Learn to put together a strong data-backed budget plan that gets you the job advertising and employer branding resources you need in 2023.

1. Build a Recruitment
Marketing Budget
for any size

2. © 2022
Hi! I’m Lori Sylvia
• 25 years in marketing & branding
• 5 startups, 1 F100 company
• Former SmashFly CMO
• Founded Rally in 2017
• Recruitment Marketing evangelist &
community builder
@lorimsylvia
@rally_rm

3. © 2022 Sign Up for FREE >> RallyInside.io

4. © 2022
What You’ll Learn Today
• RMEB budgets for different company sizes, according to Rally survey data
• Differences in Recruitment Marketing versus Marketing, and what we can learn
• How to build your budget from the bottom up and the top down
• How to forecast your budget needs (RM Conversion Rate Calculator)
• Pro tips for negotiating the Recruitment Marketing budget you really want!
• What to do with the budget you get
• Q&A!

5. The Size of
Recruitment
Marketing
Budgets

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Recruitment Marketing Budgets 2021-2022
2021
1-500
Employees
Percent
of total
501-2,500
Employees
Percent
of total
2,501-10,000
Employees
Percent
of total
10,001-
50,000 Employees
Percent
of total
50,001 plus
Employees
Percent
of total
Salaries $36,150 58% $127,700 38% $206,700 29% $243,800 20% $431,300 13%
Advertising $15,000 24% $67,000 20% $252,000 35% $425,000 34% $910,000 28%
Campaigns $3,500 6% $76,600 22% $129,000 18% $245,400 20% $423,300 13%
Services $2,000 3% $46,000 13% $60,000 8% $149,500 12% $1,340,000 41%
Technology $5,500 9% $24,400 7% $70,700 10% $167,900 14% $170,000 5%
Total $62,150 100% $341,700 100% $718,400 100% $1,231,600 100% $3,274,600 100%
Recruitment Marketing salaries in-house
Recruitment advertising, job boards and events
Recruitment Marketing campaigns, programs and activities
Recruitment Marketing technology (NOT including your ATS)
Recruitment Marketing / employer branding agencies, contractors and services Source: 2022 © Rally Recruitment Marketing

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Recruitment Marketing Budgets 2021-2022
2021
1-500
Employees
Percent
of total
501-2,500
Employees
Percent
of total
2,501-10,000
Employees
Percent
of total
10,001-
50,000 Employees
Percent
of total
50,001 plus
Employees
Percent
of total
Salaries $36,150 58% $127,700 38% $206,700 29% $243,800 20% $431,300 13%
Advertising $15,000 24% $67,000 20% $252,000 35% $425,000 34% $910,000 28%
Campaigns $3,500 6% $76,600 22% $129,000 18% $245,400 20% $423,300 13%
Services $2,000 3% $46,000 13% $60,000 8% $149,500 12% $1,340,000 41%
Technology $5,500 9% $24,400 7% $70,700 10% $167,900 14% $170,000 5%
Total $62,150 100% $341,700 100% $718,400 100% $1,231,600 100% $3,274,600 100%
Recruitment Marketing salaries in-house
Recruitment advertising, job boards and events
Recruitment Marketing campaigns, programs and activities
Recruitment Marketing technology (NOT including your ATS)
Recruitment Marketing / employer branding agencies, contractors and services Source: 2022 © Rally Recruitment Marketing

8. © 2022 Source: Marketing Charts and Gartner

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Recruitment Marketing Budgets 2021-2022
2021
1-500
Employees
Percent
of total
501-2,500
Employees
Percent
of total
2,501-10,000
Employees
Percent
of total
10,001-
50,000 Employees
Percent
of total
50,001 plus
Employees
Percent
of total
Salaries $36,150 58% $127,700 38% $206,700 29% $243,800 20% $431,300 13%
Advertising $15,000 24% $67,000 20% $252,000 35% $425,000 34% $910,000 28%
Campaigns $3,500 6% $76,600 22% $129,000 18% $245,400 20% $423,300 13%
Services $2,000 3% $46,000 13% $60,000 8% $149,500 12% $1,340,000 41%
Technology $5,500 9% $24,400 7% $70,700 10% $167,900 14% $170,000 5%
Total $62,150 100% $341,700 100% $718,400 100% $1,231,600 100% $3,274,600 100%
Recruitment Marketing salaries in-house
Recruitment advertising, job boards and events
Recruitment Marketing campaigns, programs and activities
Recruitment Marketing technology (NOT including your ATS)
Recruitment Marketing / employer branding agencies, contractors and services
30% 42% 53% 54% 41%
Source: 2022 © Rally Recruitment Marketing

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75%
25%
Do you have any direct reports who practice
Recruitment Marketing full time or part time?
No
Yes
1 person = 48%
2 people = 19%
3 people = 17%
Source: 2022 © Rally Recruitment Marketing

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30.1%
69.9%
Are you the first person at your company to have a
full time Recruitment Marketing job?
No
Yes
Source: 2022 © Rally Recruitment Marketing

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Are we
stuck?

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33.5%
My manager has no
understanding of RM
10.5%
My manager is teaching me all
about RM
56%
We are learning about
RM together as we go
Source: 2022 © Rally Recruitment Marketing

14. © 2022 Source: 2022 © Rally Recruitment Marketing

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17. © 2022 Source: 2022 © Rally Recruitment Marketing
Download our
Recruitment
Marketing
Measurement Kit >
https://insde.co/324u

18. © 2022 Source: 2022 © Rally Recruitment Marketing

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Setting and Prioritizing Goals
• Do you know… What are the TA goals in 2023?
• What specifically will I do to help our team achieve goal
X or to make X hires?
• What will I do in 2023 to strengthen our talent attraction
and engagement capabilities for 2024+?

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TA-RM Goal Alignment
Using the S.M.A.R.T. goals method is an
effective way to frame your approach. Here's
how our example is “smart”:
• Specific – RM to drive 4,000 applicants*
• Measurable – Resulting in 400 hires; note this goal
comprises 40% of the total RM focus in Q1
• Actionable – drive applicants and add leads
• Relevant – supports TA Goal #1, which is aligned to
business needs
• Time-bound – commitment to achieve in Q1
2023 TA Goal #1
Fill 500 customer service representative roles (remote)
in Q1 2022, while building pipeline for Q2.
Q1 RM Goal #1 (40%)
Drive 4,000 applicants, projected to convert to 400* hires, from
campaigns to new talent, existing talent database and alumni.
2023 TA Goal #2
Achieve x
Q1 RM Goal #2 (30%)
Achieve x
2023 TA Goal #3
Achieve x
Q1 RM Goal #3 (15%)
Achieve x
Q1 RM Goal #4 (15%)
Achieve x
*In this example, RM is committing to driving 400 of the 500 needed hires,
assuming that your recruiters are responsible for sourcing 100. Make sure
there’s alignment!

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Recruitment Marketing Tactics
Careers
Site
Talent
Communities
Social
Media
Digital
Advertising &
Marketing
Recruitment
Events
Job
Advertising
Talent
Network
Employee
Referrals

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2023 Recruitment Marketing Budget (sample)
Category Q1 Q2 Q3 Q4 Total Program Outcome
People
Full Time
Part Time
Advertising
Job Boards $XX Cost per ______
Paid Social $XX Cost per ______
Events $XX Cost per ______
Campaigns & Programs
Social Media $XX Cost per ______
Employee Advocacy $XX Cost per ______
Talent Newsletter $XX Cost per ______
Services
Agencies
Contractors
Technology
Recruitment Marketing Tool
Vimeo

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Full Funnel View, from Click to Conversion
Candidate clicked
this content link
then took this
action

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Source: The CMO Survey

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Source: The CMO Survey

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Source: The CMO Survey

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Presenting
Your
Budget

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• Tell the story of your
plan and budget
• Replace emotion
with facts

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• Command and
Control builds
confidence and trust
• So does transparency
and accountability

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• Committed and
Uncommitted budget
• Build 10-15% for
contingencies

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No or Low Budget
If you’re getting started...
• Job descriptions (“Why work here”)
• Careers site (“Why and Who works here”)
• Social media (lean in and let’s get better together!!!)
• Employee generated content / Brand ambassadors
• Careers Blog
• Core content assets (evergreen, reuse)
• Employer reviews (reputation)

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Mid to Large Budget
If you’re scaling up and ready to innovate...
• Employee Value Proposition (You can DIY!)
• Candidate experience (may require tech)
• Paid social ads (boost your best posts + job ads)
• Nurture your talent database (newsletter)
• Conversion Analytics (test & optimize)
• Programmatic job advertising

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38. >> SocialRecruitingRally.com