2020 Recruitment Marketing Benchmark Report Appcast's 2020 Recruitment Marketing Benchmark Report
Contents
A Note to Our Readers 02
Executive Summary 03
The Case for Increasing Your Investment in Candidate Acquisition 04
Scope & Methodology of the Report 05
Year-over-Year Review 06
Reaching Job Seekers
Industries/Functions 08
Markets 16
Job Ad Content 19
Timing 21
01 / 26 Appcast's 2020 Recruitment Marketing Benchmark Report
A Note to Our Readers
Welcome to the 2020 edition of Appcast’s annual Recruitment Marketing Bench- On every page of this report, you will see a brief overview of the data but in mark Report. In an increasingly tight labor market, adopting and understanding the addition, we’ve also included ‘Our take on the data’ (where appropriate) and ‘What performance of recruitment advertising is crucial to driving better ROI and ensuring does this mean for you?’ as a means of helping you digest and make sense of you get the candidates you need to fill open roles. This report will help you under- what the data is telling us. stand how, when and where to reach your target job seekers and, based on geo- graphical and market factors, how much you may need to pay to reach them. In an Many of the data views included in this report look at apply rates, which is defined effort to make this report increasingly actionable to all readers, please make note of as the number of people who actually submit an application after having clicked the following: on your job ad, represented as a percentage. This is one of the most effective metrics in understanding the performance of your job ads but that being said, The data in this report provides a strong framework for benchmarking your you should also look to measure and optimize conversion rates (of which apply recruitment marketing performance and understanding the behavior of job rate is one) throughout your candidate funnel. This will allow you to understand seekers but remember, they are benchmarks. As your recruitment strategy where candidates are dropping off and, regardless of market factors, where you matures, we encourage you to track and measure your data to realize the may be able to improve conversion rates by reviewing your apply process. absolute best performance of your recruitment marketing. In the coming months, we plan to take a deeper dive into our data! Watch for We encourage you to look at the data in this report through the lens of your more insights on: how the unemployment rate impacts your ability to acquire hiring needs and goals: Do you need more candidate volume? Do you struggle candidates, key industries and roles (i.e. healthcare, transportation, etc), job title to attract quality applicants? Are there particular cities or states in which you are and description keywords, improving mobile apply rates, and much more. growing or expanding? Taking this approach to data will help you prioritize and action the insights you find here.
02 / 26 Appcast's 2020 Recruitment Marketing Benchmark Report
Executive Summary
With unemployment hovering around a 50-year low (3.5%) in 2019, this has con- tinued to impact a recruiter's ability to engage and attract candidates, and it has also made it more expensive to do so. The takeway Average CPCs (cost-per-click) are flat (overall, only increasing to $0.71 in 2019 from $0.70 in 2018) and have been relatively the same over the four years In the grand scheme of ‘recruitonomics’, we see that at the Appcast has produced this report. Additionally, apply rates have dropped, same time demand for candidates is increasing, the supply meaning that an employer’s cost per applicant has increased. In other words, of candidates has dropped, meaning it is more difficult to you are paying more to get less. acquire candidates. If you want to change the outcome of your recruitment advertising, you either need to bid more Mobile apply traffic continues to increase year over year, highlighting the impor- (than your competitors) or look at how to impact apply rates tance of building an apply process that is aligned with changing job seeker in order to 'get more bang for your buck'. Flip ahead to the behaviors and expectations. next page as we explain this in more detail.
Monday is still (similar to our 2019 report) the best day to drive applications from job seekers but interestingly, the percentage of mobile applies are highest over the weekend.
Understanding the timing (days of the week or month) of when most employers are bidding for candidates in the market may allow you to adjust or pace your bids to align to those times when there is less competition.
03 / 26 Appcast's 2020 Recruitment Marketing Benchmark Report
The Case for Increasing Your Investment in Candidate Acquisition
Over the course of our research, we’ve noticed a direct correlation between the 4.0% unemployment rate and apply rate. As a result, this means you pay more for candi- dates. Simply put, a drop in apply rate (AR) means that you get fewer candidates 3.8% from the same amount of clicks, meaning your cost per application (CPA) increases. Notice in the example below, the CPC is the same but because of the drop in apply
rate, even just by 0.6%, it changes the cost of an application significantly, especially 3.6% when scaled across 500 hires.
Note: This example assumes that an average of 20 applicants are needed to make a 3.4% single hire and also that a $0.70 CPC is competitive in the role, location or indus- December Unemployment try in which you are hiring. 3.2% 4.4% 4.6% 4.8% 5.0% 5.2% 5.4% 5.6% 5.8% Budget Required = CPA x # of applicants needed per job x # of hires to make.
2018 2019 In this competitive labor market, you have three options for changing the results you get from your recruitment advertising: $0.70 CPC $0.70 CPC 5.6% AR x 20 5.0% AR x 20 1. Increase your CPC bids. applicants applicants 2. Buy media on a cost-per-applicant basis to mitigate the risk of poor conversion = x 500 = x 500 hires hires rates from click to apply, ensuring that your investment has an actionable result - applicants. $12.50 CPA = $125,000 $14.00 CPA = $140,000 Budget Budget Required Required 3. Make changes to your apply process to improve your conversion rate.
04 / 26 Appcast's 2020 Recruitment Marketing Benchmark Report
Scope & Methodology of the Report
What’s in the report?
Appcast’s analysis for the 2020 Recruitment Marketing Benchmark Report is comprised of 2019 job ad data from nearly 1,000 employers in the United States. In
total, there are 139 million clicks and 7 million applies included in the study. Changes DESKTOP MOBILE to our existing customer base year-over-year, as well as changes in the marketplace, 50.99% 49.01% 7 Million Applies contributed to the analysis of this job ad performance data.
Methodology
For this report, Appcast analyzed 2019 pay-for-performance (PFP) job ads from nearly 1,000 employers across every major industry. Duration-based postings and slots were not included. Only job ads purchased on a performance basis – cost-per-click (CPC) or cost-per-applicant (CPA) were factored into this study. All mobile data included iPads and tablets. Data from gig organizations has been
included only in areas that were analyzed by industry; gig data has not been includ- DESKTOP MOBILE ed within overall perspectives as the behavior of job ads in that space is an outlier 39.80% 60.20% 139 Million Clicks when stacked against traditional employers.
05 / 26 Year-Over-Year Trends
2017 - 2019
06 / 26 YEAR-OVER-YEAR TRENDS Appcast's 2020 Recruitment Marketing Benchmark Report
Desktop vs. Mobile Apply Rates: 3-Year Review
Overview Apply rates continue to fall on both desktop and mobile devices. From the previous Desktop Mobile year (2018), there was a 6.0% decrease on desktop and a 12.8% decrease on mobile. 9.0% 9.5%
However, from 2017 to 2019, we've seen decreases of 33.7% on desktop and 19.6%, 8.0% on mobile. 7.0% Our take on the data 6.0% 6.7% Similar to the apply rates you see here, we’ve also seen a continued drop (with very 6.3% slight fluctuations) in the US unemployment rate, meaning presumably fewer candi- 5.0% dates were applying for jobs. 5.1% Apply Rate 4.0% 4.7% Additionally, while there has been a lot of traction in understanding how job seekers 4.1% behave and aligning recruitment strategies accordingly, there are still areas of 3.0% improvement. Specifically: how to improve the application experience to ultimately
improve apply rates. 2.0%
What does this mean for you? 1.0% Look for opportunities to improve your apply rates. Apply for your own jobs on desktop and mobile devices, identify or establish benchmarks for that process to 0.0% understand where and why you experience job seeker drop-off, and make changes! 2017 2018 2019
07 / 26 Industries/Functions
In this section, you will gain insight into how to best reach your job seekers (mobile or desktop device) and how much you should bid to reach them, based on the industry/function that you're hiring in.
Gig
Transportation
08 / 26 INDUSTRIES/FUNCTIONS Appcast's 2020 Recruitment Marketing Benchmark Report
Percentage of Mobile Applies by Industry/Function
Overview Of all 7 million applies in 2019, we wanted to understand what percentage of those Gig (86.2%) and Transportation (74.7%) had the highest percentage of mobile were captured on a mobile device. applies, while Engineering had the lowest (13.83%, albeit, that’s a 36% increase over last year’s applies). Notable shift: Healthcare mobile applies increased from 35% to 52.2% in 2019.
86.2%
74.7% 71.2% 65.8% 65.1% 60.5% 55.6% 53.0 52.2% 51.0% 47.3% 44.0% 42.0% 38.2%
26.0% 23.4% 21.6% 19.6% 18.7%
Gig HR Retail Sales Legal Banking Trades Education Marketing Restaurant Healthcare Accounting Technology Engineering Production Transportation Construction & Manufacturing & Admin & ClericalBiotechnology & Customer Service Pharmaceutical
09 / 26 INDUSTRIES/FUNCTIONS Appcast's 2020 Recruitment Marketing Benchmark Report
Percentage of Mobile Applies by Industry/Function (continued)
Our take on the data What does this mean for you? The percentage of applies that happen on a mobile device could be indicative of a The volume of mobile applies is continuing to rise across all industries/functions, variety of factors including: how mobile-compatible the application process is, however, as you’ll see on page 11, apply rates are not. This means it is imperative where the job seekers commonly live and breathe within each industry/function, that you work on improving your apply flow because if you don’t, you are losing and the length or complexity of the actual application. This explains why we see a candidates, and you're wasting spend on clicks that don’t convert into applicants. number of traditional ‘desk jobs’ at the bottom of the heap - these candidates may Bottom line: Job seekers are increasingly using mobile devices to find jobs - focus on simply spend more time on desktop computers and the job apply processes often making it easier for them to apply to those jobs! have lengthier and more cumbersome requirements.
Mobile applies are dominated by the Gig space, which makes sense given that their entire operating and revenue model is driven by the emergence of mobile applica- tions (programs, not candidates!).
10 / 26 INDUSTRIES/FUNCTIONS Appcast's 2020 Recruitment Marketing Benchmark Report
Apply Rate by Industry
Overview Our take on the data What does this mean for you? Industries/functions with the highest average apply While Education has moved into a lower apply rate in Consult average job ad apply rates within your indus- rates in 2019 were Restaurant (9.13%), HR (8.00%), 2019, both Construction and Transportation are year- try/function to understand what conversion rates you Retail (7.39%), and Banking (7.01%). Industries/func- over-year stalwarts in being some of the toughest might see across certain jobs. Breaking down the tions with the lowest average apply rates in 2019 were Industries/functions to convert potential candidates into steps of how your job seekers move from viewing or Construction/Trades (4.38%), Education (4.19%), and applicants. clicking on your job ad to when they apply, and identi- Transportation (3.79%). fying the gaps, will allow you to make improvements that can increase your apply rates.
10.00%
9.13% 8.00% 8.00% 7.39% 7.01% 6.00% 6.74% 6.67% 6.41% 6.32% 6.28% 5.85% 5.67% 5.63% 5.28% 5.13% 5.00% 4.00% 4.80% Apply Rate 4.38% 4.19% 3.79%
2.00%
0.00%
HR Gig HR Retail Sales Legal Banking Marketing Trades Education Restaraunt Technology Engineering Accounting Healthcare Production Construction & Transportation Biotechnology & Admin & Clerical Manufacturing & 11 / 26 PharmaceuticalCustomer Service INDUSTRIES/FUNCTIONS Appcast's 2020 Recruitment Marketing Benchmark Report
Apply Rate by Industry - Mobile vs. Desktop
Overview Our take on the data What does this mean for you? Desktop apply rates are nearly double that of the mo- In industries/functions where the number of applies is Make improvements to your apply process. Period. If bile apply rate in nearly all industries/functions, with high, it becomes increasingly evident where the discon- you are hiring in an industry/function where there are the exception of Restaurant (where the rates are nearly nect and disparities are between how job seekers behave a high volume of applies coming from mobile, make identical), and Gig (where, as mentioned, is explained and how optimized an employer’s apply process is. sure your mobile apply process is streamlined and job by the nature of how Gig employers operate). seeker friendly. Every job seeker on mobile (or desktop) that clicks on your job ad but doesn’t apply wastes advertising spend. Desktop Mobile
12.0%
10.0% 1 1.0%
8.0% 9 .2% 9 .1% 9 .0% 9 .0% 8 .8% 8 .4% 8 .3% 8 .2% 8 .0% 7 .8% 7 .7%
6.0% 7 .6% 7 .5% 6 .9% 6 .6% 6 .5% 6 .4% 5 .9% Apply Rate 5 .8% 5 .7% 4.0% 5 .6% 5 .2% 5 .1% 5 .0% 4 .7% 4 .2% 4 .1% 4 .2% 3 .9% 3 .7% 3 .7%
2.0% 3 .5% 3 .3% 3 .2% 2 .7% 2 .6% 2 .6% 0.0%
HR Gig Gig Legal Sales Retail Banking Marketing Education Trades Accounting Engineering Technology Healthcare Restaurant Production Construction & Transportation Admin & ClericalBiotechnology & Manufacturing & 12 / 26 Pharmaceutical Customer Service INDUSTRIES/FUNCTIONS Appcast's 2020 Recruitment Marketing Benchmark Report
CPC by Industry/Function
Overview Our take on the data What does this mean for you? Industries/functions with the highest average cost- Higher CPC bids within these industries/functions in Average CPC is a great starting point but keep in mind: per-click job ad bids in 2019 were Gig ($1.14), Health- 2019 could be attributed to higher demand and stiffer your brand, apply process, job location and required care ($0.81), Transportation ($0.80), and Accounting competition to fill these roles in 2019. Oftentimes, as the volume all influence the right CPC for you. In addition, ($0.76). talent market becomes more competitive, hiring organi- a higher CPC can often lead to a higher conversion zations must “bid up” to reach candidates. Healthcare rate, and therefore, a lower cost to acquire candidates Industries/functions with the lowest cost-per-click bids and Transportation are highly competitive arenas in and hires. in 2019 were Construction/Trades ($0.50), HR ($0.47), which to hire. The Gig space is bit of an outlier because and Biotechnology/Pharmaceutical ($0.39). their revenue is directly tied to having more people in those single-profile roles. They are bidding up for volume and to drive organizational growth.
$1.20 $1.14
$0.80 $0.81 $0.80 $0.76 $0.67 $0.65 $0.65 $0.64 $0.64 $0.62 $0.61 $0.61 $0.60 $0.59 $0.58 $0.58 $0.57 $0.40 $0.53 $0.46 Cost Per Click
$0.00
Gig HR Sales Retail Legal Banking Trades Education Marketing Healthcare Accounting Engineering Technology Restaurant Accounting Production Transportation Construction & Admin & Clerical Manufacturing & Biotechnology & 13 / 26 Customer Service Pharmaceutical INDUSTRIES/FUNCTIONS Appcast's 2020 Recruitment Marketing Benchmark Report
CPC Job Ad Bid Range by Industry/Function
Overview What does this mean for you? We looked at industry pricing data at a more granular level to understand median CPC Ensure that your CPC bids fall within the median range in the industries/functions bids, along a range of values to give you a sense of ‘high end’ and ‘low end’ for your you’re hiring within, bearing in mind that when stacked against a more competitive respective industry/function. Within each industry/function, the low median CPC bid hiring market (think Boston vs. Boise), you may have to bid higher than the 75% in (25%) is shown in the first bar. The second bar shows the high median CPC bid (75%). order to remain competitive in that market. The majority of CPC bids in 2019 were bought within the 25% and 75% range. For example, within Retail, most CPC job ad bids fell between $0.47 and $0.88 in 2019.
CPC Low (25%) CPC High (75%)
$1.20
$1.00 $ 1.22 $ 1.00 $ 0.99 $ 0.98 $0.80 $ 0.97 $ 0.95 $ 0.94 $ 0.90 $ 0.91 $ 0.89 $ 0.88 $ 0.88 $ 0.87 $ 0.85 $ 0.85 $ 0.85 $ 0.83 $0.60 $ 0.82 $ 0.71 $ 0.67 $0.40 Cost Per Click $ 0.52 $ 0.50 $ 0.50 $ 0.50 $ 0.50 $ 0.49 $ 0.49 $ 0.44 $ 0.49 $ 0.48 $ 0.47 $ 0.47 $ 0.47 $ 0.46 $ 0.46 $ 0.45 $ 0.46 $ 0.45 $0.20
$0.00
Gig HR Legal Retail Sales Banking Trades Education Marketing Accounting Engineering Healthcare Restaurant Technology Accounting Production Construction & Transportation Admin & Clerical Biotechnology & Manufacturing & 14 / 26 Pharmaceutical Customer Service INDUSTRIES/FUNCTIONS Appcast's 2020 Recruitment Marketing Benchmark Report
CPA Job Ad Bid Range by Industry/Function
Overview What does this mean for you? We analyzed the CPA pricing range with the same methodology as the CPC bid Make sure that your CPA prices fall within the median range for your industry/func- range. Within each industry/function, the low median CPA price (25%) is shown in tion, while bearing in mind that where you are hiring, your brand reputation, and the first bar. The second bar shows the high median CPA price (75%). The majority your apply process can also impact the price. of CPA prices in 2019 were bought within the 25% and 75% range. For example, within Transportation, most CPA prices were between $13.67 and $40.40 in 2019.
CPC Low (25%) CPC High (75%)
$50.00 $ 43.43 $ 40.40
$40.00 $ 37.45 $ 34.11 $ 31.29 $ 29.85 $ 28.85 $ 28.55 $ 28.37
$30.00 $ 27.44 $ 26.73 $ 25.96 $ 25.70 $ 25.00 $ 23.39 $ 22.88 $ 22.42 $ 21.02
$20.00 $ 17.98 $ 13.67 $ 12.52 $ 11.46 $ 9.73 $ 10.67 $ 9.36 $ 9.19 Cost Per Application $ 8.78 $ 8.52 $ 8.59 $ 8.59 $ 8.37 $ 8.19 $ 7.63 $ 7.42 $ 7.47 $10.00 $ 7.40 $ 7.01 $ 6.44
$0.00
Git HR Legal Retail Sales Banking Trades Education Marketing Accounting Engineering Healthcare Restaurant Technology Production Construction & Transportation Admin & Clerical Biotechnology & Manufacturing & 15 / 26 Pharmaceutical Customer Service Markets
In this section, you will learn more about the markets in which you are looking to hire including the average apply rate and the average cost of a click on one of your job ads.
16 / 26 MARKETS Appcast's 2020 Recruitment Marketing Benchmark Report
Apply Rate by State
Overview 3.6% AK 4.09% ID 5.89% MT 3.93% RI 5.37% 3.4% 5.1% 3.3% AL 6.20% IL 5.43% NC 5.50% SC 5.83% 3.9% 3.7% 3.9% 4.7% AR 7.04% IN 5.19% ND 3.65% SD 3.43% 4.7% 4.4% 6.2% 5.9% 3.4% 5.3% AZ 5.96% KS 4.55% NE 3.90% TN 5.97% 5.7% 4.3% 5.1% 5.6% CA 6.04% KY 5.46% NH 3.63% TX 6.19% 3.6% 3.9% 5.6% CO 5.57% LA 6.17% NJ 4.94% UT 4.85% 6.0% 5.4% 5.2% 4.9% 4.9% 5.2% CT 5.63% MA 4.75% NM 5.55% VA 5.47% 5.6% 5.7% 6.4% 6.0% 4.6% 4.8% 5.5% 5.8% DC 9.22% MD 5.86% NV 6.01% VT 3.40% 5.5% 6.0% DE 6.46% ME 3.26% NY 6.16% WA 5.09% 5.6% 6.0% 7.0% 5.8% FL 6.22% MI 5.71% OH 5.64% WI 4.41% 5.6% 7.3% 7.7% 6.2% GA 7.29% MN 3.87% OK 5.62% WV 5.21% 6.2% HI 3.50% MO 4.77% OR 4.71% WY 4.29% 6.2% 6.2% IA 3.57% MS 7.72% PA 5.05%
3.3% 9.2%
What does this mean for you? As competition for talent varies by market, understand how this will impact Note: When analyzing the average apply rates across U.S. states in 2019, all data shown corre- your recruiting strategy. States with lower apply rates indicate a more sponds with the exact location listed on each individual job. For example, average apply rates competitive market. Adjust and bid up to gain access to the talent that your for states are based on language in individual jobs, such as “hiring in Boston.” organization needs.
17 / 26 MARKETS Appcast's 2020 Recruitment Marketing Benchmark Report
CPC by State
Overview $0.73 AK $0.67 ID $0.66 MT $0.67 RI $0.76 $0.74 $0.73 $0.83 AL $0.64 IL $0.67 NC $0.55 SC $0.62 $0.67 $0.67 $0.68 $0.71 AR $0.61 IN $0.74 ND $0.67 SD $0.63 $0.68 $0.80 $0.62 $0.66 $0.63 $0.76 AZ $0.73 KS $0.67 NE $0.58 TN $0.64 $0.73 $0.61 $0.72 $0.66 CA $0.66 KY $0.67 NH $0.73 TX $0.67 $0.66 $0.58 $0.70 CO $0.73 LA $0.58 NJ $0.64 UT $0.79 $0.68 $0.67 $0.74 $0.64 $0.79 $0.64 CT $0.66 MA $0.71 NM $0.63 VA $0.67 $0.73 $0.67 $0.76 $0.66 $0.67 $0.72 $0.67 $0.68 DC $0.76 MD $0.68 NV $0.68 VT $0.74 $0.55 $0.64 DE $0.76 ME $0.83 NY $0.62 WA $0.73 $0.67 $0.73 $0.61 $0.62 FL $0.67 MI $0.73 OH $0.70 WI $0.80 $0.63 $0.62 $0.64 $0.64 GA $0.62 MN $0.68 OK $0.67 WV $0.64 $0.58 HI $0.63 MO $0.72 OR $0.68 WY $0.61 $0.67 $0.67 IA $0.66 MS $0.64 PA $0.72
$0.55 $0.83
What does this mean for you? Bid based on the region where you’re hiring. Consult average CPC bids by Note: We looked at the average cost-per-click job ad bid by state analysis the same way as when state to get a benchmark of the appropriate price you should be bidding to looking at apply rates. In 2019, all data shown corresponds with the exact location listed on reach candidates. each individual job. For example, average CPC’s for state are based on language in individual jobs, such as “hiring in Boston.”
18 / 26 Trades
Construction & Biotechnology & Pharmaceutical
Job Ad Content
In this section, you will learn how to attract more job seekers to apply for your jobs by aligning your job titles with their behavior and expectations.
The data in this section is based on an analysis of 16 million job requisitions and 600,000 distinct job titles.
19 / 26 JOB AD CONTENT Appcast's 2020 Recruitment Marketing Benchmark Report
Clicks & Apply Rate by Job Title Length
Overview What does this mean for you? In 2019, job ads with titles between one and three words had the highest average While we realize that one-word titles won’t work for every role, function, or industry, volume of clicks (8.3) and highest apply rate at 7.1%. There was a steady decline in the overall message is evident: Keep titles simple, clear, and free of jargon. This both metrics as job titles became longer. Notable mention: Job titles with just one trend has been consistent year over year - jobs with shorter titles perform best. word had an apply rate of 9.9%!
8.0 8.0% 8.3 8.1
7.1% 6.0 6.8 6.0%
5.7 5.8% 5.3 4.0 4.0% 4.8%
3.9% Apply Rate % Clicks per Job 3.1% 2.0 2.0%
0.0 0.0% 1-3 4-6 7-9 10-12 13+ 1-3 4-6 7-9 10-12 13+ Words Words 20 / 26 HR Gig HR Retail Sales Legal Banking Marketing Trades Education Restaraunt Technology Engineering Accounting Healthcare Production Construction & Transportation Biotechnology & Admin & Clerical Manufacturing & PharmaceuticalCustomer Service
Timing
In this section, you will learn the best time of week and month to reach job seekers.
21 / 26 HR Gig Gig Legal Sales Retail Banking Marketing Education Trades Accounting Engineering Technology Healthcare Restaurant Production Construction & Transportation Admin & ClericalBiotechnology & Manufacturing & Pharmaceutical Customer Service
TIMING Appcast's 2020 Recruitment Marketing Benchmark Report
Percentage of Applies by Day of the Week
Overview Job seeker performance data from 2019 revealed that 20.0% Monday is when you will see the highest percentage of applies. There is steady drop-off throughout the rest of the 18.0% 18.5% week, with the low being on Saturday. 17.9% 16.0% 16.6% Our take on the data 14.0% If you’re an active job seeker, then you treat looking for jobs 15.0% like a job. With unemployment being so low, this suggests 12.0% that active candidates (in addition to passive candidates) are 12.4% applying to jobs while at work. 10.0% 10.8%
What does this mean for you? % of Applies 8.0% 8.8% Make sure your jobs are posted on Mondays. If using a pro- grammatic partner, ensure you’re bidding down or setting 6.0% your bids lower on days of the week when your jobs are likely to get less visibility. This will ensure you’re not wasting 4.0% budget on days of the week with low candidate activity. 2.0%
0.0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday
22 / 26 Gig HR Sales Retail Legal Banking Trades Education Marketing Healthcare Accounting Engineering Technology Restaurant Accounting Production Transportation Construction & Admin & Clerical Manufacturing & Biotechnology & Customer Service Pharmaceutical
TIMING Appcast's 2020 Recruitment Marketing Benchmark Report
Percentage of Mobile Applies by Day of the Week
Overview Mobile apply volume is highest on the weekend - Saturday (56.2%) and Sunday (55.7%). 55% 56.2% 55.7% Our take on the data It seems that mobile activity is higher on weekends because 50% that is when job seekers are more likely to be on the go, 49.4% whereas during the week they are more likely to be on a 48.0% 48.1% desktop. This could also be an indication of passive job seek- 47.8% 47.7% 45% ers being more active at this time too, since they are not ‘on the job’ and are browsing for roles on personal devices.
% of Mobile Applies 40% What does this mean for you? At a high level - know your audience! If you are hiring for an industry or function that you know are more active on 35% mobile (see page 9 and 12), then sponsor your jobs for week- Monday Tuesday Wednesday Thursday Friday Saturday Sunday ends - the data suggests your ads will perform well. One note of caution, however: ensure your apply process is opti- mized for mobile (browser agnostic, short and barrier-free, Note: The graph above demonstrates for each day of the week, of all the applies that occur on with simple resume upload). If not, then you may see less that day, what percentage of those are completed on a mobile device. desirable results.
23 / 26 Gig HR Legal Retail Sales Banking Trades Education Marketing Accounting Engineering Healthcare Restaurant Technology Accounting Production Construction & Transportation Admin & Clerical Biotechnology & Manufacturing & Pharmaceutical Customer Service
TIMING Appcast's 2020 Recruitment Marketing Benchmark Report
Apply Rate by Day of the Week
Overview Similar to last year, job seeker performance data from 2019 6.0% revealed that Monday and Tuesday are when you will see the highest rate of applies on your job ads. There is steady drop-off throughout the rest of the week, with the low being 5.5% on Saturday.
Our take on the data 5.0% 5.2% 5.2% Following on the trend we saw in apply traffic on page 22, 5.1% 5.0% this trend suggests that more people apply to jobs during the week. During the day, they're applying on a desktop 4.8% 4.5% computers, and on evenings and weekends, they're applying 4.6%
on mobile devices (as indicated by mobile apply traffic on Apply Rate the previous page). 4.0% 4.2%
What does this mean for you? Make sure your jobs are posted on Mondays. If using a pro- grammatic partner, ensure you’re bidding down or setting 3.5% your bids lower on days of the week when your jobs are likely to get less visibility. This will ensure you’re not wasting budget on days of the week with low candidate activity. 3.0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday
24 / 26 Git HR Legal Retail Sales Banking Trades Education Marketing Accounting Engineering Healthcare Restaurant Technology Production Construction & Transportation Admin & Clerical Biotechnology & Manufacturing & Pharmaceutical Customer Service
TIMING Appcast's 2020 Recruitment Marketing Benchmark Report
Impact of Day of the Month
Overview Our take on the data What does this mean for you? The pacing of recruitment advertising activity steadily Many recruitment advertisers manage not only annual If you have the flexibility, and you have a clear picture declines as the month passes, while job seeker activity budgets but monthly budgets and because they typically of how candidates convert through your hiring funnel remains relatively consistent throughout the whole ‘run out’ at the end of the previous month, budgets are (for example, how many applications you need to month. ready to be spent again at the beginning of a new month. make a hire), you may want to try to better pace your As for job seekers, people are always looking for and budget more evenly throughout the month. You’ll applying to jobs regardless of the time of month. have a better chance of reaching job seekers later in the month (less competition and more job seekers), Job Seeker Activity Advertiser Activity and most likely for a better price.
4.5%
4.0%
3.5%
3.0%
2.5%
2.0%
Paid Applies - Relative Frequency 1.5%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Day of Month
25 / 26 Appcast's 2020 Recruitment Marketing Benchmark Report
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