Service Description
Benchmarking Data
Overview
Appcast Benchmarking Data is a market intelligence tool designed to help employers understand how their recruitment advertising performance compares to industry standards. By aggregating anonymized performance data across all employers using Appcast products, Appcast provides meaningful context for key hiring metrics, helping employers make more informed decisions about their recruitment strategy and investment.
How it Works
Appcast aggregates performance data from all employers using performance-based paid recruitment advertising. Data is available from 2022 onwards and benchmarks are calculated using percentiles. They are displayed with multi-month moving averages to show underlying trends rather than monthly volatility.
Core Metrics: Benchmarking Data tracks many metrics, including but not limited to: Cost per Application (CPA), Apply Rate (conversion from clicks to applications), and Cost per Hire (CPH), giving you a complete view of your recruitment funnel performance against market standards.
Industry and Occupation Benchmarks: Compare performance by employer-level classification (e.g., Advertising Agency) or job-level classification (e.g., Software Developer) to ensure comparisons are relevant to your specific context.
Geographic Insights: State-by-state CPA comparisons across the US help employers understand regional performance variation and benchmark against relevant local markets.
Filtering Options: Refine comparisons by location (US states) and application method (ATS vs Easy Apply) to ensure benchmarks reflect your specific hiring context.
Integration
Benchmarking Data is available within the Appcast Platform and uses data from Programmatic Media Buying campaigns.
Requirements
Cost Per Hire: CPH benchmarks require an active ATS integration tracking hires and are currently available for approximately 200-300 employers with quality and hire data connections.
Data Availability: At least 5 employers must meet the activity requirements in a category for benchmarks to be displayed, protecting individual employer privacy. State-level benchmarks follow the same minimum threshold.
Context: Benchmark data provides market context, not prescriptive targets. Performance may legitimately differ based on factors unique to your business, including location, role type, hiring strategy, and market conditions. Smaller or remote markets, seasonal hiring patterns, and specialized roles, such as senior or hard-to-fill positions, naturally yield results that differ from broad market averages.