Consider These Metrics in Your Social Media Recruitment Marketing Campaign

Consider These Metrics in Your Social Media Recruitment Marketing Campaign

Aug 18, 2023 | Job Advertising, Recruitment Marketing

With employer brand budgets getting cut, Recruitment Marketing professionals are nervous as a long-tailed cat in a room full of rocking chairs. Now is the time to really look at those social media metrics. First, you need to know the essential key metrics of social media metrics. Then decide what you want your social media campaigns to do and then focus on those metrics.

 

So, with that, here are the seven key metrics for every social media campaign that should be measured (Check out my video on the importance of a social media campaign’s learning phase).

 

  1. Impressions: Impressions represent the number of times your content or ad was displayed to users. It provides insights into the campaign’s overall reach and visibility.
  2. Reach: Reach measures the unique number of users who have seen your content or ad. A high reach suggests that your campaign is successfully reaching a wide audience.
  3. Frequency: Frequency gauges the average number of times an individual user views your content or ad. It helps determine if your campaign is overexposing certain segments or failing to engage others.
  4. Clicks: Clicks indicate the number of times users interact with your content by clicking on it. This metric shows how engaging and compelling your campaign is to your target audience.
  5. Cost per Click (CPC): The CPC metric calculates the average cost incurred for each click on your ad or content. It helps assess the campaign’s cost-effectiveness in generating user interactions.
  6. Click-Through Rate (CTR): CTR is the percentage of users who click on your ad after viewing it. A higher CTR signifies that your content is resonating well with your audience.
  7. Conversion Rate: The conversion rate tracks the percentage of users who completed the desired action, such as filling out an application form or signing up for a newsletter. It is a pivotal metric that directly measures the campaign’s effectiveness in driving desired outcomes.

 

Recruitment marketing’s social media programs are critical in attracting talent. To understand what makes a successful campaign successful, start with these key metrics mentioned above, such as impressions, reach, clicks, and conversion rate, which is indispensable in measuring social media campaign performance. Over time, you’ll improve campaign performance along with ROI on ad spend. I hope this helps those starting out and if you like what you see, please subscribe to my newsletter.

 

Should Recruitment Marketing Fall Under Marketing or Recruiting?

Should Recruitment Marketing Fall Under Marketing or Recruiting?

Jun 10, 2023 | Recruitment Marketing

 Marketing managers would rather spend Friday nights in a church basement playing Bingo than deal with applicants and candidates.  On the other hand, recruitment marketing professionals are not recruiters. They’re not screening, interviewing, submitting and/or hiring candidates.

 

Here’s the deal. I’ve always thought that recruitment marketing should be within human resources and recruiting. But now, I’m starting to change my view and here’s why.

 

Look, employer brand professionals are in tough spots these days. They’re torn between recruiters wanting funny TikTok videos for campus hiring and the Communications team that want to avoid crazy TikTok videos. Truth is employment brand pros must walk a thin line between what’s trending on social media and what is acceptable in corporate marketing.

 

The job description of recruitment marketing and employer branding reads pretty much like a marketing role. Posting content on social media, placing Ads, writing copy, buying media and creating employer branded content, does this sound like a role that should be with recruiting?

 

However…

 

The very minute marketing must do a deep dive in job descriptions or having to deal with candidates complaining about their application experience, they want to run to the farthest corner of the building and hide.

 

So, where should Recruitment Marketing and Employer Brand Managers sit?

 

I am starting to see the benefits of this role within Marketing because they can have all the resources for social media, content creation, and storytelling that is necessary for employment branding teams to flourish.  Employment brand works best when it has all the support and expertise within marketing to promote the brand in the right way.

 

However, HR and recruiting teams prefer to use their marketing budget in ways that benefit them. For example, placing job ads, LinkedIn sponsored campaigns or using Indeed’s pay-per-click model.  This is a grey area for marketing managers because they’re not experts in the areas of job Ads nor is it something that interests them.  Therefore, you could argue that recruitment marketing would be beneficial to talent acquisition when it comes to placing job ads and tracking leads and applicants.

 

As it stands, recruiting and marketing teams are working together to attract talent, improve their reputation and promote the company culture and benefits.  Personally, I see mature recruitment marketing teams slowly being lifted and moved over to the marketing team these days. After all, they’re not recruiters anymore.