We measure just about everything here at TMP Worldwide, but
it’s not just because we’re a bunch of dataheads. Data has many uses and can
transform your recruitment strategies if you know how to use it. Here are five
ways to do just that.
Invest in what’s working
The Internet and marketing tech tools make it possible to
measure and analyze all of your recruitment strategies to understand what’s
working and what’s not. Our marketing analytics tools dive deeper into
campaigns to understand which channels or campaigns drive the most traffic,
applications and hires for your organization, as well as which do it most
efficiently.
For example, we found that PPC traffic from keyword
phrase A was converting at a higher rate than PPC traffic from keyword
phrase B. We increased the
budget for keyword phrase A, since we were getting ‘more bang for our
buck.’
Find opportunities to improve
Finding room for improvement goes hand in hand with finding
what channels or campaigns are most effective for you. For example, you might
find that organic search traffic is converting into leads at a lower rate than
all other media. In that case, determine which pages get the most organic
traffic and optimize the call to action on those pages.
Stay on track and learn constantly with real-time data
If you look at your metrics once a quarter, you have only
four opportunities per year to learn from your campaigns and improve your
marketing efforts.
Marketingtools allow you to view data in real-time
and compare campaigns more easily. These metrics also allow for the opportunity
to peek in on the progress toward conversions (applications/hires) or other
recruiting goals.
Learn from your hires
Make it easier to compare what channels are effective in
targeting quality applications that turn into hires. For example, determine the
difficulty of hires by job categories. For a healthcare institute, a pharmacist
is a more difficult hire than a janitorial hire.
By determining the level of difficulty for hires, you are
then able to recognize which channels are more effective in converting specific
hires. Changes can be made to strategies that ensure more accurate targeting
for job distribution just by knowing which channels drive certain occupations.
Leverage Benchmark Data
Benchmark data has an enormous potential to help
organizations compare their efforts to similar organizations. From candidate
drop-off rates to recruitment trends by industry, there is a plethora of
aggregated data available that can be invaluable to companies looking for
recruitment trends.
This data would be able to answer questions such as:
• Are my candidate conversion rates higher/lower than
industry standards?
• What recruiting source should I use that I currently
don’t?
• How does my recruitment strategy compare to other
organizations?
By making comparisons across respective industries,
organizations will get a holistic view of all the activities that bring in
quality applicants.
Takeaway
You can’t manage what you don’t measure. Harness the power
of your marketing data and it will help paint the landscape for your
recruitment.
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