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Recruitment Marketing
Analytics: What Story Is
Your Data Telling?
IN PARTNERSHIP WITH
© 2019
What You’ll Learn Today
• Key metrics to measure and optimize careers
site performance
• How to determine the contribution of your talent
network and campaigns to recruiting goals
• Ways to present your results to leadership
• Live Q&A with our speakers!
© 2019
Today’s Speakers
© 2019
Lori Sylvia
Founder and CEO
Rally
@lorimsylvia
Jessie Summerfield
RM Specialist
Advocate Aurora Health
Ashley Burns
Sr. Manager of TA
Newell Brands
© 2019
Recruitment Marketing
Analytics: What Story Is
Your Data Telling?
© 2019
Careers
Site
Talent
Com m unitie
s
Social
Media
Digital
Marketing
Recruitm ent
Events
Job
Advertising
Talent
Network
Em ployee
Referrals
Recruitment Marketing Strategies
What’s Really Working?
© 2019
The Challenges of a Pioneer
6.9
6.0
How much do you feel
supported to succeed?
How well can you measure
RM effectiveness?
Source: Rally 2019 Recruitment Marketing Job & Salary Survey
© 2019
They need better tools:
"Today all metrics have to be pieced together
from multiple places."
They need better integration between tools:
"There is a significant disconnect between our
marketing initiatives and the ATS. Once
candidates come to the career site / ATS we
lose the previous tracking and have to rely on
candidate input for source. So we cannot tie
marketing results to applications or to hires."
They don't have Leadership support:
"I need Leadership support that recruitment
marketing analytics are just as important as
measuring recruiter effectiveness."
They don't have Marketing's support:
"Our Marketing POC basically ignores my
emails."
They don't get access to recruiting data:
"I'm not part of the Recruiting team, so I don't
have visibility to the metrics they are tracking."
Obstacles to Measuring RM
© 2019
What you do What you track What you report
Social
Events
Stories
Tech
Contacts
Applicants
Screens
Hires
Views
Opens
Clicks
Shares
ACTIVITIES METRICS OUTCOMES
Recruitment Marketing Analytics
What Should You Be Measuring? What Should You Be Reporting?
© 2019
Careers Site
© 2019
Key Metrics
• New vs. Returning Users
• Job Views
• Job Search
• Social Referrals
© 2019
Trends
© 2019
Spikes
© 2019
Driving Traffic
to the
Careers Site
© 2019
Key Metrics
• New vs. Returning Users
• Apply Clicks
• Visit to Apply Clicks
© 2019
• Total Page Views
• Ave. Pages Per Visit
• Ave. Time on Page
• Ave. Time on Site
• Page Views Over Time
• Most Visited Page
© 2019
Talent Network
© 2019
Key Metrics
• Increase overall Talent
Community population
• Increase returning visitors
• Conversion to applicants
and hires
© 2019
Driving Sign-
Ups to the
Talent Network
© 2019
• Community Growth
Quarter over Quarter
• # of shares received
via social, email, etc.
• Source of new job
seekers
© 2019
First: 1) Email
Influence: 2) Talent community
3)
Application
© 2019
Talent Network
© 2019
Talent Network • 37%
visits
• 57%
registrations
© 2019
Social Media
© 2019
Social Media
© 2019
Talent Community Sign-Ups from Social
© 2019
Source of Hire
Report: Taleo
© 2019
Reliable
source to
measure
Recruitment
Marketing
© 2019
Social Media
• Impressions
• Clicks
• Engagement Rate
© 2019
Social Metrics
© 2019
Social Metrics
© 2019
Campaigns
© 2019
Campaigns
© 2019
© 2019
Metrics We are Watching:
• Number of campaigns sent
• Leads from campaigns
• New Job Seekers received
from campaigns
• Apply Clicks
• Traffic from Campaigns
© 2019
Example of recent email campaign analytics:
© 2019
Campaigns
© 2019
Campaigns
© 2019
Pro Tips:
Ashley:
• Define metrics prior to working with
your vendor on initiatives
• Share data with leadership to get
buy-in
• Use “champions” in your team to get
everyone engaged in the new tools
Jessie:
• Measure regularly
• Use the data
• Start where you are,
use what you can
© 2019
Watch Webinar On Demand
https://rallyrecruitmentmarketing.com/learn/
webinar-recruitment-marketing-analytics/

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Rally Webinar: Recruitment Marketing Analytics - What Story Is Your Data Telling?