We moved 30% of our Q4 budget from job boards to 15–30s creator-style videos spotlighting teams, and our apply-to-interview rate jumped 19% while CPA dipped on tech roles… Who else is leaning harder into employer branding content versus transactional ads, and what metrics are you watching beyond CPA and time-to-fill? I’m considering layering a talent community CTA with a 4-email nurture — smart amplification or just noise?
We shifted about 25% to 15–30s clips and, beyond CPA/TTF, we watch “brand search lift,” content save rate, view-through applies, and first-90-day retention as a quality proxy. Tag the talent community CTA with UTMs and run a 6–8 week geo/role holdout to get incremental lift, but keep one longer employee story in the mix for niche roles — think Netflix trailer first, documentary second. Also worth tracking offer-accept rate and repeat applicant rate after the 4-email nurture.