Recruiting Analytics

Recruitment Marketing Analytics: What Data to Measure

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Written by Tressa@RallyRM
Recruitment Marketing Analytics: What Data to Measure
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With all of the time and effort you put into creating and maintaining your Recruitment Marketing campaigns, are able to tell what’s really working to attract and engage candidates? Can you clearly see which elements are bringing in the best results? Are you able to show how effective your strategies are toward your company’s talent acquisition goals?

These are important questions that practitioners must ask themselves. After all, determining how well your content, campaigns and other work are performing shows leadership that the recruitment resources, tools and investments they’re providing are successful in drawing in right-fit talent.

Fortunately, you’ve got a valuable way for deciphering the results of your efforts and showing higher-ups the return on investment your work is generating.

It’s your Recruitment Marketing analytics data!

This data, which includes shares, views, impressions, engagement, clicks to apply and much more, helps you uncover the story of your recruitment and talent acquisition efforts. Through measuring, tracking and reporting, the data allows you to demonstrate the value of your work and shows how it helps fuel your organization’s talent acquisition goals.

But here’s the tricky part: Many practitioners say that while they want to better measure the effectiveness of their efforts, they often lack the resources and tools needed to do so. Our Recruitment Marketing Job and Salary Survey report includes interesting insight into the world of practitioners and how they’re able to measure and report on their work. The report revealed that their measurement abilities are not as strong as they hope for.

Recruitment Marketing practitioners support and tools

Turns out, practitioners want to measure the data, but aren’t getting the tools they need.

Aren’t sure how you can begin to look at your Recruitment Marketing analytics data to highlight your team’s effectiveness? Don’t worry — we’ve got you covered! 

Our webinar Recruitment Marketing Analytics: What Story is Your Data Telling? is full of guidance and insight on how you can best measure, track and report on the important information that helps you demonstrate the successful performance of your efforts and shows how valuable your work is.

To get you started on your analytics data journey, here’s how two skilled practitioners use their Recruitment Marketing information to measure the effectiveness of some of their top recruiting platforms.

A compelling careers site

It only makes sense to ensure that what is arguably your strongest recruiting tool is driving success. Ashley Burns, Senior Manager of Talent Acquisition at Newell Brands, regularly measures the company’s careers site to determine which elements are bringing in results and which ones might need to be tweaked slightly to better attract and engage candidates.

One of the key metrics she frequently looks at is the number of new vs. returning users. This data is especially helpful in that it allows her and her team to see if they are continually providing relevant content that keeps candidates coming back to their careers site.

Other data points that Newell measures are the most visited pages and average time on page metrics. Why? These measurements highlight which pages on the careers site are the most popular. From there, Ashley and her team can determine the reason why candidates are drawn to them. For example, there could be certain type of content on the page that attracts job seekers, and Ashley can look for other opportunities to use that content on other pages throughout the careers site. 

Here’s a bit of a deeper dive into one of Newell Brands’ campaigns. The team launched a Facebook post that linked back to their careers site for one of their available positions. Through this data, Ashley was able to determine that the post was successful in generating more views, visits and clicks for the open role. It also shows how different aspects of Recruitment Marketing can work together — in this case, social and the careers site — to drive success.

Recruitment Marketing careers site data

From 30 views per week of the job description page, the Facebook post resulted in the page getting more than 80 views each week!

Successful social media

As a practitioner, you know just how essential social media is to Recruitment Marketing. But you probably also know how hard it can be to track your social efforts back to hires. Looking at certain social metrics, however, helps you figure out just how well your social platforms are at reaching and engaging candidates — and encouraging them to apply.

Jessica Summerfield, Recruitment Marketing Specialist at Advocate Aurora Health, focuses on a few key social metrics on Facebook and LinkedIn: 

  • Impressions – How many people are seeing Advocate Aurora Health’s content on their social platforms
  • Clicks – How many people are clicking through on the content they see on their social networks
  • Engagement – How many people are interacting with their content, helping the company ensure they’re producing relevant content for their candidate audience

Jessica notes that while the number of followers on social is important, it shouldn’t be the end all be all for measuring your platforms’ effectiveness. In recruitment, most candidates aren’t going to follow you long term, especially after they’ve found a new opportunity, whether it be with your company or not. The beauty of social media is that you can still reach and engage with job seekers even if they aren’t following you. To get more Recruitment Marketing analytics insight from Jessica, check out her Rally blog

Another key metric that Jessica closely monitors is the referral traffic that social media brings in to the Advocate Aurora Health careers site.This example shows the type of content she and her team share on Facebook, and just how effective it is in drawing in candidates.

Social media Recruitment Marketing analytics data

Social Recruitment Marketing analytics data

Social has become one of the company’s top sources for referral traffic!

Turns out, Facebook comes in only behind the company’s corporate site and Indeed for referral traffic. The social platform actually beats out other job boards on this metric!

Diving into your Recruitment Marketing data might seem daunting at first, but once you see how it can determine not only your content and campaign effectiveness but also how your team contributes to your company’s talent acquisition goals, it can quickly rise through the ranks to become your most powerful tool. Providing value is key for recruitment teams, and your analytics data supports the story you’re trying to tell. 

Recruitment Marketing Analytics: What Data to Measure
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