making sense of online recruitment
TRANSCRIPT
Making Sense of Online Recruitment: How to Track Results and Make the Most of Your Budget
What is Indeed?
Many companies are:
• Not tracking the source of their candidates
• Not measuring ROI
• Not optimizing recruitment
ad campaigns
We Have a Big Problem
How do you determine the source of candidates that apply
to your jobs online?
Poll Question #1
The Four A’s of Recruitment Advertising
1. Assign
2. Automate
3. Analyze
4. Adjust
The Solution
• Make candidate source tracking a priority
• Assign someone to measure ROI
• Think like a CFO!
• Don’t just rely on HRIS/ATS admins
Step 1: Assign
Step 2: Automate
88.6%
83%
Applicant Self-Select Doesn’t Work!
• Sources are often:
– Omitted
– Too numerous
– Expired
• Applicants may:
– Not be careful
– Pick the wrong source on purpose
– Not know, as they came via multiple sites
Why Applicant Self-Select is Broken
Applicant Self-select Challenges
More than 3,700
sources listed in this
company’s ATS!
Track applicant source automatically!
What is The Solution?
Automated Source Tracking
Two methods:
• URL parameter
• Beacon
Tracking with URL Parameter
http://www.myjobs.com/job.php?id=123&src=Indeed
• Used by applicant tracking systems
• Tracks specific applications, interviews, offers and hires
Tracking with URL Parameter
Taleo Enterprise Edition
BrassRing
iCIMS
Tracking with Beacon
• Redirect URL sets a cookie to track user
• Used by ad agencies, job distributors, Web analytics
providers
• Tracks aggregate applications, and sometimes hires
Tracking with Beacon
Tracking URL Job Description
or Apply Form
Apply
Confirmation
Reporting System
DoubleClick, BlueStreak, Atlas, EyeBlaster
cookie
beacon
How often do you review the performance of your online
recruitment sources?
Poll Question #2
• Measure:
– # applications
– # interviews
– # hires
• Determine:
– Cost per applicant (CPA)
– Cost per hire (CPH)
Step 3: Analyze
• Cost per applicant (CPA):
– Total outside cost / number of applicants
– Example: $5,000 / 750 applicants = $6.67
• Cost per hire (CPH):
– Total outside cost / number of hires
– Example: $5,000 / 6 hires = $833
Step 3: Analyze
Cost per Hire Example
$0 $500 $1,000 $1,500 $2,000 $2,500 $3,000
Job Board 1
Job Board 2
Search Engine 1
Search Engine 2
Social Network
Recruiters
• Once you’ve done your analysis…
– Communicate underperformance
– Optimize where you can
– Shift budget to what’s working best
– Try new things and keep tracking
Step 4: Adjust
SEM for Recruitment
• SEM = Search Engine Marketing
• Exclusively pay per click
• Good for maximizing advertising ROI
• Types:
– Keyword advertising
– Sponsored jobs
• Keyword advertising setup:
– Pick keywords
– Write ad copy
– Choose landing page
– Specify maximum cost per click
• Ads will only be displayed when a user searches using
selected keywords
• Only charged when the ad is clicked on
SEM for Recruitment
SEM for Recruitment
• Pay-per-click sponsored jobs setup:
– Specify maximum cost per click
– Specify monthly budget
– No keyword lists, landing pages or creative needed!
• Each job is only shown as sponsored when it matches a
user’s search
• Only charged when a job is clicked on
• Linking direct to jobs means better conversions
The Four A’s of Recruitment Advertising
1. Assign
2. Automate
3. Analyze
4. Adjust
The Solution
Be a Part of the Solution
X
Case Studies
http://ads.indeed.com/case-study
Questions?
Jason Whitman
www.indeed.com/me/jasonwhitman
203-564-2420
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