Recruitment Marketing 101 #7: Measuring the Success of Your Recruitment Marketing Campaign

Recruitment Marketing 101 #7: Measuring the Success of Your Recruitment Marketing Campaign

Introduction

In 2021, the recruitment market was flying, and it doesn’t look as though that is going to change this year. Firefish Software reported that 45% of employers could not find candidates with the skills that they required in 2021, which has created a real opportunity for agencies far and wide. Almost every industry is facing a candidate shortage which means that PSL’s are being thrown out of the window and recruiters have the opportunity to partner with some of the world’s most exciting brands.

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The purpose of our Recruitment Marketing 101 series is to provide our network with a marketing toolbox that can help to attract candidates and clients, along with scaling their agency’s brand.?

We talk through everything - from social media to email, websites, SEO and more.

Today’s blog looks at how as a recruiter, you can measure the success of your recruitment marketing campaign.

The founders of Bristow & Hardy both worked in recruitment prior to setting up, therefore we understand the importance of return on investment, especially when it comes to marketing.

Many recruiters we speak with have “dabbled” into marketing in the past. Whether it was trying to grow their personal brand on LinkedIn or sending mailshots to candidates and clients. However, many give up when they do not see a return on investment as they do not have the time to dedicate to complete marketing activities on a consistent basis.

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So, what should you be measuring when it comes to your recruitment marketing campaign?

Candidate Attraction

In a candidate-short market, such as the one that most agencies are facing at the moment, a great way to work out an ROI on your marketing is to calculate how many candidates you place off the back of your campaign. Here’s a simple metric…

(Average fee per placement x total placements made - total cost of marketing campaign = ROI) e.g., if your average placement is ￡5,000 and your annual marketing budget is ￡50,000, then you need to make 11 placements throughout the year. Even on a smaller scale with a budget of ￡6,000 per year, you would need to make just 2 placements to see a return on your marketing.

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Client Attraction

Client acquisition is even more fruitful when it comes to marketing and a reason why in this candidate-short market, you should still be focusing on business development to build strong client relationships for the future. Using previous data relating to your existing client base, here’s a simple calculation…

(Average annual revenue generated per client x total clients acquired - total cost of marketing campaign = ROI) e.g., if your average client spends ￡20,000 p/a and your marketing budget is ￡10,000 then you would need to acquire one new client in order to make an ROI.

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Non-Monetary Return Metrics

Contact growth… this could be social media followers, email marketing subscribers and more.

Website visits… using Google Analytics, you can track the number of people who have visited your website throughout the year and the difference pre-campaign. Maybe consider using UTM links to understand where your visits are coming from.

Website enquiries… tracking how many clients and candidates enquire via your website is always interesting, coupling this with how many of those lead to a monetary return is even better!

Whitepaper/Salary Survey downloads… both are good ways to attract passive candidates or cold clients. Adding a paid budget behind this is likely to increase your chances of monetising your campaign.

Impressions… how many people are seeing your social media posts with your company branding?

Clicks & engagement rate on social media… along with seeing your posts via impressions, how many candidates and clients are engaging with your content on social media and email marketing?

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Summary

When it comes to marketing, there’s no one-size-fits-all approach that is going to lead to a return on investment. One thing for sure is that if you consistently execute a multi-channel marketing approach then you will over time see a return. Like anything, one thing you cannot do is strip your budget, time or efforts and expect to see an ROI.

If you’d like to learn more about how Bristow & Hardy could help you to develop a marketing strategy at your recruitment agency, then get in touch via the link below. We’re a recruitment specialist agency, so why not have a chat with us?

https://www.bristowandhardy.co.uk/contact-us/

Harry Wright

Business Development Manager

Bristow & Hardy

https://www.bristowandhardy.co.uk/