Measuring Marketing Lift to Measure Awareness

Attracting top talent requires more than just posting a job listing. Building awareness of your company and its opportunities is crucial for drawing in the best candidates. One effective way to demonstrate the value of your marketing efforts is by measuring marketing lift—the increase in key metrics such as website traffic, application rates, and engagement with your employer brand.

Marketing lift provides a clear picture of how your campaigns influence potential candidates. By comparing performance before and after a campaign, you can quantify the impact of your marketing initiatives. For instance, if you launch a campaign promoting a new job opening and see a 30% increase in applications, this is a direct indication of your campaign's effectiveness.

One powerful tool in your marketing arsenal is influencer marketing. While it's often associated with consumer brands, influencer marketing can also be highly effective for employer branding. Partnering with industry influencers or employees with a strong social media presence can help amplify your message and reach a broader audience. Influencers can share their experiences working with your company, highlight job openings, and create authentic content that resonates with their followers. While this strategy is impactful, it's important not to rely solely on it—diversify your marketing efforts to ensure comprehensive reach.

To measure marketing lift effectively, establish clear objectives and key performance indicators (KPIs) before launching a campaign. Track metrics such as website visits, click-through rates on job listings, social media engagement, and the number of applications received. Analyzing these data points will help you understand which strategies are working and where there is room for improvement.

Demonstrating the value of building awareness of your jobs and company through marketing lift metrics can significantly enhance your recruitment efforts. By leveraging various marketing channels, including influencer marketing, and consistently evaluating your results, you can attract top talent and strengthen your employer brand in the competitive job market.