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Every step you take... We'll be watching you

For many recruiters, successfully tracking the performance of their recruitment campaigns is a commercial imperative. But when it comes down to the practicalities of monitoring, analysing and reporting it can be a minefield.

The digital age has brought about a revolution in the amount and level of detail in the data that’s available to advertisers and website owners as every step of a candidate’s journey is visible and recorded. This is great news for analysts, but it can often prove bewildering to recruiters.

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Every step you take... We'll be watching you

  1. 1. Every step you take… We’ll be watching you. www.workcomms.com
  2. 2. Welcome
  3. 3. Se s s i o n 1 Measuring Campaign Performance
  4. 4. Anna Steele Media Solutions & Insights Director Work Communications
  5. 5. How do publishers measure themselves? SIZE Visitor numbers Register users Jobs Carried Applications’ (“Quality Applications”)
  6. 6. Visitor figures but no mention of bounce rate CandidateS always directed back to site Registration required to apply for jobs Inflated figures: High numbers doesn’t always mean engaged audience Applications are really clicks on Apply buttons Jobs carried boosted by free trials
  7. 7. How should we measure publishers? Performance Quality applications = offers or talent pooling
  8. 8. Complete Campaign Performance Much more than applications from source Front-end performance Reach and frequency Impact and engagement Publisher Assists
  9. 9. Why should we measure campaigns? ACCOUNTABILITY And refinement Media Agency Resourcing Manager
  10. 10. Core Metrics Metrics from view to hire Impressions Clicks Applications (including specifics) Offers / Hires CPC / CPA / CPH Reach & Frequency Creative rotations
  11. 11. Putting ‘Big Data’ to good use Complete Campaign Performance Analysis & Reporting Media Benchmarking (CPA / CPH) Response modelling
  12. 12. Citi Annual graduate campaign didn’t struggle for apps Situation Solution & Results reduction in volume required without impacting quality Gradual decrease in volume of applications Programmes closed much early than previous years
  13. 13. Putting ‘Big Data’ to good use Contingency/ top-up planning Response modelling Improved media negotiation
  14. 14. Royal Mail Graduates Operations programme shortfall every year Situation Competitive time window for recruiting graduates Focussed on improving the ratio of women Ongoing optimisation of the campaign Solution & Results Weekly reporting on Operations applications Top up schedule designed based on live results and ready for deployment immediately
  15. 15. Web Banners THIS WILL BE THE MAKING OF US THERE’S SO MUCH I CAN ACHIEVE HERE Operations graduate Graduate Campaign | Graduates 2012/13
  16. 16. Putting ‘Big Data’ to good use Creative testing Sharing inventory (rotate by day, week, time) Reducing future media budgets
  17. 17. Boots Annual Media Strategy Devolved media budgets owned by the line Situation Independent activity targeted same audiences Year after year activity planned in a vacuum
  18. 18. 3 month trial campaigns which were tracked UDP enabled accurate business reporting campaigns mapped according to requirements Solution & Results Inventory negotiated according to success and volume Creative executions rotated between areas of the business Reduction of 45% on annual media spend
  19. 19. Campaign Tracking Careers site Apply complete Web Banners Job board Graduate Campaign | Graduates 2012/13 Database
  20. 20. Any Questions?
  21. 21. Se s s i o n 2 Informed decisions Ge t t i n g to k n ow yo u r d i g i ta l a u d i e n c e w i t h we b a na ly t i c s
  22. 22. Scott McGougan Digital Director Work Communications
  23. 23. Your talent shop window Your careers website is your shop window to the world – why wouldn’t you want to monitor what’s selling your business?
  24. 24. The importance of your careers section and measuring it... You can’t improve what you don’t measure
  25. 25. What is Web Analytics? In its most basic form it is simply monitoring the traffic on your website. who your visitors are, where they came from, which sites pointed them to you, what they did on your site, how long they stayed and where they left your site. It can’t show WHY a user does something.
  26. 26. Why use it? 1 Quantitatively evaluate your web content and it’s quality 2 Comparative analysis: measure website trends 3 Validate or disprove assumptions 4 5 Demonstrate how your website meets established business goals and users’ needs Enable stakeholders and content owners to measure the success of their own content
  27. 27. Why use it? What’s youR careers site for? For candidates to: Learn Self Select Apply
  28. 28. Before you start – get into the right mindset Key stats you might want to look at: 2 ways to look at stats – top-down or bottom up. Both relevant – but top-down is easier. Visits & Visitors Referrals & Keywords Engagement (time on site) and Bounce rate Content Goals – measuring specific actions
  29. 29. What tools are available? Google Analytics is the world’s most widely used tracking tool. Used on around 55% of the 10,000 most popular sites globally Over 10 million sites use it
  30. 30. Google Analytics (GA) What’s good about GA?
  31. 31. Google Analytics (GA) It’s free (!) Easy to use and implement Adwords Integration Multiple site tracking In-depth reporting Used by around 10 Million sites
  32. 32. Google Analytics (GA) ? What you might want to consider?
  33. 33. Google Analytics (GA) GA has some limitations… Works with ‘sampled’ data Data can be skewed Can be blocked Data owned by Google – only retained for 24 months
  34. 34. Entering Analytics… You will need: Don’t be afraid – you can’t break it! Login at http://www .google.com/analytics/ Your admin password for your Google account or You will need to provide a Google (gmail) address to your site manager/supplier so that they you can share the GA stats with you.
  35. 35. Key stats you might want to look at: Visits & Visitors Bounce Rate & Engagement Referrals & Keywords Content Goals – measuring specific actions
  36. 36. Your first encounter…
  37. 37. Terminology Visits Unique visitors Page views Pages/visit Visit duration Bounce rate
  38. 38. How many people are looking at your site?
  39. 39. A more detailed view of your audience Demographics Interests Geo Behavior Technology Mobile
  40. 40. How often are people coming back your site?
  41. 41. How long are users staying on your site?
  42. 42. Where is your audience coming from?
  43. 43. What keywords are driving traffic to your site?
  44. 44. If you use Social Media?
  45. 45. What’s the most popular content?
  46. 46. What’s not so popular?
  47. 47. Setting Goals Goals are a way to measure how well your site fulfils your target objectives. You can set up individual Goals to track discrete actions such as clicks on a certain page from other pages – or even the amount of time spent on a particular screen.
  48. 48. Goal types Destination* A specific location loads e.g. Thank you for registering! Duration Visits that lasts a specific amount of time or longer 10 minutes or longer spent on a support site Pages/Screens per visit A visitor views a specific number of pages or screens 5 pages or screens have been loaded Event An action defined as an Event is triggered Social recommendation, video play, ad click
  49. 49. Think strategically about your site Assign Automate Analyse Optimise
  50. 50. Conclusion Web analytics give you a picture of how users are interacting with your brand online. They can show you where you can improve engagement with your candidates. If you haven’t already got Google Analytics installed – why not?? If you have what’s stopping you?
  51. 51. Any Questions? For support with Google Analytics visit: http://bit.ly/1l0DHUk – or just call email/call me anytime: scott.mcgougan@workcomms.com 0161 927 4437

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