Recruitment advertising has always been seen by people in the "meedja" as product advertising's ugly sister with a little bit of a "bless them for trying" attitude.
And do you know what? Sometimes I have to agree. After talking to a friend in the "social media" circles about how they could attract recruitment spend, he mentioned buying media based on cost per application (cpa) rather than a cpm or cpc model. This to me seems like a no-brainer, an obvious move towards creating a good ROI model for recruitment and (I'm sure some of the better ad agencies are already crowbaring unwilling and confused clients into buying this way) however after talking to a couple of supposedly switched on recruiters I began to get the feeling that they were looking at me with the same glazed look my father gives me when I try to explain SKY+ to him.
The problem is simple: people in marketing departments selling products have at least attended a night class at marketing 101, where as the typical person tasked with the last word on the recruitment budget is trained in human resources with no requirement to understand TLA's*.
*(three letter abrevs)
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