TweetMyJOBS Generates “Only” 18,000 Clicks to 1,000 Postings
One of the interesting topics of discussion this week amongst those involved in the job board industry is a recent announcement by TweetMyJOBS that they generated 18,000 clicks in January to the web site of their client, InterContinental Hotels Group (IHG). Apparently, TweetMyJOBS generated about 18 clicks per average job as 1,000 of IHG’s jobs ran in January.
I’ve seen some comments critical of 18,000 clicks for 1,000 postings as being not many clicks, but I believe those commenters aren’t putting the performance of the campaign into the proper context. The key factor they’re missing is the cost per click.
Assuming that IHG paid TweetMyJOBS the standard $1,499 for unlimited postings for three months, that’s essentially $500 per month. If so, TweetMyJOBS generated for its client 18,000 clicks in January for $500 for a cost per click of slightly less than $0.03. That’s about 1/10th the cost charged by PPC search engines such as Indeed, SimplyHired, Google, etc. Their prices vary, but a CPC of $0.25 is pretty normal.
Another way to look at this is to compare the cost per click to what the client would have generated had they posted a job on a major job board. The cost of a posting is typically $150 to $400 at those boards with niche boards generally coming in more toward the $150 and general boards generally coming in more toward the $400. If the job was posted to Monster, Careerbuilder, or another major board then the board would have needed to deliver 14,400 clicks ($400 divided by $0.0277778) per posting for the effective cost per click / the same bang for the buck.
If the 1,000 jobs had been posted to CollegeRecruiter.com, the cost per job would have been $35 each because of our volume discounts on job posting ads. To generate the same effective cost per click as TweetMyJOBS, we would have needed to send 1,260 clicks per posting to the employer’s site. It wouldn’t have happened. I’m biased in favor of our site as I believe we provide exceptional value to the vast majority of our clients, but I’m also a realist. We simply won’t generate that many clicks from a single job posting ad. Not even close.
Kudos, TweetMyJOBS and IHG!
