Read this. Focus. Put down the Starbucks for a sec. In case you’ve been living in a cave for the last 10 years, Indeed.com is the top job board today and they can be a serious budget buster if you don’t know what you’re doing, and chances are probably don’t. If you want to avoid getting taken to the cleaners, then here’s how to get the most bang for your recruitment marketing buck.
USING INDEED APPLY, HUH?
I get it if candidates are dropping out of your application process because it’s (ahem) a thorough process and you just want to get some quick applicants, then by all means set up your Indeed Apply. But if you’re also running Sponsored Job campaigns, then you need two separate accounts. Why? Because Indeed Apply will skew your talent data and analytics giving you a higher apply-start-rate (ASR). Look don’t be lazy. You need to have two separate accounts with their own budget.
MANAGE YOUR ACCOUNT MANAGER
You’ve probably gotten to know your Indeed Account Manager by now, but just remember, they’re there for a reason, which is to keep you spending and to keep you as a client. Of course, they want you to achieve success and that’s why you need to know how to run reports. Meet with your Account Manager and go over past campaign performance. Important metrics everyone needs to track are cost-per-click, click-through rates, apply-start-rate and cost-per-apply-start-rate.
APPLY START RATE LOW?
As of right now, you’re still getting charged on a cost-per-click (CPC) basis when running Sponsored Job ads. Don’t get me wrong here. You must factor in CPC when you’re analyzing campaign reports but what you really need to track is the Apply Start Rate (ASR). This is a big deal. A low ASR could mean you have a crappy job description, or it could also mean you’re not spending enough on your monthly bid. In my experience, anything lower than 10% ASR needs improvement. If it’s a niche role, expect low ASR and you might want to consider running an Indeed Apply instead.
A lot has changed in twenty years. tech, music, and how people search for a job. Indeed’s Hiring Insights are often overlooked, which is a shame because it has the latest market data to help you get a leg up on the competition. For example, are Nurses in Cincinnati searching for jobs using RN, Registered Nurse, or Nurse in the title search bar? Hiring Insights ranks the most popular job titles for that skill. More importantly, you’ll uncover trends and competitor activity. Hiring Insights is a feature to help improve future campaign performance.
Recruitment marketing is about measuring the performance of ads, and this includes Indeed.com. After all, they’re shifting their platform to be more candidate-centric these days, which means you’ll need to pay attention to your campaigns otherwise you might be spending more on ads.