Appcast, the leading recruitment marketing platform powered by programmatic, is proud to announce the release of its ninth annual Recruitment Marketing Benchmark Report. This comprehensive annual report offers critical insights into the current state of the labor market and recruitment marketing trends, helping employers navigate the ever-changing hiring landscape.
The 2025 Recruitment Marketing Benchmark Report evaluates 2024 job ad data from more than 1,300 employers in the U.S., analyzing 379 million job ad clicks and over 30 million applies. The report examines key metrics such as cost-per-click (CPC), cost-per-application (CPA), and cost-per-hire (CPH) across various industries and geographic regions. Notably, this year’s report introduces new benchmarks from recruitment marketing campaigns run on search and social media platforms, providing a holistic view of the recruitment marketing mix.
Key Findings from the 2025 Recruitment Marketing Benchmark Report:
- Labor Market Balance: The labor market is in near-perfect balance, shifting power from job seekers to employers. With the Great Resignation behind us, we are now amid the Great Stay, demonstrated by declines in the quits, hires, and layoffs and discharges rates. Overall, this has led to higher apply rates despite an increase in CPCs.
- Apply Rates: Overall, apply rates climbed in 2024, ending the year at 6.1%, a 35% increase from January to December. However, hiring challenges persist in industries such as healthcare, construction and skilled trades.
- Cost-Per-Application (CPA): CPAs remained stable, rising by only 4.8% over the year.
- Cost-Per-Hire (CPH): The cost-per-hire tracked over three years showed a softer and flat trend throughout 2024, with a seasonal push towards the end of the year, reaching $851.
- Geographic Insights: Recruitment costs vary significantly by location, with apply rates and CPAs reflecting regional unemployment trends. Although they can be influenced by a number of factors, low apply rates often correlate with low unemployment rates.
- Occupational Group Insights: Recruitment marketing costs differ by occupational group, with “sitting-down” occupations experiencing higher apply rates and CPAs compared to “standing-up” jobs. Technology had the highest apply rate in 2024 at 6.41%, followed by marketing & advertising at 6.31% and business & consumer services at 6.29%.
- Search and Social Benchmarks: For the first time, the report includes benchmarks from search and social media campaigns, highlighting the importance of a holistic and diversified recruitment marketing strategy.
“The 2025 Recruitment Marketing Benchmark Report reflects Appcast’s ongoing mission to support our clients with the best data and tools available,” said Matt Molinari, CEO of Appcast. “We are excited to share these insights with employers to help drive hiring outcomes and to continue shaping the future of recruitment marketing.”
For more information about the 2025 Recruitment Marketing Benchmark Report, click here.
Methodology
Appcast analyzed pay-for-performance recruitment ads across every major job function. Duration-based postings and slots were not included. Only recruitment ads purchased on a performance basis – cost-per-click (CPC) or cost-per- application (CPA) – were factored into this study.
For the section of the report that outlines search and social benchmarks, Appcast analyzed data from over 150 employers in the United States, comprising 1.7 billion impressions and 35 million clicks.
Appcast analyzed paid search/display and social ads across every major occupation group. Only sources supporting search, display, or social advertising were included in this part of the study.
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