Use the Right Mix of Channels
| Channel | Best use | Primary measure | Risk |
|---|---|---|---|
| Employer landing page | Central conversion destination | Visit-to-application rate | Weak message or long form |
| Google/organic | Capture active demand | Impressions, clicks, applications | Indexing and competition |
| Job boards | Reach established candidate audiences | Applications and CQA rate | Duplicate or low-intent applications |
| Social/referrals | Reach passive or network-adjacent prospects | Engagement and conversion | Broad targeting |
| Sponsored media | Scale reach and test messages | CPA and quality | Budget waste without tracking |
Build the Campaign in the Right Order
Review Role
Evaluate title, compensation, geography, requirements, applicant goal, and budget.
Refine Message
Clarify value proposition, responsibilities, compensation, expectations, and CTA.
Select Channels
Choose distribution based on intent, audience fit, cost, and reach.
Verify Tracking
Confirm sources, clicks, applications, conversion events, costs, and attribution.
Launch & Monitor
Monitor traffic, applicant volume, quality, and budget pacing.
Optimize
Adjust message, audience, channel mix, budget, page, form, or follow-up.
Frequently Asked Questions
Which advertising channels are used?
The mix can include employer pages, Google search surfaces, job boards, niche sites, social media, referrals, email, and sponsored media.
Is media spend included?
Third-party advertising spend is normally separate unless a written proposal states otherwise.
Can you advertise nationwide?
Yes when the job can realistically recruit nationwide; geography still affects cost and applicant quality.
What is optimized?
Title, description, audience, budget, channel mix, landing page, form, screening questions, and employer follow-up can be reviewed.
Start With Job Launch. Add Paid Media Only When the Campaign Is Ready.
Submit the role for review before approving paid campaign work.