The document discusses tracking and measuring the effectiveness of advertising campaigns, websites, and applicant tracking systems (ATS) for recruitment. It recommends setting goals and key performance indicators (KPIs) and mapping the jobseeker journey to understand what can be tracked. Measurement tools like Google Analytics, campaign tags, and custom URLs are suggested to track metrics like clicks, applications, and cost per hire from different advertising mediums and stages of the candidate journey. Regular testing, optimization, and repeating the process is emphasized.

1. TRACKING AND
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2. WELCOME
TO HODES
Steven Lo Presti
Digital Campaign Manager
Google Analytics Certified
Twitter: @stevenlopresti
LinkedIn: http://www.linkedin.com/in/stevenlopresti
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3. WHAT WILL WE
BE TALKING
ABOUT TODAY
• The importance of setting yourselves goals.
• How to measure your advertising
campaigns, website and ATS and what to
look for in your reports.
• How the jobseeker’s journey will help you
understand what you can track and
measure.
• Tracking tools and techniques that will help
you achieve your goals.
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4. Not everything that
counts can be
counted, and not
everything that can
be counted, counts.
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5. MEASUREMENT
FRAMEWORK
• Business Objective: Recruit employees
• Goal: reduce cost per hire
• KPI: no. of applications by source/medium/cost
• Target: £X saving per hire
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6. ADVERTISING
EFFECTIVENESS
• Display inventory (banners/buttons): impressions vs. Clicks = CTR
• URL-based inventory (listings): no. of clicks
• Emails: sent/opened vs. Clicks = CTR
• Linkedin/Facebook/Google Pay Per Click (PPC): impressions vs. Clicks = CTR
• Social Media: visits received
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7. A large number
of visitors or a
high CTR
doesn’t equate
to applications.
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8. ADVERTISING
EFFECTIVENESS
TIPS
• In what format are emails sent?
• How easy is it to find your profile page?
• What job titles are you using?
• Where are your banners displayed?
• Which keywords (Google), interests (Facebook) or audience parameters (Linkedin) are used to
reach your target audience?
• Is your Google advertising provider linked with your Google Analytics?
• Which Social Media channels are you using?
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9. ADVERTISING
EFFECTIVENESS
OPTIMISATION
• Benchmark, test, optimise - rinse, repeat!
• Constantly optimise emails over the life of a campaign.
• Interests and keywords used change over time.
• Test and automatically optimise your creative.
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10. WEBSITE
EFFECTIVENESS
• Site engagement: page views/time on site.
• Brand interaction: is content shared on SM
are on-site tools used (career mapping/selection)
• Content: are videos played/key pages viewed/documents downloaded.
• Conversion: searched for a job
clicked apply
registered for email alert
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11. MAP THE JOURNEY
THE JOBSEEKER
WILL TAKE
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12. WHAT CAN BE TRACKED
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13. MEASUREMENT
FRAMEWORK
GOOGLE
• Add Google Analytics to your site
• Start using campaign tags on all your traffic
• Set goals on your apply button, although
these can be set up on virtually any part of
your website.
• Segment your traffic by source, medium.
• Track and measure visitor activity against
segments.
• Measure performance against your goals.
• Start moving beyond the last click and
measure assisted conversions.
• Test, optimise and repeat.
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14. MEASUREMENT
FRAMEWORK
EYEBLASTER
• Use Eyeblaster to display advertising
inventory.
• Track engagement with creative.
• Test and optimise creative in real time.
• Manage targeting and retargeting
advertising.
• Start moving beyond the last click and
measure assisted conversions through
impressions.
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15. 01 www.yoursite.com/?utm_source=job_board&utm
_medium=listing&utm_campaign=campaign_na
CAMPAIGN TAGS
me
Track jobseeker
engagement with the
career website by using
campaign tags. utm_source=job_board
What does a campaign tag utm_medium=listing
look like? utm_campaign=campaign_name
(utm_content=premium)
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16. 02
kpmg.co.uk/fmcareers points to:
OFFLINE INVENTORY
www.kpmg.com&utm_source=fmcareers&u
Track visits by using tm_medium=redirect&utm_campaign=finan
custom URLs. cial_management_2011
utm_source=fmcareers
utm_medium=redirect
utm_campaign=financial_management_2011
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17. 03
bit.ly/Gfsr4R5 points to:
SOCIAL MEDIA
www.kpmg.com&utm_source=twitter&utm_
Track visits by using medium=tweet&utm_campaign=social_me
campaign tags when dia
shortening URLs or posting
content on social channels. utm_source=twitter
utm_medium=tweet
utm_campaign=social_media
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18. 01 02 03
Track: Track: Track:
• Retweets by post • Shares / likes by • Viral reach of posts
• Clicks post • Clicks
• Conversions • Clicks • Conversions
• Conversions
Tip: Tip: Tip:
Use Buffer and own Don’t forget to add Use bit.ly to wrap your
bit.ly account for campaign tags to the URL and campaign
accurate analytics. URLs you are sharing. tags together.
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19. 04
Track:
• Where plays are
generated
• Keywords used
• Average view
duration
Tip:
Use custom URLs to
drive traffic.
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20. LET’S RECAP
• Set your goals.
• Track the jobseeker journey.
• Measure the performance of your
advertising campaign/website/ATS against
your goals.
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21. http://uk.linkedin.com/in/stevenlopresti
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