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.
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.