Recruitment marketing analytics: Talk nerdy to me | Talent Connect 2017

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Recruitment Marketing Analytics
Talk Nerdy to Me
Jeff Weiner
Chief Executive Officer
Eric Holwell
Vice President, Operations
Ryan Christoi
Managing Partner

Format
easy
Advanced Tips
for Geeks
Easy Cheats
for Newbies
Prizes for
Social Engagement
Shareable
Templates

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Who’s ready to get geeky?

Environmental Planner
Meet Elise

The Candidate Journey
Viewed CH2M Job
DEC 2015
Viewed CH2M Job
MAR 2016
Viewed CH2M Job
& 2 CH2M Employees
APR 2016
Viewed CH2M Job
APR 2016
Viewed CH2M Job
APR 2016
Viewed 2 CH2M Jobs
JUNE 2016
Viewed CH2M Job
APR 2016
Viewed CH2M Job
JUNE 2016
Viewed CH2M Employee
SEPT 2016
FEB 2017
Viewed 14 CH2M Employees,
clicked on a CH2M Recruitment Ad
and viewed the CH2M Career Page
MAY 2017
Elise
JUNE 2017
Started working at

Research conducted with:
• Elise’s Permission
• Help of LinkedIn’s Data
Scientists
• CH2M Source Tracking

12-18# of Sources Candidates
Utilize Before Accepting an Offer
* SmashFly / Google / Inmar (View)
**CareerBuilder’s Candidate Behavior Study (View)

Good enough is just fine.
S O M E T I M E S

“GOOD ENOUGH”
Point of diminishing returns
Value
Effort

Challenges with Marketing Analytics

HIPPO
( h i g h e s t p a i d p e r s o n ’s o p i n i o n )
AV O I D
“If we have data, let’s look at data.
If all we have are opinions, let’s go with mine.”
~ Jim Barksdale, former Netscape CEO

must-have recruitment marketing analytics
a t t h i s i n t e r s e c t i o n , y o u ’ l l f i n d t h e

C.O.A.

Analytics Can Be Approached in 3 Phases
ActionOrganizeCollect

Collect
• Identify the ecosystem
• Learn what to track
• Learn how to track it

Sourcing Tools Media Sources / Campaigns Social /
Brand Reputation
Career Site Applicant Tracking (ATS)
CRM ERP 3rd Party Data
Tracking Canvas

Brand Reputation
BENCHMARK
REPORTS

Brand Reputation
• Logins / Searches
• Profiles Views
• Emails / InMails Sent
• Responses

Brand Reputation
• Reach / Impressions
• Clicks
• Conversions / Apps

Brand Reputation
• Network Growth
• Social Engagements / Interactions
• Social Mentions
• Employee Reviews

Brand Reputation
CRM ERP 3rd Party Data• Application Completes
• Quality Applications
• Offers / Hires
• Unique Visitors
• Sessions
• Content Consumption
• Application Starts

Brand Reputation
CRM ERP 3rd Party Data• Candidate Opt-ins
• Messages Sent (Email/SMS)
• Response Rate

Brand Reputation
• Referrals Made
• Referrals Hired
• Referral Fees / Payouts

Brand Reputation
• Talent Intelligence
• Supply & Demand Data
• Industry Benchmark Reports
BENCHMARK
REPORTS

What To Track
Template
on Microsite

Tracking Tools (EXAMPLES)
Recruitment Analytics Tools (Samples)

Auto-populate Source

URL Builder
easy
?utm_source=linkedin &utm_medium=postings &utm_campaign=* &src=SNS-20000
GA Source GA Medium GA Campaign ATS Source
https://support.google.com/analytics/answer/1033867?hl=en

URL Builder
Template
on Microsite
Create your own template

Source of Influence
Last InteractionAssisted Conversion

Viewed CH2M Job
Viewed CH2M Job
DEC 2015
MAR 2016
Viewed CH2M Job
& 2 CH2M Employees
APR 2016
Viewed CH2M Job
APR 2016
Viewed CH2M Job
APR 2016
Viewed 2 CH2M Jobs
JUNE 2016
Viewed CH2M Job
APR 2016
Viewed CH2M Job
JUNE 2016
SEPT 2016
FEB 2017
Viewed 14 CH2M Employees,
clicked on a CH2M Recruitment Ad
and viewed the CH2M Career Page
MAY 2017
Elise
JUNE 2017
Started working at

Multi-Channel Attribution Modeling
Last
Interaction
0% 0%0%
100%
Career Site
0%

First
Interaction
0% 0%0% 0%
Career Site
100%

Linear / Even
Credit
20% 20%20% 20%
Career Site
20%

20% 20%20% 20%
Career Site
20%

Position Based /
Custom
10% 10%10%
40%
Career Site
30%

LinkedIn Impact Reports
easy
LinkedIn
Influenced Hires
Total Hires
LinkedIn
Direct Hires

Organize
• What tools to use to organize data
• What problem are you trying to solve

Organizing Data
Common
Tools
Database
Tools
Visualization
Tools

Pivot Data Skills
Links to
Excel courses

Tracking the Funnel
Metric ALL IT Finance Sales
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 555,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
Click to Apply Ratio 17 39 16 7 10 18 10
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11
Metric
Investment
Searches
Clicks
Applications
Qualified
% Qualified
Hires
Click to Apply Ratio
App to Hire Ratio
CPA
CPQA
CPH

Tracking the Funnel
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 555,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11
Metric
Investment
Searches
Clicks
Applications
Qualified
% Qualified
Hires
App to Hire Ratio
CPA
CPQA
CPH
Top of the funnel data:
•Daily
•Make adjustments quickly and often

Tracking the Funnel
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 555,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11
Metric
Investment
Searches
Clicks
Applications
Qualified
% Qualified
Hires
App to Hire Ratio
CPA
CPQA
CPH
Post application data:
• Lag time
• Quality is most important

Tracking the Funnel
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 555,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11
Metric
Investment
Searches
Clicks
Applications
Qualified
% Qualified
Hires
App to Hire Ratio
CPA
CPQA
CPH
What defines qualified?

Tracking the Funnel
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 555,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11
Metric
Investment
Searches
Clicks
Applications
Qualified
% Qualified
Hires
App to Hire Ratio
CPA
CPQA
CPH
Statistical ratios:
How many clicks needed to produce one
application?

Tracking the Funnel
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 555,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11
Metric
Investment
Searches
Clicks
Applications
Qualified
% Qualified
Hires
App to Hire Ratio
CPA
CPQA
CPH
Unit Cost Calculations:
• Measure trends over time
• Great for comparison

Tracking KPIs (Organize as a Funnel)
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 428,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11

Scale By Top Dimensions
Customer
Service
Operations College
Investment $272,000 $62,000 $26,000 $105,000 $15,000 $41,000 $23,000
Searches 342,000 105,000 52,000 74,000 35,000 45,000 31,000
Clicks 428,000 133,000 45,000 86,000 65,000 54,000 45,000
Applications 32,270 3,420 2,900 12,300 6,200 2,950 4,500
Qualified 4,775 1,100 980 1,035 365 395 900
% Qualified 14.8% 32.2% 33.8% 8.4% 5.9% 13.4% 20.0%
Hires 347 39 38 161 32 32 45
App to Hire Ratio 93 88 76 76 194 92 100
CPA $8.43 $18.13 $8.97 $8.54 $2.42 $13.90 $5.11
CPQA $56.96 $56.36 $26.53 $101.45 $41.10 $103.80 $25.56
CPH $783.86 $1,589.74 $684.21 $652.17 $468.75 $1,281.25 $511.11
Scale data by
• Location
• Source
• Time
• Job Category
Metric ALL Denver Tampa Houston Nashville Seattle New YorkMetric ALL Source 1 Source 2 Source 3 Source 4 Source 5 Source 6Metric ALL July August September October November December

“Quality” Applications

Defining the Quality Metric

Visualizing Data

Maybe stories are just data with a soul.
Brené Brown
“ ”

Charting Data
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
0
500
1,000
1,500
2,000
2,500
3,000
Source 1 Source 2 Source 3 Source 4 Source 5 Source 6
CPQA
QualifiedApplications
Qualified Avg CPQA CPQA Goal CPQA

Charting Data
$46.30
$90.91
$53.92
$83.33 $84.75
$100.00
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
0
500
1,000
1,500
2,000
2,500
3,000
Source 1 Source 2 Source 3 Source 4 Source 5 Source 6
CPQA
QualifiedApplications
Qualified Avg CPQA CPQA Goal CPQA

IT Scorecard
Conduct market-level deep dive
Job Category IT – Location
IT – Source of Quality Applications

@KRTweet #talentconnect72
Meet Hunter:
B.S. Economics/Data Analysis
Google Analytics & Tableau Certified
Statistics wizard
R statistical insights
Programmatic UI
Campaign management
Job site management tool
Data comparison snapshots
Forecasting
Tableau dashboards

Insight without action is worthless.
Marie Forleo
“ ”

• Make better decisions
• Optimize campaigns
• Use data-driven marketing
Action:

Use source report for
contract negotiations
Contract Renewals

Optimize seat purchases
and user assignments
Recruiter Seats

Use predictive analytics to
forecast top of funnel targets
Forecasting

• Job titles
• Creative ad units
• Landing page layout
A/B Testing

Remarketing
Candidates
Your
Career Site
Your Ad on
Other Sites
Candidate Returns
to Your Site

Remarketing
Site Remarketing Matched Audience Lookalike
Target based on which web
pages they viewed
(ex: IT career content)
USECASE
Target prospects based on
profile upload/matches
(ex: IT profiles in your CRM)
Target “similar” profiles of
candidates you’ve hired
(ex: IT hires from your ATS)

LinkedIn Media Targeting
LinkedIn
SAMPLE TACTIC

Programmatic Job Advertising
Use completed application data in real time to optimize performance
Sponsor jobs that need applications with set rules
Trade your jobs on job boards that perform (like a stock portfolio)

Programmatic Rules

Example: STOP Rule
Req 1
Req 2
Req 3
Req 4
Req 5
Req 6
Req 7
Req 1
Req 2
Req 3
Req 4
Req 5
Req 6
Req 7
Applicants Needed Applicants Needed
Traditional Approach Programmatic Approach

Investment follows performance.

In Closing

Value
Effort
Blind spots
Rabbit holes
So what factor

Remember the C.O.A.
Capture clean data Organize into
turnkey templates
Use outcomes to
make decisions
ActionOrganizeCollect

Recruitment marketing analytics: Talk nerdy to me | Talent Connect 2017

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