SmashFly's Chief Product Officer and Bright House Network's Senior Director of Talent Acquisition and Diversity talk recruitment marketing ROI and the specific metrics to define success.

1. © 2016 SmashFly Technologies, Inc.1

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Recruiting
Recruitment
Marketing
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Recruitment Marketing is every tactic that a talent acquisition team uses to attract,
engage and nurture leads to convert them into more qualified applicants to fill jobs
now and build a pipeline for the future:
• Sourcing
• Content Marketing
• Email Lead Nurturing
• Social Recruiting
• Mobile (SMS) Recruiting
• Career Site
• SEO
• Employee Referrals
• Talent Networks
• Job Marketing
• Employer Branding
• Recruiting Events
• Recruitment Automation
• Advanced CRM
• Recruiting Analytics
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One platform
One vendor
Real-time analytics
Agnostic source of truth
More productive
Fully transparent
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ATTRACT
Attract more qualified candidates
to your employer brand and jobs
Employer Branding
Job Marketing
SEO
Social Recruiting
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9. © 2016 SmashFly Technologies, Inc.9
38,098
Total Clicks
14.5%
Click to Apply
Rate
5,517
(+1,345) Completed
Apps
$0.38
Average
CPC
$2.63
Average
CPA
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492
42
133
3016
131
369
275
110 57
503
9
380
$2.65
$1.06
$5.00
$2.28
$3.72
$3.11
$2.83
$4.55
$3.43
$3.01
$1.45
$2.65
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
0
500
1000
1500
2000
2500
3000
3500
Applies
CPA
Avg. CPA
• Indeed is driving the highest volume of apps, with the CPA below average ($2.28)
• Beyond is the new publisher with the CPA way below average ($1.06). We’re working on
getting the # of applies up.
• SimplyHired is driving the second highest number of apps at CPA just above average
($3.01)
• Appcast and Zip Recruiter driving the 3rd and 4th # of applies with the CPA right on
average.
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976
1370
1486
1685
$2.28
$3.07
$3.14
$2.04
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
0
200
400
600
800
1000
1200
1400
1600
1800
January February March April
Applies
CPA
Avg. CPA
• Number of applies is growing MoM with April peaking at 1,685 and CPA being at all time low ($2.04)
• CPA was high in February and March due to introduction and calibration of a few new Job Boards (e.g.
JobCase & CareerCo)
• We’ve turned off the low-performing Publishers in May already and expecting even better CPA and apply
volume
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ENGAGE
Engage candidates across every
touch point in their journey
Career Sites Mobile Referrals
Increased Employee
Referrals
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NURTURE
Nurture candidates with the right
message at the right time
Talent
Network
Email
MarketingCRM
Solved High Volume
Hiring Challenge
Results
246 Recipients
66 Interviews
6 Hires
2 Offers
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CONVERT
Convert candidates into highly
interested applicants
Recruiting Analytics
Agnostic Source of Truth
for Recruiting Analytics
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Business Problem
• High turnover
• Too many/too few/the wrong applicants
• Recruitment Marketing success
• Takes too long to find/fill
KPI
• Cost per Quality
• Source of Quality
• Time to find
• Pipeline health
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KPI
• Cost per Quality
• Source of Quality
• Time to find
• Pipeline health
Action
• Streamline spend
• Streamline sources
• Build pre-applicant pool
• Segment pre-applicant pool
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• Complete: Is everything being measured?
• Real-Time: Is the data current?
• Centralized: Is work required to combine data sets?
• Accurate: Is there trust in systems for data capture?
• Integrated: Is the data integrated across the strategy?
Critical to leverage technology to achieve unified analytics and an
agnostic source of truth for your recruitment marketing strategy
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For more recruitment marketing insights and
use cases, visit our blog.