Recruitment Social Media ROI

ROI has been defined in certain social media circles as:

  • Return on Investment
  • Risk of Ignoring

While both of these are right on, most companies and “experts” are having difficulty trying to identify exactly how to measure the ROI of social media.  My response is that it depends on each company, business, person and industry.

Potential metrics to consider based upon each particular social media site:

  • Number of followers
  • Number of fans
  • Number of retweets
  • Number of group members
  • Number of direct messages
  • Number of mentions
  • Number of hashtags (#) – are you trending
  • Comment activity on blogs

In social media, this is more subjective than not.  For example, number of followers or number of fans does not mean that they necessarily read everything you put forward.  Maybe a person chooses to follow you and then moves on.  Maybe a “bot” follows you, doesn’t mean that account is a targeted account.  Quality is key and it is difficult to maintain and track.

For recruiting, the ability to track how and were applicants came from by tracking how/where they clicked a particular link.

In order for social media to really be effective in recruiting, it is all about the people.  Is your recruiting team active?  Are the recruiters driving conversation?  Are recruiters attracting and finding talent?  These are areas that each recruiter may track in the ATS system but also to determine what sites are used by those in that particular job field.

From the book Groundswell, use the POST method (People, Objectives, Strategy, Technology).  By following these areas, each company/person may best define ROI based upon the demographics of their job audience.

How are you setting up metrics in social media?  Are you setting up metrics?

About kufarms
10 years in HR and recruiting both in the corporate and agency worlds. Corporate Recruiter and Socail Media Strategist. Looking to share and discuss topics as well as hopefully provide some thought. Dad of 2 with a loving wife.

4 Responses to Recruitment Social Media ROI

  1. jessica lee says:

    i just had a chat with someone recently about metrics with social media to recruit. specifically if you’re using it for employment branding purposes, you have to think about qualitative measurements and be comfortable with it. the analogy would be… what is the value of an ad with a coke can alone versus an ad with brad pitt holding that same coke can? we all know the latter is more valuable, but it’s hard to quantify.

    in addition to the possible metrics you list, i’d add… amount of traffic to your corporate website from twitter, FB, etc., number of clicks a tweet w/ a job posting or link receives as two more important measurements.

  2. kufarms says:

    Great insight and additions Jessica! You are correct that there are important quantitative measurements with this but they do seem minimal, right now. The qualitative metrics are what seem to drive analysts crazy because, well, are they the right metrics to track. The two you mentioned, traffic and clicks, are fantastic tangible numbers that will make people happy.

  3. I think too many focus of measures of activity, such as number of followers or number of comments. But activity should not be confused with accomplishment. Number of followers is meaningless if they come from auto-follows and are the wrong people.

    Keep in mind why we do this – to help facilitate and generate real world engagement. If you social media efforts are leading to real engagement or enhancement of real engagement, then it is serving your purpose.


  4. kufarms says:

    Jamie, absolutely but there needs to be a differentiation between hard numbers and “feel good” metrics. Social media is someplace in the middle right now and it really is up to your goals of how you measure. I think that numbers and results is where we will be end up but for now it is much more of a soft measurement.

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