subject: What Should You Be Measuring In Sales Recruitment Marketing Campaigns? [print this page] It can also be difficult to source good candidates for sales roles and moreover it can be an expensive activity. By effectively measuring their marketing activities, agencies and HR departments are provided with vital decision making information which can be used to streamline their operations, thereby saving them time and money.
Selecting good sales people in particular can be difficult, especially in a competitive labor market. Sales recruitment marketing campaigns need to be examined carefully to determine the most effective strategy for attracting and recruiting top notch sales personnel.
These are several benefits of implementing an effective marketing measurement program in the sales recruitment business:
* Marketing 'experiments' helps you to determine what works best - experimenting with, for example, running an ad weekly instead of fortnightly, or running ads in different publications or internet sites, helps you gauge what medium attracts the best salespeople
* You can improve your ROI - once you have determined what attracts the highest number of quality sales candidates, and you can demonstrate this to your clients, you become a more attractive prospect to your clients
* You can negotiate in media buying - when you are 'armed' with information about the quality and quantity of candidates from a particular media source, you are in a powerful position to negotiate the best media buying deals
* Marketing budgets become easier to set - understanding the best media and therefore the cost of your marketing activities helps you to set the budget for upcoming sales recruitment campaigns.
* You will be able to justify your spend - any factual information that you document about your marketing strategies will help you to justify your 'spend' to directors within your agency.
What to measure?
In deciding what to measure, you need to determine what variables to measure in your marketing measurement system. At the very least, you need to track both the quality and quantity of sales candidates your sales recruitment campaign is attracting.
"Media source tracking" is a method whereby you measure the effectiveness of candidate and client attraction techniques. In media source tracking you take into consideration the following:
* What media source yields the best quality candidates? A good measure of candidate quality is the number of interviews conducted per media source, and subsequently the number of successful placements made per media source.
* How do the media sources differ in the type of candidates they attract? Media sources are likely to differ depending on the (i) level of sales skills sought, (ii) the location of the role, and (iii) the seniority of the sales role
* Number of new client requisitions received per media source - this is linked to your 'branding' and whether your name is getting out there and attracting new clients to your sales recruitment services.
Measuring media source effectiveness will help you to define your marketing strategy for upcoming sales recruitment campaigns. Your brand building activities will also benefit from measuring your media source effectiveness, as it will help you to determine what impact particular marketing campaigns have had on raising your profile among your target client audience.
