crooton exposes the ‘hidden tax’ of one-off hiring campaigns

Specialist recruitment marketing company, crooton, has developed a pioneering approach to recruitment marketing that could cut cost-per-quality-application by up to 52% over a year. The concept involves recruitment leaders approaching talent acquisition as a long-term investment rather than a reactive expense.

This approach exposes the ‘hidden tax’ that UK businesses pay when frequently starting and stopping one-off hiring campaigns. It introduces a data-backed framework for ‘always-on’ employer brand advertising.

crooton’s CEO, Stephen Anderson said: “Our data shows that recruiters who run a campaign for a short period, then stop advertising before starting another campaign later on, actually spend more per quality application than those who run low level, always-on advertising. This means that by relying on one off, short-term recruitment campaigns, you don’t actually have a chance to build a candidate pipeline. This stop-start approach causes a ‘hidden tax’ that affects ROI - it drives up media costs, drains internal resources, and dampens brand equity.”

crooton can demonstrate that maintaining an active, continuous employer brand presence over a 12-month period drastically reduces long-term costs, reducing the cost-per-quality-application by up to 52%.

The message from the Cambridgeshire-based firm is not to increase recruitment budgets, but rather to move costs from a reactive model to a structured, annual investment. By moving to a sustained, long-term model, employers can benefit from the compounded momentum of ‘always on’ employer branding and maintain a warm pipeline of talent, often for less cost. 

"Businesses need to save money right now, but so many are wasting thousands of pounds on panicked, last-minute hiring," said Stephen. "The act of stopping your job ads ruins the momentum you just paid to build. By simply changing how you spend - not how much you spend - you can keep a steady stream of candidates coming in, meaning you don’t have that last minute scramble when a new role opens up. By reaching out to relevant talent before roles even open, companies save time, lower hiring costs, and avoid the downtime of empty seats."

To support this drive, crooton has launched a free, in-depth guide that breaks down the mechanics of the ‘hidden tax’ and the benefits of continuous candidate attraction. The downloadable guide helps talent acquisition teams audit their current spend and prove the business case for long-term employer branding. It explains a typical 12 month efficiency timeline, detailing the results that recruiters can expect at each stage, concluding with a saving of up to 52% on cost per quality application by month 12. 

Ready to see how much you could save?

We’ve put together a free guide that breaks down the mechanics of the hidden tax and maps out the exact 12-month efficiency timeline. Click here to find out more and download your free copy!

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