Career site metrics are key to tracking what is working and what's not in your talent acquisition efforts. Here are the metrics we think every team should be tracking:
- Visits: This seems like a no brainer, but let me ask you this - do you know how many people went to your career site last month? Do you know what caused the traffic spike in the second week in September? How about the days of the week when people are most likely to visit? Knowing how many people are visiting your site each week/month is pretty important to get inside the heads of your candidates and the journey they are taking to understand your company as a place to work.
- Time + Pages/Visit: Engagement with your employer branding content is key to building headspace in the minds of potential applicants. Think about the last purchase you made. Most likely, you did a lot of research, and dove into the value propositions related to the product. The same behavior is repeated by the best candidates. They are diving into your employee value propositions and why they should want to work there - right? You'll know if they are or not based on how long they spend on your site and how much content they are consuming.
- Sources of Traffic: Where is your best traffic coming from? LinkedIn? Glassdoor? Are you paying for this traffic? Are you paying too much for some sources vs others? Should you be spending time trying to get more links back from "Best places to work" type blogs? You'll know once you start tracking the sources of your traffic, and what that traffic does (converts into your ATS, Talent Communities, etc).
- Hires: Yup - tracking how many hires your career site is producing relative to your efforts is the bottom line is all this.
Looking to implement more robust career site analytics? It's as easy as getting a login to Google Analytics, or using a more robust Career Site CMS.Pro tips: Reading analytics is never straightforward. Make sure you get detailed on documenting when you implemented various efforts, and what metrics you think they'll change, so you can track what actually happened.Need help? Grab someone from marketing to give you some pointers on the specifics of what you're trying to do, or leave a comment below and we'll see if we can help.