The Key Recruitment Metric You're Not Tracking: Source of Influence
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The Key Recruitment Metric You're Not Tracking: Source of Influence Kirsten Davidson, Head of Employer Brand at Glassdoor Elyse Mayer, Content Manager at SmashFly
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The Key Recruitment Metric You're Not Tracking: Source of Influence
- 1. © Glassdoor, Inc. 2016 The Key Metric You’re Not Tracking: ! Source of Influence!
- 2. © Glassdoor, Inc. 2016 Featured Speakers! Elyse Mayer! Content Manager at SmashFly Technologies! @ElyseSchmidt! Kirsten Davidson! Head of Employer Brand at Glassdoor! @GDforEmployers!
- 3. © Glassdoor, Inc. 2016 #RecruitingMetrics!
- 4. © Glassdoor, Inc. 2016 agenda! what is source of influence ! why it matters to your organization! how to track and use it to inform your recruiting strategy! Q&A!
- 5. © Glassdoor, Inc. 2016
- 6. © Glassdoor, Inc. 2016 Source of Hire vs. Source of influence ! • Source of Hire: the last source a candidate used before applying! • Source of Influence: all the sources a candidate interacts with from from attraction to application!
- 7. © Glassdoor, Inc. 2016
- 8. © Glassdoor, Inc. 2016 Content marketing ! (including blogs)! Employee stories! Employer brand videos! Newsletter! Press outreach! Social media ! outreach ! SEO and PPC ! Retargeting! Email lead nurturing! Job boards! Profile pages on ! employment sites! Career sites! Talent networks! Referrals! Reviews!
- 9. © Glassdoor, Inc. 2016 agenda! what is source of influence! why it matters to your organization! how to track and use it to inform your recruiting strategy! Q&A!
- 10. © Glassdoor, Inc. 2016
- 11. © Glassdoor, Inc. 2016 Inavero, 2015
- 12. © Glassdoor, Inc. 2016 Recruitment marketing and source of influence go hand-in-hand.! • Proactively nurture candidates across multiple channels! • Attract and influence candidates to apply ! • Figure out the channels that work best! 1
- 13. © Glassdoor, Inc. 2016 The candidate journey starts long before they apply.! • Touchpoints influence candidates in different ways, and to take different actions! 2
- 14. © Glassdoor, Inc. 2016 Certain channels are meant to influence and nurture, not convert.! • Tells you what attracted candidates to apply, so you can better allocate ! budget and resources! 3
- 15. © Glassdoor, Inc. 2016 Source of influence tracking reveals candidate ! motivations and behaviors.! • Eliminate guesswork and prove what works! • Back up your case for investing in tools and resources! • Get insight into specific candidate journeys! • Create targeted candidate personas to drive overall strategy and future campaigns! 4
- 16. © Glassdoor, Inc. 2016 Source of influence data! brightens the black hole of what happens! before a candidate clicks apply.!
- 17. © Glassdoor, Inc. 2016 agenda! what is source of influence! why it matters to your organization! how to track and use it to inform your recruiting strategy! Q&A!
- 18. © Glassdoor, Inc. 2016
- 19. © Glassdoor, Inc. 2016 vs. Rely on candidate ! self-selection! Use source codes! Use Recruitment Marketing Platforms! Complete integration with ATS!
- 20. © Glassdoor, Inc. 2016 How many visitors come to your career site, from which social networks or job boards, on a mobile device or desktop, and what content they engage with before applying?! How your latest college recruiting campaign performed in terms of email opens and click-throughs, how many of them joined your talent network, and how many converted into applicants from your pipelines?! How many sources a candidate interacts with before they apply?!
- 21. © Glassdoor, Inc. 2016
- 22. © Glassdoor, Inc. 2016 Determine: • What was their first point of attraction? ! • How many sources of influence did they touch before they applied? ! • How long did it take them to eventually apply? ! • Were they part of your talent network? !
- 23. © Glassdoor, Inc. 2016 Determine: • How many qualified candidates are coming in through ! which source? ! • How do engineering candidates differ in their touchpoints ! than finance candidates?! • How did specific email messaging drive conversion? !
- 24. © Glassdoor, Inc. 2016 Utilizing your Recruitment Marketing Platform: • Filter and sort leads in your pipeline based on specific activity! • Target certain leads to source when certain reqs open!
- 25. © Glassdoor, Inc. 2016 More engagement with potential applicants by changing social strategy ! to military recruiting and allocating more posts to a different audience.!
- 26. © Glassdoor, Inc. 2016 “ When candidates come in the door, they already know about our organization’s culture and values. We hire people who are more concerned with being a part of a company that is growing and providing a career opportunity than those just interested in landing their next ‘job’ or getting their next paycheck. Glassdoor gives them a transparent look at what we’re doing at WilsonHCG, which is to build around our people.! John Wilson, CEO! Glassdoor Case Study
- 27. © Glassdoor, Inc. 2016 Key Takeaways! • Sources of influence are your recruitment marketing channels. ! • To improve the candidate journey, you have to understand and track it first. ! • Source of hire is only one data point; source of influence is the full picture. ! • Source of influence metrics will help you identify what’s working and what’s not across channels and campaigns. !
- 28. © Glassdoor, Inc. 2016