1. We bring brands and people together
1
DATA,TRACKINGAND

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

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4. Not everything
that counts can
be counted, and
not everything
that can be
counted, counts.

6. Which goals have you set yourself in
your graduate recruitment activity?
Which goals you wish you were able to
track and measure?

7. 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

8. • Business objective
• Goal
• KPI
• Target
MEASUREMENT
FRAMEWORK

9. 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

10. 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

11. 11
FOCUS
SINGLE

12. Which data sources do you use?
Which sources you wish you could
use?

13. 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

14. 14
HR team
ATS
Campus
PR
Careers
Fair
Google
Talk
Intranet
OOH
Career
s Site
JOURNEYS
BROKENDATA
Aggre
gators
website
Social
Media

15. Which metrics are you tracking?
Which metrics you wish you tracked?

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

25. 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

26. 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

27. 27
TOPSECTION

28. 28
MIDSECTION

29. 29
BOTTOMSECTION

30. 30
ANDSEO
SOCIALMEDIA

31. 31
ANDSEO
SOCIALMEDIA

32. 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.

33. 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

34. 34
CONVERSIONS
INCREASING

35. 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

36. 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

37. 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

38. 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

39. 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

41. 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

42. 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

43. Improve
everything
by 1%

45. 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