Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass
We bring brands and people together
Client Partner- Future Talent
Bernard Hodes Group
UK Talent Acquisition Manager
Steven Lo Presti
Digital Campaign Manager
Bernard Hodes Group
Twitter: @stevenlopresti Twitter: @gradu8recruiter Twitter: @cdbarnett84
Follow Hodes on Twittter @hodes_uk
that counts can
be counted, and
that can be
Which goals have you set yourself in
your graduate recruitment activity?
Which goals you wish you were able to
track and measure?
• Improve CTR: conversion rate view / click
• Decrease bounce rate
• Increase pages viewed / time on site
• Increase engagement with specific
content (i.e. quiz, blog etc.)
• Increase number of job searches
• Increase clicks to apply
• Increase mail to apply
• Relevance: improve conversion rate visit /
• Increase number of registrations
• Increase number of applications from
• Increase applications
• Increase gender-specific applications
• Increase hires
• Decrease time to hire
• Improve quality of hires: decrease
conversion rate between visits and
applications, increase conversion rate
between application / hire
• Business objective: recruit new employees
• Goal: reduce cost per hire
• KPI: no. of applications by source and
medium / cost
• Target: meet specific cost per hire target
• Business objective: recruit new employees
• Goal: improve quality of applicants attracted.
It’s not all about the money,money,money.
• KPI: conversion rate between applications
• Target: improve current conversion rate
• Business objective: create new website
• Goal: improve quality of applicants by
using content on a careers website
• KPIs: conversion rate between visits
received and applications. Conversion
rate between applications and hires.
• Target: decrease conversion rate
between visits received and applications.
Increase conversion rate between
applications and hires.
• Business objective: target key universities
with campus activity
• Goal: increase applications from key
• KPI: number of applications from email
addresses that match registrations from
• Target: increase the number of
applications compared to current levels
• Business objective: create new
• Goal: identify best performing headline
• KPI: CTR between different ads -
impressions / number of visits to the
• Target: above industry average CTR
Which data sources do you use?
Which sources you wish you could
• Display advertising adserving systems:
• Job boards
• Job posting systems: Broadbean,
• Aggregators: Indeed
• PPC providers: Google, Linkedin,
• Social media channels: Linkedin, Twitter,
• Social media posting tools: Buffer,
• Your website: Google Analytics, Adobe
• Talent pools: Avature
• Internal / external employee referral
• Alumni tools
• Event /email registration tools: Rate My
Placement, Graduate Promotions
• Applicant Tracking Systems
Which metrics are you tracking?
Which metrics you wish you tracked?
• CTR: conversion rate view / click
• Bounce rate
• Pages viewed
• Time on site
• Tool engagement
• Job search
• Click to apply
• Mail to apply
• Relevance: conversion rate visit / application
• Demographic details
• University / Degree / Subject
• Time to hire
• Quality: conversion rate application / hire
How are you capturing data on campus?
• Number of different 3rd party providers in
the market place that offer data capture
• When capturing data, need to think about
your data framework. How is the data
going to be useful once captured?
Data Framework- could include
• First Name
• Last Name
• Email address
• Twitter Handle
• Contact Number
• Year of graduation
• Area would like to work
• Hometown location
• Area(s) of business would like to work in
• Use vanity URLs and redirects tagged
with Google Analytics campaign tags to
record visits from offline advertising.
• Vanity URLs can also be used on social
media, such as Facebook posts.
• QR codes work well when used on assets
that are easily accessible and where
internet connection is present.
• Use Delivr to create and track QR code
usage. This lets you change where code
points to as well as shorten the URL,
which results in smaller codes.
Near Field Communication (NFC)
• Allows the user to interact immediately
with offline materials through their
• The candidates touches the NFC icon
over the poster and then content can be
brought to life on the users phone.
• Great way to bring to life people imagery
featured on poster campaigns with
immediate video content.
• Use it combined with QR codes and you’ll
have two for the price of one.
• Media is tracked in different ways- don’t
rely solely on data provided by media
partners but use your own tool which will
be the common denominator between all
• Don’t limit yourself to sources, but also
track inventory, including different formats
of the same inventory.
• Purchase similar inventory on all the sites
you are using to help you compare easily.
• Simplify plans: choose only inventory that
has worked in the past.
• Annotate on your analytics tool the start
and stop of specific activity, including
email send dates.
Group relevant job boards
• Graduate sector-specific
• View to click: 8% to 15%
• Visit to application: 20% to 30%
• Application to hire: 2% to 4%
• CTR (click through rate)
Most popular ad sizes
• 336 x 280 (MPU)
• 300 x 250 (MPU)
• 728 x 90 (Leaderboard)
• 160 x 600 (Wide Skyscraper)
• With CTRs of less than 0.1% display
advertising won’t drive traffic. Track
impressions (via adserver) and assisted
conversions to show how impressions
were shown to right target audience.
• By country, vertical and ad size/format:
Programmatic buying and retargeting
• Don’t buy audiences, buy context and
intention such as looking for a job or an
• Segment visitors to your website
according to content viewed. Show ads
based on that content.
• Show ads to users at a particular stage in
the application process, using cookies
placed on ATS
• Create custom audiences on Facebook
and Twitter using ATS application (or part-
• Use other sources of data such as
busiest days of the week for applications
• Retarget just to optimise likelyhood of
Awareness not traffic
• When it comes to display advertising
awareness is the winner that takes it all.
If advertising multiple roles or programmes,
segment your campaign into relevant
audiences with separate keyphrases,
adverts and landing pages.
• CTR: measures the rate between clicks
and impressions. Tells you how your ads,
keyword and copy are performing.
• Conversions rate: how many of those
visitors convert against your goals.
• Cost per conversion: because of the
nature of the bidding system, cost should
be closely tracked as can fluctuate.
Conversion rates should be calculated
between the following email-specific
• Plan ahead: collect only the data you’re
going to use. Don’t ask for too much data.
• Use the data you’ve collected to segment
• Personalisation is the name of the game:
personalise message / content of your
emails according to each segment:
o Reason for contact
o First year / second year etc.
• Segmented emails with personalised
content perform better:
o 18% more opens
o 21.9% more clicks
We collect the following data:
• First Name (free text)
• Last name (free text)
• Email address (free text)
• University (pre-populated drop-down
• Year of graduation (pre-populated drop-
• Ideal job location (free text)
24 separate emails are sent each mailout:
• 12 areas of the UK
• 2 job types: graduate and internships
Open rate: 37.4%
Click rate: 19%
Open rate: 20.77%
Click rate: 3.17%
Use Buffer, own bit.ly
account and Topsy
• Viral reach of
posts: views in
newsfeed / views
Use bit.ly for URL
and campaign tags
• Shares / likes by
Don’t forget to add
campaign tags to the
URLs you are
• 7.8% of site traffic
• 29.7% go on to search for a job
• 6% of site traffic
• 5.2% go on to search for a job
SEO (Blog + Jobs)
• 138% increase in visits from Google
• 8.2% of site traffic
• 3.7% go on to search for a job
Applications and hires
• Visits to applications conversion decrease
• Overall application to hire conversion
increase of 36%
Jobs integrated into website
• Track clear goals:
o Job search
o Click to apply (desktop)
o Mail to apply (mobile)
• In the absence of tracking through to ATS,
this is the best metric to use.
• The hidden data behind job searches:
track keywords that people use such as
Fernando, but don’t return results.
• Content opportunities to track: tabs,
concertinas, carousels, quizzes, career
• Track specific content interactions, if not
available, design them in to test.
• Gender and interests
• Carousel: 3.8%
• Concertina: 3.3%
• Tabs: 1.8%
High Flyers report mentioned students
wanted to know more about salaries. Just
over 3% of visitors to the site visit the
‘Benefits’ page, but nearly everyone
interacts with the content on the page.
• View page: 3.10%
• Concertina clicks: 2.89%
• Global mobile usage is now at 25%
• Career sites we manage approaching
35% to 40%
• Users expect to do the same thing on
mobile as they do on desktop
• Give users a clear alternative when
browsing for jobs.
• As many people search for jobs on
desktop as they do on mobile.
• Half of people on mobile click on apply.
• Email prompts
• Invite to large events
• Phone call prompts
• Hints and tips for interviews
• Invite to ‘intimate’ events
• Hints and tips for online tests
• Invite to larger events
Pay per click
Job Posting tools
GA Campaign tags
Pay per click
pixel GA tracking code
Most popular ad sizes:
Email open and click rates: