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What are the best ways to track the success of your recruitment ad on social media?

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Social media is a powerful tool for reaching potential candidates for your job openings. But how do you know if your recruitment ad is effective and attracting the right talent? In this article, you will learn the best ways to track the success of your recruitment ad on social media, using metrics, tools, and strategies that will help you optimize your campaigns and improve your hiring outcomes.

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1 Define your goals

Before you launch your recruitment ad on social media, you need to define your goals and objectives. What are you trying to achieve with your ad? How will you measure its performance? Common goals for recruitment ads include increasing brand awareness and employer reputation, generating more traffic to your career site or job portal, collecting more applications and resumes from qualified candidates, boosting engagement and interaction with your target audience, and reducing cost per hire and time to fill. Depending on the goals you set, you will need to choose the right metrics and indicators to track the success of your recruitment ad on social media.

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2 Choose your metrics

Metrics are the quantitative data that can provide insight into how your recruitment ad is performing on social media. These metrics can be divided into four categories: reach, engagement, conversion, and retention. For reach, you should look at the number of people who see your ad, such as impressions, views, followers, or fans. Engagement metrics measure the number of people who interact with your ad, such as likes, comments, shares, clicks, or mentions. Conversion metrics track the number of people who take a desired action after seeing your ad, such as applying for a job or signing up for a newsletter. Retention metrics measure the number of people who stay in touch with your brand after seeing your ad, such as following your page or subscribing to your channel. It is important to choose the metrics that align with your goals and reflect the results you want to achieve with your recruitment ad on social media.

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Edin Halilovic

Google & Meta Ads for eCommerce | CEO of Lilium
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Recruiting-related ad metrics are no-brainer. We tend to focus on the cost per lead (job application) and conversion rate (in this case what is the number of contracts we are getting from our leads?). Obviously, besides the advertising factor, quality follow-up is a very important aspect. As long as you are making good results in comparison with the traditional recruitment advertising (for example head hunting or job board ads) you are good to go. From our experience, digital recruiting campaigns are a must if one is to fill a significant number of positions.

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3 Use the right tools

Tools can be divided into two types - native and external - to help you collect, analyze, and report the metrics of your recruitment ad on social media. Native tools are built-in or integrated with the social media platforms you use, providing basic data and insights such as reach, engagement, and conversion. Examples include Facebook Insights, Twitter Analytics, LinkedIn Campaign Manager, or Instagram Insights. External tools are separate or independent from the social media platforms you use for your recruitment ad and offer more advanced data and insights like retention, attribution, or optimization. Examples include Google Analytics, Hootsuite, Buffer, or HubSpot. Ultimately, you should select the right tools that suit your needs and budget to track the success of your recruitment ad on social media.

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4 Apply the best strategies

Strategies are the methods or techniques that help you improve the success of your recruitment ad on social media. They can be divided into three stages: before, during, and after. Before launching a recruitment ad, you should conduct market research and competitor analysis to understand your target audience and their needs, preferences, and behaviors. Additionally, it is important to choose the right social media platforms and formats for your recruitment ad, based on your goals, budget, and audience. Crafting a compelling and relevant message and design for your recruitment ad is also essential, using clear and concise language, strong visuals, and clear calls to action. During the execution of the recruitment ad on social media, you should test and optimize it using different versions, variations or experiments to see what works best. Additionally, tracking and analyzing your recruitment ad using metrics and tools will help measure its performance and impact. Afterward, you should report and communicate your recruitment ad on social media to showcase its results and achievements. Reviewing and reflecting on your recruitment ad can identify its strengths and weaknesses as well as opportunities and threats. Finally, celebrating and rewarding your recruitment ad acknowledges its success and contribution. Applying these strategies helps you track the success of your recruitment ad on social media so that you can improve future campaigns and hiring outcomes.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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HARIS ZAHID

$17M+ in Paid Ads | Helping 7 & 8-Figure DTC Brands Scale with Paid Traffic
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Recruitment ads are to find suitable employees for your organization against specific positions. While your ad is active, you will get a bunch of applications and need to make some criteria to filter out the best ones.

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What are the best ways to track the success of your recruitment ad on social media?

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1 Define your goals

2 Choose your metrics

3 Use the right tools

4 Apply the best strategies

5 Here’s what else to consider

Advertising

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What are the best ways to track the success of your recruitment ad on social media?

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1 Define your goals

2 Choose your metrics

3 Use the right tools

4 Apply the best strategies

5 Here’s what else to consider

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