Employer brand leaders –– focusing on last-touch attribution will guide you in the wrong direction, make you think that things matter when they actually don’t, and cause you to waste time and money.
This metric does nothing to prove the meaningfulness of your work or show the relationship a candidate has with your brand.
Think of each interaction as a chapter.
And every chapter is required if you want to tell an accurate story.
Last touch is just an indicator. It doesn't explain behavior.
Numbers and feeling. Quant and qual. What and why.
That’s how you map attribution, identify behaviors, and know where to direct your resources.
It’s time to act like marketers.