3 Important Career Site Questions Google Analytics Answers For You
In the past two years the talent acquisition space has gone through a transformation. We’ve seen many professionals transition from completely avoiding the conversation around data-driven recruiting to advocating for its potential and utility.
In an effort to continue with the momentum, let’s talk about one of the greatest data sources to ever hit the web—Google Analytics. Specifically, we’ll zero in on using it to refine your inbound recruiting efforts.
Google Analytics is actually quite daunting when you first login, but it’s very much so a learning-by-doing type of program. Once you grasp how to navigate it, the potential for understanding how your career site is performing and then determining which actions to take is limitless.
In this article, we will explore three separate questions Google Analytics can answer about your career site and the candidates who are visiting it.
How engaging is our career site?
One performance indicator all digital marketers look at is bounce rate—which Google Analytics does a good job of showing. Bounce rate is essentially a measure of the percentage of visitors to a particular website who navigate away from the site after viewing only one page. In other words, someone may come to your career site homepage from Google or Twitter but then hit the back button without ever going deeper into the site.
A high bounce rate is a problem that can relate to many areas of your career site—UX, UI, SEO, and more.
In terms of UX or user experience, it may be that your job search is too hard to find. Consider why someone comes to your career site in the first place—to find a job! If your job search bar is front and center, most likely candidates are going to type in a search query. If they have to search high and low just to see a job description, they’ll probably bounce.
If your UI or user interface looks like it’s from the ‘90s (like many career sites still do), then job seekers are more likely to bounce. Job seekers already have a negative perception of online job applications, and when their first impression is an outdated website, that only makes matters worse.
And finally, SEO or search engine optimization, can impact bounce rates. For instance, consider the name of our company, Jibe. Many non-recruiting people type “jibe” into Google just because they want to know the definition. Without a good page title for our website, many of these people were visiting and bouncing. Simply correcting the page title to reflect that we are a recruiting software company and not a place to find the definition of “jibe” dramatically improved our bounce rate—searchers now know up front whether or not it is the result they are looking for.
Who’s actually visiting our career site?
An interesting aspect of Google Analytics is its ability to show user demographic information. Doing this for specific pages requires going to the Behavior section in the menu, and then selecting All Pages. From there, you can search for specific pages on your site and view them through a number of secondary variables.
The secondary variables which may interest you for demographic information include:
- Age: breaks down visitors based on age groups, such as 18-24, 25-34, and so on
- Gender: shows a simple breakdown of male vs. female visitors to specific pages
- City/Country: shows where candidates were when they visited your site
Demographic information is important because it can show how well aligned your recruitment marketing and employer brand strategies are with your candidate personas.
Which devices are job seekers using?
In 2016, it’s worth knowing which types of devices job seekers are using while on your site—mobile, desktop computer, tablet, etc. This can influence the resources you should be dedicating to your mobile recruiting strategy.
Google Analytics can break down device usage based on pages of your website. Just last week we were inspecting the career site of one of the U.S.’s top ten biggest employers. We found something shocking on mobile: you couldn’t search for jobs. The “search” button just simply didn’t work.
In the scenario described above, you could look at this page with broken search in Google Analytics to find out the impact. You may inspect the Exit Rate on this page, which indicates how often users exit from that page. Most likely, the Exit Rate on this page was incredibly high for mobile users—why would they continue to spend time on the site if they can’t search for jobs?
Those are just a few ways to use Google Analytics to recruiting. We will share some more tips and tricks in the near future!
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