Why You Need to Be Measuring Time-on-Page
Recruiting leaders — Let’s talk about attention.
I don’t mean views, or clicks, or impressions. I mean real attention. Where the time that your target candidate spends on an asset—consuming your information—is the metric.
Within the context of measuring the effectiveness of recruiting content, this means time-on-page.
Marketers spend a lot of money trying to garner this type of attention from their target buyers. It’s a strong signal of intent. And intent means in-market. And in-market means a high likelihood of buying. (Or at least considering you as one of their buying options.)
Here’s the thing about attention in the recruiting space: It’s hard to get.
That’s why your recruiters go sniper style and send messages directly to candidates. This at least guarantees (loose term) delivery of your pitch to the right type of person.
Getting that person to invest time reading, watching, or listening to whatever you need them to is an entirely different challenge that requires creative know-how: what to make and how to make it.
In the end, the outcome of attention—the time that your target candidate spends consuming your information—comes down to three key things:
- Your ability to create information-rich recruiting assets.
- How good you are at building target profiles.
- Effective distribution of the assets to the right profiles.
Think about it this way: If you knew that the right person was spending a serious amount of time on an asset you made for them, wouldn’t you continue investing your resources there?
If your answer is yes then time-on-page is how you should be measuring the effectiveness of your recruiting assets and their distribution.