the most important KPIs in social media recruiting

Social media recruiting sounds modern – but does it work? The answer lies in the right numbers. Only by knowing what works, can budgets be allocated smartly to target and attract better candidates. In this article, we show you which KPIs really count to evaluate social media recruiting.  

Why KPIs are relevant

A thorough understanding of KPIs (Key Performance Indicators) in social media recruiting is crucial to understand the impact and long-term potential of this recruiting method. KPIs offer a clear overview of which measures work and which do not. Based on these metrics, social media recruiting can be compared to other recruiting approaches to determine which method works best.  

Important KPIs in social media recruiting 

Active Sourcing 

Active Sourcing refers to the active approach to potential candidates by experienced recruiters. Here, suitable target persons are directly contacted and informed about vacant positions.  

Relevant KPIs

• Initial contacts: Number of initial contacts. Recommended: 100–150 approaches per position. 

• Positive reactions: How many of those approached respond positively and show interest. This number shows how well the target group and approach are aligned. 

• Interested parties: Number of candidates who express interest in the job after being approached and whose contact details can be forwarded to the client. 

The goal is to contact enough potential candidates. A high number of approaches is important to create visibility. Many positive reactions and resulting interested parties indicate a successful approach and good knowledge of the target group.

Ads (Advertisement Campaigns)

Ads are paid advertisements on social media that are specifically delivered to generate reach for open positions. The advantage: High visibility through channel diversification and precise targeting of the desired audience. 

Relevant KPIs

• Clicks: Number of clicks on the ad.  

A high click rate means that the ad, due to its design, formulation, and placement, addresses the right target audience. Additionally, it allows us to infer the demand and general interest in the position. 

Employee Activation

With the employee activation from two.jobs, you activate your employees' network. Through the app-driven employee tool and attractive rewards, employees are incentivized to share open positions with their network.  

Relevant KPIs

• Number of registrations: How many employees have signed up to share open positions.  

• Activity of registered employees: How often employees share internal job postings with their network, including the number of clicks and forwards resulting from their activity.  

Activated employees become credible brand ambassadors and significantly increase the reach of your company's open positions. With two.jobs' employee activation, intuitive tools are used that not only motivate but also deliver measurable results.  

Candidate Journey 

The candidate journey encompasses all touchpoints a candidate experiences from first contact to hiring – with the career page and applicant management as central interfaces. The more intuitive and user-friendly they are designed, the more likely it is that a click will turn into an application. 

Relevant KPIs

• Number of days between job publication and deactivation: A short duration indicates a convincing career page and easy application possibility. A long duration may indicate a need for improvement. 

• Visits and clicks: They show how well the career page attracts users and invites interaction. Many visits but few clicks or conversions indicate a lack of relevance or usability issues. 

• Number of applications per position: This KPI measures the actual efficiency of the entire candidate journey. A clear application process without unnecessary hurdles – such as a mobile-friendly application form or the option to apply without a cover letter – can make a decisive difference here. 

A positive candidate journey reduces dropout rates, improves the applicant experience and strengthens employer branding. A well-thought-out, clearly communicated application process also strengthens trust. 

Conclusion

The right KPIs show which measures in social media recruiting really work. They demonstrate how targeted strategies generate reach, arouse interest, and activate suitable candidates. Understanding and monitoring these KPIs provides a clear advantage in the competition for talent.