Expert Panel: Measuring Recruitment Marketing and Mapping Skill-Sets
In part one of our two-part expert panel series on recruitment marketing, we heard from a number of talent acquisition practitioners, consultants, and bloggers on the topic of recruitment marketing. The post focused on defining recruitment marketing and its connection to candidate experience. Looking back, a few key themes stood out. There seems to be a consensus that effective recruitment marketing means being digitally-focused. And also that companies have to continually assess and update their recruitment marketing efforts to match the evolving candidate experience job seekers expect over time.
In part two, we continue with this topic by focusing on two areas: the impact of recruitment marketing on the average skill-set of recruiters and how to measure performance in recruitment marketing.
How do you see the rise of recruitment marketing impacting the average skill-set of recruiters in the future?
A recruiter’s job is to unearth unique talent that your clients can’t find by placing their own job ad. To do this, recruiters need to be masters at marketing. They need to show their expertise (content marketing is great for this), network and engage with passive candidates (social media and face-to-face networking), and build trust in their brand (be consultative, respectful and responsive).
We are already seeing the divide in talent acquisition along the marketing and sales lines. Sourcing is aligning itself with recruitment marketing and attraction. Whereas, recruiters are the ‘closers’ of our organizations. Recruitment is not marketing. Recruitment is sales and marketing. You can’t have one without the other. Most corporate Talent Acquisition shops don’t want to believe this, because marketing is ‘safe’ in their minds, but sales is ‘dirty.’ The best shops are willing to get dirty.
Recruitment marketing sits at the intersection of traditional recruiting and digital marketing. So it wouldn’t be all that surprising to see the average recruiter skill-set to start involving things like email marketing, social media marketing, content marketing, and proficiency with marketing automation technology. Job seekers turn to the internet as their primary source for finding opportunities, and for average recruiters to continue to meet them there, they’re going to have to evolve.
Recruiters need to understand what their audience is interested in, how to create interesting content and the best methods for communicating this on each marketing platform.
Recruitment marketing represents a departure from the traditional, transactional model of recruitment (job blasts and ads). Instead, it’s focused on building a sustainable hiring funnel that lets recruiters move fast and leverage existing relationships when filling open reqs. To deal with this, future recruitment teams will be composed differently and will require different skill-sets. There will be new ‘marketing style’ lead generation roles (focused on nurturing hiring leads, building relationships and topping up the hiring funnel) and more traditional recruitment ‘sales type’ roles (interviewing and closing candidates).
I feel it will force them to look at things differently. Focus more on the candidate and less on the job. The reality is marketing from a tools perspective is ahead of staffing. A lot of the tools marketers use to find people and create lists are great for staffing, but staffing professionals are only just learning this.
What are some key recruitment marketing metrics companies should be working to optimize?
I would suggest focusing on the following:
- It’s very hard to get accurate results, but track how much GP is generated by placements through your marketing efforts. Know which channels work best.
- Test subject lines and content in your email campaigns to improve your open and click through rate and CTAs (call to actions).
- Track referrals and where they came from. Reward people for referrals.
- Entry point of the customer journey, but then track the journey the customer takes to end up as a placement. It will help you identify specific areas to focus on.
- Analyze content to find out the types that resonate with your customers and produce more of it.
- Constantly measure your brand’s engagement on social media. Always look to improve these.
- What sources are referring customers to your website? Focus on these.
Develop a sales funnel for your recruiting function and know your ROI of what you’re getting out of your marketing efforts. Marketing ROI can be so subjective as you begin to build brand awareness, and if you don’t have some understanding of what you are truly getting out of your spend, you won’t get that money back in your budget next year!
Looking at traditional recruiting metrics, only through the lens of digital marketing is a good place to start. Similar to the way an eCommerce marketer would analyze consumer behavior and work to optimize both marketing and sales conversions, recruiters should be focusing on job alert opt-ins, talent network opt-ins, application completion rates, and other candidate conversion metrics. It also makes sense to start evaluating and working to optimize performance in social, search, and email marketing.
It’s easy to get lost in unwieldy data sets. Companies need to be focused around the recruitment marketing metrics that make a genuine difference to hiring success. It’s important to be aware of the following:
- Careers site conversion rate
- Application drop off
- Email open and response rates
Optimization here will have a positive effect over the entire hiring funnel. Be consistent in measuring and testing your methodology and iterate on your results. If you don’t measure what you do, how do you know what’s working?
I would suggest measuring the following areas:
- Clicks on JDs
- Candidate sat scores
- Response rate to contact campaigns
- Click rates on company sits and job boards
Job seekers’ digital and mobile expectations are rising by the day, and your candidate experience has to keep pace. Check out our new eBook “Creating a Consumer-Quality Candidate Experience Without Replacing Your ATS” to learn more.