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: 

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.