social recruiting metrics - JLee + jobvite
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This document discusses 7 ways to measure social recruiting return on investment (ROI). It begins by introducing the author and why she chose this topic. The document then outlines both quantitative and qualitative metrics that can be used to measure social recruiting ROI, including eyeballs/traffic, comments/mentions, fans/followers, costs, influence, engagement, and information quality. Specific tools that can help measure these metrics are also presented. The document emphasizes that social media is one tool among many and not a magic bullet on its own.
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social recruiting metrics - JLee + jobvite
- 1. with jessica lee { APCO Worldwide + Fistful of Talent } 7 ways to measure social recruiting ROI
- 2. • that’s me – cooking who am i? why me? dinner & finalizing these slides last night (pork chops + roasted brussels sprouts, in case you wondered) • corporate recruiter in the biz for ten years • started using facebook in march 2008, blogging in april 2008, twitter in june 2008
- 3. so why did i choose this topic to cover with you today?
- 4. before we dive in though… just so you know where i’m coming from…
- 5. community sourcing ? branding ? pieces of the social recruiting puzzle
- 6. that being said… • social media is not the be-all, end-all - it’s one tool • social media is not going to work for everyone • it’s too early to really say that social media is a/the magic bullet
- 7. but why metrics, value! you ask? map out strategy determine measurements define success establish goals
- 8. possible goals • hire great people • hire great people very quickly • hire great people quickly while spending less • have strong employment brand awareness • provide great customer service to applicants
- 9. increased recruiter satisfaction/FUN factor increased job applications decreased from social increased hires from sources applicant social sources decreased to hire time to fill funnel increased website increased traffic from social sources increased brand thought loyalty leadership increased quality of increased increased hire candidate decreased brand quality cost per hire awareness
- 11. the metrics – at a macro level quantitative 1. eyeballs/traffic 2. comments/mentions 3. 4. fans/friends/followers costs qualitative 5. influence 6. engagement 7. IQ
- 12. eyeballs/traffic
- 13. eyeballs/traffic
- 15. friends/fans/ followers
- 16. costs • investment of time; staff resources to use social media (monitor & engage) • cost savings through lower media buys, job board spends, etc
- 17. a quick word about qualitative metrics
- 19. why is influence an important metric? where consumers turn to for buying recommendations TRUST 30% blogger review 37% chat room/discussion board 49% online editor review 50% consumer opinion site review 52% consumer review – retail site 60% consumer reviews – content site 63% review by a known expert 69% information on the company’s website 75% review in a newspaper, magazine or on TV 83% opinion of a friend or acquaintance
- 20. the goal of influence? turn small groups of enthusiasts, users, customers and consumers into authors, producers, scouts, testers, collaborators and broadcasters into community members, advocates, ambassadors and evangelists
- 21. track the level of influence your broadcasting efforts have: • how far is the information getting? – retweets, forwards, referrals • how often does your content get repurposed? • does it support your intended direction?
- 23. from eyeballs to engagement the engaged intermittent contributors the lurkers
- 24. engagement • how engaged are your visitors? – how many people join in on a discussion – ratio of positive comments to negative ones – likes, re-tweets, forwards – length of time on site
- 25. IQ “i read online that you guys have this program that…”
- 26. back to the engagement: qualitative • what do your applicants think of the social media experience you are providing? • what do they think of your participation? IQ: • did connecting via a social media channel provide candidates with added intel on the company? • did researching the company via social media channels better prepare candidates for your interview? • do candidates who engaged via social media seem better prepared than others? • are candidates anecdotally mentioning learnings thorugh social media?
- 27. measurement tools
- 28. measurement tools to try: google analytics bit.ly or budurl facebook page insights twittercounter.com twitalyzer.com klout.com retweetist.com socialmention.com zoomerang.com (qual)
- 29. reviewing the metrics again: quantitative 1. eyeballs/traffic 2. comments/mentions 3. 4. fans/friends/followers costs qualitative 5. influence 6. engagement 7. IQ
- 30. reach out and follow up - jlee@apcoworldwide.com jessicalee.dc@gmail.com @jessica_lee @APCOjobs @fistfuloftalent www.fistfuloftalent.com
Notes de l'éditeur
- today’s webcast isn’t really about me – but i decided to throw a slide in about me anyways because even I get tired of the pundits and non trench, non practitioner types teaching… I’m like you. corporate HR gal for about ten years now… and social media hasn’t always been my thing. I only started using facebook in 2008, I started blogging a few onths later, and then got onto twitter a few months later… so I haven’t been at this too long which means that if someone like me has figured it out partially, you can too.
- why this topic? social recruiting… evolutionary. We’ve discovered the tools and are starting to master them. Some of us are having fun… but for what? Why? Are we providing value? Lessons have been learned at this point by some, by many… so there’s no point in going over the tools or the basics. Let’s talk about social recruiting 201 and I thought metrics and measurements was a good place to spend some time. you’re not doing this as a hobby – this is to possibly make you a better recruiter at the end of the day.
- before we dive into the actual metrics and measurements though, i wanted to quickly run through some foundational info.
- first - how I think we should be using social media to recruit – sourcing, broadcasting and community. There’s overlap between these areas, and I think they feed into each other – but it’s different tasks to support each area. Community can be built by sourcing people to become part of the community. The community can initially become interested through the broadcasting of information from you to them – but to sustain interest and build out a community, there has to be some level of engagement with them. and given these three pieces, some of the metrics we talk about will apply in different areas but not all.
- I also want to tell you that I don’t know if social media is the answer. I think working the phone is still a critical part. showing your face at industry events for your company, even working a job fair or two… still gotta do it. this is supplemental though.
- why metrics though? at the end of the day, what you’re trying to provide and show is that social recruiting has some kind of value. you have bought into the belief that there is value in there somewhere. but to show it, here are possible steps you can take to get there -
- possible markers of success are what drive your metrics. there are many things to measure – but you’ve got to show how those measurements impact these markers of success. not going to be the same for everyone. you may have different objectives in mind. but these are some of the kinds of things we’re striving for when we’re looking at improving the recruiting function or being a better recruiter, right? these are our goals.
- so now… finally, let’s get into the metrics.
- Not all will apply, depending upon what social tools you’re using… but seven core measurements – and I make a distinction between qualitative and quantitative metrics. we’ll spend more time on qual today than quant.
- traffic measurements likely take place in different places – your FB page traffic, your blog’s traffic, - but the goal is to… (next slide)
- get them to your website. the careers section of your site is where they ultimately want to be – and this is an additional, or maybe the ultimate metric for you to focus on when it comes to traffic. dig deeper into your web site’s analytics (google is great for this) – and pay attention to the referral sources. are folks arriving because they clicked on links on FB? twitter? elsewhere? and if you want to see if there is success, the needle has to constantly move with increases in traffic from social sources.
- pretty straight forward – but for your broadcasting efforts and as a result of a potentially strong community you’re building… one of the results is simply people commenting or mentioning your company or you. can be gathered individually, or via aggregators like social mention. obviously you want an increase in comments (hopefully mostly positive) but I am the kind of person who is of the belief that all PR is good PR.
- this is pretty straight forward – number of fans/followers or friends. obviously you want to see an increase. the numbers need some context though – if you are a small to midsize company, you’re not going to have tens of thousands of friends. so I do think the quality of these friends matter which we’ll get into with some of the other metrics in a bit – but it’s a measurement. obviously we want to see progression.
- I’d argue that the biggest investment one has to make with social media is the time commitment. track usage of time – should automate over time in some areas, engagement time spent may increase but, you are going to hope to see that engagement impact other areas such as… cost savings through…
- last three metrics I bundle as qualitative. harder to measure – and part of it is trying to quantify something that is hard to quantify. a gut feeling that you know something is right in some senses. to help me wrap my head around the notion of qual… someone who came from the ad world put it in this perspective… you don’t know the value or worth of having a celeb spokesperson holding a can of coke. you can’t really measure that in any scientific way… but we know it works. and we know it’s effective.
- if you have influence – your information gets farther. people trust what you say, trust your opinion and spread it out further. measuring influence on your own isn’t easy though. so… turn to tools.
- Influence as a metric is still hard to track. I think on your own, it’s tough. Use services/tools out there with algorhythms they’ve created. That said though… for influence to be effective though – it’s got to be individuals within the company or recruiting team who are seen as influential. If we go back to the graphic of who do consumers trust – it’s the friend. You’ve got to become their friend.
- If we go back to the three ways to use social media to recruit – sourcing, broadcasting and community. Community can be built by sourcing people to become part of the community. The community can initially become interested through the broadcasting of information from you to them – but to sustain interest and build out a community, there has to be some level of engagement with them. Which means more than just finding, more than just broadcasting information – it’s having interactions. Engaging people in conversation, and engaging people into action.
- some of the tracking of engagement has to be done separately – goog analytics, facebook page – you can go back to tools like social mention for some help –
- new discoveries to the candidate, and to the recruiter
- Not all will apply, depending upon what social tools you’re using…