Steven Lo Presti - Better Data - AGR - Analytics in Recruitment Masterclass

We bring brands and people together

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ANALYTICS IN GRADUATERECRUITMENT MARKETING

DATA, TRACKING AND

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Craig BarnettClient Partner- Future Talent Bernard Hodes Group

Ashley HeverUK Talent Acquisition ManagerEnterprise Rent-A-Car

Steven Lo Presti Digital Campaign ManagerBernard Hodes Group

Twitter: @stevenlopresti Twitter: @gradu8recruiter Twitter: @cdbarnett84

Follow Hodes on Twittter @hodes_uk

► The importance of setting goals

► Group exercise: what goals are you tracking?

► Set up a measurement framework

► Group exercise: data sources

► Data sources and their challenges

► User journeys and data collection

► Group exercise: what metrics do you use

► In detail: what should you track and how to optimise

► The broken data journey: integrate your website with your ATS

► In detail: analytics tags framework

► Your challenges and questions

TO COVER TODAYWHAT WE ARE GOING

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

GROUPEXERCISE 1

Which goals have you set yourself in your graduate recruitment activity?

Which goals you wish you were able to track and measure?

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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

YOU COULDBE TRACKING

THE GOALS

• Business objective

• Goal• KPI• Target

MEASUREMENT FRAMEWORK

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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.

FRAMEWORKMEASUREMENT

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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

FRAMEWORKMEASUREMENT

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FOCUSSINGLE

GROUPEXERCISE 2

Which data sources do you use?

Which sources you wish you could use?

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• 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

SOURCESDATA

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HR team

ATS

Campus

PR

Careers Fair

Google

Talk

Intranet

OOH

Careers Site

JOURNEYSBROKEN DATA

Aggregators

website

Social Media

GROUPEXERCISE 3

Which metrics are you tracking?

Which metrics you wish you tracked?

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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

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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

ADVERTISINGCAMPUS

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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.

ADVERTISINGOFFLINE

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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.

ADVERTISINGOFFLINE

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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%

ADVERTISINGJOB BOARD

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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/

ADVERTISINGDISPLAY

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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.

ADVERTISINGDISPLAY

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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.

MARKETINGSEARCH ENGINE

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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 Nameo Reason for contacto Locationo First year / second year etc.

Results

• Segmented emails with personalised content perform better:o 18% more openso 21.9% more clicks

MARKETINGEMAIL

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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%

CASE STUDYENTERPRISE

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TOP SECTION

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MID SECTION

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BOTTOM SECTION

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AND SEOSOCIAL MEDIA

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AND SEOSOCIAL MEDIA

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Track:• Total

engagements• Clicks• Conversions

Tip:Use Buffer, own bit.ly account and Topsy for accurate analytics.

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Track:• Viral reach of

posts: views in newsfeed / views in page

• Clicks• ConversionsTip:Use bit.ly for URL and campaign tags together.

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Track:• Shares / likes by

post• Clicks• Conversions

Tip:Don’t forget to add campaign tags to the URLs you are sharing.

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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%

CASE STUDYENTERPRISE

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CONVERSIONSINCREASING

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Jobs integrated into website

• Track clear goals: o Job searcho 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.

WEBSITEYOUR

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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%

WEBSITEYOUR

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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%

CASE STUDYENTERPRISE

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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.

DESKTOPMOBILE AND

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TRACKING SYSTEMSAPPLICANT

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

Hotter prospect

• Hints and tips for online tests• Invite to larger events

DATA JOURNEYSAND TAGGINGFRAMEWORKS

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DATA JOURNEYSBROKEN

Your Careers Website

ATS

Pay per click

Listings

Emails

Display Ads

Job Posting tools

SEO

Corporate links

Corporate links

Aggregators

ATSTalent Pool

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DATA JOURNEYSEAMLESS

YourCareers Website

Listings

Display

GA Campaign tags

GA tracking code

Apply Button

Emails

Corp links

SEO

AggregatorsBroadbean

Ad

serv

ing

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

Improve everything by 1%

THANK YOUFOR THE MUSICOVER TO YOU

Click icon to add picture

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Email segmentation:

http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/

Most popular ad sizes:

http://static.googleusercontent.com/media/www.google.co.tz/sw/tz/doubleclick/pdfs/display-business-trends-publisher-edition.pdf

Email open and click rates:

http://mailchimp.com/resources/research/email-marketing-benchmarks/

SOURCES