Video is one of the fastest-growing online advertising formats, and you can leverage this platform by creating a recruitment video ad to attract top talent. But how do you measure success? If you’re thinking, ‘clickthrough rates,’ there’s a thing or two you should consider.
Clicks vs. Completion
It’s not all about the clicks, and in fact, recent studies show clickthrough rates (CTR) to be less effective at measuring success than ad completion. In other words – clicks do not always translate into further brand interaction, but often, those who committed to watching the video ad in its entirety moved on to a brand landing pages, product pages and even checkouts.
When creating a recruitment video ad, you must keep these things in mind. It’s not only the click that’s important but the engagement when it’s over. In recruitment video ads, target and encourage your ideal candidate to apply for a specific opportunity or simply check out your company’s employer brand as a whole.
Recruitment Video Ad Metrics
Once you’ve started using recruitment video ads, look at all of the data from your campaigns. Consider time spend watching the video, interaction with social widgets and scrolling through listings, in addition to CTRs. All these actions have an impact on what the job seeker thinks about your company and potential opportunities, and these interactions may be more valuable than the click if it generates interest from your ideal candidate and drives them to research your organization further.
The War for Talent
As the “war for talent” gets more fierce, organizations will look for new ways to connect with skilled candidates. And with video consumption constantly increasing, recruitment video ads are an option. However, if you do choose to go this route, remember that video advertising effectiveness cannot be measured by a single action – like clicks. Interactions must be viewed as a whole to determine if you’re reaching and engaging the right people.
Image: Thomas van de Weerd/Flickr