The Recruitment Marketers I mentor are keen to demonstrate and deliver Recruitment Marketing ROI. Recruitment Leaders want them to do more than simply "colouring in". Recruitment Businesses are often known for their KPI and Scorecard cultures... but marketers are often left out of what I call "sane" KPIs, in favour of "vain" metrics. This creates even more suspicion over what marketers actually do to add value. This blog will give you some tips on what you need to measure in recruitment marketing.
The Colouring-In Department and Greg Savage
I’ve written about recruitment marketers being more than simply a colouring-in-department and the brand police.
There is often the perception that the average marketing department has lots of felt tipped pens and Canva, and is awaiting requests for another PowerPoint deck and job advert image creating. This is exacerbated by the KPIs they have (or often don’t have) and the metrics that they measure.
You will have all heard the term:
Revenue is vanity. Profit is sanity. Cash is reality
My friend Greg Savage wrote about it in the recruiting sense back in 2015.
I regularly talk to my clients about vanity vs sanity metrics in recruitment marketing. When I start working with a recruiter I see:
Sales people have KPIs / targets / goals / commission
Marketers have… well, er… communities to grow, time to tweet, lists of documents to brand…
And then the marketing function appears to offer little ROI.
Vanity Metrics for Recruitment Marketers
Here are some examples of what I call “vanity marketing metrics”:
Impressions / Likes / Followers / Engagement – none of these make money and leads
Get shortlisted for an award
Numbers of web hits / unique visits
Email open rate
Increase Glassdoor Rating from 3 to 4
Increase CEO Approval on Glassdoor from 70% to 80%
Generating advocates for your content
Google Analytics Goals
The reason that these are vanity metrics is that a sane person / sales person who is not close to hitting target is likely to say “so what” to the above. Winning an award doesn’t make you more money, it’s what you do with it that counts (I have a blog for Awards ROI!). Generating a higher ranking on Glassdoor does not generate recruiter talent all by itself. Gathering more followers… well with GDPR coming, your chance of spamming them is about to disappear (or is it?). Your web is attracting lots of people who don’t apply for jobs… read my mind!
Recruitment marketers need to be allowed to demonstrate sanity to generate ROI.
This does not mean that the “vane data” I often see measured is not needed – vanity is key, but it is just the beginning. Start with the vanity scores, but have a plan for sanity.
Have a plan for the C-word!
Sanity is a C-Word!
The 3Cs of recruitment marketing: Candidates, clients, consultants! They are the key three audiences of a recruitment marketer, so KPIs and day to day metrics need to be focussed on these. And if the leaders or the recruitment business are looking to sell / gain investment, then add an I!
Sanity Metrics for Recruitment Marketers
My clients will often hear me say:
Marketers should never be targeted with the sales generated, but they should absolutely take credit for them.
How about these as some example sanity metrics?
Convertible leads generated
LTV (life time value of leads)
Recruiters attracted (of the correct “grade”)
Candidates registered (of the correct “grade”)
Client meetings generated from events
Marketers in recruitment need more sanity measures. They need to be allowed to develop lead generating / recruiter attracting / client engaging strategies – otherwise, it’s back to making things look pretty and managing job board budgets.
Let’s also not forget that often recruitment marketers are not set SMART goals. Too often I see a lack of expectation of marketing demonstrated through the “woolly” goals which are set.
ROI is Vain and Sane
So, recruitment leaders, if you want ROI from marketing, have SMART and sane expectations of your marketers. Recruitment marketers – develop strategies and tactics to deliver goals around sanity, as well as vanity.
And don’t forget the c-words in recruitment marketing. I train and mentor recruitment marketers to deliver the 4Cs - candidates, clients, colleagues, and cash!
HIIT Us, Recruiters!
Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker, and develop healthy pipelines, and recruitment marketers attract, engage, and retain candidates, generate clients, and colleagues (3Cs).
How to Get Your Recruitment Data Clean and Automated
Our next Bullhorn Automation webinar is Friday 26 Jan 12:00-12:30 GMT, and"data health" is the theme.Automation is helping recruiters improve productivity, sales, and sourcing, whilst reducing reliance and cost of 3rd party systems like LinkedIn and Job boards. Yippee! But often, the health of your data can seem like a big hill to climb before you can begin benefitting from automation… You bet we have some ideas to help you clean up your recruitment data so that you can increase speed and pipeline with automation.How to Cleanse Your Data so You Can Automate In our next automation webinar we’ll talk about tools and techniques you can use to get your data ship-shape, clean, and healthy, so that automation can do some serious heavy lifting for you. This is a great webinar whether you are curious about automation, are just starting out with automation, or have automation already but want 2024 to be a success!We don't want any of you lovely recruiters not automating as you feel your data is the barrier. Data is your gold, your oil - it's a precious resource. It lasts longer than your employees (sorry) but it also gets in the way of a sustainable recruitment business. Stats to Focus You on Cleaning Your Recruitment DataManage your candidate and client data well and you make money from it. Manage your recruitment data poorly and the tech giants make money from you! (Linkedin / Job Boards.) Data degrades at 2% / month (a huge 25% a year). Dirty data can reduce revenue by 12%. Effective use of CRM can boost sales by 29% and productivity 34%. Let's get your data clean, and automated!Can't make the date? Register anyway and we'll send you the recording.REGISTER HEREAutomation, Training, Bullhorn1stWe're a passionate team of recruitment, tech, training professionals set on helping ambitious recruitment businesses, big and small, improve speed and pipeline.For help with Automation, creating a Bullhorn1st culture, and Recruitment Training...CONTACT US
How Can You Improve Recruiter Productivity with Automation?
We recently ran a Bullhorn Automation webinar and "automating productivity" was the topic.There's always room for improvement in recruitment, whether it be speedier sourcing, stronger BD, quicker time to hire, or stronger relationships driving stronger accounts.However, with too much tech and data, and not enough automation, recruitment is often an "everything, everywhere, all at once" sector. And being more productive just means working longer hours, or buying more tech that you haven't got the time to get ROI from.Automation Is a Time MachineAutomation isn't new - we've had it since the dawn of time. But in recruitment, it's a recent game-changer!Smart! Automation can create a super-smart recruitment process. Warm! Automation can keep your candidates and clients happy (and warm).Sustainable! Automation can make you and your team and time more sustainable.Along with our Bullhorn Productivity Tips for Recruiters webinar, we ran this webinar which was devoted to automation and how it can be used to help recruiters and their leaders improve productivity. I chatted about at least 5 automations you can build straight away which will drive speed, pipeline, and happiness.Watch my latest Bullhorn Automation webinar where I explored how to use Bullhorn Automation to:Treat your Bullhorn database like a community (not a data dump).Reduce reliance on expensive 3rd party systems like LinkedIn Recruiter and Job Boards.Help your recruiters become more organised and effective.Shortlist candidates at speed - nice!Watch Our Automated Productivity WebinarAutomation, Training, Bullhorn1stWe're a passionate team of recruitment, tech, training professionals set on helping ambitious recruitment businesses, big and small, improve speed and pipeline.For help with Automation, creating a Bullhorn1stculture, and Recruitment Training...CONTACT US
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