February 24, 2021

Use Benchmark Data to Make Better Recruitment Marketing Decisions

Paula Santonocito Headshot
Paula Santonocito
SENIOR MANAGER, RESEARCHER & WRITER
February 24, 2021

The Appcast 2021 Recruitment Marketing Benchmark Report is hot off the presses. As always, our team of data geeks enjoyed conducting research and looking for the stories behind the numbers. The lesson, nearly every year, is that a hypothesis only goes so far; data shows whether a theory is correct, while revealing other insight.

This, in a nutshell, is why we take the time to put this report together.

We also strive to understand how world and national events impact the employment marketplace, and what it all means to recruiting. Data helps us do that.

In the year 2020

Needless to say, 2020 was a year like no other. And yet, while there were some major marketplace shifts clearly related to COVD-19 – furloughs and layoffs, high unemployment, increases in hiring in some industries/functions and decreases in others – the data, for the most part, didn’t tell a story of chaos or unmoored uncertainty.

In fact, several metrics that we’ve been tracking for years, like apply rates by device, continued to follow previous trends.

This said, the report contains data you will want to review for the purposes of benchmarking and evaluating/modifying your recruitment marketing strategy.

How to use the data

The Appcast 2021 Recruitment Marketing Benchmark Report, like our reports from previous years, is intended to be used as a tool to help you analyze your organization’s recruitment advertising performance.

This year’s report is based on 2020 job ad data from nearly 1,300 employers in the United States, across a wide range of industries/functions. In total, there are 125 million clicks and 7 million applies included in the study.

Yep, that’s a lot of data. It allowed for detailed and comprehensive analysis relative to the marketplace and current year, as well as to previous years’ findings.

So, how do you use the data? We recommend that you start by comparing our findings to your organization’s metrics. This will give you a baseline against which you can measure your recruitment advertising performance going forward.

Not to worry if you’re new to the process. We’ve structured the report for newbies and seasoned professionals alike.

On every page of the report, you will find a brief overview of the data. In addition, we’ve included “Our take on the data” (where appropriate) and “What does this mean for you?” to help you digest and make sense of what the data is telling us.

The explanations are straightforward. Plus, the report includes numerous charts that illustrate findings.

In today’s uncertain labor market, the Appcast 2021 Recruitment Marketing Benchmark Report will help provide clarity. This, in turn, will allow you to make informed recruitment advertising decisions, financial and otherwise, and find the candidates you seek.

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