We bring brands and people together
1
DATA,TRACKINGAND
2
Craig Barnett
Client Partner- Future Talent
Bernard Hodes Group
Ashley Hever
UK Talent Acquisition Manager
Enterprise Re...
►
►
►
►
►
►
►
►
►
►
►
Not everything
that counts can
be counted, and
not everything
that can be
counted, counts.
Which goals have you set yourself in
your graduate recruitment activity?
Which goals you wish you were able to
track and m...
7
Online Advertising
• Improve CTR: conversion rate view / click
Website
• Decrease bounce rate
• Increase pages viewed / ...
• Business objective
• Goal
• KPI
• Target
MEASUREMENT
FRAMEWORK
9
Example 1
• Business objective: recruit new employees
• Goal: reduce cost per hire
• KPI: no. of applications by source ...
10
Example 4
• Business objective: target key universities
with campus activity
• Goal: increase applications from key
uni...
11
FOCUS
SINGLE
Which data sources do you use?
Which sources you wish you could
use?
13
• Display advertising adserving systems:
Doubleclick, Sizmek
• Job boards
• Job posting systems: Broadbean,
Smartpost
•...
14
HR team
ATS
Campus
PR
Careers
Fair
Google
Talk
Intranet
OOH
Career
s Site
JOURNEYS
BROKENDATA
Aggre
gators
website
Soci...
Which metrics are you tracking?
Which metrics you wish you tracked?
16
Online Advertising
• Impressions
• Clicks
• CTR: conversion rate view / click
Website
• Visits
• Bounce rate
• Pages vi...
17
How are you capturing data on campus?
• Number of different 3rd party providers in
the market place that offer data cap...
18
Vanity URLs
• Use vanity URLs and redirects tagged
with Google Analytics campaign tags to
record visits from offline ad...
19
Near Field Communication (NFC)
• Allows the user to interact immediately
with offline materials through their
smartphon...
20
Media plans
• Media is tracked in different ways- don’t
rely solely on data provided by media
partners but use your own...
21
Metrics
• Impressions
• CTR (click through rate)
• Conversions
Most popular ad sizes
• 336 x 280 (MPU)
• 300 x 250 (MPU...
22
Programmatic buying and retargeting
• Don’t buy audiences, buy context and
intention such as looking for a job or an
in...
23
Metrics
If advertising multiple roles or programmes,
segment your campaign into relevant
audiences with separate keyphr...
25
Metrics
Conversion rates should be calculated
between the following email-specific
metrics:
• Sent
• Delivered
• Opened...
26
Data framework
We collect the following data:
• First Name (free text)
• Last name (free text)
• Email address (free te...
27
TOPSECTION
28
MIDSECTION
29
BOTTOMSECTION
30
ANDSEO
SOCIALMEDIA
31
ANDSEO
SOCIALMEDIA
32
03
Track:
• Total
engagements
• Clicks
• Conversions
Tip:
Use Buffer, own bit.ly
account and Topsy
for accurate
analyti...
33
Paid Advertising
• 7.8% of site traffic
• 29.7% go on to search for a job
Social media
• 6% of site traffic
• 5.2% go o...
34
CONVERSIONS
INCREASING
35
Jobs integrated into website
• Track clear goals:
o Job search
o Click to apply (desktop)
o Mail to apply (mobile)
o Re...
36
Content-based websites
• Content opportunities to track: tabs,
concertinas, carousels, quizzes, career
selection tools
...
37
Benefits
High Flyers report mentioned students
wanted to know more about salaries. Just
over 3% of visitors to the site...
38
Mobile
• Global mobile usage is now at 25%
• Career sites we manage approaching
35% to 40%
• Users expect to do the sam...
39
TRACKINGSYSTEMS
APPLICANT
Pre submitted
candidates
In process-
initial stages
In process-
final stages
• Email prompts
...
41
DATAJOURNEYS
BROKEN
Your
Careers
Website
ATS
Pay per click
Listings
Emails
Display Ads
Job Posting tools
SEO
Corporate ...
42
DATAJOURNEY
SEAMLESS
Your
Careers
Website
Listings
Display
GA Campaign tags
GA
tracking
code
Apply Button
Emails
Corp l...
Improve
everything
by 1%
45
Email segmentation:
http://mailchimp.com/resources/research/ef
fects-of-list-segmentation-on-email-
marketing-stats/
Mo...
Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass
Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass
Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass
Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass
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Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass

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  • Ban the word ‘interesting’
  • Data rich / information poor
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  • Aggregation of marginal gains
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  • Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass

    1. 1. We bring brands and people together 1 DATA,TRACKINGAND
    2. 2. 2 Craig Barnett Client Partner- Future Talent Bernard Hodes Group Ashley Hever UK Talent Acquisition Manager Enterprise Rent-A-Car Steven Lo Presti Digital Campaign Manager Bernard Hodes Group Twitter: @stevenlopresti Twitter: @gradu8recruiter Twitter: @cdbarnett84 Follow Hodes on Twittter @hodes_uk
    3. 3. ► ► ► ► ► ► ► ► ► ► ►
    4. 4. Not everything that counts can be counted, and not everything that can be counted, counts.
    5. 5. Which goals have you set yourself in your graduate recruitment activity? Which goals you wish you were able to track and measure?
    6. 6. 7 Online Advertising • Improve CTR: conversion rate view / click Website • 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 / application Offline advertising • Increase number of registrations • Increase number of applications from registrations Candidates • 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 YOUCOULD BETRACKING THEGOALS
    7. 7. • Business objective • Goal • KPI • Target MEASUREMENT FRAMEWORK
    8. 8. 9 Example 1 • 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 Example 2 • 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 and hires • Target: improve current conversion rate Example 3 • 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. FRAMEWORK MEASUREMENT
    9. 9. 10 Example 4 • Business objective: target key universities with campus activity • Goal: increase applications from key universities • KPI: number of applications from email addresses that match registrations from campus activity • Target: increase the number of applications compared to current levels Example 5 • Business objective: create new advertising campaign • Goal: identify best performing headline • KPI: CTR between different ads - impressions / number of visits to the website • Target: above industry average CTR FRAMEWORK MEASUREMENT
    10. 10. 11 FOCUS SINGLE
    11. 11. Which data sources do you use? Which sources you wish you could use?
    12. 12. 13 • Display advertising adserving systems: Doubleclick, Sizmek • Job boards • Job posting systems: Broadbean, Smartpost • Aggregators: Indeed • PPC providers: Google, Linkedin, Facebook • Social media channels: Linkedin, Twitter, Facebook • Social media posting tools: Buffer, Hootsuite • Your website: Google Analytics, Adobe • Talent pools: Avature • Internal / external employee referral systems • Alumni tools • Event /email registration tools: Rate My Placement, Graduate Promotions • Applicant Tracking Systems SOURCES DATA
    13. 13. 14 HR team ATS Campus PR Careers Fair Google Talk Intranet OOH Career s Site JOURNEYS BROKENDATA Aggre gators website Social Media
    14. 14. Which metrics are you tracking? Which metrics you wish you tracked?
    15. 15. 16 Online Advertising • Impressions • Clicks • CTR: conversion rate view / click Website • Visits • Bounce rate • Pages viewed • Time on site • Tool engagement • Job search • Click to apply • Mail to apply • Relevance: conversion rate visit / application On Campus • Registrations Candidates • Demographic details • University / Degree / Subject • Applications • Hires • Time to hire • Quality: conversion rate application / hire METRICS
    16. 16. 17 How are you capturing data on campus? • Number of different 3rd party providers in the market place that offer data capture facility • When capturing data, need to think about your data framework. How is the data going to be useful once captured? Benchmark Data Framework- could include • First Name • Last Name • Gender • University • Course • 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 ADVERTISING CAMPUS
    17. 17. 18 Vanity URLs • 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 • 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. ADVERTISING OFFLINE
    18. 18. 19 Near Field Communication (NFC) • Allows the user to interact immediately with offline materials through their smartphone device • 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. ADVERTISING OFFLINE
    19. 19. 20 Media plans • 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 media used. • 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 • Generalists • Graduate-specific • Graduate sector-specific Benchmarks • View to click: 8% to 15% • Visit to application: 20% to 30% • Application to hire: 2% to 4% ADVERTISING JOBBOARD
    20. 20. 21 Metrics • Impressions • CTR (click through rate) • Conversions Most popular ad sizes • 336 x 280 (MPU) • 300 x 250 (MPU) • 728 x 90 (Leaderboard) • 160 x 600 (Wide Skyscraper) Assisted conversions • 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. Benchmark • By country, vertical and ad size/format: http://www.richmediagallery.com/resources/ benchmarks/ ADVERTISING DISPLAY
    21. 21. 22 Programmatic buying and retargeting • Don’t buy audiences, buy context and intention such as looking for a job or an internship. • 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 Social Display • Create custom audiences on Facebook and Twitter using ATS application (or part- application) data. Merge data • Use other sources of data such as busiest days of the week for applications • Retarget just to optimise likelyhood of application. Awareness not traffic • When it comes to display advertising awareness is the winner that takes it all. ADVERTISING DISPLAY
    22. 22. 23 Metrics 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. MARKETING SEARCHENGINE
    23. 23. 25 Metrics Conversion rates should be calculated between the following email-specific metrics: • Sent • Delivered • Opened • Clicked Data framework • 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 your audience. Personalisation • Personalisation is the name of the game: personalise message / content of your emails according to each segment: o Name o Reason for contact o Location o First year / second year etc. Results • Segmented emails with personalised content perform better: o 18% more opens o 21.9% more clicks MARKETING EMAIL
    24. 24. 26 Data framework We collect the following data: • First Name (free text) • Last name (free text) • Email address (free text) • University (pre-populated drop-down menu) • Year of graduation (pre-populated drop- down menu) • Ideal job location (free text) Personalisation 24 separate emails are sent each mailout: • 12 areas of the UK • 2 job types: graduate and internships Results Open rate: 37.4% Click rate: 19% Benchmark Open rate: 20.77% Click rate: 3.17% CASESTUDY ENTERPRISE
    25. 25. 27 TOPSECTION
    26. 26. 28 MIDSECTION
    27. 27. 29 BOTTOMSECTION
    28. 28. 30 ANDSEO SOCIALMEDIA
    29. 29. 31 ANDSEO SOCIALMEDIA
    30. 30. 32 03 Track: • Total engagements • Clicks • Conversions Tip: Use Buffer, own bit.ly account and Topsy for accurate analytics. 01 Track: • Viral reach of posts: views in newsfeed / views in page • Clicks • Conversions Tip: Use bit.ly for URL and campaign tags together. 02 Track: • Shares / likes by post • Clicks • Conversions Tip: Don’t forget to add campaign tags to the URLs you are sharing.
    31. 31. 33 Paid Advertising • 7.8% of site traffic • 29.7% go on to search for a job Social media • 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 of 18.1% • Overall application to hire conversion increase of 36% CASESTUDY ENTERPRISE
    32. 32. 34 CONVERSIONS INCREASING
    33. 33. 35 Jobs integrated into website • Track clear goals: o Job search o Click to apply (desktop) o Mail to apply (mobile) o Register • 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. WEBSITE YOUR
    34. 34. 36 Content-based websites • Content opportunities to track: tabs, concertinas, carousels, quizzes, career selection tools • Track specific content interactions, if not available, design them in to test. • Gender and interests • Carousel: 3.8% • Concertina: 3.3% • Tabs: 1.8% WEBSITE YOUR
    35. 35. 37 Benefits 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% CASESTUDY ENTERPRISE
    36. 36. 38 Mobile • 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. DESKTOP MOBILEAND
    37. 37. 39 TRACKINGSYSTEMS APPLICANT Pre submitted candidates In process- initial stages In process- final stages • Email prompts • Invite to large events • Phone call prompts • Hints and tips for interviews • Invite to ‘intimate’ events Hotterprospect • Hints and tips for online tests • Invite to larger events
    38. 38. 41 DATAJOURNEYS BROKEN Your Careers Website ATS Pay per click Listings Emails Display Ads Job Posting tools SEO Corporate links Corporate links Aggregators ATS Talent Pool
    39. 39. 42 DATAJOURNEY SEAMLESS Your Careers Website Listings Display GA Campaign tags GA tracking code Apply Button Emails Corp links SEO Aggregators Broadbean Adserving Pay per click Adserver pixel GA tracking code GA tracking code Adserver pixel ATS source referral code Talent Pool Portal GA tracking code Adserver pixel Talent Pool referral code ATS GA tracking code Adserver pixel
    40. 40. Improve everything by 1%
    41. 41. 45 Email segmentation: http://mailchimp.com/resources/research/ef fects-of-list-segmentation-on-email- marketing-stats/ Most popular ad sizes: http://static.googleusercontent.com/media/ www.google.co.tz/sw/tz/doubleclick/pdfs/dis play-business-trends-publisher-edition.pdf Email open and click rates: http://mailchimp.com/resources/research/e mail-marketing-benchmarks/ SOURCES

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