Make Your Video Recruiting and Marketing Campaign Shine in 2016 with These ROI Tips
Video recruiting is without a doubt one of the biggest trends set to dominate the digital recruiting and marketing industry in 2016. Mobile devices with great display resolution and faster streaming speeds have supported video’s rise to the top of marketing activities. However, the only real way to see success is to know your goals and how to measure them.
While statistics indicate that video works, many recruiting companies still face uncertainty regarding ROI and how to invest in video in a way that makes sense. Here are some useful tips that may help you create an actionable plan for video based results in 2016:
Crunch the Numbers
Unless you set some expectations in the beginning, your recruiting and staffing company may have a hard time developing a meaningful campaign or earning a profit from video investments. Start with a preliminary budget of all costs associated with the campaign. Include:
- The costs of the recruiting video platform use (or managed service if you use one)
- The costs of development
- The cost of time dedicated to the campaign
- Roughly 20% of the expected costs for incidental expenses
Once you have a reasonable figure, you can determine what it will take for your company to make back the cost of the campaign. Break down the cost of the campaign per week or per month and then determine how many sales you need to meet that threshold. Try to differentiate, as much as possible, between video-related sales and other sales pathways.
Think About Non-Financial ROI
Many video campaigns play a role in the larger sales cycle. The more you can manage customer pathways to sales, the easier it will be to see when a video played a role in those sales. You may want to look at non-financial metrics as measures of success. For instance, if you earn an inquiry from a video view or it redirects a visitor to another area of your site or an app, you may have successfully qualified a lead. These measured goals provide value to the company, even if they don’t result in immediate profit.
Learn more about earning visibility and redirecting traffic with: “Mobile SEO – The New Way to Get Ranked.”
Creating a Connection Between Video Consumption and Conversion Rates
One of the hardest things that video marketers need to determine is how to convert video views to sales metrics. Look for tools that let you cross reference who has viewed your video with who has made a purchase. Make sure you can measure video conversions that happen at a later date or in conjunction with other marketing activities.
Finding the Right Metrics for a Recruiter
To find out viewership information and customer pathways, you may want to look at each platform individually, first. Many social media sites offer proprietary analytics platforms that will give you the data you need. Google Analytics also provides social and mobile analytics. Remember to combine data from different platforms to obtain accurate conversion data.