Every day, you work hard to roll out a recruitment marketing strategy that will attract the top candidates on the market. But to successfully pull off your latest talent acquisition feat, you'll need to gather and measure recruitment data from a variety of sources.
The question is: How and why do you do so?
In the first episode of the Inside Recruitment Marketing Podcast, Tarina Pop, Head of Recruitment Marketing at SmartDreamers, will answer that question and more. Learn which metrics are most important for recruiters and how you can (and should) map out the candidate journey from the first touch to the final application.
So go ahead put your headphones in and enjoy the next 17 minutes of active learning. Consider this the first step on the road to becoming a data master in your recruitment marketing process.
Tell us a little bit about your main responsibilities and objectives as the head of recruitment marketing.
My main objective as head of recruitment marketing at SmartDreamers is helping clients get the most out of our collaboration. From accelerating talent acquisition to building stronger candidate pipelines to specific KPIs like decreasing cost for hire or increasing employer brand gravity and conversion rates. To put it briefly my main objective is to help our clients thrive in a crowded marketplace.
It sounds like your responsibilities are very data-driven. Why is it so important to gather and measure data from your recruitment marketing efforts?
Well, it's simple. Data-driven actions equal better results. It's worth making sure that whenever you dive into tracking your data you'll do so with particular KPIs in mind or particular questions in mind. This way you can examine information in a more structured way. And this will lead to actionable conclusions like reorganizing your ads to focus on high performing channels or updating your content strategy to lower attrition rates.
There's a huge risk to spend money and resources on things that don't bring results. And this risk only exists when you don't measure your recruitment marketing actions.
So of all those metrics which do you think are the most important? Are there any that every recruiter should be measuring?
Yes, there are. There are a lot of metrics and a lot of data available out there.
From basic metrics, the ones that every advertiser gives you, like clicks, reach, impressions and cost-per-click, to conversions, pipeline quality, cost per hire and career metrics. When it comes to recruiting marketing the conversion rate it's very important.
When talking about job opportunities and job ads this basically translates into applies and applies by influence. And from my point of view, the applies by influence are the most important.
Let's say you have a campaign that only advertises your career page and people go on that ad they go on your career page, they look around and then they decide to apply. So you have an application. But it's not a direct apply because you didn't have a job ad running. This is really important to measure and it can give you a lot of insights on how your recruitment marketing actions are going.
And as I said earlier the pipeline quality, the cost for hire and career page metrics are also really important to analyze. From bounce rates to all sorts of heat maps to see where the potential candidates spend time and why people drop out from your application funnel.
And based on the data you measured you can optimize your career page and your application funnel in a way that can prevent potential applicants to drop out.
Now you mentioned the candidate journey and paying attention to when candidates might drop out of the process. So how do you actually map that journey from the first view through the final application?
It's important to track the whole process from the first view of a job ad and up to the moment the user becomes an applicant in your applicant tracking system. So the ideal scenario is tracking data from three different sources, from your analytics tools (Google Analytics, Adobe Analytics or Oracle Analytics), from your Applicant Tracking System and tracking pixels from every advertiser that you use. Each of these different sources will give you valuable data that you can use later on and it will give you a way to map the candidate journey.
It sounds like there are a lot of tools that are sort of universal to all campaigns that you could run. Does this mean that every campaign or every company could run kind of the same strategy or do you need something different for each company?
So, to be honest, there's no recipe to success here. It depends on many factors and most of them are company-related. If I would have to name one thing for a recruitment marketing strategy to be successful that would be consistency.
This translates into advertising your employer brand at all times not only when you have job opportunities or when you have to fill a role. So if you want people to apply, if you want for people to take action on your career page you'll have to place your employer brand as an employer of choice with your target audience.
This means awareness campaigns, advertising the employee benefits, the company mission and making sure your potential candidate knows why you would be a great fit for him when he's ready to make a career shift. Being consistent will help decrease the time to fill, the cost per hire and improve overall conversion rates.
It sounds like some of these are actually tied to overall business growth. So, for instance, you mentioned the cost per hire. How should decision-makers treat their recruitment marketing data? Does it have any impact on overall business growth?
Yes, it does it. It actually has a huge impact on the overall business growth. As I said earlier more data equals better decisions. And when it comes to overall business growth this translates into cost-effectiveness and time-saving.
If for a recruiter, a successful recruitment marketing strategy means job applicants, for a business manager it will mean cost-effectiveness and time-saving.
What about automation? How has that impacted the recruitment marketing industry so far and where does it stand?
Automation will soon be the centre point of the recruitment marketing industry. Automation helps you have all the channels that you can think of in the same place. It will save time, it will save resources and it will bring all your recruitment marketing data in the same place.
Are there any large companies that are already doing recruitment marketing really well that might act as examples for other companies who are looking to improve their efforts?
Yes, there are. There's actually UiPath, they are leaders in Robotic Process Automation and they are doing a great job when it comes to recruitment marketing strategies and actions. They are combining awareness and job ad campaigns and making recruiting marketing decisions based on data.
It sounds like recruitment marketing is really reliant on data. When you look to hire people for your recruitment marketing team are you looking for people who are more on the data analyst side? What makes an excellent employee for your recruitment marketing team?
I couldn't put my finger on specific skills that a recruiting marketing specialist should have, but they should be marketing professionals, passioned about data and also with knowledge about employer branding and HR.
It should be a person who is ready to bring marketing trends, HR trends, employer branding trends and put them all together.
Do you have any final thoughts to share with us before we sign off?
Sure. My biggest advice when it comes to recruiting marketing is to be consistent, to make sure you have the right approach of mixing channels, mixing job postings and awareness campaigns and take all your decisions based on data. Let the data speak and embrace automation.
If you’re interested in accelerating your talent acquisition efforts, but not sure where to get started, join the SmartDreamers Academy.