Client Background and Challenges
This staffing agency, with industrial and clerical jobs in Alabama, Minnesota and Wisconsin, felt inefficient in managing its monthly recruitment budget. On top of having to manually post jobs to the job boards, the recruitment team didn’t have a good sense of which job boards were providing applicants at the lowest cost.
The Solution
Our recruitment marketing team consulted with the staffing agency to implement programmatic software to manage the monthly recruitment budget. We wanted to automate the process as much as possible and provide more data to the recruitment team.Allocating the budget on two different publishers, we could provide cost per application data to their team and make recommendations on how to allocate the recruitment budget as efficiently as possible.
The Results
June 2019 (data collection only):
- Job Board A: $3.14 CPA (cost-per-application); 75% of monthly budget
- Job Board B: $5.94 CPA; 25% of monthly budget
When we started to analyze the data, we noticed the significant difference in cost per application from these two job boards. However, the client wanted diversification, and he told us that the difference in CPA was not a deal-breaker.
At his direction, we continued to monitor their company’s advertising spend…without making changes.
July 2019 (continued data collection – at client request):
- Job Board A: $2.15 CPA; 75% of monthly budget
- Job Board B: $10.05 CPA; 25% of monthly budget
After the second month, our client told us that his company cannot be stubborn about diversification, and that the difference in CPA had become too great. He asked us to actively manage their spending.
August 2019 (first month of active management by Haley Marketing):
- Job Board A: $2.11 CPA; 94% of monthly budget
- Job Board B: $9.97 CPA; 6% of monthly budget
One change led to 467 more applications!
When this client first came to Haley Marketing, their primary goal was to improve service to their clients by minimizing the time to hire. They told us they wanted “as many applications as possible” to fill their talent pipeline.
Once we became their Agency of Record, we were able to use our programmatic software to aggregate data from multiple job boards into one dashboard and determine the CPAs of the candidates sources. By knowing which job boards produced the lowest cost per application, we could then adjust the budgets on each job site to maximize the number and variety of job applications received.
