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Track these six essential social media metrics to help you build the ultimate recruitment brand!

With 95% of the recruitment community now active on LinkedIn alone, it’s fair to say that the bar for attracting the best talent on social media has risen considerably!

Recruiters attempting to navigate today’s saturated social media platforms must face the following challenges:

  • Developing a recruitment brand that stands out from the competition.
  • Attracting a relevant audience and earning their trust.
  • Tracking and quantifying success on social media.
  • Identifying challenges and opportunities to improve.

If you wish to succeed in these areas, you must utilise your time on social media effectively and purposefully. So, how can you avoid spinning your wheels?

Introducing social media metrics

In order to track your progress towards any social media goals, you must pay attention to social media metrics. These metrics allow you to measure specific aspects of your social accounts’ performance, as well as helping you determine how best to allocate any time and money spent on social media.

Tracking the right set of metrics, in accordance with your goals, should allow you to see the ‘bigger picture’ and understand how to take your social media marketing to the next level.

Which metrics are worth my time?

The best metrics to track will vary, depending on your business and social media goals. However, to help you get started, we’ve curated a list of six essential metrics that we believe every recruiter should be tracking. Let’s dive in:

Post engagement rate

Recruiters can measure engagement for their social posts by counting the numbers of each type of interaction (e.g. likes, shares, reactions, comments). The number of potential ways in which followers can engage with posts varies slightly depending on the social platform.

Popular posts tend to produce a ‘snowball effect’: the higher the levels of engagement the posts initially achieve, the larger the audience they’re exposed to.

How can I boost this metric?

  • Research some of the challenges your clients and candidates are facing and ask thought-provoking questions around these topics.
  • Photos of daily life at your agency’s office can share well and show the personality of your business.
  • Posts congratulating recently placed candidates may generate positive engagement from the candidate, their friends and family, and their new employer.


A recruiter or agency earns a ‘mention’ each time a client, candidate or follower ‘name-drops’ them on a social platform, regardless of whether their account is tagged in the post.

You’ll automatically receive notifications each time your accounts are tagged in posts, however, in order to track organic mentions (where the business name is used, without tagging), you’ll need to use a ‘social listening’ tool to track your mentions across multiple platforms.

In general, frequent mentions indicate a healthy brand awareness. However, a sudden spike in mentions may also stem from a reputational problem. When this is the case, your social listening tool can help highlight any recurring patterns in the complaints, giving you the insights needed to deal with them promptly. 

How can I boost this metric?

Proven methods for earning more mentions on social media include:

  • Regularly getting involved with discussions (and starting your own).
  • Tagging engaged followers in your posts.
  • Regularly interacting with (and commenting on) your followers’ posts.

If you stick to these guidelines, with time, your connections should begin mentioning and tagging you of their own accord, boosting the visibility of your recruitment brand!

Click-through rate

Your click-through rate refers to how often users click on links in your posts, compared with the number of impressions they have earned - and this is converted into a percentage. A click-through rate of around 2% is considered ‘good’.

How can I boost this metric?

Here are a few methods for boosting click-through rate:

  • Include eye-catching images or videos in your posts.
  • Make sure each post has a clear call-to-action (e.g. ‘click here’ or ‘get in touch’).
  • Emojis can also be used to draw attention to certain phrases or lines and introduce some personality into your posts.

Impressions and reach

In social media terms, impressions denotes the number of times your content is displayed on your followers’ feeds, whether they engage with it or not. Reach refers to the total number of people who see your content.

A business’ reach on social media is typically a small fraction of the total number of impressions. Increasing reach means tangibly growing your audience, whilst earning more impressions simply means creating more opportunities for engagement.

How can I boost these metrics?

  • To earn more impressions and boost potential reach, pay attention to the times of day you are posting on social media. Take some time to learn the best times to reach your target audience - and consider posting at off-peak times, when there is less competition.
  • If you only post job vacancies, this is unlikely to captivate your followers. Adding photos and videos to your posts and sharing the right mix of content (e.g. industry news, company announcements, posts around trending hashtags and job vacancies) is key.

Reviews and endorsements

Facebook and Google allow users to rate and review business pages. Reviews and ratings, as long as they are fair and accurate, can help other consumers make an informed decision about which services to use.

Your average ratings, together with any written reviews from clients and candidates, significantly influence your online reputation. As such, earning as many positive reviews should be every recruiter’s priority.

How can I boost this metric?

  • If a client is pleased with the service provided, ask for a review - they will usually be happy to help!
  • On a related note, LinkedIn allows users to ‘endorse’ connections for specific skills. So, if a connection speaks highly of your skills, don’t be afraid to ask for an endorsement.
  • No business likes to see negative reviews, but if and when they’re posted, respond to them professionally and aim to resolve the issue amicably, if this is possible.

Take your knowledge to the next level

We hope our guide has given you the insights needed to tackle your social media challenges head-on.

Remember, digital marketing practices change quickly with the times, so reading up on the latest developments is essential. There are many free, high-quality resources available online, although a few of our favourites include Social Media Today, Marketing Tech and The Drum.

Thanks for reading - and we wish you the very best of luck on your social media journey!


Matt Keleher - Agency Central