3 Data Points Recruiters Need (That Google Analytics Can Provide)
We often talk about the concept of “recruitment marketing,” which really relates to the fact that digital marketing techniques are garnering lots of utility in the realm of talent acquisition today. With SEO, social media, and online content having a more direct impact on recruiting performance than ever before, it’s becoming the norm for recruiters to approach their roles like a marketer would.
Although many of the techniques may overlap between recruiting and digital marketing at a high level, there is one distinct difference between the two functions: the use of data. Fortunately for marketers, they’ve had access to a free service, Google Analytics, for years. And you’d be hard-pressed to find an effective digital marketer who doesn’t look at Google Analytics data on a daily basis.
It’s no secret that the talent acquisition world is behind the curve on both its access to and use of data to guide decisions, but that doesn’t mean professionals can’t catch up quickly. In fact, there’s a goldmine of data right in Google Analytics. And in this post, we’ll inspect three Google Analytics data points you should look into as soon as possible.
1. Devices People Are Using to Visit Your Career Pages
In today’s mobile-first world, it’s crucial that you know which devices job seekers are using to visit your career homepage and requisition pages. For some companies, more than half of their career-related traffic comes from smartphones and tablets, as opposed to desktops. And, in the instance that you’re still leveraging out-of-the-box (not mobile-optimized) ATS apply experiences, seeing this data for the first time can be a bit concerning.
It’s also important to reference this data as some trends start to become more prevalent, such as how many people today access the internet only from a mobile device. In 2014, comScore reported that 40% of Hispanic Millennials were mobile-only internet users. If many of your target candidates happened to be Hispanic Millennials, then you’d definitely want to know from which devices they were coming to your career site.
Google Analytics can break down traffic to specific pages and sections of your website by desktop, tablet, and smartphone. It can even go so far as to tell you specifics like which types of smartphones candidates are using.
2. Primary Sources of Traffic—Organic, Social, Direct, Etc.?
Digital marketers monitor not just their overall site traffic, but more specifically their traffic broken down by channel. Channels include organic (from search engines), social (from LinkedIn, Twitter, etc.), referral (from other websites like job boards), direct (from people going right to your site), email, and others like paid advertising. Google Analytics provides this data.
Understanding traffic sources by channel is important to recruiting for a number of reasons. First, if one or two traffic sources are noticeably underperforming, it might be time to start investing in them—them typically being social and organic today.
Second, just having the knowledge of current performance by channel gives you something to strive for over time. For instance, you may make it a goal to improve social media traffic to your career site by 10% next month, and then share progress with your recruiting team each week.
3. Time Spent On Career-Related Pages
One of the interesting things about digital marketing is that it’s a very dynamic field—one filled with experimentation and strategic adaptations based on data. By looking at Google Analytics’ average session duration data, recruiters can replicate this.
For instance, you can see how long job seekers are spending on your career site after they click a link from one of the five job boards you’re spending money on. Job seekers might be bouncing (leaving the site without going deeper into it) when coming from one job board but not another, and that can be indicative of candidate quality or whether or not you’re targeting the right audience on respective job boards.
You might also look into how long job seekers are spending on your career site homepage. While some companies have a career site homepage that’s very simple, others have one with a lot of employer branding aspects that are meant to engage job seekers on a deeper level. Regardless of your strategy, looking at visit duration can provide insights into its effectiveness.
Getting Your Own Access to Google Analytics
You could walk down to your marketing department and ask for these data points, but the truth is you should be monitoring this type of data on a regular basis. As mentioned above, having access to the data and making a point to look at it is foundational for improving performance over time—especially as you take on new initiatives like social recruiting or invest in improving your career site homepage. You’re going to want to measure the results.
More dedicated recruiting analytics tools are, of course, a better option, but every recruiting organization has to start somewhere with making data-driven decisions. Depending on your relationship with someone in marketing and your company’s policies, you might be able to get access to Google Analytics very quickly.
To learn more about recruiting metrics, and the role of analytics in helping talent acquisition leaders make better decisions, read our whitepaper, Analytics in Talent Acquisition: The Hype, the Reality, and the Future.