Rally Webinar: Track Your Way to Recruitment Marketing Success
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Learn how to track your Recruitment Marketing strategy like a pro.
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Rally Webinar: Track Your Way to Recruitment Marketing Success
- 1. Track Your Way to Recruitment Marketing Success
- 2. © 2023 Hi! I’m Lori Sylvia ● 25 years in marketing & branding ● 5 startups, 1 F100 company ● Former SmashFly CMO ● Recruitment Marketing evangelist & community builder
- 3. © 2023 Log In Now >
- 4. © 2023 Important Note What We Will Cover • Tracking social media, email and talent newsletters • Tracking paid social and digital ads • How you can use Rally Inside to track, measure, analyze and report on your RMEB strategy What We Won’t Cover • Tracking traditional job advertising on job boards • Programmatic job advertising • On-page tracking (clicking, hovering, pausing on a webpage like your careers site)
- 6. © 2023 What is “tracking”? Using technology to know what happens when you execute a marketing tactic Your action → What is the reaction
- 7. You can’t measure what you don’t track!
- 9. © 2023 Recruitment Marketing Metrics Email Opens Clicks Open Rate Click Through Rate Click to Open Ratio Engagement Rate Deliverability Unsubscribe Website Active Users New Users Returning Users Pageviews Sessions Session Duration Bounce Rate Channels Referrals Social Impressions Reach Views Shares Reactions Comments Clicks Engagement Rate Followers Ads Impressions Clicks Spend Cost Per Click Conversions Conversion Rate
- 11. © 2023 Log In Now >
- 12. © 2023
- 13. © 2023
- 14. © 2023 displays Destination URL info ShortLink URL Open Graph info Encrypted (safe)
- 15. © 2023 Channel will append with their own tracking
- 17. © 2023
- 18. © 2023
- 19. © 2023 other link insde.co destination URL insde.co other link destination URL A tracking link is like another link that wraps around your destination URL
- 21. © 2023 What happens when I click? Redirected from the shortlink URL to the destination URL >> 301 Redirect
- 25. © 2023 What the heck are UTM codes? • UTM = Urchin Tracking Model • Appends additional information to a URL • The information is read by the server that hosts the web page (ATS, RMP, CRM, corp site, etc.)
- 26. © 2023 URL with UTM example https://rallyrecruitmentmarketing.com/?utm_source= facebook&utm_medium=social&utm_content=feature -speakers&utm_campaign=webinar-track-your-way append with ? connect with &
- 27. © 2023 UTMs Parameter Definition Example 1 Example 2 Source where google facebook Medium type search social Term paid search terms Content what was clicked job-id-1234 feature-speakers Campaign campaign name april-hiring webinar-track-yo ur-way
- 28. © 2023 <!-- Global site tag (gtag.js) - Google Analytics --> <script async src="https://www.googletagmanager.com/gtag/j s?id=UA-111111111-1"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'UA-111111111-1'); </script> What systems do you use for your careers site? ATS, RMP, CRM, corporate website…
- 29. © 2023 <!-- Global site tag (gtag.js) - Google Analytics --> <script async src="https://www.googletagmanager.com/gtag/j s?id=UA-111111111-1"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'UA-111111111-1'); </script> What systems do you use for your careers site? ATS, RMP, CRM, corporate website…
- 30. © 2023 DO’s Use UTMs when driving traffic to a website you own (if you have a tool that reports UTMs, like Google Analytics)
- 31. © 2023 DON’Ts Use UTMs when driving traffic to someone else’s site (unless they ask you)
- 32. © 2023 57% 43% To careers site To other sites
- 33. © 2023 of LinkedIn and Facebook posts don’t have links of RM links don’t get clicks
- 34. © 2023 Basic Tracking Links & Clicks Better Tracking Links & Clicks Links & No Clicks No Links + Context ● Job functions ● Content topics ● & more
- 35. © 2023
- 36. © 2023 Measuring your strategy Dashboard Link Report Analytics Overview Free Plan
- 37. © 2023 Measuring your strategy Pro Plan Campaign Report My Social
- 38. © 2023 Measuring your strategy Persona Analytics Channel Report Tag Analytics Premium Plan …and lots more!
- 39. © 2023 What Recruitment Marketing = Applications? Clicks Jan 01 Jan 15 Jan 29 Feb 12
- 41. Track Your Way to Recruitment Marketing Success Thank you!