What Is Value, and Can We Measure It?

Hi TA leaders,

I channeled my inner Carrie Bradshaw to kick off this blog with a question worth pondering: What is value, and can we measure it? It’s a good one and perhaps overdue. Recently, Glen Cathey posed a thought-provoking query: “What’s the #1 constraint to recruiter productivity?” Our answers both centered on conversations. Not surface-level exchanges, but real conversations.

You know the kind I’m talking about. The ones that light a fire under you, making you pace your office with excitement; well, unless you’re stuck on Zoom. Or, maybe it’s the dreaded conversation, the one that ties your stomach in knots because delivering bad news never gets easier.?

Even those moments, as uncomfortable as they are, can carry immense value. Glen’s question pushed me to think deeper, as he always does: What exactly is value? And, why aren’t we measuring it?

The Problem with Quantity Over Quality

Value looks different in every organization. Too often, we default to quantity over quality. Numbers are easy to track, and KPIs usually reflect this. If your KPIs are focused purely on activity without assessing value, your manager might already be the robot.

Think about it. For years, phone screens were the gold standard of recruiter activity, a required metric that lived on every dashboard. In some corners of the recruiting world, they still are. But, the truth is, tasks like these are increasingly being automated. If you’re just checking boxes, why can’t AI step in and handle that for you? That technology isn’t hypothetical; it’s here, and companies are already using it.

The bigger question that we need to ask is: What is the impact of a conversation?

Lessons from the Ritz-Carlton

To answer that, let’s take a page from the Ritz-Carlton playbook. Renowned for its unparalleled customer service, the Ritz doesn’t just check boxes; it creates experiences. Every interaction is guided by the company’s service values, including “fulfilling even the unexpressed wishes of guests.” It’s this philosophy that turns simple conversations into moments that matter.?

What if recruiters approached their work with the same mindset? What if every candidate conversation was treated as an opportunity to leave a lasting impression? The Ritz-Carlton thrives because it measures success not just in occupancy rates but also in the stories and loyalty it builds with its guests. Recruiters can learn from this approach by redefining the metrics of success, not how many calls were made but how impactful those conversations were. And, as I’ve written about before, it will only grow in importance as employer branding in recruitment becomes more critical in an AI-automated world.

Measuring the Unmeasurable

This leads us back to the question: Can we measure value? It’s not as impossible as it sounds. Start by asking candidates for feedback after interviews or calls. Was the experience helpful? Did the conversation leave them feeling respected, heard, and informed? That kind of data may not fit neatly into a bar graph, but it’s far more telling than the number of calls logged in a CRM.

Organizations need to rethink what they’re asking of recruiters. Instead of focusing on activities, focus on outcomes. Conversations that result in strong candidate engagement, improved offer acceptance rates, or even a better understanding of market trends are worth more than a hundred phone screens that lead nowhere.

Try to avoid the trap of templated approaches to measuring success. An effective TA strategy is about figuring out ways to get more done with less activity.

Avoid Becoming the Robot

Almost a decade ago, I said, “If you act like a robot, you will be replaced by one.” I stand by that today, but I’ll go a step further. If your KPIs prioritize activity over impact, you might already be the robot.

Recruiters have an incredible opportunity to reclaim humanity in hiring and focus on the work that AI can’t replicate. True value lies in meaningful conversations—the kind that build relationships, solve problems, and, yes, sometimes deliver tough news with empathy.

Let’s stop measuring success by the number of tasks completed and start measuring the impact those tasks have. Because in recruiting, as in life, value isn’t just about what you do. It’s about the difference you make.

What else is happening in hiring?

• Why expanding your referral strategy to externals is the next front
• How smaller employers can stand out to find skilled talent
• Is Switzerland a future talent tech hub?

Dan’s Corner

Don’t Miss the FRBR Conference on February 25th!

In today’s recruiting world, doing more with less isn’t just a goal—it’s a necessity. Automation is taking over repetitive tasks, freeing up recruiters to focus on what truly matters: outcomes. At our next FRBR Conference, we’ll explore how to maximize impact by working smarter, not harder.

It’s time to shift from measuring activity to measuring value, focusing on conversations and strategies that drive real results. Join us on February 25th to learn how to elevate your recruiting approach and thrive in a world where less can mean so much more.