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Social Media · Campaign reports

Reach, engagement, and what it actually produced.

Reach and engagement tell you a campaign was seen. For an employer brand the question underneath is different: did it produce applications, from the right people, for the roles you were trying to fill? Because hiring lives on the same platform, that connection can be made.

Employer brand and internal communication — built for HR and people teams, not as a general marketing suite.

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What is reported
Reach by channel
Engagement rate
Share of voice
Applications attributed
Source quality
Trend across campaigns
Two layers

Vanity metrics, and the ones that decide budget

Channel performance

The standard layer, and genuinely useful for editorial decisions — what to post, where, and when.

Reach and impressions per channelEngagement rate by content typeShare of voice against hiring competitorsTrend across campaigns, not single posts

Hiring outcomes

The layer most social tools cannot produce, because they do not know what happened after the click.

Applications attributed to a campaign or channelSource quality: which channels convert to offersTime-to-hire on roles that had a push behind themCost per hire, by sourcing channel
On attribution

Where the numbers are firm and where they are not

Attribution in hiring is genuinely imperfect and we would rather say so than present a clean funnel. Someone sees a post in March, remembers the company in June, and applies through a job board — that application will be attributed to the job board. No tool solves this honestly.

What is firm is source-level outcome data: which channels the applications you received actually came from, and which of those channels converted to offers. That is recorded by recruitment as candidates move through stages, not estimated. Over enough hires it is the reliable basis for a sourcing budget.

What is directional is campaign-level influence. Useful for deciding what to do more of; not a number to defend in a board meeting as causation.

Connect the campaign to the hire

Reach and engagement where they are useful, and application and offer-conversion data where the budget decision actually gets made.