Learn how to use the latest social media analytics and programmatic job advertising analytics to shape your recruitment marketing strategy and decisions.

1. Recruitment Marketing Analytics
IN PARTNERSHIP WITH
WELCOME!

2. © 2021
What you’ll learn today
• Reframing our view of Recruitment
Marketing Analytics
• Today’s focus: Digital job advertising
(paid social media and programmatic)
• What should you be measuring?
• What’s important to analyze?
• What does “good” look like?
• What levers and dials can you adjust to
optimize your results?

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Download the workbook

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Today’s agenda
Overview & Introductions Lori Sylvia 10 min
RM Analytics: #letsdothis Lori Sylvia 10 min
Paid Social Media Liz Caselli-Mechael 25 min
Programmatic Job Advertising Amy English 25 min
Making Data-Driven Decisions Dana Meyer 25 min
Q&A All 15 min
Wrap-Up & Next Steps Lori Sylvia 10 min

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Today’s Instructors

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Liz Caselli-Mechael
Digital Communications Lead
Nestlé U.S.
Dana Meyer
Director, Recruitment Marketing
ManpowerGroup
Amy English
Team Lead, Customer
Success Analytics
PandoLogic
Your instructors

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About Nestlé
• 36,000 U.S. employees
• 200 locations
• 2,000 brands
• (Not a candy company)

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About ManpowerGroup
• Leading global workforce solutions company
• Serving employers in 75 countries
• Brands: Manpower, Experis and Talent Solutions

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About PandoLogic
• Fully-automated programmatic
job advertising platform
• Helps Employers, Staffing
Firms and RPOs source quality
applicants faster, smarter and
more efficiently

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About Rally

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RM Analytics:
#letsdothis

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Between our cumbersome
ATS and tightly controlled
corporate site (on which our
careers site resides), analytics
are fragmented and it's
difficult to measure the full
lifecycle of our efforts.
Hiring managers are currently using
their own budgets to advertise and
market roles, so it has been difficult
to gauge success and measure
outcomes. My goal this year is to
centralize the process within HR.
Focus. We deliver a lot of
things and we don’t
dedicate time to measure
results and prefer to start
the next task.
Currently using 3-4
separate tools to collect
data and measure. It
would be ideal to have all
these metrics in one tool.

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Reframing our view of analytics
Don’t worry about the gaps. Focus on what you can know to be more effective.

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Recruitment Marketing Analytics
What you do What you track What you report
Messaging
Content
Social
Events
Tech
Engagement
Contacts
Applicants
Screens
Hires
Audience
Views
Opens
Clicks
Shares
ACTIVITIES METRICS OUTCOMES
What should you be tracking, measuring and reporting?

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Reframing Recruitment Marketing Analytics
• What should you
measure, track and
report?
• How to reframe your
view of RM Analytics
Workbook:
Page 2

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Today’s focus: Digital job advertising
Careers
Site
Talent
Communities
Social
Media
Digital
Marketing
Recruitment
Events
Job
Advertising
Talent
Network
Employee
Referrals

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Planning your digital job advertising strategy
• Align your job ad goals
to your recruiting goals
• Key differences
between social media
and programmatic
Workbook:
Pages 3-6

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Creating your digital job advertising strategy
Social Media
Select social media channel(s)
Define campaign and goal
Define target audience
Define budget
Create ads
Optimize
Programmatic Job Ads
Define budget
Define campaign (job groupings) and
goal(s)
Define rules
Pull jobs from ATS
Optimize
Track > Measure > Analyze > ROI > Act
Talent acquisition strategy
Recruiting and hiring goals
Jobs and target talent audiences
4 - Determine
KPIs to Analyze
& Report
3 - Decide What to
Track & How to
Measure
2 - Choose RM
Tactics &
Channels
1 - Align on Strategy,
Goals & Objectives

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Don’t drown in data! Today, we’ll focus on...
What should you
track & measure?
What’s important
to analyze?
How to optimize
your results?

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Paid Social Media for
Job Advertising

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Why use paid social for job advertising?
Detailed
Targeting for New
Audiences
Build Loyal
Fans
Capitalize on
Social Referrals

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Social Campaigns: The two gorillas
LinkedIn Facebook / Instagram
Precise Targeting Broad Targeting
Salaried / Specialized Professionals Wide Population
I’m looking to build a pipeline
of sales professionals with 5+
years of experience, who
currently or previously had titles like
‘account manager’ or ‘category
account specialist.’ CPG experience
is ideal but other consumer goods
industry experience can work.
I’m looking for a large numbers
of hires at any experience level
within 50 miles of Medford WI.

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Creating your paid social strategy
• Why advertise jobs
on social media?
• Guidance on
choosing between
LI, FB and IG
Workbook:
Page 8

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How To

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Where to start?
Ensure tracking
infrastructure is
in place (pixels)
Key an eye on
your audience
size
Use at least 5
variations of ad
creative

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What’s a pixel anyway?!
• A small line of code
• Placed on the ‘confirmation’ page for an action
that you want to track
• Gives you the ability to report on outcomes

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How to set up your tracking pixels
• Where do you get a
pixel from?
• Who can help you
add it to your
careers site?
Workbook:
Page 9

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How big should your audience be?
Every marketer in
North America
Only Jenn
(who had a mid-career switch
from programming to B2B
marketing and uses the same
Hubspot platform as you)
Digital marketers in a
few key industries
Too Small Just Right Too Big

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I don’t have the resources for different creative!

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A/B testing with social media
• Facebook and
LinkedIn’s
guidance on how to
A/B test with their
platforms
Workbook:
Page 10

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Launching a campaign: Start with an objective

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Sample lead generation campaign
• Email marketing
• Direct recruiter follow-up
• Fast on-ramp when your
application process may
be arduous

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Am I seeing ROI?
Campaign B - Senior Sales Professionals
Campaign A - Junior Sales Professionals
Campaign C - Junior Sales in-state

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Am I reaching the right talent?

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What am I learning about my talent?
3.5%
3%
1.5%

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Understanding social media analytics
• Recommendations
for what to track
and how to
interpret results
• Benchmarking
Workbook:
Pages 11-12

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Alarm Bells (or Confetti Cannons)
What to Look at What Good Looks Like
• Return on Investment
(Cost per Result)
Lower cost per result (e.g. ‘cost per lead’)
than your average for the audience
Lower cost per result than LinkedIn’s
benchmarks
• Demographics Your demographics reflect the talent pool you
need in industry, titles, and/or function
• Quality Check In the case of leads or conversions, the % who
are marked as high potential recruiting targets
exceeds your own benchmark (consider starting
with 25% for high-skill positions)

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Alarm Bells? Pull a Lever
Audience Targeting
- Broaden
Vary Message
and Imagery
Audience Targeting:
Add Exclusions
Add a Value
Proposition
Flex Your
Campaign Length

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Liz’s Key Takeaways
Beginner
● Choose a platform
that works for your
recruitment goals
on both volume and
targeting capabilities
● Use ‘cost per result’
to establish your
ROI
Professional
● Establish a
conversion pixel to
track your
audience through
different stages
● Use your campaign
performance and
demographics to
refine your
audience targeting
Expert
● Extend creative
performance
learnings for social
content and beyond
● Use different
campaign types
(lead, job application,
engagement)
simultaneously to
compare impact

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Q&A

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Programmatic Job
Advertising

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Definition:
Programmatic Job Advertising is the
use of technology
to ensure jobs are presented in front
of the right candidates,
at the right time, place & right
price…
automatically!
What is Programmatic Job Advertising?
Workbook:
Pages 14-15

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Programmatic Drives Decision Making
● Budget
● CPA Target
● App Goal
● Types of Jobs
● Location
● Length of Campaign

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Measuring Success
Consider the following Success Goals:
● CPA
● CPC
● App Goals

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Programmatic Analytics: Summary
How many apps
do we ultimately
want to receive?

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Programmatic Analytics: Job Performance

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Understanding programmatic analytics
• What data is
available to provide
transparency into
your job ad
performance
Workbook:
Page 16

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Additional Analytics...

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Source Analysis
● # of Unique Sources yielding
Applicants
● % of App Volume from Top 10
Sources
● Type of Sources (Easy Apply,
Diversity, Social)

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Location Analysis

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Location Performance

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Benchmark Reporting
Average CPA Trends
Customer
Service
Education Finance General Healthcare
Human
Resources
Manufacturing Marketing Pharm Restaurants Retail Sales

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Programmatic location data & benchmarks
• How to understand
and interpret location
data to compete for
jobs by geography
• Benchmarks
Workbook:
Pages 17-18

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A/B Testing

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Programmatic A/B testing + Analytic summary
• Examples of what
you can test and
sample results
• What analytics are
available and how to
interpret
Workbook:
Pages 19-20

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Programmatic analytics summary
Analytic What to look for…
Success Goals/KPIs
App Goal Volume and CPA/CPC Targets can be determined by measuring how jobs perform in varying market conditions. Use these
Success Goals/KPIs to stay competitive.
Campaign Performance
Spend, CVR and CPA/CPC Targets help keep finger on pulse of campaign. If campaign is not reaching success goals but receiving
applicants, may want to lower budget. If campaign is overspending and CPA is over target, there may be need to add more budget
and strategize on locations, job postings, titles, etc...
Job Titles
Job Title performance is based on number of clicks, applicants, conversion and CPA/CPC. Which Job Titles are yielding applicants
at a 'good' CPA? Which Job Titles are not performing at all.
Sources
Sources will provide applicant volume, CPA, CPC and CVR data that allows us to determine which align with our strategy and
company goals/initiatives. Which sources provide you with quality applicants? Are these applicants converting to hires? Do you
want to cast a wide net or focus in?
Locations
Location performance is based on market conditions. Programmatic provides insight into where it is more challenging or less to hire
based on these conditions. Leverage this data to be competitive in the future!
Benchmarks
Benchmarks are comprised of big data to provide average CPA, CPC and CVR by Industry/Category and Locations. Use a trusted
source or leverage programmatic data from prior campaigns for same roles/locations. Note trends may change over time.
A/B Testing
A/B Testing compares the impact of changing one thing. Test within the same campaign for the same timeframe to ensure consistent
data. This testing provides you with what is attracting candidates to apply for a job ad. Is it the right $ per week, shorter job title or
full-time vs. part-time. Testing helps you understand seeker behavior.

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Amy’s Key Takeaways
Beginner
● Define Success Goals
& KPIs that will drive
performance and
maximize ROI
Professional
● Shift mindset from
reactive to proactive
by leveraging
dashboard
Expert
● Create bespoke
reports and analyses
that support your
company goals &
initiatives

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Q&A

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Making Data-Driven
Decisions

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• Cadence: Recommend month-over-month (or week-over-week,
depending on campaign / flight)
Impressions & Reach contribute
to brand awareness and
top-of-mind marketing;
makes proactive recruitment
efforts more effective
Determine your funnel metrics
• TA Funnel:
• Leads
• Applications
• Interview(s) / Screen(s)
• Assessment
• Hiring Manager Interview
• Offers
• Pass Background / Drug Screen
• Starts
• Turnover / Retention
• Marketing Funnel:
• Impressions
• Reach
• Clicks
• Conversions / Conversion Rate
System
Handoff

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Additional metrics to determine ROI
• Conversion Rate on Landing Page
• Industry Average: 3-7%
• Source Effectiveness (leads,
applications, interviews, hires)
• Advertising Engagement (post saves,
shares, comments, reactions, etc.)
• Cost Per Applicant (CPA)
• Cost Per Hire (CPH)
Industry
Average
Landing Page
Conversion
Rate:
3-7%
★ You will never regret
having too much data
★ Create your own
benchmarks
★ You have the ultimate
authority on what
“good” looks like

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Funnel metrics example

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Determine your funnel metrics
• What to measure:
Tracking events and
ratios
• Understanding your
funnel metrics
Workbook:
Pages 22-23

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Source effectiveness
All
Sources
Are Not
Created
Equal
MOVIE THEATRE PRE-ROLL

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Using data to impact your budget
Channel Budget
Flight
Start
Flight End
Total
Leads
CPA
FB Ads $6,500 19-Jan 1-Mar 4 $1,625.00
Google Search Ad $7,500 19-Jan 1-Apr 294 $25.51
Google Display Ad $5,000 19-Jan 1-Mar 240 $20.83
YouTube Ad $3,000 19-Jan 1-Mar 6 $500.00
Programmatic Digital
Marketing
$15,000 1-Mar 31-May n/a TBD
Sourcer n/a 1-Mar 31-Mar n/a TBD

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Using data to impact your decisions
Campaign Budget: $400
• Facebook: $330
• Craigslist: $70
Total Leads: 14
Is
this
GOOD
?

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Using data to impact your decisions
Campaign Budget: $400
• Facebook: $330
• Craigslist: $70
Total Leads: 14
★ CPA / Campaign: $28.58
★ CPA / Facebook: $30
★ CPA / Craigslist: $23.33
● What is your CPA from other
sources / same role?
● What is your CPA from same role /
other geographies?
● Did you make any hires from the
14 leads?

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Data-driven budget decisions
• Tracking your spend
and your results
• Asking for the budget
you really need to be
successful
Workbook:
Pages 24-25

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Dana’s Key Takeaways
Beginner
● Determine your
funnel metrics:
○ What you are
going to
measure
○ What you
can measure
● Create benchmarks
(3-6 months)
Professional
● Add to your funnel
metrics!
● Compare
campaigns
● Determine what
“good” looks like at
the campaign level
Expert
● Use data to make
campaign
decisions, budgets,
and influence
others in your
organization
● Determine what
“good” looks like by
source

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Q&A
Liz Caselli-Mechael
Digital Communications Lead
Nestlé U.S.
Dana Meyer
Director, Recruitment Marketing
ManpowerGroup
Amy English
Team Lead, Customer
Success Analytics
PandoLogic

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Thank you!