Using many of the same techniques as traditional marketing, recruitment marketing can help you reach candidates in the awareness, consideration, and interest stages of talent attraction. The ultimate goal is to see a desirable candidate hit the submit button on your application and become a valued member of your team for the long term.

But first, you need to understand how candidates decide to apply for a specific role in the first place.

The Funnel: How Marketing Intersects With Talent Attraction

Recruitment marketing uses many of the same strategies as traditional marketing, and it follows a similar path. Marketing begins by casting a broad net with awareness campaigns and narrows down through the consideration stage and finally the interest or decision stage. At each stage, the target audience becomes smaller and content focuses on answering the specific questions people in that stage might have.

Recruitment marketing follows a similar funnel-shaped process of creating awareness, providing information for consideration, and prompting candidates to take action. Think of recruitment marketing as the pre-game show before recruitment starts in earnest. The goal of recruitment marketing is to secure an application, while the goal of recruiting is to secure the hire. When structured and executed effectively, recruitment marketing should segue into the recruiting process, as demonstrated in the funnel graphic below.

Recruitment Marketing vs. Recruiting

Recruitment Marketing Funnel

These broad stages can be broken down into more specific actions, but they are all part of the talent acquisition process, as shown in the graphic below.

For example, the recruitment marketing stage will include employer brand awareness for passive candidates, direct response advertising, retargeting, and direct sourcing leading up to the application. After the candidate has applied, the recruiting process will kick in with screenings, interviews, offers, and the eventual hire.

Talent Attraction Funnel_Rev

You can see how each stage progressively narrows down the field of candidates and leads into the next stage.

Why Job Postings Aren’t Enough

But why put in all that effort? Why not just post your job on your favorite job boards and social media sites?

The reason is that a candidate’s path to your company is not as straightforward as it once was. A 2018 CareerBuilder survey found that 60% of employers have experienced longer time-to-fill over the past year due to a fiercely competitive hiring landscape. Candidates expect employers to be proactive and personal, and 31% expect personalized messages from recruiters. Three out of four candidates want to know what it’s like to work for a company before they apply, and half will check you out on your website and on social media first.

The bottom line is that candidates are taking charge of their own job seeking experience. If employers don’t meet their expectations, they can kiss those applications goodbye.

Recruitment marketing gives you the edge on attracting the best candidates, because it changes the recruiting equation. By stepping into the recruiting experience with personalized outreach, target audiences, and carefully crafted messaging, you can reach the best candidates at every stage of the job search.

Topics: Talent Advisory Recruitment Marketing
2 min read

Ultimate Guide to Recruitment Marketing

By Sara West on Oct 27, 2021 10:00:00 AM


Recruiting in a job seeker’s market gets complicated quickly. In addition to stiff competition for quality candidates, employers must consider cultural fit, engagement strategies, and talent attraction strategies that reach beyond the job board. If recruiters don’t zero in on hiring the right person the first time, recruiting costs will skyrocket as retention drops and turnover escalates.

In December of 2019, the Bureau of Labor Statistics reported 6.4 million job openings. That’s down over 10% from the same time last year, but it still outpaces the 5.9 million hires that took place during that month. These numbers often play out in favor of candidates, especially those with high-demand skills. Candidates can afford to be choosy about the positions they accept, and employees don’t have to stick around in a job that isn’t a good fit. With online reviews and social media at their fingertips, they can make decisions based not only on the specifics of the role, but also on what it’s like to actually work for a specific company.

Employers, meanwhile, must compete with hundreds of other companies for qualified talent. People with the right skills might be few and far between. The best candidates will likely receive offers from multiple employers, especially in high demand fields like technology or healthcare. To compete, employers must be more strategic about the ways they find and attract talent.

The stakes are high, and the right hire could make the difference between success and failure in the marketplace. So how can you boost your chances of securing the talent you need?

It starts with recruitment marketing.

Table of Contents: Recruitment Marketing

  • What is Recruitment Marketing?
    • The Funnel: How Marketing Intersects with Talent Attraction
    • Why Job Postings Aren't Enough
  • The Starting Gate: Position Yourself for Success with Candidates
    • Candidate Personas: Get to Know Your Ideal Candidate
    • SEO / SEM: Find Your Candidates Online
  • Run the Race: Plan & Execute Your Strategy
    • Awareness
    • Consideration
    • Interest
  • Clock Your Time: Recruitment Marketing Metrics & KPI's
Topics: Talent Advisory Recruitment Marketing
2 min read

How Does Programmatic Recruitment Advertising Work?

By Sara West on Oct 20, 2021 7:30:00 AM

Programmatic recruitment advertising is revolutionizing the way companies recruit top talent. As industries face challenges in sourcing top-notch talent efficiently, programmatic is helping companies save costs, streamline job advertising, and target the best candidates. However, if you are thinking of embracing this innovative method of recruiting, it’s important to understand how programmatic job advertising works.

What is Programmatic Job Advertising?

Programmatic job advertising uses technology and automation for buying, distributing, and optimizing job advertisements across the internet. This technology optimizes recruitment advertising using online data collection, targeted job ads, and automated bidding. This automation ensures that the right job ad is seen at the right time by the right job candidate to increase the likelihood they will apply. 

Programmatic Works For You

Programmatic recruitment advertising is more than the automation of job ad placement. It also provides intelligent feedback on how your job ads are performing, where jobs ads should be placed, and improvements you can make for the future. In the end, programmatic provides you the insight to ensure your recruitment campaign is efficient and cost-effective. 

Targeting the Best Job Candidates

Programmatic job advertising uses data from a wide variety of sources to offer recommendations for job ad placement. For example, your existing candidate relationship management or applicant tracking systems may offer insights into the demographics of users on your website. This machine-driven system looks at data to predict where the ideal candidate will most likely see a job placement. 

Analytics At Your Fingertips

Programmatic job advertising provides you with the tools to quickly track and analyze the performance of all your recruitment media. Job advertising data is available with real-time insights on job ad performance, budget, and the ROI on job placements. You have the power to control your entire job advertising process seamlessly in one location and make instant adjustments as situations change. 

Keeping People In The Process

While programmatic job advertising automates more of the recruiting process, it doesn’t remove people from the equation. Instead, recruiters can now streamline the more challenging aspects of the recruitment process and focus on using actionable data to hire top-quality candidates at a much lower cost.

Ready To Get Started?

Contact us today to learn about how ProIQ can help you maximize your recruiting results and source top-notch job candidates in less time. 

Topics: Talent Advisory Programmatic Job Advertising
2 min read

Programmatic Job Advertising vs. Programmatic Advertising

By Sara West on Oct 13, 2021 7:30:00 AM

With billions of job seekers online, how do you guarantee that the best candidate sees the ad for your job? Innovations in digital advertising make it easy for recruiters to maximize ROI, streamline recruitment efforts and help companies save money with programmatic job advertising. Programmatic job advertising can help you capture your prospect's attention and ensure they click to apply.

The Growth of Data-Driven Advertising

Programmatic advertising has revolutionized online advertising. Rather than manually searching for where to run ads, companies using programmatic advertising can place ads on a network of publishing platforms simultaneously. Programmatic online ad buying helps companies make data-driven decisions, increasing revenue. As of 2020, programmatically sold advertising was worth $129.1 billion.

What is Exactly is "Programmatic"?

Whether you are in sales or job recruitment, "programmatic" ad buying refers to the software used to purchase digital advertising. This involves the automated process of buying, selling, and bidding on ads across multiple online channels to target a specific demographic. Advertisers use programmatic advertising to direct ads to their ideal customer, while recruiters use programmatic job advertising to target their best job candidate.

Powerful Benefits for Advertisers and Recruiters

Marketers use programmatic to place ads for products, while recruiters use the same automation to place ads for job seekers. Programmatic helps both industries see actionable results. These technologies empower the advertiser and recruiter to laser target their ideal demographic and prevent accidental overspending on advertising budget.

Manage Your Ad Budget

Recruitment advertising can be costly. Programmatic job advertising helps you determine how to allocate your advertising budget effectively across many types of jobs to be filled. The most effective platforms use predictive data and intelligent automation to intuitively manage your spending across all open positions to ensure no overspending occurs. These algorithms also help ensure you pay for ads that provide tangible results and the highest possible ROI.

Connect With Your Ideal Candidate

One of the key benefits of programmatic is the ability to laser target the audience of your ad. For marketers, this has been key to ensure that the right customer sees their product ad. For recruiters, programmatic job advertising helps reach out to the most fitting job candidates. Intelligent algorithms set up job candidate profiles, and ads are placed where they are most likely to attract higher-quality applicants and lead more candidates to the final stages of hiring.

Data-Driven to Get Results

Programmatic job advertising provides companies with real-time data to make long-term ad spending decisions to recruit the best candidates. Studies show that companies using programmatic job advertising are nearly three times more likely to improve the quality of hire than traditional advertising. Additionally, companies that leverage programmatic are also twice as likely to reduce time-to-fill.

Ready to Use Programmatic Job Advertising?

If you're looking for the best method of sourcing top-quality job candidates in less time, try programmatic job advertising. Contact us at ProIQ to learn how we can help your company optimize your campaigns and recruit the most qualified candidates.

Topics: Talent Advisory Programmatic Job Advertising
2 min read

ProIQ Combines Digital Marketing and Talent Advisory Solutions to Help Companies Attract Talent

By Sara West on Oct 6, 2021 7:30:00 AM

Based in Salt Lake City, Utah, ProIQ serves clients across the country in their efforts to market smarter, Hire Smarter, and grow stronger.

Every company faces unique challenges and ProIQ believes that they should be met with innovative solutions. Their approach combines a passion for data with a love of digital marketing to develop solutions that drive results for talent acquisition, sales, and marketing teams. As a new division of Hire Velocity - an industry leader in Recruitment Process Outsourcing based in Atlanta, Georgia - ProIQ serves as a full-service digital marketing agency with a focus on attracting candidates using digital recruiting strategies.

Managing Director, Sara West, will be leading ProIQ in focusing on Digital Advisory and Talent Advisory solutions. Previous to her new role, West was the Director of Strategic Development at Hire Velocity where she helped shape brand strategy to build market awareness, develop inbound and outbound lead strategies to acquire new customers. Before joining Hire Velocity, Sara served as an Investment Banking Financial Analyst for Signal Hill Capital Group (now DCS Advisory) in New York, where she specialized in the IT services and IT security software sectors. There, she played a pivotal role in researching, evaluating, and executing major deals, completing extensive due diligence for both buy-side and sell-side transactions.

“I’m excited to help companies implement innovative digital strategies, like social media and programmatic job advertising, to better position themselves in a fast-paced hiring world. In today’s candidate-driven job market, it’s important for companies to implement strategies that will not only attract candidates but also position them as an employer of choice,” explains West, “What makes ProIQ different from your typical agency is that we’re laser-focused on quantitative results. Yes, we’re creative but at the end of the day everything is about the numbers.”

ProIQ leverages digital marketing expertise to help clients build their employer brand, effectively market to and attract candidates, and identify new talent markets with recruitment marketing, employer branding, and location analysis. Its digital advisory solutions will support clients’ digital marketing strategy with social media marketing, website development, content marketing, search engine marketing, and email marketing. By employing a team that has decades of experience in talent acquisition, marketing, sales, operations, data analytics, corporate strategy, and finance, they’ll be able to develop unique digital, data-based solutions that address even the toughest human capital and digital marketing challenges.

About ProIQ

ProIQ is a strategic partner for companies that want to build both great teams and great businesses. By engaging to understand their clients’ unique needs, they create digital and talent strategies that deliver the solutions required to drive success. ProIQ leverages digital marketing expertise to help clients build their employer brand, effectively market to and attract candidates, and identify new talent markets with recruitment marketing, employer branding, and location analysis. Its digital advisory solutions will support clients’ digital marketing strategy with social media marketing, website development, content marketing, search engine marketing, and email marketing.

About Hire Velocity

Hire Velocity designs talent strategies that build great teams and great businesses. They are a proven leader in Human Capital Solutions and trusted by companies for customized Recruitment Process Outsourcing (RPO), Search, and Talent & Digital Advisory solutions. Hire Velocity partners with clients across nearly every industry to solve recruiting challenges and achieve sustained outcomes. Consistently recognized as a partner that goes the ‘extra mile’, they are devoted to delivering outstanding customer service.


Topics: News Talent Advisory Recruitment Marketing Digital Marketing Social Media Marketing Programmatic Job Advertising
2 min read

The Benefits of Programmatic Advertising for Recruitment

By Sara West on Sep 21, 2021 7:00:00 AM

Many changes are happening in talent acquisition. Companies are seeking out new ways to recruit top talent efficiently and cost-effectively. Programmatic job advertising is one the most innovative ways today for recruiters to attract the best candidates and hire in high volumes. Programmatic advertising for recruitment can empower your company to save time, save money and recruit the most qualified candidates for every position.

What is Programmatic Job Advertising?

Programmatic job advertising uses automation tools to purchase, publish and optimize online job ads. This intelligent software ensures that job ads are placed where they are most likely to be seen by the most suitable candidate. This technology integrates with a network of applicant tracking systems, websites, job boards, and ad space to post jobs on the channels that deliver the best outcomes.

Don't Miss These Key Benefits of Programmatic

Programmatic job advertising offers significant benefits for recruiters. Most importantly, with programmatic job advertising, you can:

  • Target your ideal job candidate.
  • Place your job ads where relevant candidates see them.
  • Reduce staff time spent on the manual tasks of posting on job boards.

But, there are many other advantages to using programmatic job advertising.

Long-Term Cost Savings

According to recent research, on average, 40 percent of job advertising spending is wasted. How can you lower the costs of your advertising budget? Programmatic automated bidding can help ensure that you only pay for the ads that provide tangible results with the highest return on investment (ROI). This intelligent process helps you set suitable bids and budget caps on advertising, so you avoid overspending. 

Greater Reach of Your Recruitment

Advertising your job openings across multiple and diverse publishing networks has never been easier with programmatic automation. With programmatic job advertising, you can expand the pool of potential candidates you reach. Since the most qualified candidates may not be on the most popular job-seeking websites, programmatic automation helps your job posting be seen on unfamiliar specialized job boards and websites that attract the best candidates. 

Higher Candidate Quality

High applicant volume doesn’t necessarily mean that the top candidate is applying. A chief advantage of programmatic job advertising is that it ensures your job placements are seen by the relevant job seeker who can fill your specific needs. Automated optimizations help reduce the cost-to-hire by placing ads in front of the most qualified and relevant job applicants with a higher probability of being hired. 

Valuable Insights Through Real-Time Metrics

One of the most desirable benefits of programmatic job advertising is delivering real-time performance tracking and actionable data. A programmatic approach can track ad spending, ad performance and provide analytics to make improvements over time. You will know precisely how well your job ads are doing across all recruitment media and make informed decisions that drive maximum ROI throughout the job recruiting process. 

The Takeaway

Talent acquisition can be costly, and hiring the best-qualified candidates for hard-to-fill positions can be a slow process. Programmatic job advertising offers various benefits to help companies solve this dilemma and optimize data to improve quality-of-hire.

Save yourself the frustration of struggling to find talent and learn how ProIQ’s recruiting platform can help you reduce costs and hire the best possible candidates. 

Topics: Talent Advisory Programmatic Job Advertising
2 min read

What is Programmatic Job Advertising?

By Sara West on Sep 10, 2021 2:28:16 PM

Recruitment of top talent is one of the biggest challenges most companies face, regardless of their size or industry. Recruiters are competing for the most qualified candidates while balancing the management of a high volume of applicants. 

Programmatic job advertising is one solution that can improve efficiency and decrease total costs in the recruiting process. 

Understanding Programmatic Job Advertising

Simply put, programmatic advertising is the buying and selling of online ads through automation tools. Advertisers can place ads across multiple online channels to target a specific demographic. Programmatic advertising ensures that the right ad is seen at the right time by the right audience to increase engagement. 

Programmatic Job Advertising Delivers Superior Results

Similar to programmatic advertising, programmatic job advertising uses similar automation tools to buy and optimize jobs ads. This automated process ensures that a target job candidate sees the job ad. This technology integrates with a network of job boards, websites, and ad space to put job ads on the channels that deliver the best results. 

How Is It Different From Traditional Job Advertising? 

Studies show that traditional job advertising models can lead to expensive and ineffective results. This approach to talent recruitment forces recruiters to negotiate, purchase, and monitor all job advertising investments. This can lead to inefficient and costly processes that don’t reach the right potential candidates. Programmatic job advertising automates the digital advertising process to manage costs and guarantee that your job lands in front of precisely the right candidate —the one you want to hire. 

Big Benefits for Recruiters

Programmatic has changed the way advertisers and recruiters use online platforms. It provides recruiters with the tools for cost-effective access to targeted job seekers. Key benefits of programmatic job advertising include:

  • Cost-effective job advertising
  • Higher quality application volume
  • Faster time-to-hire
  • Recruiter efficiency

Business Impact of Programmatic

Companies and recruiters are investing in programmatic job advertising because it provides the tools to consistently attract quality, engaged candidates and reduce the cost per hire. Programmatic replaces ineffective advertising methods and provides quick results on job ad performance. The results show that programmatic advertising consistently helps companies increase the speed of the hiring process and save money.

Learn more about how ProIQ can help your company strengthen your recruitment strategy and realize cost savings from programmatic job advertising.

Topics: Talent Advisory Programmatic Job Advertising
1 min read

Goldleaf Farms Unveils New Website Design with Store + Video Marketing

By Sara West on Aug 25, 2021 12:46:15 AM

Client: Goldleaf Farms

Scope: Branding, Content Marketing, Website Design & Development, Social Media Marketing, Search Engine Optimization (SEO)

Visit www.goldleaffarms.com

Project Description:

Goldleaf Farms is an ornamental tree farm based outside of Atlanta with nearly 300 acres between 2 farms in Georgia and Mississippi. As ‘Growers of Distinct Trees’, Goldleaf Farms was looking to modernize its brand with a new mobile-enabled website and online store, social media presence, and overall digital identity. ProIQ worked with Goldleaf Farms to bring the owner, Phil Cates’, vision to life with a unique website design and presence.

New Website Design with Online Store

The ProIQ team partnered with Phil to highlight drone footage of the Georgia farm throughout the website as well as the 150+ varieties of trees on the new mobile-enabled online store. By using the category and tag functionality to group the unique characteristics of each tree species, customers can identify the optimal tree based on height, spread, shape, foliage, fall color, farm location, genus, species and cultivar.

GLF Website Sample

DIgital Identity Redesign + Video Marketing

Working with Phil, ProIQ developed a strategy to refresh the company’s identity across the social media platforms and on Google to drive greater brand awareness and organic traffic to the website.

GLF Social Media Sample


Topics: Customer Stories Digital Marketing Website Design & Development Social Media Marketing