What to Measure in Recruitment Marketing Analytics

Analytics play a crucial role in determining the effectiveness of recruitment marketing campaigns. They provide marketing professionals with valuable insights as to how strategies are performing and where they can be improved upon. But with all the various data available, which metrics are most important to ensure your recruitment marketing efforts are worth it? Here, AMNY Recruitment Marketing details what you should be measuring, tracking, and reporting to demonstrate success.

Careers Site Visitors

Your company’s careers page is arguably one of your most important recruiting tools. Therefore, marketers should be paying close attention to the number of new vs. returning users. Tracking this data offers valuable insight into how well existing content is encouraging candidates to return to your careers site.

Another important metric to monitor regarding your careers site is the most visited pages and the average time users spend looking at them. This information is especially helpful for companies wishing to learn why candidates are drawn to them. When looking at the metrics, you will be able to determine which type of content attracts job seekers. Knowing this will allow you to incorporate the most effective content to other areas of your careers site.

Social Media Engagement

In today’s digital age, social media has grown to be a valuable tool for recruitment marketing. While the total number of followers a company has on its social channels is relevant, this number doesn’t tell the entire story.

Focusing on specific metrics provides a clearer picture of how effectively social platforms are reaching potential employees and enticing them to apply. Some key metrics to monitor on your social channels include:

Impressions

Social media impressions are the number of times a piece of content is shown in a user’s social media feed or search results. Impressions are a useful metric for recruitment marketing because they measure how many candidates have seen a post. Factors like posting at the right time and frequency can help companies garner more social media impressions, and therefore attract a wider audience.

Clicks

Marketers can measure how often users click on recruitment content by tracking the click-through rate (CTR). This marketing metric compares the number of times a link or ad is clicked to the number of times it’s shown. This metric can be a key indicator of how much interest certain content on social media is generating, helping marketers optimize their recruitment efforts.

Engagement

While impressions and clicks are great starting points for measuring social media recruitment efforts, engagement is the ultimate factor. Engagement is excellent for seeing the various ways users interact with recruitment content. Engagement includes a wide range of actions, such as:

  • Comments
  • Likes
  • Saves
  • Reposts
  • Mentions
  • Replies
  • Direct messages

For recruitment marketers, engagement is key in determining which content resonates with potential employees and what recruitment content can be improved upon.

Referral Traffic

Creating compelling content is necessary for enticing a target audience to visit your company’s careers site. This can be monitored by tracking referral traffic. Referral traffic refers to the number of visitors to your website that come from links on other sites, without taking into account search engines.

Taking a look at this metric is beneficial for recruitment purposes because it offers marketers insight into what platforms are most effective. This enables marketers to benefit in the following ways:

  • Reach a new, diverse audience
  • Develop future leads
  • Create enhanced content with improved SEO
  • Improve brand exposure and increase recognition

Application Completion Rate

A company’s application process can provide critical information. One metric of the application process that’s worth looking into is the application completion rate. It measures the percentage of candidates who start and finish the online job application process and submit their candidacy for consideration by the hiring manager.

Tracking application completion rates can help organizations improve hiring efforts in the following ways:

  • Make the application process more efficient
  • Identify drop-off points
  • Enhance the user experience

Explore Recruitment Data with AMNY Recruitment Marketing

Recruitment marketing analytics play a crucial part in helping companies achieve their talent acquisition goals. It helps determine the usefulness of marketing tactics, as well as offers information as to how they can be more effective.  Businesses and brands not utilizing this valuable information are putting themselves behind, and potentially missing out on qualified candidates.

AMNY Recruitment Marketing specializes in monitoring recruitment marketing metrics for businesses across the United States. Our marketing efforts include diving further into your business’s current campaigns by focusing on key metrics to help your company reach success. To learn more about our offerings, contact us today.