Our paid media blog series has so far consisted of discussion around its importance to recruitment, and how a shortage of knowledge is holding back the industry. However, as an increasing number of businesses are beginning to recognise the possibilities it can offer, we discuss the benefits of regularly monitoring recruitment marketing campaigns.
Reduces the likelihood of mistakes being made
Errors are possible when undertaking any assignment. It’s no different when setting up a paid media campaign. A plethora of potential pitfalls exist, which can be detrimental to campaign performance if not detected. Mistakes can happen when allocating budgets, selecting objectives or setting up targeting.
Absence of monitoring your campaign can mean such mistakes go unnoticed. As a result, you will be spending your budget ineffectively by targeting a less relevant audience. Ultimately, the campaign performance will fall short of your initial expectations.
Automation lowers your success ceiling
By opting to go down the route of automation, you’re limiting how well your campaign can perform. It can still offer a reasonable return with appropriate initial setup, but maximum effectiveness will prove elusive.
Monitoring enables you to regularly analyse how well a campaign is performing, in relation to the objective set. In recruitment marketing campaigns, the goal is likely to be either conversions (applications) or brand awareness. By delving into the performance, you can determine whether you’re making the most of your budget. If not, you can react quickly to solve this.
Allows for optimisation of the campaign
There are numerous strategies which can ensure you’re spending your budget effectively. The majority, if not all, involve monitoring the campaign as it progresses. By doing so, it enables you to optimise the campaign by making any changes which will improve performance.
One such change could concern your target audience. In recruitment marketing campaigns, you may find that the applications coming through are not quite hitting the mark for what you’re looking for, making it apparent that adjustments are required. It could be that the locations you’re targeting need a little refinement, or the general targeting criteria altering.
Additionally, it could be that the ads themselves need refreshing. The visuals may not be appealing to the audience, or the post copy may not be delivering the message powerfully enough. Depending on the length of the campaign, it can also be explained by ad fatigue. When your audience is being served the same ads on multiple occasions, they become less responsive to them.
Without being proactive in your approach, you’re failing to get the best out of your campaign. Assessing the performance and optimising the campaign regularly should result in more quality, relevant applications.
Similarities with managing the recruitment process
If you asked the majority of recruitment consultants to name the most important aspects of their job role, managing the end to end process would feature prominently. Even when you believe you’ve found the ideal candidate for your position, several potential dangers persist.
By not handling the process meticulously enough, you run the risk of losing that candidate. Examples of this involve arranging timely interviews, maintaining communication and ensuring all involved remain engaged throughout the hiring process.
Neglecting any of these can often result in a disappointing outcome. The candidate, who had seemed so promising, may not feel valued by your business and is likely to be attracted elsewhere. Similarities exist when running a marketing campaign. The initial concept and planning may be perfect, but without any monitoring once underway, you run the risk of falling short. By not reacting to the performance of your ads, you’re likely to be missing out on some top talent.
You don’t necessarily need to dedicate hours to analysing every aspect of your campaign but being diligent can make a monumental difference to your recruitment success.
Written by Tom Chapman, Digital Marketing Executive at Talent Works International. For more information, contact tom.chapman@talent-works.com.
