The 5 C’s of Effective Recruiting Marketing Reporting in the Cloud
Successfactors reported in Q2 of 2017, that we had tracked approximately 1.2 Million visitors per day coming to our clients Recruiting Marketing Career Sites. Additionally, candidates who visited were converting into applicants at around 15% per day! More importantly, we were helping build our client’s pipeline’s automatically, through the talent community, adding more than 63,000 new members per day! This is very insightful data that helps point to the power of Recruiting Marketing for our clients.
Data is truly the power to revealing the answer’s, related to our everyday questions, especially when It comes to recruiting marketing. However, capturing data is not as easy as one would think, challenges arise with how best to track various sources online such as Career sites, Social media, niche boards and aggregators to name a few. Additionally, offline channels, such as job fairs and employee referrals, present a unique challenge when it comes to data capture as well. Common questions that get asked regarding these channels tend to be:
Quality vrs. Quantity of Candidates
This blog will help answers these questions or at minimum spur some ideas about getting creative with capturing data related to a Recruiting Marketing strategy. The following are the top 5 areas to consider when capturing data related to your marketing efforts in recruiting.
#1 Close All Doors to your ATS on your Career Site
To ensure all data is captured, all sources need to flow through one door, this door should be the door to your marketing engine (Recruiting Marketing). If doors to other portals are left open , such as your ATS or CRM, candidates will be missed and not accounted for as part of the reporting strategy. This does NOT mean that candidates should never go into the ATS or a CRM, it simply means that they should be integrated, with the first step always being that they enter thru Recruiting Marketing.
Integration can look different depending on the activity, below are a few examples of leading practices as it relates to integrating your career site
- Recruiting Marketing is used to host your entire career site. This means when a candidate clicks on “careers”, they are sent directly to your RMK URL.
- A secondary option would be to integrate RMK with your existing career site, however you will want to ensure all links on your career site today, that point back to your ATS and /or CRM are redirected to your Recruiting Marketing site instead.
#2 Connect all Sources to one Marketing Engine
This seems obvious at first glance, in order to ensure good data output, you need good data input. The way in which data can flow into the RMK can vary and it is also important to keep in mind ease of use for end users making it as automated as possible for end users.
Possible combinations may include:
- Finite Inventory Job Board Postings (ie. LinkedIn, CareerBuilder & Monster) split by Line Of Business, Separate Brand, etc.
- Identifying Sponsored Postings on “Cost Per” Sources (ie. Indeed PPC, Glassdoor JobAds, etc.)
- College/University Postings
- Social Media Postings
Standard (All Job) XML Feeds:
- Job Aggregators (Indeed, Jobs2Careers, etc.) for free listings/Organic Network
- Unlimited Inventory Job Boards (ie. RecruitMilitary.com, etc.)
- OFCCP Compliance Postings (ie. Direct Employers, etc.)
Custom (Filtered) XML Feeds:
- Niche Job Board Automation (ie. All Part-Time/Hourly jobs on SnagAJob)
Note: Recruiting Posting & XML Feeds are not a one vs. the other option. They are meant to work in concert for a full job delivery solution.
One off Job Postings/ Sourcing Activity
Utilizing Marketing Central as part of the Recruiting Suite with Successfactors, allows recruiters and sourcer’s to easily access the campaign builder to quickly create tracking codes when posting jobs to one off sources, or when mining and sourcing for talent in databases. Marketing Central also provides end users with the ability to gain line of site to pre apply data related to their campaigns and other postings.
#3 Consider Off Line Marketing
Events, Job Fairs and other offline marketing channels, such as radio and newspaper are still used to attract talent. These channels can be some of the most difficult to capture return on investment, Leveraging the right leading practices and tools in recruiting marketing, you can easily gain insight into these channels. This however does require some up front thought and planning to ensure you are ready for the day of the event or advertisement.
There are typically 3 phases to event marketing, pre, during & post. Taking a few minutes before each phase to determine what & how you will market and ensuring you are leveraging the right tracking, will ensure you are able to easily report back on the effectiveness of these hard to capture sources. Examples of how this can be accomplished in each phase are as follows:
Pre: Leverage a targeted email campaign to your talent community and include a link to an event landing page on your social channels. Leading practice would be to use TCM or Talent Community Marketing Tool in the RMK Dashboard. Ensure that the email campaign template has a campaign name on it. This will ensure all activities and links in the email are tagged. Additionally using the campaign builder in Marketing Central, for all links posted on the social channels will allow for additional tracking.
NOTE: it’s a good idea to be consistent in your campaign names for each event, so you have an easy way to roll up your data later. Ex: SALESJOBFAIR2018
During: Typically, flyers and cards are handed out at the event, these are not only great for branding, but also for tracking purposes! Using the QR code creator in the campaign builder tool in Marketing Central, QR codes can be added on any literature that can then be tagged and tracked!
Post: This is one phase that often gets missed, but can be highly effective when done right! Leveraging the campaign name you used pre and during the event, you can easily search and group together members in your talent community who joined as a result! This group can then be sent a targeted thank you email and sharing next steps etc. The tracking of this activity can once again be leveraged within the TCM tool in the RMK dashboard.
Other Off Line Marketing
Marketing such as newspaper, radio and flyers can also be a challenge to track and tend to be some of the more pricey items in a marketing budget. Leveraging QR codes or Vanity URLs in adds can be useful for the candidate.. but can also drive tracking on the back end if used in conjunction with the campaign builder within Marketing Central.
#4 Communicate Strategy with Team
Benchmarks are always helpful to gaging how your sources are performing. Industry benchmarks can be a good starting point, but ideally using your own data is best! Consider using quarterly data to compare the same or similar data points and over time, comparing year over year.
Not all sources are created equal, however. It is important to consider a multi channel approach that meets the goals of your business, for example, retail ideally will need channels that produce higher traffic to meet needs of high volume, while also needing more passive or lower traffic channels for their technology or leadership roles which may be harder to fill or are in less demand for their business.
Considering factors such as conversion rate and applies per hire, as they play a key role in determining the value of a source. Sources with lower visits and higher conversion rates can be a indicator of a strong source, but conversely sources with lower conversion rates but fewer applies to hire can indicate it is a strong source as well! Lower applies per hire can indicate a strong source of quality hires, resulting in fewer applicants a recruiter or manager has to meet with before extending an offer. Taking time to weigh the pros and cons based on business goals and finding the right mix of sources is key to comparing data and making sense of your reporting.
In summary, the 5 C’s are an excellent way to ensure that the data you are capturing is visible within recruiting marketing and you can be confident in the quality of the data you are using to drive decisions in your strategy.
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