Show me the ROI
How to measure impact + paid influencer marketing
Insight
A Strategist’s Guide to ROI in Employer Branding
The easy way to measure and explain the impact of your work.
Inspiration
Paid Influencer Marketing
6.4 million impressions from one campaign – VCA’s advocacy results.
VCA Animal Hospitals needed to catch the eye of the next generation of vets.
The solution? Paid influencers.
In collaboration with Whalar, we reached out to vet students already sharing their journeys on social media and tapped into their audiences. From day in the life vids to mental health advice, they shared everything a grad might want to know about life at VCA.
As real students (rather than employees) these influencers’ stories hit different.
Here’s how it played out.
The numbers:
7 student ambassadors
21 posts (including TikToks and Instagram reels)
6.4 million impressions
2 million reach
125k engagements
+1228% above benchmark comment rate
+ 807% above benchmark share rate
+ 86% above benchmark save rate
Check out some of the example videos 👇
And if you want the in-depth nitty gritty of how to get results with paid influencer marketing, sign up for our free webinar. 👇
Webinar
TikTok for Talent: How to Attract Great Talent with Paid Influencer Marketing
⏰ When – 24th September, 17:00 GMT
You’ll learn:
The benefits of using paid influencers in recruitment marketing
How to find the right influencers for your audience
How to keep paid advocacy authentic and credible
Key takeaways from successful campaigns
Julie’s top trick
The EVP test
Use this 10-minute test to get a quick sense of how well your EVP is working, and what you might need to change.
Want more nifty tools like this one?
✅ To-do list
📚 READ: A 5-step action plan for employer brand leaders in 2025
Translating global talent trends into EB takeaways.
✅ TRY: 10 ways to combat the employee happiness crisis
And what to do if your culture is “too nice”.
🎥 WATCH: The recruitment campaign that won Heineken a Cannes Lion award
What happens when your job interview is an elaborate prank?
💬 QUOTE: "I think that the pendulum is swinging toward much less work-life balance and much more constant chronic stress." – Dr. Tasha Eurich, organizational psychologist and New York Times bestselling author.
🔢 STAT: Only 6% of Gen Z say their top career goal is to get a leadership position
They’re prioritising life outside of work.
Pssst. Got thoughts? Questions? Spicy memes?
Drop us a comment. (It makes us feel popular.)