Why CPCs and CPAs are increasing for job boards and decreasing for social media sites

Alright, let’s talk some sense into this whole job advertising landscape. You know, we’ve seen a lot of trends come and go over the years here at College Recruiter, and one thing that’s becoming crystal clear is that employers are wising up about where they’re spending their hard-earned dollars to find talent. For a long time, there was this buzz around social media – the sheer numbers, the potential reach. And sure, for certain things, it can be great. But when it comes to actually filling jobs efficiently and cost-effectively, especially for the vast majority of roles out there, the smart money is increasingly going back to the platforms that were built for this in the first place: job boards.

Think about it from the candidate’s perspective for a minute. Where are folks going when they’re serious about finding a new gig? Are they scrolling through their TikTok feed hoping an accounting job pops up between dance videos? Maybe for the very top-level, passive candidates – your CFO types who aren’t actively looking but might be tempted by the right opportunity – social media can play a role. But for the everyday, qualified folks who need a job and are out there pounding the digital pavement, they’re heading to Indeed, LinkedIn, and yes, College Recruiter. Their intent is clear: they’re looking for work. That’s a huge difference compared to someone browsing Facebook to see what their friends had for dinner.

And this brings us to the crucial point: how are employers actually measuring the success of their job advertising? It used to be a lot about clicks – how many people saw the ad and clicked on it. But savvy employers, the ones really focused on getting a return on their investment, are looking at the effective cost per application, or eCPA. It’s a simple calculation, really. You take the total amount you spent on running that job ad and divide it by the number of completed applications you actually received.

Let’s break that down with a few examples, just like the smart folks are doing now. Say Employer A spends $300 to run a job posting for a month and gets ten applications. That’s an eCPA of $30 per application. Now, Employer B might be paying directly per application, maybe $40 for each one they get. So their eCPA is $40. Then you have Employer C who pays $1 per click, gets 200 clicks, and ends up with 20 applications. Their total cost is $200, and their eCPA is $10. See the difference? Just looking at the $1 per click might make you think Employer C is winning, but Employer A actually has the same eCPA.

What we’re seeing more and more is that job boards are proving to be a lower-cost sourcing tool for employers when you look at that eCPA. Why? Because the candidates on job boards are generally more actively searching. They’re not just passively scrolling; they’re intentionally looking for new roles. That means they’re far more likely to actually complete an application. And it doesn’t stop there. These candidates are also more likely to accept an invitation to interview, more likely to accept a job offer when it comes, and – this is a big one – more likely to actually show up for work on their first day. You’re dealing with a candidate pool that’s motivated and ready to go.

Social media, on the other hand, is fantastic for reaching those passive candidates. And like I said, for very senior roles, that can be a real advantage. Finding a CFO who isn’t actively looking but might be open to a better opportunity? Social media can be your friend. But for the vast majority of roles – your entry-level positions, your skilled trades, your administrative staff – employers need qualified people quickly and without breaking the bank. And that’s where job boards shine.

Job boards offer a targeted environment. People come to us specifically to find jobs. We have resume databases where employers can proactively search for candidates with the exact skills they need. We have sophisticated search filters that allow candidates to narrow down their options based on location, industry, salary, and more. Plus, the integration with Applicant Tracking Systems (ATS) makes the whole process smoother for everyone. And let’s not forget job alerts that notify active seekers the moment a relevant position is posted. You just don’t get that level of focus and functionality on your average social media platform.

Now, don’t get me wrong, social media isn’t entirely without its uses in recruitment. It’s great for building your employer brand and getting your name out there. And for reaching certain demographics or niche communities, it can be effective. But when you’re talking about efficiently filling a large number of roles with qualified candidates, job boards consistently deliver a better return on investment when you look at that all-important eCPA.

Smart employers today are using data to drive their recruitment strategies. They’re tracking metrics like eCPA, cost per hire, time-to-hire, and quality of hire. And what they’re finding is that for the majority of their hiring needs, job boards provide the most cost-effective way to connect with candidates who are serious about finding a job.

While social media has its place in the broader recruitment landscape, particularly for those hard-to-find executive roles or for building general brand awareness, the reality is that for most employers looking to hire qualified individuals quickly and inexpensively, job boards remain the workhorse. They’re where the active candidates are, they offer the tools and features specifically designed for recruitment, and when you boil it down to the effective cost per application, they consistently deliver a better ROI for the vast majority of hiring needs.