Measuring Influencer Marketing for Recruiting: Key Metrics

Influencer marketing has become a powerful tool for recruiting top talent, especially when targeting passive job seekers. However, to maximize its effectiveness, it’s crucial to measure the right metrics. Here’s how you can gauge the success of your influencer marketing campaigns for recruitment.

1. Net New Site Visitors

One of the most straightforward metrics to track is the number of new visitors to your careers page or company website. Influencers can drive significant traffic, especially if their content resonates with their followers. Use tools like Google Analytics to monitor spikes in site visits following an influencer’s post. Track these visitors over time to determine how many are net new and how many are returning.

2. Brand Affinity

Brand affinity reflects how well potential candidates relate to and feel positively about your company. Social listening tools can help you track mentions of your brand across social media platforms. Pay attention to the sentiment of these mentions. Are people speaking positively about your company after an influencer campaign? Additionally, monitor engagement metrics such as likes, shares, and comments on the influencer’s posts to gauge audience reaction.

3. Conversion Rates

Ultimately, the goal of influencer marketing in recruitment is to convert interest into applications. Track the number of applications received during and after the campaign. Use UTM parameters to tag the links shared by influencers, making it easier to see which applications came directly from their efforts. Compare these conversion rates with your baseline to assess the effectiveness of the campaign.

Measuring the success of influencer marketing in recruitment involves tracking a mix of quantitative and qualitative metrics. By focusing on net new site visitors, brand affinity, conversion rates, quality of applicants, and cost per hire, you can gain valuable insights and optimize your strategies for attracting top talent.