When it comes to Recruitment Marketing, many still struggle with how to measure its effectiveness.
The definition and purpose is pretty straight forward; attract, engage, nurture, and convert prospects to applicants, but for many in the industry, there is still something of a grey area surrounding the quantifiability of its success.
Certainly, quality of hire is one indicator. However, for optimum results, getting more quality prospects into your talent network and better qualified candidates into your ATS with less recruiter time spent, is even more important. Monitoring the impact of your efforts much earlier on in the recruitment marketing process is vital.
This can be achieved by identifying and tracking jobs-specific Key Performance Indicators (KPI’s). Armed with insights pertaining to . . .
- what content a prospect interacted with on your career site
- how many candidates viewed a job
- where your career site traffic is coming from / source of hire
- the number who started an application and didn’t finish (the drop-off rate)
- the most popular days and times for candidates to viewed jobs or started their application
. . . recruiting teams can adapt and enhance their recruitment marketing strategy to maximum effect. By focusing on these site visitor insights, a list of metrics can be created through which you can measure the impact of your recruitment marketing efforts over time. The result will be a greater number of site visitors converting to high quality applicants.
Why these metrics matter
- Knowing how many candidates viewed a job illustrates its reach and gives an idea of whether or not it might be time to rethink how, where, and with what frequency you’re promoting your jobs.
- By establishing which channels are delivering the most candidates, and understanding where your applicants began their journey, you can allocate or re-distribute resources accordingly and with confidence.
(Image courtesy of Clinch Reports: Traffic Sources)
- Number of candidates who started and completed (or didn’t complete) a job application, as well as the conversion rate of a particular job page indicates how engaging your content is (does it incentivize a visitor to take the next step i.e. start their application?) and can alert you to the possibility that your online application process is off-putting to candidates.
- By identifying the days and times that see the most traffic to your jobs, you can then create a distribution schedule for your jobs on social that targets those “peak activity” times.
At Clinch, we provide the analytics that help in making these decisions. As an example, in the table below, we can see that Tuesday through Friday between 10am and 2pm is the sweet spot for job distribution for this particular company. More specifically, Wednesday at 10am and Thursday at 2pm are shown to be peak times based on historical job views, and should therefore be at the core of any job distribution scheduling.
(Image courtesy of Clinch Job Reports)
Recruiting Data is about “People”
While tools like Google Analytics will provide some metrics (page views, total visits, number of visits from uniques), this type of data is designed to be read and leveraged by “web people.” Recruiters, and those in talent acquisition, are “people people,” so it makes sense to look for a data solution that speaks to that.
Clinch has created its Job Reports feature with people in mind. This translates into an easily-digested data set that reflects the “number of candidates” as opposed to “number of views,” paints a clear picture of just how many people your jobs are reaching, and shows the conversion rate —both for individual jobs and overall— as well as whether that value is trending up or down.
There are a number of other recruitment marketing measurements to consider when gauging the effectiveness of your efforts overall. At Clinch, we provide our clients with a full suite of analytics — more on which we’ll be sharing with you in the coming weeks. (Click here to get those updates straight to your inbox.)
With this data to hand, your team can make more informed decisions around jobs content creation and distribution for faster, more effective recruiting.
To find out more about Clinch’s recruitment marketing platform and intelligent career site offering, register your interest below.
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