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Robots vs Humans: The Evolution of Online Advertising

Ever Heard of the Dead Internet Theory?

The “Dead Internet Theory” suggests that much of the content we see on the internet (including social media platforms) is actually created by artificial intelligence interacting with other AI. While it’s an exaggerated claim to say that all content is AI-generated, the idea that a significant portion of it could be is both intriguing and unsettling.

In fact, it’s estimated that 57% of web-based text content is AI-generated or translated as of now. Though experts initially predicted that 90% of online content would be AI-generated by 2025, it’s clear we’re moving toward a future where much of what we encounter online is the product of artificial intelligence. If you’re wondering whether you’ve been debating recipes with a robot on Facebook, well, it’s not that far-fetched!

Scrolling through your feeds can feel like a wild west of strange content—sometimes you might even stumble upon unexpected gems, like “Shrimp Jesus” making an appearance on your timeline.

But what does all this have to do with your online ad?

Clicks and Views: How Reliable Are They?

A common question we get is, “How is my ad performing?” Many people rely on total clicks or views as an indicator of success. But today, these metrics are increasingly unreliable. With over 70,000 AI companies scanning the web, bots are constantly harvesting data and triggering views—often in ways that skew results.

Bots such as Amazonbot, Bingbot, Googlebot, and Yahoo Slurp crawl the internet every day to index websites for search engines. These bots often follow the robots.txt protocol, a set of rules used by websites to control which pages they can crawl. But even when blocked, bots can bypass these restrictions by coming from third-party sites or simply ignoring the rules altogether, leading to what we call “botted views.”

Here are some examples of a robots.txt file used by Cloudflare and Stack Overflow – https://www.cloudflare.com/robots.txt (allows some crawling by specific instructions) and https://stackoverflow.com/robots.txt (allows no crawling for entire website).

But What About Human Views?

Even human interactions with your ad can be misleading. Consider these factors:

1. Duplicate clicks: Someone might see your ad, show initial interest, and then return later to check it again. This can inflate your view count.
2. Foreign applicants: If your ad is reaching people from outside your location (especially if you’re hiring in a country like Australia or New Zealand), it might attract applicants with foreign qualifications that require a lengthy recognition process. This results in a drawn-out recruitment cycle, which may not be ideal for your clinic.

So, how can you tell if your ad is truly reaching the right audience with just views?

Why Aren’t I Getting Applications?

Sometimes, even if your ad is getting human views, it might not be attracting quality applications. Here are a few reasons why:

• Cumbersome application processes: If you’re using a careers portal with multiple steps (e.g., creating an account, uploading documents, filling in surveys), applicants may abandon the process in favour of an easier alternative. Make sure your application process is as straightforward as possible.
• Unfriendly presentation: If your ad looks like a wall of text, potential applicants might be turned off. Instead, break down key details into short, bold bullet points to make it more skimmable and engaging. Highlight the most important points using bold or italics.

How Can I Tell If My Ad Is Actually Working?

If view counts and clicks are unreliable, the best way to assess your ad’s effectiveness is through human interaction. Are you receiving inquiries about the position via email, phone, or in-person? Applicants might not always send their resume immediately but could still be showing interest by reaching out for more information.

Author:

John Maude
Kookaburra Veterinary Employment

This information includes the views and opinions of Kookaburra Veterinary Employment and is of a general nature only. Factual information is believed to be correct at the time of writing, however, should not be relied upon and any person should confirm details with the relevant authorities and through their own research prior to acting on any of the suggestions in this article.

Learn More About Robots and Crawlers

Curious about web crawlers and the robots.txt protocol? Google offers some great resources on this topic. Check them out here: Google’s Robots.txt guide.

Want to Create Content Like a Bot and Usher in the Downfall of the Internet?

Interested in exploring AI-generated content? You can try out some popular tools:

• SocialBee: Text generator with a free trial – SocialBee
• Radaar: Text & Image generator with a 14-day free trial – Radaar
• Adobe Firefly: Image generator (login required) – Adobe Firefly
• Midjourney: Image generator (subscription-based) – Midjourney

We’re all getting excited about our Office Christmas party – but here’s a quick reminder about the tax implications from the ATO Grinch!

If your business holds a Christmas party:

• on a working day, on your business premises, and only for your current employees, you don’t pay fringe benefits tax (FBT) for the food and drink
• off your business premises, or the party includes associates of employees (such as their partners), you don’t pay FBT if the party is a minor benefit – that is, the cost for each person is less than $300 and it would be considered unreasonable to treat it as a fringe benefit
• that includes clients, you don’t pay FBT for the costs relating to the clients.

If you give your employees a Christmas gift, you don’t pay FBT if the value of the gift is less than $300 per person and it would be considered unreasonable to treat it as a fringe benefit.

If the Christmas party is not subject to FBT, you can’t claim income tax deductions (or GST) for the cost of the party.

https://www.ato.gov.au/businesses-and-organisations/hiring-and-paying-your-workers/fringe-benefits-tax/types-of-fringe-benefits/entertainment-related-fringe-benefits/how-to-work-out-fbt-on-entertainment

Quick Guide to FBT (Fringe Benefits Tax)

Fringe Benefits

A fringe benefit is a payment made to an employee but in a different form to salary or wages. Benefits made to volunteers or contractors are NOT fringe benefits. A fringe benefit is provided “in respect of employment”. It can also be a benefit given to an associate of the employee. So, for example if an employer pays the gym fees of an employee’s spouse, this is considered a fringe benefit provided to an associate of the employee.

Examples of fringe benefits include:

• allowing an employee to use a work car for private purposes
• car parking
• paying an employee’s gym membership
• providing entertainment by way of free tickets to concerts
• reimbursing an expense incurred by an employee, such as school fees
• giving an employee a discounted loan

Some work-related items (mainly used for work purposes) are exempt benefits. The exact exemption rules vary for small businesses:

• Portable electronic devices
• Software, protective clothing, tools of trade

‘Minor benefits’ are also exempt

• When it’s both less than $300
• And ‘unreasonable for it to be treated as a fringe benefit’

Fringe Benefits Tax – FBT

FBT is the amount of tax that would have been paid by the employee if they had paid for the benefit out of their own wages, at the top marginal tax rate including the medicare levy (47%) – eg. To buy a gym membership costing $1,100 including GST, the wages required would be $2,075: – $975 tax and $1,100 membership.

Instead of paying the employee extra salary of $2,075, the employer pays the gym membership of $1,100, claims $100 GST credits, and pays the tax required directly to the ATO as FBT. The employer can claim an income tax deduction for both the cost of the gym membership, and the cost of the FBT.
The employee then does not pay income tax on the fringe benefit.

The FBT year is from 1st April to 31st March, and a FBT return must be lodged each year.

For more information visit https://smallbusiness.taxsuperandyou.gov.au/expense-payments-fringe-benefits-tax and https://www.ato.gov.au/businesses-and-organisations/hiring-and-paying-your-workers/fringe-benefits-tax

Author:
Wendy Nathan
Kookaburra Veterinary Employment

This information includes the views and opinions of Kookaburra Veterinary Employment and is of a general nature only. Factual information is believed to be correct at the time of writing, however, should not be relied upon and any person should confirm details with the relevant authorities and through their own research prior to acting on any of the suggestions in this article.

As the veterinary industry faces increasing levels of consolidation, it’s important to be aware of ownership of practices, as it can factor in to decisions about job applications. Some ‘independently owned’ practices are starting to promote this as an attractive option to job applicants, and new graduates are faced with a barrage of promotion from the major consolidators, who are able to offer attractive graduate training packages.

So, who are the major players?

Around 60% of veterinary practices in the U.K. are owned by six large consolidators, according to the CMA (the UK Competition and Markets Authority). The CMA has identified six large corporate groups (CVS, IVC Evidensia, Linnaeus, Medivet, Pets at Home, VetPartners) owning veterinary practices, including three that are owned by private equity firms.  After an initial review in September 2023, The CMA has reached a provisional decision to open a formal market investigation.

In the United States, about 30% of general practices and 75% to 80% of specialty practices are owned by consolidators, together accounting for at least 50% of industrywide revenue, by the reckoning of Chicago-based Brakke Consulting.

Levels of ownership concentration in Australia are lower, though by how much is unclear. According to data compiled by IBISWorld in 2023, VetPartners controls some five per cent of the Australian veterinary industry compared with Greencross, which has a 6.1 per cent share. The remaining 88.9 per cent is split among the remaining operators, many of whom are single-practice businesses. Australian consolidators have also acquired veterinary education facilities, pet crematoria, pet stores, and pathology businesses.

Some of the major Australian consolidators at the moment are:

• Vetpartners –  acquired by Swedish private equity firm EQT (BPEA Private Equity Fund VIII) in 2023. Vetpartners practices are individually branded, but also incorporate some GP groups such as Vetwest and AdelaideVet, and a growing ream of referral centres including Southpaws, Brisbane Veterinary Specialist Centre, North Shore Veterinary Specialist Centre, Sydney Veterinary Emergency & Specialists, Peninsula Vet Care, and Perth Veterinary Specialists.
• Greencross – acquired by US private equity firm TPG Capital (55%) in 2019. A 45% stake is owned by AustralianSuper and HOOP. There has been some interest in the group from Wesfarmers. GP clinics are branded Greencross, and there’s a network of Animal Emergency Centres, and also the Animal Referral Hospital group. Greencross also owns Petbarn, Animates, City Farmers and Habitat Pet Supplies.
• Apiam Animal Health Limited, including Furlife Vet  companion animal clinics – ASX listed public company. With 80 clinics, Apiam is touted to be an attractive target for a buyout.
• Vets Central – Pemba Capital Partners, Australian private equity firm (2021). Over 45 clinics according to the Pemba Capital Partners website. Pemba Capital Partners also has an interest in Queensland Veterinary Specialists, and VSA in New Zealand (Veterinary Specialists Aoteara).
• CVS – CVS Group plc – UK listed public company currently expanding their consolidation of clinics in Australia, currently standing at around 28.
• Petstock – Petspiration Group. 55% owned by Woolworths since the end of 2023
• OurVet – PetO –  Australian owned private company. In 2024 PetO has taken over the practices divested by the Petspiration Group following the Woolworths deal (41 stores and 25 co-located vet clinics, branded Best Friends, Our Vet, My Pet Warehouse and Pet City), to add to a handful of clinics in Sydney.
• Animal Emergency Australia, AES – Independent Employee Owned. Practices in 6 states.
• Small Animal Specialist Hospital, SASH – Independent Vet Owned, private equity company has a minority stake

So how about New Zealand? Vet Clubs are being corporatized and clinics are also being consolidated, although it may not be as immediately obvious.

• Vetpartners – owned around 50 clinics in NZ in 2023. Including Pet Doctors (most now de-branded). Foreign owned – acquired by Swedish private equity firm EQT (BPEA Private Equity Fund VIII) in 2023
• Vetora – Vet Club
• Vetlife Animal Health Partners – vet club/private company
• VetEnt – Veterinary Enterprises Group Limited, Petfirst – private company
• Anexa Veterinary Services – Anexa FVC – private company

The Kookaburra Vet Employment Salary Survey in 2022 highlighted some differences between corporate and non-corporate practices, one of which was the ‘happiness’ scores (243 responses).

It’s to be hoped that as levels of consolidation increase, these companies take the crisis in veterinary mental health seriously, and implement measures to improve support and working conditions for all their employees.

Author:
Wendy Nathan
Kookaburra Veterinary Employment

This information includes the views and opinions of Kookaburra Veterinary Employment and is of a general nature only. Factual information is believed to be correct at the time of writing, however, should not be relied upon and any person should confirm details with the relevant authorities and through their own research prior to acting on any of the suggestions in this article.

It has been interesting to read the NSW Parliamentary Committee report from its Inquiry into the veterinary workforce shortage in NSW. ( See Report ) The committee has made over 30 recommendations to help address the concerns demonstrated by the significant number of stakeholders who contributed to the enquiry.

The mention by Southern Cross University of their planned Veterinary School prompted me to compare our schools in Australia & New Zealand to the ones in the UK. Those of us who graduated some time ago may be surprised at the growth that has taken place in the veterinary education sphere.

Author:

Wendy Nathan
Kookaburra Veterinary Employment

This information includes the views and opinions of Kookaburra Veterinary Employment and is of a general nature only. Factual information is believed to be correct at the time of writing, however, should not be relied upon and any person should confirm details with the relevant authorities and through their own research prior to acting on any of the suggestions in this article.

Is your clinic seeking “A silver-tongued sailor with the ability to calm even the most frightened parrot“, or just “A vet nurse proficient in handling animals “?

Giving a ‘write like a pirate’ prompt to AI would give you the first quote – but how do you persuade AI to write the kind of ad that really reflects your vacancy? I’ve spent some time researching the ability of AI to help us create an impactful and informative creative job advert (ok, maybe ‘playing with AI prompts’ and sharing the consequent humour with the Kookaburra office might be more accurate) , and these are my suggestions if you’d like to jump on the AI bandwagon.

The purpose of using AI currently is to give you a draft to work from and edit specifically to your clinic. It won’t be perfect straight off the bat however you can keep editing in more details and adding or removing sections until you’re happy with the end result. It may take a bit longer the first time round as you get used to using AI but it will save you time down the track.

If you do not have a preferred AI already, there is a list of a few free versions you can try out at the bottom of this post.

Creating a Draft

AI works off “prompts” or text inputs to generate a reply. The more specific and clear you are, the higher the quality of the response will be. The field to enter your prompts is usually located at the bottom of the chat window with a message like “Enter a prompt here” or “Ask me anything..”. To submit your prompt, you can either use the Enter key or click the “Submit message” button on the righthand side of the text box.

Information I recommend you consider using in your prompts:

• Position/Job Title
• Qualification requirements (if applicable)
• Location
• Nature of work
• Employment type (e.g. casual/full-time/contract)
• Client base
• Clinical facilities
• Clinic culture (e.g., flexible working arrangements, team outings)
• Employee benefits/perks
• Holidays
• Career progression and/or training opportunities
• Salary range
• Unique selling points (Identify what really sets your clinic apart from others)

Including pre-written sections – If you have lists or something you would like to include already written up you can include “create a section to insert a list / paragraph” in your prompt (handy to show off your equipment or include testimonials).

Feel like your advert is missing something? You can ask what else might improve the advert from the AI to see if there is something you haven’t considered. Just a reminder to double check what the AI is recommending e.g., Backpacks are the same as parachutes when jumping out of planes, People should eat rocks for vitamins and minerals, gasoline-infused spaghetti recipes – you know, the usual. Google’s AI Overviews recently gave some bizarre recommendations.

Prompt examples

Below are two prompts to show the difference between a basic and detailed input, try editing them to your clinic and see the difference! You can ask the AI to re-write the advert with themes such as Superhero, Fairytale, Travel, Sports etc. This is probably more suitable for writing birthday invitations, but still a fun exercise to see what the AI can come up with – see the ‘rewrite as a Pirate’ prompt

Being polite to the AI never hurts. Who knows, it might help out in the robot uprising in the future.

Google Gemini was used in these examples.

BASIC PROMPT:

Hello, can you please create a job advert for a small animal veterinarian in Brisbane.

DETAILED PROMPT:

Can you please create a job advert for a small animal veterinarian. The position is full-time with the option for part-time. Our clinic is located in Mount Gravatt, Brisbane QLD. Our team culture is friendly and very supportive. The remuneration is based on experience but will be 75,000-120,000. Our clinic is independently owned. BVSc or equivalent qualification and registration to practice in Queensland required. Leave a section for us to include a list of equipment. Applications will be via email. Include details about Mount Gravatt that are important for people considering moving and don’t know the area. Keep it under 800 words.

 PIRATE PROMPT:

ok, now rewrite it as a Pirate.

Editing your advert

To get the text out of the AI, you can copy it into a word document either by highlighting and copying (right click > copy or Ctrl + C) or clicking the copy icon located at the top or bottom of the generated text (this feature is not available on all AI). You can now edit the advert as required to make it suitable for your clinic.

Have Fun!

AI may not have all the answers but Kookaburra can help you a bit further with our blog post “How To Attract Your New Vet” . Using the information provided and editing the advert to make it your own will really help attract great applicants.

Free versions to use

ChatGPT 3.5 current up to January 2022, data is limited and may not be up to date when listing information (e.g., local attractions, shops, highways/roads etc). Unlimited prompts, no sign up required.

Microsoft Copilot current “up to some point in 2021” (the AI’s own words). Copilot has 4 prompts maximum without signing in however you can create an account for more prompts.

Google Gemini current up to December 2023. As it is a Google service, it will try to find reliable information through Google Search for anything more recent. Unlimited prompts, Google/Gmail account required for use. It also has a great feature where you can view alternative drafts generated, giving more options to work from with less inputs.

Author:

John Maude
Kookaburra Veterinary Employment

This information includes the views and opinions of Kookaburra Veterinary Employment and is of a general nature only. Factual information is believed to be correct at the time of writing, however, should not be relied upon and any person should confirm details with the relevant authorities and through their own research prior to acting on any of the suggestions in this article.