Why is Brand Marketing allocated huge budgets every year and Recruitment Marketing begs and scrapes for every dollar? Yes, brand marketing is tied to company sales, but without talented employees, that consumer demand never translates to revenue.
One of the reasons for the inequity is Brand Marketing’s ability to show the return on investment associated with their spend. Generally, they are very adept at building the business case that supports their budget: “If we spend X, we generate a return of Y which is five times X.” It’s compelling.
Employer Brand and Recruitment Marketing need the same straightforward argument. Showing exactly what you can generate and the value of that output is essential but seldom calculated. Now there is an ROI calculator that will generate the analysis.
The calculator is designed to quantify the value of creating employee-generated video and using a strategy to share that video organically. Comparing the visibility generated with advocacy efforts versus the cost of paid placements will demonstrate the efficiency of your strategy.
The calculator is free and ungated here
You can take the results from this calculator and strengthen them further by comparing conversion rates of applicants, and yield on screening, to show that better informed candidates result in higher quality applicant pools and save on both job advertising and recruiter workload. Quantifying the resulting cost reductions will provide a clear value generated by your efforts.