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The Key Recruiting Metric You're Not Tracking: Source of Influence

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If you aren't tracking the entire candidate journey, how can you improve it? Research by Inavero shows that today's candidate touches 18 source of information and checks 7-8 reviews before he or she hits apply. Unfortunately, typical recruiting analytics offer insight into just one of those: the last source a candidate used before he or she applied. If you want to fully understand the impact of your recruitment marketing efforts, you need to look at the candidate journey from end to end, tracking every touchpoint and interaction along the way. Enter source of influence.

Published in: Recruiting & HR
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The Key Recruiting Metric You're Not Tracking: Source of Influence

  1. 1. The Key Metric You’re Not Tracking: Source of Influence
  2. 2. #RecruitingMetrics
  3. 3. Featured Speakers Elyse Mayer Content Manager at SmashFly Technologies @ElyseSchmidt Kirsten Davidson Head of Employer Brand at Glassdoor @GDforEmployers
  4. 4. agenda what is source of influence why it matters to your organization how to track and use it to inform your recruiting strategy Q&A
  5. 5. Source of Hire vs. Source of influence • Source of Hire: the last source a candidate used before applying • Source of Influence: all the sources a candidate interacts with from attraction to application #RecruitingMetrics
  6. 6. #RecruitingMetrics
  7. 7. #RecruitingMetrics
  8. 8. 21 4 53 8 7 6 9 Source of Hire #RecruitingMetrics
  9. 9. Content marketing (including blogs) Employee stories Employer brand videos Newsletter Press outreach Social media outreach SEO and PPC Retargeting Email lead nurturing Job boards Profile pages on employment sites Career sites Talent networks Referrals Reviews #RecruitingMetrics
  10. 10. agenda what is source of influence why it matters to your organization how to track and use it to inform your recruiting strategy Q&A #RecruitingMetrics
  11. 11. Inavero, 2015
  12. 12. Recruitment marketing and source of influence go hand-in-hand. • Proactively nurture candidates across multiple channels • Attract and influence candidates to apply • Figure out the channels that work best 1 #RecruitingMetrics
  13. 13. The candidate journey starts long before they apply. • There is no single source of hire, only single source of apply (which is not the whole story!) • Touchpoints influence candidates in different ways and to take different actions 2 #RecruitingMetrics
  14. 14. Certain channels are meant to influence and nurture, not convert. • Tells you what attracted candidates to apply, so you can better allocate budget and resources 3 #RecruitingMetrics
  15. 15. Source of influence tracking reveals candidate motivations and behaviors. • Eliminate guesswork and prove what works • Back up your case for investing in tools and resources • Get insight into specific candidate journeys • Create targeted candidate personas to drive overall strategy and future campaigns 4 #RecruitingMetrics
  16. 16. Source of influence data brightens the black hole of what happens before a candidate clicks apply. #RecruitingMetrics
  17. 17. agenda what is source of influence why it matters to your organization how to track and use it to inform your recruiting strategy Q&A #RecruitingMetrics
  18. 18. Rely on candidate self-selection Use source codes #RecruitingMetrics
  19. 19. vs. Rely on candidate self-selection Use source codes Use Recruitment Marketing Platforms Complete integration with ATS #RecruitingMetrics
  20. 20. How many visitors come to your career site, from which social networks or job boards, on a mobile device or desktop, and what content they engage with before applying? How your latest college recruiting campaign performed in terms of email opens and click-throughs, how many of them joined your talent network, and how many converted into applicants from your pipelines? How many sources a candidate interacts with before they apply? #RecruitingMetrics
  21. 21. Determine: • What was their first point of attraction? • How many sources of influence did they touch before they applied? • How long did it take them to eventually apply? • Were they part of your talent network? #RecruitingMetrics
  22. 22. Determine: • How many qualified candidates are coming in through which source? • How do engineering candidates differ in their touchpoints than finance candidates? • How did specific email messaging drive conversion? #RecruitingMetrics
  23. 23. Utilizing your Recruitment Marketing Platform: • Filter and sort leads in your pipeline based on specific activity • Target certain leads to source when certain reqs open #RecruitingMetrics
  24. 24. More engagement with potential applicants by changing social strategy and allocating more posts to a different audience. #RecruitingMetrics
  25. 25. “ When candidates come in the door, they already know about our organization’s culture and values. We hire people who are more concerned with being a part of a company that is growing and providing a career opportunity than those just interested in landing their next ‘job’ or getting their next paycheck. Glassdoor gives them a transparent look at what we’re doing at WilsonHCG, which is to build around our people. John Wilson, CEO #RecruitingMetrics
  26. 26. Key Takeaways • Sources of influence are your recruitment marketing channels. • To improve the candidate journey, you have to understand and track it first. • Source of hire is only one data point; source of influence is a fuller picture. • Source of influence metrics will help you identify what’s working and what’s not across channels and campaigns. #RecruitingMetrics

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