2016 will likely be the first year that digital ad spending slows or shrinks. Why? Because the market is flooded with ad inventory (they just keep making more, even though NO ONE ever asked for more). Because metrics keep getting fuzzier. Because you pay for ads that people literally don’t even see (below the fold, or gone before their eyes could find it). Because each ad is now competing with all the other ads on a page.

Because no one likes ads.

So maybe take a different approach and tell a story. Heck, tell a bunch. No one ever shared an ad, but they do share stories. And stories stay with people far far far longer than an ad.

So maybe think about the real value of spending more on ads and what spending more on compelling recruiting content might get you instead.