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Making Online Recruitment Work

Easy Media Planning and Buying 

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Now this is going to shock the non recruitment people who read this - but job advertising and assocaited stuff is perceived as a little backward compared to otehr areas of marketing. In many ways it has been ahead of the game in that it is and has always been direct response advertising (isnt most ad stuff now direct response!) but interm sof measurement and the science of media planning/buying it has been a little cosy and non creative - howver it is all changing!
 
Going through 2 separate media reviews at moment - trying to get all closed up and agreed before next week and i must say with both it is a pleasure - why?
  • We are doing the review based not on media owner stats, not on clicks and not on applications but on hires! ie cost per hire by job by media and all cross referencable (is that a word?)
  • We are not looking at this stuff in isolation - its clearly a retrospective metric that has a lot of variables in it - need to base stuff on what is likely to be results and/or needs next year too
  • Both clients agree that though budgets are tight - we need to continue to push things a little further in exploring new routes so have allocated a budget accordingly

Now it would be easy to pretend that everyone is at this point but that is not the case - most of the work that enabled this to happen occurred in 2007 - and there is an awful lot of unglamorous grunt work involved in proper tagging and tracking both from client side and us - but the benefits are enormous - primarily the ability to show the reduction in cost per hire, the efficiency of the process and the real time visibility of the numbers.

Hang on - i think i have to shroud what we do in complex web talk otherwise anyone will think they can do it - and we cant have that can we!

Published Dec 09 2008, 11:05 AM by Dominic Sumners

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