The first in a series focusing on analytics, this presentation explores the what, how, and why of Career site analytics. Not sure where to start? We’ll provide a general overview of resources such as Google Analytics and Hotjar. How they work and what each are best used for. Already have analytics set up but finding the data overwhelming? We’ll share key areas to focus on and discuss how insights can be used to strengthen relationships with candidates, and the performance of your site.

1. Analytics Webinar Series: Part One

3. Understanding Web Analytics
Think of the candidate journey as a roadtrip

4. Things you can observe from the outside.
• Where your trip starts
(landing pag e , use r g e o g raphy)
• How you get to your car
(traffic so urce )
• Where you go on your trip
(to p pag e s, co nte nt drilldo w n)
• The turns you take
(use r paths)
• How long your drive was
(se ssio n le ng th, pag e s pe r visit)
• What type of car you are driving
(de vice , m o b ile data)
• How often you drive this car
(ne w vs. re pe at visito rs, fre q ue ncy)
• How fast you drive
(site spe e d)

5. • Free online service
www.google.com/analytics
• Requires placement of a
single tracking tag within site
code (simple to implement)

6. • Remember your site doesn’t have a single front door that all visitors enters through.
• Are most of your visitors going directly to job description pages versus the homepage?
• Are you using social media to drive traffic to blogs and employee stories?
Definition: Bo unce Rate is the pe rce ntag e o f sing le -pag e visits
(i.e . visits in w hich the pe rso n le ft yo ur site fro m the e ntrance pag e
w itho ut inte racting any additio nal pag e s)
Know your Bounce Rate(s)
Key Areas of Focus

7. Key Areas of Focus
Average bounce rates are dependent on
the types of content and page
functionality.
A Career site typically offers a myriad of
content types.
Benchmark Averages For Bounce Rate

8. Traffic Source: Knowwhere yourtraffic is coming from.
Key Areas of Focus
•What is the breakdown by
source?
•How does behavior differ?
•Data can be tied to specific
goals?
Located in GA under:
Acquisition>Overview>All Traffic
Click on each channel grouping to reveal specific sources
(For example referrals are likely your consumer site, Indeed, etc.)

9. Site Content: Knowwhere yourvisitors spendtheirtime - andwhere they
don’t.
Key Areas of Focus
Site Content: All Pages
A list of all the pages of your site that have been viewed.
You can break the data down by Page or Page Title. If your
URLs don’t help you easily understand what the Page is
then Page Title is a different sorting feature.
Located in GA under:
Behavior>Site Content>All Pages>

10. Knowwhere yourvisitors spendtheirtime - andwhere theydon’t.
Site Content: Content Drill Down
The same data as in the All Pages report, but this time it is
broken down by sub folder. This is useful in viewing section
groupings collectively.
Located in GA under:
Behavior>Site Content>Content Drilldown
Key Areas of Focus

11. Building Customized Data Sets

12. • Visits bysource/media
• Visits that start at a specific page
• Visits that containa specific page view
• Visitors bylocation
• Visitors bydevice type
Segmenting Data
Can set up from
GA dashboard

13. Segmenting Data
Sample Opportunity:
How can we increase
engagement with candidates
entering at the Job Description
page level?
Further Segmentation:
Reviewsource of visits
directlyto Job Descriptions.
Are theyfrom:
• Organic search
• Job Board Referrals
• Social Referrals
• Paid Media

14. • Video Plays
• Apply Button Clicks
• Page Loads
• File Download
• Outbound Link Clicks
Note: Requires hard coded event tracking tags into your site
code or the implementation Google Tag Manager to enable.
Event Tracking
Requires additional
code tagging

15. Use goals to measure how often users complete specific actions.
A goal represents a completed activity, called a conversion.
Examples of goals could include:
•Application Button Pressed
•Event Registration
•Job Description View
Note: Requires hard coded event tracking tags into your site code or the implementation Google
Tag Manager to enable.
Goal Tracking
Requires additional
code tagging

16. Things you can only observe from inside the car
• Do you use the primary
dash controls or the buttons
on the steering wheel
• Do you use Waze or the
built in GPS
• Do you have the AC on?
• What are you looking at
while you drive?
• Do you read traffic signs on
the road?
(Understand what users want, care about and do on your site by visually representing their
clicks, taps, and scrolling behavior. Record individual user sessions.

17. How do you get access to
this?
•3rd
party paid service with free
and paid options:
www.hotjar.com
•Similar to Google Analytics, it
requires placement of a single
tracking tag within site code
(simple to implement)

18. Scrolling Data
Are visitors even seeing the content you
have developed?
If not how can you better build content
into the candidate experience?
Desktop
Average Fold
50%
25%
Mobile
50%
25%

19. Click Data
Are clicks spread evenly or are
candidates all seeing the same
content?
Are visitors going where you
want them to?

20. Visitor Recordings
•Get insight to how your
candidates are using your site.
• Are they having trouble
finding what they are
looking for?
• Are the reading or simply
skimming content?

21. Quick Tips

22. How often should I be reviewing data?:
Unless you are constnatly updating you site or have just
launched new content – you don’t need to watch this every
day.
Data is about trends. Review at least monthly, and measure and
benchmark performance Quarterly. When launching a new site data should be
watched more closely upon initial launch.

23. Don’t be afraid explore and test
Get acclimated with analytics tools. Once set up, test
different scnearios. Click to expand all the data points
added.
Remember you are working with data captured not the
actual site code so there is no risk of breaking anything.

24. Inform Your Content Strategy
Use analytics to prioritize new site content development and/or determine
areas of content that could further differentiate your company:
Sample Data Points:
•Most frequently used job category criteria
•Page Content Engagment – example – “Benefits” gets a large # of clicks but current
content doesn’t differentiate and length on page is short

25. Optimizing: A/B Testing
Looking to improve performance?
Consider using analytics as a way to test
multiple versions of a page.
•Does one job description style convert a a higher
level?
•Do candidates prefer long text or a short
infograhic style?

26. Where can I learn more?
Helpful Resources

27. Google Analytics Academy
https://analyticsacademy.withgoogle.com/
General Assembly Courses
https://generalassemb.ly/
Hotjar Blog:
https://www.hotjar.com/blog
Resources for further education

28. Questions

29. Send us a note, share with us what you
found most surprising or valuable, or
schedule time for a conversation.
Pete Price
Experience Planner
206 505 7901
pete.price@jwt.com

30. Thank You