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As a recruitment business owner, measuring the impact of your marketing and all the effort you are putting in is critical to ensure that you are getting an R.O.I. on what you are doing; whether that is increasing your brand awareness or the number of candidates and client leads you are attracting into your pipeline.
This podcast will explore the key metrics that recruitment business owners should be tracking and provide actionable tips for measuring your marketing efforts.
First of all, what do you want to achieve?
Establish Clear Goals
Establishing clear goals is the first step in measuring your marketing efforts. This includes setting clear goals for website traffic, lead generation, inputs, and content.
You can track progress and make data-driven decisions to optimize your marketing efforts by setting clear goals.
Marketing And The Multi-Channel Approach
As we start to talk about measurement, let’s talk about some home truths.
Marketing works: however, not everything you do will work or deliver the results exactly as you expect in the time frame you want 🤷♀️
For instance, if you use referral as a lead generation strategy, your conversation might happen fast because the person in question has been referred to you.
All good though measuring referral conversion rates fudge your figures because they will be inflated.
Why?
Because it is so much easier to convert someone who already knows you.
Now if that person comes across you for the first time on LinkedIn, the chances of them taking your call and moving to the next stage aren’t the same as that referral someone gave you.
The moral of the story is don’t look at everything in isolation because marketing builds; I wrote a quick post on LinkedIn about it earlier this week.
That social media post someone reads that you posted or the emails they open every week, the video they watch, or the testimonial they consume all build over time. As you identify your criteria to measure, remember results take time to build. Before you open up your Excel spreadsheet, here is something else to factor in.
Identify Your Key Business Driver
Every business has key drivers that are indicators of conversion. This might be the number of client calls leading to client meetings, candidates registered, or CVs/resumes sent out. Identify your metric, and then you will know if things are working as that figure increases.
So here are several inputs to measure that indicate your marketing is moving you in the right direction.
Website Traffic
Website traffic is a crucial metric for recruitment business owners. It provides a comprehensive view of the number of people visiting your website and engaging with your content, posts, and job board. Tools such as Google Analytics can help you track website traffic and understand where your visitors are coming from, how they interact with your site, and how they convert into leads.
Lead Generation Sources
Lead generation is a key metric for measuring the effectiveness of your marketing efforts. This includes tracking the number of leads you generate through your website, email campaigns, and other marketing initiatives.
Currently, we are running a personal branding challenge with our clients, which is part of the lead generation strategy we teach, and one individual has paused posting because she is getting so many leads. She has been tracking the posts that work, and those that don’t and what other process elements accelerate what is happening.
Tracking your lead sources is vital; where are people coming from and why?
To optimize lead generation, consider tracking lead sources and testing different tactics to see which generates the most leads.
Conversion Rates
In marketing, conversion rates refer to the percentage of visitors to your website, landing page, or LinkedIn connection request who say yes by taking a specific action, such as filling out a form or accepting your request. If you measure what happens when you change the headline or an image and get more page signups, you know what to do next time.
For instance, we are promoting a lead generation training class- you can grab a place here. As part of our marketing measurement process, I can identify where people are coming from so I know if we should post more on LinkedIn, send more emails, or up our ad spend on Facebook or Instagram.
Measuring conversion rates provides valuable insights into the effectiveness of your marketing efforts and helps you identify areas for improvement.
Final Thoughts…. Always keep a record of what you do and when. This will help you plan your marketing in a way that will make all the difference to the results you achieve.
Don’t overthink it.
A simple excel spreadsheet will do the trick where you measure your web traffic, your job applications, your LinkedIn connections, and the number of posts you make, and then you will be able to correlate where an input leads to an output 🙋♀️
Thanks,
Denise
P.S. Wondering what strategies you should be using this year? Then jump on a call with one of us, and let’s have a chat. Book a call direct here.
