Measuring what matters

By: JP 

TL;DR 

Clicks and applications alone don’t show true recruitment performance. Holistic measurement across the funnel;  awareness, consideration, conversion paired with attribution modelling, allows TA teams to understand impact, optimise campaigns, and prove value. 

Recruitment performance is too often judged by a single metric: the last click. But just as a hire isn’t made in one interview, a successful campaign isn’t defined by one action. 

The Funnel is Not Flat 

Think of your recruitment funnel like a customer journey: 

Funnel Stage	Content Examples	Media Tactics	Primary Metrics
Awareness	EVP storytelling, employee videos	Paid social, display, PR	Impressions, reach, brand lift
Consideration	Culture articles, career site content	Remarketing, CRM, SEO	Clicks, engagement, time on site
Conversion	Job ads, recruiter outreach	Job boards, LinkedIn, sourcing	Applications, hires, CV-to-interview ratio

Clicks Are Not the Whole Story 

Clicks are important but don’t show: 

• How someone first discovered you 

• What content helped build trust 

• Why they decided to engage 

Last-click attribution underestimates the value of all preceding touchpoints. 

Smarter Measurement 

Attribution modelling: Gives credit across multiple touchpoints. Econometric modelling: Understands how spend, channels, and seasonality drive outcomes. 

You don’t need a data science team, plug-and-play solutions exist that give meaningful insight. 

Judge Content By Purpose 

Not all content is meant to convert: 

• Awareness content (e.g., TikTok culture videos) → visibility 

• Consideration content (e.g., blogs) → engagement 

• Conversion content (e.g., job ads) → action 

Assess each stage separately and avoid unfair comparisons. 

Holistic Measurement 

• Awareness → visibility & memory 

• Consideration → engagement & intent 

• Conversion → action & fit 

  
  

Smarter measurement protects your brand, optimises channel mix, and strengthens the business case for TA investment. 

Practical Tips 

• Assess each stage of the funnel separately: awareness, consideration, conversion. 

• Use data to optimise campaigns continuously, not just report on past performance. 

• Come talk to us about attribution modelling and how to integrate into your environment. 

• Match content to its purpose — awareness, consideration, or conversion.