Test, Learn, Repeat

By Caitlyn  

TL;DR: Great recruitment campaigns aren’t built and forgotten. They’re launched fast, tested in real time, and refined with data and feedback. Marketers call it a growth loop, recruiters should live by it too.  

Bringing a growth mindset to talent campaigns  

In Sessions 1 and 2, we reframed recruitment through a marketing lens and explored how to invest like a brand team. Now, it’s time to make it move.  

Because strategy without execution? That’s just theory.  

Recruitment today is no longer set-and-forget. The smartest TA teams treat every campaign like a live product: launched fast, tested often, refined in real time.  

The Growth Loop  

High-performing marketers live by a simple rhythm: Launch → Learn → Optimise → Repeat It’s how marketers win and how recruiters can too.  

What that looks like in practice  

1. Run Micro-Tests 

You don’t need a big budget to learn fast. Test:  

• Two different job titles  
• With/without salary upfront  
• Growth-led vs perks-led messaging  
• Lifestyle imagery vs branded assets  

At ZEIL, we make A/B testing simple. The right tweak can double your results — but you won’t know until you try.  

2. Diagnose Drop-Offs 

Your campaign isn’t failing, it might just be leaking. Start here:  

• Views, no clicks? Job title or image might not pass the 3-second test  

• Clicks, no applies? Unclear or unappealing value proposition  

• Applies, but low quality? Misaligned targeting or unclear role scope  
  
  

3. Close the loop with feedback 

Data tells part of the story. People fill in the gaps. Ask:  

• "What made you click apply?"  

• "What almost stopped you?"  

• "How did this role stand out?"  

Pair with internal feedback:  

• What are hiring managers noticing?  

• Are recruiters filtering too many mismatches?  

Use those insights to optimise live campaigns, not just the next one.  

The recruiters who win? They move in beta.  

They treat every campaign like an MVP. They stay curious. They move fast. They test what works. And they scale what converts.  Because talent moves fast. And if you're not learning faster than your competitors, you're losing candidates to them.  Let’s stop guessing. Start testing. And build better, smarter hiring journeys, one insight at a time.  

Practical tips - start today:  

• Run small A/B tests on every campaign: titles, images, messaging, salary visibility  

• Ask for feedback and build that into your live campaigns to optimise them.