May 30, 2023

Online Recruitment Advertising Trends and Benchmarks

Alicia Little head shot
Alicia Little
Director, Brand & Content Marketing
May 30, 2023

Share this Blog Post

In today’s saturated digital world, recruitment professionals are faced with the major challenge of reaching the essential talent they need to drive their organization forward.  As recruiters continue to allocate more of their budgets toward online job advertising, understanding the performance of recruiting budgets becomes increasingly important to drive better outcomes and therefore, better ROI.  For a breakdown of some of the most important – yet often overlooked – aspects of modern digital recruitment, keep reading to find out how your online recruitment strategy measures up. 

Modern, Mobile Recruiting 

In today’s fast-paced, mobile-driven society, candidates are more willing and able to apply for jobs from their mobile phones and tablets. Job seekers are increasingly on their devices: the number of mobile clicks and applies continue to increase year-over-year, as does the mobile apply rate, which highlights the importance of having a mobile-friendly apply process.  clicks by device chart Pro-tip: Reduce the number of questions required in your online application, ensure that candidates can upload their resume from a mobile device and on any web browser, and that the time to apply is five minutes or less. These best practices are essential criteria for ensuring you have a seamless apply process and are converting the best candidates on mobile. 

apply rate by device chart

How Geography and the Labor Market Affect Apply Rates 

Lower apply rates make competition much stiffer in particular markets. Competition for talent varies by market because of different variables and economic forces at play. Understanding how this will impact your recruiting strategy and the performance of your job advertising strategy is vital when planning your recruiting budget or measuring results.  Pro-tip: Consider the labor market trends and apply rates in the areas of your job openings. As an example, this may indicate that you should bid higher on jobs in areas where unemployment is low, as it is more competitive to capture talent. 

geographic apply rate

geographic apply rate percentage    Stay on top of labor market trends and how they may impact your ability to find and attract talent at 

Apply Rates by Job Function 

Recently in-demand job functions have also seen higher apply rates in the past few years. There are some, however, like manufacturing (at 4.64%) that has seen a big year-over-year drop but that’s due to a normalizing of sorts, after the pandemic-induced recession recovery that defined 2021.  Pro-tip: Understanding the nature of your industry (and geography, as we saw above) will allow you to set more appropriate goals on your job advertising campaigns and gives you a benchmark for measuring performance. If you’re under the industry average, why is that? If you’re over – great! But what’s driving that success? 

median apply rate table

Key Takeaways

Today, online job advertising consumes roughly 30% of overall recruitment budgets and is a topline priority as the talent landscape remains tight and competitive. The introduction of new job advertising sources and models in the marketplace and a renewed focus on recruitment marketing tactics have highlighted the need for greater transparency of advertising spend and performance.  Use these recruitment advertising trends and benchmarks to identify the ”sweet spots” and optimizations needed to target candidates by device, by function, and in specific geographical markets.  To see more Recruitment Media Benchmarks, view the full report! 

Enjoy this article?

Sign up to stay in the know

Share this Blog Post

Related Stories