For many recruiters, successfully tracking the performance of their recruitment campaigns is a commercial imperative. But when it comes down to the practicalities of monitoring, analysing and reporting it can be a minefield.
The digital age has brought about a revolution in the amount and level of detail in the data that’s available to advertisers and website owners as every step of a candidate’s journey is visible and recorded. This is great news for analysts, but it can often prove bewildering to recruiters.
5. How do publishers measure themselves?
SIZE
Visitor
numbers
Register
users
Jobs
Carried
Applications’
(“Quality
Applications”)
6.
7. Visitor figures but no mention of bounce rate
CandidateS always directed back to site
Registration required to apply for jobs
Inflated
figures:
High numbers doesn’t always mean
engaged audience
Applications are really clicks on Apply buttons
Jobs carried boosted by free trials
8. How should we measure publishers?
Performance
Quality applications = offers or talent pooling
10. Why should we measure campaigns?
ACCOUNTABILITY
And refinement
Media
Agency
Resourcing
Manager
11.
12. Core Metrics
Metrics from
view to hire
Impressions
Clicks
Applications
(including
specifics)
Offers / Hires
CPC / CPA /
CPH
Reach &
Frequency
Creative
rotations
13. Putting ‘Big Data’ to good use
Complete
Campaign
Performance
Analysis &
Reporting
Media
Benchmarking
(CPA / CPH)
Response
modelling
14. Citi
Annual graduate campaign didn’t struggle for apps
Situation
Solution
& Results
reduction in volume required without
impacting quality
Gradual decrease in volume of applications
Programmes closed much early than previous years
15.
16. Putting ‘Big Data’ to good use
Contingency/
top-up planning
Response
modelling
Improved
media
negotiation
17. Royal Mail Graduates
Operations programme shortfall every year
Situation
Competitive time window for recruiting graduates
Focussed on improving the ratio of women
Ongoing optimisation of the campaign
Solution
& Results
Weekly reporting on Operations applications
Top up schedule designed based on live results
and ready for deployment immediately
18. Web Banners
THIS WILL BE THE MAKING OF US
THERE’S SO
MUCH I CAN
ACHIEVE HERE
Operations graduate
Graduate Campaign | Graduates 2012/13
19. Putting ‘Big Data’ to good use
Creative
testing
Sharing
inventory
(rotate by day,
week, time)
Reducing
future media
budgets
20. Boots Annual Media Strategy
Devolved media budgets owned by the line
Situation
Independent activity targeted same audiences
Year after year activity planned in a vacuum
21. 3 month trial campaigns which were tracked
UDP enabled accurate business reporting
campaigns mapped according to requirements
Solution
& Results
Inventory negotiated according to success
and volume
Creative executions rotated between areas of
the business
Reduction of 45% on annual media spend
27. Your talent shop window
Your careers website is your shop window
to the world – why wouldn’t you want to
monitor what’s selling your business?
28. The importance of your careers
section and measuring it...
You can’t
improve what
you don’t
measure
29. What is Web Analytics?
In its most basic
form it is simply
monitoring the
traffic on your
website.
who your visitors are, where they came
from, which sites pointed them to you,
what they did on your site, how long
they stayed and where they left your site.
It can’t show
WHY a user does something.
30. Why use it?
1
Quantitatively
evaluate your web
content and it’s
quality
2
Comparative
analysis: measure
website trends
3
Validate or
disprove
assumptions
4
5
Demonstrate
how your website
meets established
business goals and
users’ needs
Enable
stakeholders and
content owners to
measure the success
of their own
content
32. Before you start – get into the right mindset
Key stats you might want to look at:
2 ways to look at
stats – top-down
or bottom up.
Both relevant –
but top-down
is easier.
Visits & Visitors
Referrals &
Keywords
Engagement
(time on site)
and Bounce
rate
Content
Goals –
measuring
specific actions
33. What tools are available?
Google Analytics
is the world’s most widely
used tracking tool.
Used on around
55% of the 10,000
most popular sites
globally
Over 10 million
sites use it
35. Google Analytics (GA)
It’s free (!)
Easy to use and
implement
Adwords
Integration
Multiple site
tracking
In-depth
reporting
Used by around
10 Million sites
37. Google Analytics (GA)
GA has some limitations…
Works with
‘sampled’ data
Data can be
skewed
Can be blocked
Data owned
by Google –
only retained for
24 months
38. Entering Analytics…
You will need:
Don’t be
afraid –
you can’t
break it!
Login at
http://www
.google.com/analytics/
Your admin password for your Google account
or
You will need to provide a Google (gmail)
address to your site manager/supplier so that
they you can share the GA stats with you.
39. Key stats you might want to look at:
Visits & Visitors
Bounce Rate &
Engagement
Referrals &
Keywords
Content
Goals – measuring
specific actions
51. Setting Goals
Goals are a way to measure how well your site
fulfils your target objectives. You can set up
individual Goals to track discrete actions such as
clicks on a certain page from other pages – or even
the amount of time spent on a particular screen.
52. Goal types
Destination*
A specific location loads
e.g. Thank you for
registering!
Duration
Visits that lasts a specific
amount of time or longer
10 minutes or longer
spent on a support site
Pages/Screens per visit
A visitor views a specific
number of pages or screens
5 pages or screens
have been loaded
Event
An action defined as an
Event is triggered
Social recommendation,
video play, ad click
54. Conclusion
Web analytics give you a picture of how users are interacting
with your brand online. They can show you where you can
improve engagement with your candidates.
If you haven’t already got Google Analytics installed – why not??
If you have what’s stopping you?
55. Any Questions?
For support with Google Analytics visit:
http://bit.ly/1l0DHUk
– or just call email/call me anytime:
scott.mcgougan@workcomms.com
0161 927 4437