In June, HR.com gave TMP Worldwide the opportunity to promote Campaign Management to a captive audience of recruiters and industry professionals in the first of a series of sponsored webcasts. Shortly thereafter, HR.com featured an article on the importance of recruitment metrics with a focus on TMP's Campaign Management and the value it brings to its clients. This month I'd like to call attention to this article titled "In online advertising, does the buck really stop at the clicks?", because it highlights the importance of your recruitment metrics and how they drive the decision making process.
Campaign Management provides extensive tracking on companies and can tell you how many recruiters are forced to use click-through rates in order to determine the impact of visual creative. It also reveals the number of "applies" - candidates who click the apply button - for analyzing job postings. More importantly, Campaign Management captures what is known as post-impression data—that is, data for candidates who do not take direct action from your advertisement, but come to your career site to apply at a later time. There is great value in tracking post-impression activity - being able to account for those candidates who don't immediately interact with a piece of your media - in the media planning and decision making process.
It's important to note that media and recruitment advertising strategies are constantly evolving. Employers are now implementing banner advertisements, sponsorships and email marketing on social networking websites. Moreover, users on these non-recruitment sites do not usually click the banner at the time of initial exposure. Instead, the users will typically make a note and then return to the advertising company's website at a later time.
By combining post impression metrics with traditional data, the advertiser can gain a significant advantage. In fact using this strategy can often provide results that change the outcome of media performance during an online campaign.