Marketing and recruitment are two of the most critical functions in a business. However, just as marketing is key to helping a business sustain in a cutthroat market and position itself as a go-to provider, recruitment marketing is key to winning the war for talent and positioning a company as a coveted workplace.
Digital recruitment marketing, there are more avenues to recruit top talent than ever before. Not only does it offer a wide reach, but also the ability to keep track of campaigns and measure the return on investment from these efforts. In this way, you can
build a talent community that ensures you have a steady supply of qualified candidates.
This is why implementing solid recruitment marketing campaigns is so crucial. However, just like marketing, recruitment marketing requires investment, and marketing leaders must be able to justify these investments to their higher-ups.
At its core, recruitment marketing shares much of its process with marketing. It helps to take lessons from how marketing leaders convince higher-ups to invest in their strategies to build a talent pipeline.
Building a Business Case for Digital Recruitment Marketing
Talent acquisition through recruitment marketing is undeniably effective. But it goes without saying that marketing is an expensive endeavour and when done without due diligence, it can cost your company a lot more than necessary and without yielding the results you’re looking for.
In addition, with the same principles used to manage marketing campaigns, you have a better chance of justifying investment in digital advertising to recruit talent. By tweaking a few crucial pieces of marketing tools and techniques, you can craft a marketing strategy aligned to your recruitment objectives.
Not all companies have the digital presence that large organizations can boast of. This is why reaching and engaging candidates, positioning an
employer brand and designing an online candidate experience are so important. Digital advertising can address all of these objectives by helping create reach and awareness. But first, let’s talk about the key recruitment marketing metrics to track when implementing digital recruitment marketing campaigns.
Metrics to Map for Tracking Recruitment Marketing ROI
Your ability to build a case with recruitment marketing ROI is limited if you are not tracking the ROI from your digital advertising campaigns.
Social Media
You cannot track word of mouth, but you can track online conversations. No, it doesn’t mean you can hear what people are saying about the company, but social media recruitment marketing can uncover numerous insights. You can see how much of your audience your posts or ads are reaching, whether they are engaging with your posts by commenting, sharing, or liking it, and if it’s converting visitors into applicants.
Pay-Per-Click Campaigns
PPC campaigns are a common digital recruitment marketing strategy and are especially effective for reaching an intent-based audience looking for specific roles. PPC ensures your ad is at the top of the pile and gets immediate attention.
Time to Hire
From applying for a position to being hired,
time-to-hire substantially demonstrates the success of your campaign. It requires you to track all the dates and stages of an application’s lifecycle. But what does it have to do with recruitment marketing? According to a study by Inc., the best candidates get recruited within 10 days on average, and your recruitment marketing campaign should contribute towards reducing your average time-to-hire for it to be considered effective.
To Conclude
These are just a few of the critical metrics you need to track in order to build a case for investing in recruitment marketing. A talent shortage and a competitive hiring landscape make it difficult to find the right talent on time. With digital advertising, you can create result-oriented campaigns that accelerate screening and evaluating candidates by reaching the right candidate personas. A
recruitment marketing platform can help you actualize your campaign and adopt seasoned marketing strategies as part of your talent acquisition efforts.