Measure intent, not impressions: qualified traffic, apply starts, reply rates, pipeline conversion, and offer acceptance.

Awareness matters only if it increases candidate intent and improves hiring efficiency. Track metrics that connect to behavior: target-audience growth (right titles/skills), qualified traffic to role pages, apply starts and apply completion, recruiter outreach reply rates, interview continuation, and offer acceptance. Use simple attribution where possible (UTMs, source, CRM tags). If you run awareness content, define the expected downstream effect (e.g., “increase replies in X segment” or “increase qualified apply rate for Y role”). Becoming choosable means awareness that converts—not content that performs only on engagement.