Tracking and Analytics for Recruitment - A measurement framework


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Tracking and Analytics for Recruitment - A measurement framework

  1. 1. TRACKING AND 1
  2. 2. WELCOMETO HODESSteven Lo PrestiDigital Campaign ManagerGoogle Analytics CertifiedTwitter: @stevenloprestiLinkedIn: 2
  3. 3. WHAT WILL WEBE TALKINGABOUT 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. 3
  4. 4. Not everything thatcounts can becounted, and noteverything that canbe counted, counts. 4
  5. 5. MEASUREMENTFRAMEWORK• Business Objective: Recruit employees• Goal: reduce cost per hire• KPI: no. of applications by source/medium/cost• Target: £X saving per hire 5
  6. 6. ADVERTISINGEFFECTIVENESS• 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 6
  7. 7. A large numberof visitors or ahigh CTRdoesn’t equateto applications. 7
  8. 8. ADVERTISINGEFFECTIVENESSTIPS• 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? 8
  9. 9. ADVERTISINGEFFECTIVENESSOPTIMISATION• 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. 9
  10. 10. WEBSITEEFFECTIVENESS• 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 10
  12. 12. WHAT CAN BE TRACKED 12
  13. 13. MEASUREMENTFRAMEWORKGOOGLE• 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. 13
  14. 14. MEASUREMENTFRAMEWORKEYEBLASTER• 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. 14
  15. 15. 01 _medium=listing&utm_campaign=campaign_naCAMPAIGN TAGS meTrack jobseekerengagement with thecareer website by usingcampaign tags. utm_source=job_boardWhat does a campaign tag utm_medium=listinglook like? utm_campaign=campaign_name (utm_content=premium) 15
  16. 16. 02 points to:OFFLINE INVENTORY visits by using tm_medium=redirect&utm_campaign=financustom URLs. cial_management_2011 utm_source=fmcareers utm_medium=redirect utm_campaign=financial_management_2011 16
  17. 17. 03 points to:SOCIAL MEDIA visits by using medium=tweet&utm_campaign=social_mecampaign tags when diashortening URLs or postingcontent on social channels. utm_source=twitter utm_medium=tweet utm_campaign=social_media 17
  18. 18. 01 02 03Track: Track: Track:• Retweets by post • Shares / likes by • Viral reach of posts• Clicks post • Clicks• Conversions • Clicks • Conversions • ConversionsTip: Tip: Tip:Use Buffer and own Don’t forget to add Use to wrap account for campaign tags to the URL and campaignaccurate analytics. URLs you are sharing. tags together. 18
  19. 19. 04Track:• Where plays are generated• Keywords used• Average view durationTip:Use custom URLs todrive traffic. 19
  20. 20. LET’S RECAP• Set your goals.• Track the jobseeker journey.• Measure the performance of your advertising campaign/website/ATS against your goals. 20
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