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If you have to set one recruitment marketing goal for the new year, it should be to optimize your recruitment marketing strategy in order to produce more applicants while simultaneously lowering the cost associated with obtaining those applicants.
When we talk about optimizing your recruitment marketing strategy, we’re talking about identifying deficiencies by measuring and analyzing the right recruitment analytics, and then eliminating those deficiencies either manually or through the use of automated programmatic buying technology.
Regardless of whether you’ve decided to roll up your sleeves and do the hard work of manually managing your online job advertisements, or if your organization has decided to invest in leading platforms to automate them, these are 17 recruitment marketing optimizations you should consider in 2017.
17 Ways to Optimize Your Recruitment Marketing Strategy in 2017
Make your Cost-Per-Click (CPC) campaigns more competitive by increasing bids on your sponsored jobs appropriately
Refresh jobs that have been active the longest in your Applicant Tracking System (ATS) to ensure the old age of jobs doesn’t negatively affect their performance on job boards, job aggregators and other employment sites
Implement an in-depth recruitment analytics platform that can provide you with job- and source-level data with spend so you can see the performance behind every job that you advertise and so you can make better data-driven decisions moving forward
Leverage programmatic job advertising technology to automate the management and optimization of your recruitment marketing efforts through rules-based algorithms against your specific recruitment goals
Test performance of your jobs on generalist job sites, like Monster and CareerBuilder for broad reach
Also test performance of your jobs on niche job sites, like JobsinLogistics and DICE, in order to better target specific audiences for harder to fill roles
If you have part-time, hourly, temp or contractor roles open, test the performance of your jobs on sites which focus primarily on this audience--such as SnagAJob and Jobcase--to better target these types of candidates
Ensure you’re utilizing a variety of media channels available, including performance-based media such as CPC and Cost-Per-Applicant (CPA) models, job slots, job postings and social media
Use Job Slot Optimization to automate the management and distribution of your jobs into your slot inventory, ensuring you don't leave any old or expired jobs occupying your slots
Maximize the exposure of your jobs on employment sites by increasing your budgets accordingly
Make your application process quicker and easier by enabling social integrations that allow candidates to apply using their LinkedIn or Facebook accounts in order to increase conversion rates
Ensure your application process is mobile-optimized to allow mobile job seekers to easily apply for your jobs from anywhere in order to increase conversion rates
Simplify your job application process to decrease applicant drop-off rates
Connect top- and bottom-funnel recruitment metrics through integrated End-to-End Analytics tools in order to tie important cost data together and unearth important insights such as cost-per-quality applicant (CPQA) and cost-per-hire (CPH) for every job and for every source
As you can see, there are a number of opportunities to optimize your strategy here, but HR and talent acquisition professionals should remember that optimizations must be done deliberately and with a solid strategy in place.