I recently had the privilege of being interviewed by recruitment publication, Shortlist. Unfortunately the content is behind a paywall, so I can’t share the whole article – only enough to give you a taste of it.…
Originally published here: http://bit.ly/EBMShortlistarticle
The vast majority of recruiters remain in the dark about the return on their investment in marketing and branding, says an expert in the field.
The importance of achieving a return on investment is often stressed in recruitment marketing and employer branding discussions, but “nobody is really tracking it”, says Employer Brand Mason founder and CEO Brie Mason.
“People are coming me to saying, ‘we’re doing all this, but we don’t know what impact it’s having’, which suggests organisations haven’t spent time thinking about what it is they’re trying to achieve,” she tells Shortlist.
Tracking ROI for recruitment and employer marketing is parallel to consumer marketing in some major respects, Mason says. Both disciplines need to measure areas like lead generation, brand awareness, brand equity, and traffic to a website. And both would calculate ROI by dividing the net benefits by the total investment.
Where most recruiters come unstuck is through inadequate technology that uses a range of tools, plug-ins and add-ons that aren’t integrating with each another, Mason says.
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