Traditionalists would have you believe that Christmas is a terrible time to recruit and advertise for jobs, but is this true and is it the full Christmas story?
To test this assumption, we analysed ClickIQ’s data from over 250,000 jobs between December 2017 and January 2018, then benchmarked it against the surrounding months (Oct 17, Nov 17, Feb 18 and Mar 18) to see what trends emerge that recruiters can use to help improve their Talent Attraction strategy.
Let’s start with December.
Historical consensus states that people don’t look for jobs in December. Our data confirms this is true, but there is perhaps a smaller drop-off than you would think.
In December, the volume of job applications fell by 16% meaning a significant proportion of job seekers do continue their search throughout the holiday period.
However, perhaps as a result of their belief in the ghosting of Christmas recruitment, recruiters both reduce the number of jobs they advertise (down by 13%), but more importantly significantly decrease the spend per job (down by 43%), causing a couple of very interesting effects.
Firstly, the response per advert is barely affected – down just 4%.
More importantly, cost-per-application (CPA) falls dramatically by 41%.
So actually, whilst the volume of job seekers may drop slightly, December looks like a good opportunity to make some very cost-effective hires.
Throughout the month, with the exception of Christmas Eve and Christmas Day, the volume of applications is fairly constant.
Recruitment and the New Year
As we move into January, we then see a very different trend emerge.
There is a strong increase in applications from the 21st December until 15th January (with the exception of the bank holidays – Christmas Eve, Christmas Day, New Year’s Eve and New Year’s Day).
The result is a huge increase in applications in January – up 271% compared to the benchmark.
Interestingly, advertisers are slow to respond to this trend and the CPA continues to drop as advertisers get their plans in order and start spending again. CPA drops massively by 65% whist responses per job increases by 230% of the benchmark.
This makes the start of January probably the best time of year to advertise jobs, with the highest levels of applications per job combined with the lowest cost per application.
So, despite what you might have been told, December is an excellent time to advertise from a financial perspective, with very low cost-per-applications (although the volume of responses will be slightly lower).
The New Year brings with it great opportunities with the optimal time to advertise being from 21st December through to the end of January. During this time, you will benefit from both significant increases in response rates and the lowest cost-per-application compared to any other time of year.
How do December and January compare to the benchmarks?
|Applications per Jobs||96%||230%|
|Number of applications||84%||271%|
Understanding the data:
Benchmark = 100%
Below 100% is a reduction vs benchmark
Above 100% is an increase vs benchmark
What next – book a demo
There is still time to plug into ClickIQ before the holiday season, the first step is to show you the platform itself, which you can request here.
Once you have agreed to go ahead, we can quickly take a feed of your jobs, and get a campaign up and running straight after. The whole process can be completed in as little as 48hours from start to finish.
ClickIQ is an Automated Talent Attraction Platform which uses AI and Programmatic technology to intelligently Manage and Optimise your recruitment advertising in real time, across an extensive network of performance based recruitment media.
Saving recruiters significant time and money whilst also increasing their advertising reach.
Follow Richard Collins on LinkedIn to explore of the latest developments in the sector and to learn how you can keep your Talent Attraction strategy ahead of the curve.