Appcast 2021 Recruitment Marketing Benchmark Report

Executive Summary

The unemployment rate fluctuated widely in 2020 and yet candidate volume and related recruitment metrics were relatively stable in comparison.

• Layoffs and furloughs, which would typically result in more candidate volume, did not, for the most part, lead to a tsunami of job applications. Health concerns, government financial support, and issues related to school closings and child care all caused many would-be job seekers to pause.

• A number of industries/functions had difficulty finding candidates to fill open positions. Apply rates and cost-per-click bids for these industries/functions reflect this.

• The overall average cost-per-click (CPC) increased 11.27%, from $0.71 in 2019 to $0.79 in 2020, while the overall apply rate increased by 5.40%, from 5.00% in 2019 to 5.27% in 2020. This means you likely paid more on a per-application basis, despite a December unemployment rate of 6.7% in 2020 in comparison to a December unemployment rate of 3.5% in 2019.

First Name

Last Name

Job Title

In which industry do you work?

Company Name

Address

City

State

Postal Code

Country

Phone

How many people are employed by your entire organization?

Company Revenue

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