This document provides guidance on demonstrating the return on investment (ROI) of recruitment marketing strategies. It discusses aligning recruitment marketing goals to talent acquisition goals, measuring recruitment marketing activities and outcomes, and three ways for recruitment marketers to demonstrate their value. Specifically, it recommends aligning recruitment marketing goals to metrics like applicant numbers and hires, tracking outcomes from activities like social media and events, and focusing recruitment marketing efforts on careers sites, diversity hiring, and hard to fill roles. The overall message is that recruitment marketers should tie their work back to talent acquisition goals and quantify the impact of their strategies.

1. Recruitment Marketing ROI:
Learn How to Demonstrate Your Value

2. © 2018
Lori Sylvia
Founder and CEO
Rally
@LoriMSylvia
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Kristina Finseth
Content Marketing Team Lead
Phenom People
@TheKristinaShow

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About RallyRecruitmentMarketing.com
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About Phenom People
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Recruitment Marketing ROI:
How to Demonstrate Your Value

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What You’ll Learn Today
• How to align Recruitment Marketing to your Talent Acquisition goals
• How to show the ROI of your Recruitment Marketing strategies
• 3 ways to demonstrate your value as a Recruitment Marketer
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Why ROI?
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because
it’s
PERSONAL
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because
it’s
NEW
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How to Align Recruitment Marketing
to Your TA Goals

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Do You Know...
1.What are your TA goals this year?
2.How is your manager being measured in
support of those goals?

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2018 Talent Acquisition Goals
1. Double size of organization by end of 2018
2. Achieve 70% of 2025 D&I goals, which are to:
• Grow women in director and above roles globally to 50%
• Reach 35%
• Increase U.S. annual hiring rate of minorities to 40%
• Reach 28%
3. Reduce time to hire by 25%
4. Goal
5. Goal
(Sample)

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2018 Recruitment Marketing Goals
2. Attract & recruit women to director+ roles globally to reach 35% of roles
RM Objective Resources Req’d Outcome Expected
1. Create 4 employee story videos of director+
women representing each business unit
$15,000
2. Write 3 career progression stories of director+
women representing each geo
$0
3. Promote above content on social media (corp
channels + employee brand advocates) with
CTA to personalized landing pages / JDs
$10,000 400 talent network joins, 200
applicants, 10 screens, 4 hires
4. Exhibit at Grace Hopper and Women in
Technology
$30,000 incls T&E Add 100 women to talent pipeline, 40
screens, 5 hires
5. Invest in paid profile on Fairygodboss with
targeted job listings
$0 – reallocate job
advertising spend
300 talent network joins, 150
applicants,50 screens, 8 hires
$55,000 Screens= 100, CPS = $550
(Sample)

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How to Show the ROI of Your
Recruitment Marketing Activities

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the ROI
Question
is really...

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what is
the best
way to
recruit?
Your Strategy
Status Quo

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What are you (should you be) Measuring?
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Activities
Social
Events
Stories
Tech
Metrics
Views
Opens
Clicks
Shares
Outcomes
Contacts
Applicants
Screens
Hires

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Phone Screens
Talent Network / Contacts
Applicants
Hires
Source: State of Pipeline Marketing 2017, Bizable

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Recruitment
Marketing
ROI
Tracking link
ATS Source
Aim for this Outcome

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3 Ways to Demonstrate Your Value
as a Recruitment Marketer
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1. Careers
Site
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2. Diversity
Hiring
1) Know the D&I Goals
2) Audit your EVP
3) Update your Personas
4) Review your Messaging
5) Check your Presence
6) Report on your Progress

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3. Hard to Fill
Roles

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THANK YOU
You’ve got this!
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