Every time you open a new job position and start a job distribution campaign, you have a great opportunity to learn what works and what doesn't in terms of your recruitment messaging.  But that insight only comes if you have the right recruitment metrics capabilities in place in order to record and analyze your messaging.

Once you have your metrics in place, the key is to make sure you are trying to test and change your messaging formats to see what improves conversion rates in terms of qualified candidates.  When you are testing your recruitment marketing messaging, you can test the following:

Job Titles - For similar job positions, it's a good idea to change up your job titles and see what format works best in terms of performance for these positions.  Does including the city result in more click-throughs?  Do candidates what to be called Analyst instead of Associate?  Does Director in the title get you more candidates with experience?  Test 1 thing each time you have a job title and see if your results improve.

Job Descriptions - This may be the most important as this is what sells the candidate to apply for the position.  When testing different messaging you should focus on one or two of the following:

• Content (are you focusing responsibilities, benefits, skills needed, etc.)
• Tone (is your tone engaging, informative or just plain dull?)
• Length (vary the lengths of your job ads.  Does it make a difference?)
• Links (Does including links to employer branding or company content help conversion rates?)
• Call to Action (Doesn't always have to be apply now)

Test one of these with each job ad and see what works.

Web Commercials - What happens when you put a video in your recruitment process that explains why it's great to work for your company?  Do more candidates finish the application?

Also, you can test what content and/or length of the video works best for converting candidates into applicants.

Try and test different job titles, job ad messaging and different media to see how it affects your recruitment results.  The more you test different messaging and analyze your recruitment metrics, the more you'll learn what works so you can use it more often to get more from your same recruiting budget.