Michael Ang Of JobElephant On The Future Of Adtech
An Interview With Kieran Powell
Interpersonal Skills: Building strong relationships and communicating effectively are vital. For example, being able to explain complex ideas to clients clearly or work well with team members are essential skills for success. When I work with clients, I strive to be direct while also giving them the appropriate context so they fully understand what I’m trying to convey. I use analogies and examples as much as possible since this helps explain complex advertising and technology concepts.
Advertising technology is rapidly evolving, transforming the way brands connect with consumers. From programmatic advertising to data analytics, the AdTech industry is driving innovation and efficiency in marketing. As part of this series, we had the pleasure of interviewing Michael Ang.
Michael Ang, CEO and Founder of Jobelephant.com, Inc., leverages over two decades of recruitment advertising expertise. Starting as a graphic designer in 1994, he established JobElephant in 2000, propelling it from his garage to national recognition. Michael’s visionary leadership emphasizes outstanding service, personally managing numerous client accounts. His focus on streamlining recruitment advertising processes has solidified JobElephant’s reputation for reliability and success. Michael’s insights and commitment to excellence distinguish JobElephant as an industry leader.
Thank you so much for your time! I know that you are a very busy person. It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I’ll never forget that JobElephant started processing orders on October 4, 2000, which also happens to be my daughter’s birthday. It was tough because my wife was eight months pregnant when we moved to a new city, settled into a new house, and launched the company all at once. Doing all of that together was challenging, and I realized that having a strong support system and maintaining a positive work-life balance is essential for succeeding as an entrepreneur.
Are you working on any exciting new projects now? How do you think that will help people?
We’re currently enhancing Horton, our advanced predictive analytic tool, to optimize job postings and save costs by ensuring placements are spot-on from the outset. Our upgraded API now integrates seamlessly with applicant tracking systems such as PeopleAdmin, job boards, and media companies, enhancing JobElephant’s ad platform. This improvement empowers Horton to foster more efficient connections between job seekers and employers.
What do you believe will be the most significant technological advancements in adtech over the next five years?
In the next five years, adtech will see significant advancements in enhanced personalization and real-time analytics. Emerging technologies will enable precise targeting, ultimately ensuring ads reach the right audience at the right time. Also, advancements in data privacy and security will protect user data while allowing effective marketing strategies. These developments will drive the industry towards more personalized, secure, and engaging advertising solutions.
How is artificial intelligence changing the landscape of advertising technology, and what potential does it hold for the future?
Artificial intelligence is changing advertising technology by opening up new possibilities for the future. AI-generated content platforms are a major example of transforming how content is made and consumed. For instance, AI can help you find job opportunities near you, which wasn’t possible before.
AI and data analysis are moving us beyond old metrics to better understand and improve the customer journey. In 2009, following the Great Recession, we began tracking customer ads. By 2018, we had launched Horton with machine learning for continuous improvement. Before API integration, we could only bring customers to the front door and allow them a peek inside without seeing their entire journey. Now, with the API, we track candidates from their initial interaction with the ad through the hiring process. This feedback loop enables us to enhance strategies using detailed data rather than just clicks.
What are the biggest challenges currently facing the adtech industry, and how can they be addressed?
The adtech industry faces enormous challenges, like tech giants acting monopolistically, which could hurt competition. Government oversight is crucial to ensure fairness. Also, there’s growing agreement that AI needs strict rules. Letting companies police themselves isn’t enough. External oversight is required to manage AI development properly.
How do you see the role of data privacy evolving in adtech, and what impact will it have on the industry?
Data privacy in online advertising is changing, especially in the $35 billion job recruitment market dominated by just two big companies. Regulations like the General Data Protection Regulation (GDPR) in Europe give people more control over their data, which could spread to other areas. This means users can manage how their information is used, which might slow down adtech industry growth.
New technologies like job application bots raise questions about who controls the data and how they’re used, leading to the need for solid ways to check information, possibly using blockchain. At JobElephant, we focus on keeping personal information anonymous to protect privacy while still learning valuable things from the data. The industry needs to balance new ideas with protecting people’s privacy to keep growing and keep people trusting the system.
Can you share a case study or example of a groundbreaking adtech innovation that has had a major impact on the market?
Before, a campaign could take a day or two to go live. With JobElephant API, this time is now reduced to under an hour. This is a big deal in advertising technology and a remarkable achievement in the adtech landscape.
This streamlined process is especially crucial in today’s tight labor market, where speed can often be the differentiator in attracting top talent. By minimizing the delay between campaign launch and visibility, employers gain a competitive edge, ensuring they can swiftly engage with potential candidates and capitalize on emerging opportunities. Thus, our API exemplifies how groundbreaking adtech innovations can effectively address industry challenges and drive meaningful impact.
What are the “5 Things You Need To Create A Highly Successful Career In The Marketing and Advertising Industries?”
Flexibility/Adaptability: In this fast-changing industry, it is crucial to be able to go with the flow and adapt quickly. For example, when a new social media platform emerges, successful marketers learn how to use it effectively without hesitation. As the world becomes more digital, I study how it impacts where people get their information from. When I started JobElephant in 2000, I was primarily laying out job posting ads for local newspapers and print publications because that was where our target audience was searching for jobs. Today, people use online job boards and social media platforms to actively search for jobs. Being able to adapt and evolve to these behavior changes driven by technology has helped me and my business succeed.
Problem-Solving Skills: It is crucial to be able to think creatively and find solutions. Successful professionals, for example, find innovative ways to overcome obstacles when faced with a tight deadline or a challenging client request. A problem JobElephant’s customers often face is not having the time or resources to manage multiple job posting advertisements at a time. To help solve this problem, JobElephant has developed proprietary technology to automate the job posting process and track data. This helps our clients maximize their ad budgets and get the results they need to recruit quality candidates.
Interpersonal Skills: Building strong relationships and communicating effectively are vital. For example, being able to explain complex ideas to clients clearly or work well with team members are essential skills for success. When I work with clients, I strive to be direct while also giving them the appropriate context so they fully understand what I’m trying to convey. I use analogies and examples as much as possible since this helps explain complex advertising and technology concepts.
Continuous Learning: Committing to continuous learning is paramount, especially in an ever-changing industry like ad tech. Attending industry conferences, enrolling in relevant courses, and staying updated with the latest trends can significantly build your skills and knowledge. When I began my career, I regularly attended marketing and advertising seminars to stay ahead of industry changes. This allowed me to implement new strategies and technologies effectively, keeping my practice competitive and cutting-edge.
Ability to Travel: Being open to moving where the jobs are can open up more opportunities. For instance, being willing to move to a different city or country can lead to exciting career advancements. In the Mad Men era, Madison Ave in New York City was the place to be for a career in advertising. Today, you can find an advertising career anywhere and do it remotely. It’s also important to go to your customers. I work with many California-based colleges and universities, so living in San Diego makes it easier for me to build relationships with my clients. I also have the flexibility to visit my clients throughout the country.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
If I were to start a movement, it would focus on sustainability and AI governance. Our planet is our most precious resource, and its well-being is everyone’s responsibility. Without a healthy environment, all other efforts toward growth and innovation lose significance.
I’m also passionate about implementing guardrails for AI. While AI holds immense potential, unchecked development could pose existential risks. In establishing ethical guidelines and regulatory frameworks, we can harness AI responsibly and ensure its benefits for society.
This was very inspiring. Thank you so much for joining us!
About The Interviewer: Kieran Powell is the EVP of Channel V Media a New York City Public Relations agency with a global network of agency partners in over 30 countries. Kieran has advised more than 150 companies in the Technology, B2B, Retail and Financial sectors. Prior to taking over business operations at Channel V Media, Kieran held roles at Merrill Lynch, PwC and Ernst & Young. Get in touch with Kieran to discuss how marketing and public relations can be leveraged to achieve concrete business goals.