A low cost per click looks great in a recruitment marketing report. But what if those clicks aren't bringing you anything new? What if the traffic is inflated, the audience is recycled, or worse, some of it isn't even human?
Recruitment marketing has spent years optimizing for efficiency. Lower CPCs, more clicks, more applications. And while those metrics have their place, they don't always tell us whether we're actually expanding our reach or simply getting better at reaching the same people over and over again.
There's another problem hiding in plain sight: bot traffic. Automated activity can inflate campaign numbers, distort engagement, and create a false sense of performance. More traffic doesn't necessarily mean more people. And if we can't distinguish between the two, how much confidence should we really have in the numbers?
At Flockity, we believe measurement should start with real people. Our proprietary technology identifies and filters bot traffic, helping ensure that the engagement we report reflects genuine human activity. But we also think it's time to ask a bigger question: are we reaching people who wouldn't otherwise have discovered your opportunities?
That's the promise of Job Discovery. It's not simply about generating more clicks or finding cheaper ways to distribute job ads. It's about introducing opportunities to new audiences, creating incremental career-site traffic, and measuring the journey from discovery to application.
Maybe it's time to rethink what a good click is worth. Because cheap traffic isn't necessarily efficient traffic, and a crowded dashboard doesn't always mean a successful campaign.
Cheap traffic isn't a bargain if nobody's really there.
