Advertising online remains the heir apparent to the future of marketing, and what once was cloudy, is starting to clear. Companies such as Google have vastly increased their metric capabilities, providing companies shelling out advertising some much-needed information. However, when you’re advertising as part of your recruitment strategies, there are other important considerations.
The most important thing to remember is that an online hiring campaign isn’t strictly a game of numbers. You’ve furthering your employer brand. You’re increasing engagement. You’re disseminating information about your place of business. To evaluate effectiveness, you need to look at traditional online metrics including page views, landing page visits (if you’ve set up your system that way), and fan/follower counts. Actual conversions or hires remains a solid method to determine whether your campaign is working or not.
New, Web 2.0-savvy ways of tracking your hiring efforts include counting the frequency of re-tweets and searching out mentions of your campaign in other “new media” sources such as blogs and on personal posts. Using traditional and emerging metrics, evaluating your campaign makes a shift from quantitative to qualitative, but is still a very real and obtainable goal.
Signing off for now,