Tracking and Optimisation Breakfast Seminar - Presentation


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Did you know that you can follow your applicant’s journey from their first click on a job listing, banner or tweet to the moment they’re hired? This presentation will introduce a few tracking and optimisation strategies which will help improve your ROI.

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Tracking and Optimisation Breakfast Seminar - Presentation

  1. 1. Hello from Hodes. <br />Steven Lo Presti<br />Digital Campaign Manager <br /> Google Analytics Certified<br /> Twitter: stevenlopresti<br /> LinkedIn:<br />1<br />
  2. 2.<br />This is what we will be talking about today: <br /><ul><li>The importance of setting yourselves goals.
  3. 3. How to measure your advertising campaigns, website and ATS and what to look for in your reports.
  4. 4. How the jobseeker’s journey will help you understand what you can track and measure.
  5. 5. Tracking tools and techniques that will help you achieve your goals.</li></ul>2<br />
  6. 6. Think of what you really want to achieve.<br />Not everything that counts can be counted, and not everything that can be counted, counts.<br />3<br />
  7. 7. Plan to fail, fail to plan: Set up a framework with goals.<br />Set up a Measurement Framework:<br /><ul><li>Business Objective: Recruit employees
  8. 8. Goal: reduce cost per hire
  9. 9. KPI: no. of applications by source/medium/cost
  10. 10. Target: £££</li></ul>4<br />
  11. 11. What you can measure: the three data streams.<br />5<br />
  12. 12. What to measure in an advertising campaign.<br />Advertising effectiveness:<br /><ul><li>Display inventory (banners/buttons): Impressions vs. Clicks = CTR
  13. 13. URL-based inventory (listings/profiles): no. of clicks
  14. 14. Emails: sent/received/clicks.
  15. 15. Facebook/Google Pay Per Click (PPC): Impressions vs. Clicks = CTR
  16. 16. Social Media: tweets/Facebook posts/LinkedIn group activity (etc.).
  17. 17. Other, such as brand engagement (not for today).</li></ul>6<br />
  18. 18. What to look for from your website statistics.<br /><ul><li>How does your website perform:
  19. 19. Site engagement: page views/time on site.
  20. 20. Brand interaction: is content shared on SM/are on-site tools used.
  21. 21. Content consumption: are videos played/key pages viewed/ documents downloaded.
  22. 22. Searched for a job, clicked apply?</li></ul>7<br />
  23. 23. Warning: some media work better than others.<br />8<br /><ul><li> 30 online and 1 offline touchpoints
  24. 24. Online: 56% of visits
  25. 25. Offline : 31% of total visits
  26. 26. Not all media drive active jobseekers:
  27. 27. Track offline media – it might be more successful than you think.
  28. 28. Track Social Media – it might be less successful than you think.
  29. 29. Tracking the source of visitors used to arrive at your website will identify the media driving the most active jobseekers.</li></ul>Best performing website generated NO leads.<br />A large number of visitors or a high CTR doesn’t equate to applications.<br />
  30. 30. What you should expect your ATS to do.<br />Measure your ATS’ performance:<br /><ul><li>Drop-off rates: where do Applicants drop out of the application process?
  31. 31. Rejection rates/ hire rates.
  32. 32. Can it accept third party source referral parameters?</li></ul>9<br />
  33. 33. Warning: not all collateral (medium) works.<br /><ul><li>Not all mediums are created equal, or work perfectly straight out of the box:
  34. 34. In what format are emails sent?
  35. 35. How easy is it to find your profile page?
  36. 36. Where are your banners displayed?
  37. 37. Which keywords (Google) or interests (Facebook) are used to reach your target audience?
  38. 38. Which Social media channels are you using?</li></ul>10<br /><ul><li>Emails are one of the most successful traffic drivers.
  39. 39. On average, HTML emails achieve 8 times better CTR.</li></ul>Integrating Facebook advertising requires preparation.<br />
  40. 40. Optimise to get the best out of your campaigns<br /><ul><li>Benchmark, test, optimise - rinse, repeat!
  41. 41. Constantly optimise emails over the life of a campaign.
  42. 42. Test and automatically optimise your creative.</li></ul>11<br />Adding an ‘Apply’ button to emails DOUBLES your CTR.<br />By automating ad-serving we can show only the best creative.<br />
  43. 43. Map the journey the jobseeker will take.<br /><ul><li>This is a typical journey that a jobseeker will take:</li></ul>12<br />
  44. 44. Use Analytics campaign tags to track the journey.<br />Implement Google Analytics Campaign tags:<br /><ul><li>Segment traffic within Analytics reports (your website) by media and inventory used (listing, email, display etc.).
  45. 45. Track and measure visitor activity on your website by source/medium.</li></ul>13<br />
  46. 46. How to set up an Analytics campaign tag.<br /><ul><li>What does a campaign tag look like:</li></ul><br /><ul><li>utm_source=job_board
  47. 47. utm_medium=listing
  48. 48. utm_campaign=campaign_name</li></ul>14<br />
  49. 49. Understand what you can track, and what you cannot.<br /><ul><li>Track Apply button use on your website:
  50. 50. Add ‘intention to apply’ metric to Analytics reports (apply button clicks), segmented by source and medium used.</li></ul>15<br />
  51. 51. By using the right tools we can go further.<br /><ul><li>Track from the moment a jobseeker clicks on a tweet, banner or listing, to the moment they apply:</li></ul>16<br />
  52. 52. All the way to hire.<br />17<br />
  53. 53. One solution for multiple scenarios.<br />Website/ATS integration using analytics.<br />Social Media campaign management.<br /> Social Media monitoring.<br />Campaign website launch and management.<br />18<br />
  54. 54.<br />What we can track and measure doesn’t stop here: think about level and quality of hire.<br />Set your goals.<br />Track the jobseeker journey.<br />Measure the performance of your advertising campaign/website/ATS against your goals.<br />19<br />