Measuring recruitment campaign figures: what the data reveals

You can tell whether your job advert is really working by looking at five key figures: reach, click-through rate (CTR), conversion rate from click to application, cost per application and the quality of the applicant pool. If one of these figures isn’t up to scratch, you’ll know exactly where things are going wrong. Without this data, you’ll just be guessing.

Many employers only look at the number of applicants. That doesn’t tell you much. A vacancy that attracts lots of weak applications takes just as much time as an empty inbox. At FosFor, we base our approach on figures from hundreds of data-driven recruitment campaigns, so you can make decisions based on evidence rather than gut feeling.

Which figures show whether your recruitment campaign is working?

Your campaign is working if the figures together form a complete funnel: sufficient reach, a healthy click-through rate, an application form that people complete, and a pool of candidates that meets your quality criteria. Each figure measures a different stage, from the first impression to the candidate you ultimately hire.

The labour market remains tight. According to the UWV, technical, logistics and maritime professions are among the hardest to fill in the Netherlands (UWV, 2024). In such a tight labour market, you cannot afford to run a campaign that you cannot analyse. Data from Data-driven recruitment in practice shows where candidates drop out, before you end up wasting budget unnecessarily.

Together, these six figures provide a complete picture of your campaign:

• Reach and impressions: Will enough people from your target audience see the job advert?
• CTR (click-through rate): Does the advert appeal to you?
• Click-to-application conversion rate: Do visitors complete the form?
• Cost per applicant: How much do you pay per comment?
• Quality of the intake: Do applicants meet the core requirements?
• Cost per hire and time to hire: How much does a successful placement cost, and how long does it take?

How do you measure the performance of your recruitment campaign, step by step?

You measure campaign metrics by breaking down the funnel – from impression to conversion – into individual steps and tracking each step separately. This way, you can see not only that things are going wrong, but also exactly where. Follow this sequence and you’ll have a clear picture within a week.

Work through each step systematically, preferably using a simple weekly overview:

1. Determine your reach: View impressions and unique reach figures by channel (Meta, Google, LinkedIn, TikTok).
2. Measure the CTR: Divide the number of clicks by the number of impressions. A low CTR indicates a weak advert or an incorrect target audience.
3. Track the conversion rate: How many visitors to your careers page go on to complete their application? This is often where the most talent is lost.
4. Calculate the cost per application: Divide your campaign budget by the number of applications.
5. Rate the quality: How many applicants meet your knockout criteria? Quantity without quality is just empty noise.
6. Calculate the cost per hire and time to hire: link your total costs to the actual installation.

To do this, use the free measurement tools provided by the platforms themselves, such as Meta Ads Manager and Google Analytics. You don’t need any expensive tools to read the core.

Which campaign figures say the most about quality?

The conversion rate and the quality of the applicant pool are the best indicators of quality; the sheer number of applications is the least reliable. A campaign that generates fifty responses, two of which are suitable, performs worse than a campaign with eight responses, four of which are suitable.

You can measure quality by assessing each incoming application against your pre-defined core requirements. Set out these requirements in a scorecard, so that you can assess candidates objectively rather than relying on gut feeling. You can read more about this in our article on measuring the quality of your pool of applicants.

A campaign specialist at FosFor sums it up as follows: “If a client is alarmed by a low volume of applications, we first look at the conversion rate. Often, the reach is fine, but candidates drop out because the application form is too long or the terms and conditions of employment are unclear.” Target audience data regularly reveals preferences that differ from what employers themselves expect.

What is a good benchmark for campaign figures?

A good benchmark depends on your channel, sector and profile, but there are guide figures you can use to steer your strategy. The table below provides practical ranges for blue-collar, technical and sales campaigns, so you can quickly see whether a figure warrants attention.

Be sure to compare your figures with your own historical data and with the range per channel. A CTR of 1% might be strong on Google but weak on TikTok. Want to know how speed relates to results? Then read on to find out how you Improving time to hire through measurement and process optimisation.

How do you adjust your recruitment campaign based on data?

You make adjustments by identifying one poor result each week and taking targeted action on that, rather than changing everything at once. That way, you can be sure which change had an effect. Data-driven adjustment is a cycle of measuring, adjusting and measuring again.

FosFor holds weekly strategic meetings to discuss campaigns, results and next steps. This regularity ensures that any leaks in the recruitment funnel are quickly plugged, before a vacancy remains unfilled for weeks on end. As a result, vacancies are filled within 3 to 8 weeks on average, and you only interview the 2 to 4 best candidates each month.

When making adjustments, follow this priority:

• Low reach? Work on your targeting and budget.
• Low CTR? Work on your ad copy and images.
• Low conversion rate? Work on the form and the job vacancy page.
• Poor quality? Work on defining your target audience and your message.

You can read more about this approach at our data-driven approach, and the evidence can be found on the page containing measurable recruitment results.

Frequently asked questions about measuring recruitment campaign figures

Which figure is the most important in a recruitment campaign?

The conversion rate from clicks to applications is the most important metric, as it shows whether interested visitors actually apply for jobs. A high reach without conversion is of no use. Always consider this figure alongside the quality of the traffic, so that you focus on finding the right talent rather than simply on volume.

How many applications are enough for a scarce vacancy?

When candidates are in short supply, quality counts for more than quantity. Four to eight suitable applications are often more valuable than thirty weak ones. FosFor handles the entire pre-selection process, meaning that, on average, you as the client will only interview the 2 to 4 best candidates per month, rather than having to assess dozens of applicants.

Can I track recruitment campaign metrics without using expensive tools?

Yes. The advertising platforms themselves provide free dashboards showing reach, CTR and cost per application, and you can track conversions on your job page using Google Analytics. When it comes to the quality of the applicant pool, what you really need is a clear scorecard, not expensive software.

How long does it take for campaign figures to be reliable?

Allow at least one to two weeks’ worth of data before the figures are stable enough to be submitted. During this period, you’ll gather enough impressions and clicks to identify patterns. With complex profiles, it may take longer; in that case, continue to monitor the data weekly and adjust one variable at a time.

How much does it cost to apply for a job via recruitment marketing?

The cost per application varies significantly depending on the channel, sector and candidate profile, so there is no fixed figure. However, recruitment marketing is often more cost-effective than traditional recruitment and selection or secondment. Always assess your cost per applicant against the quality of the intake to gauge its true value.

Would you like to know what the figures for your current vacancy reveal and where your funnel is leaking? Book a no-obligation strategy meeting and find out how data-driven management can help you recruit the right candidates more quickly.