Online recruitment uses the power of the internet to match people to jobs. Fundamentally, it is about publishing vacancies on your corporate websites, in social media and/or in job boards. The challenge is to increase your traffic to and to improve conversions at the central hub (corporate recruitment site). The real strength and power of online recruitment lie in harnessing internet technology to not just attract candidates but to deal with them too. In this sense it is also about streamlining the recruitment process This presentation addresses the genertion of traffic through the means on SEO and Social Media. In the Pan-European Online Recruitment Seminar IBB organized in-depth interactive sessions and workshops of companies like L’Oréal, SEAT, CERN, Sonru, Recruit2, WebBoomm and more.

1. SOCIAL MEDIA
MEASUREMENT
Pan European Online Recruitment Seminar

2. Social Media Marketing
Herwin Wevers
Facebook.com/WebBoomm
Linkedin.com/in/WebBoomm
WebBoomm.com/nl
Twitter.com/HerwinWevers

4. Trend #8
Possible?
What are we measuring?
NO
YES
•Look for Correlations
•Matched Market Analysis
•Social Media Metrics

5. Brand metrics are still the most
common things to measure

6. Although budgets are rising, the ROI
question is still not answered

8. BOSS: HOW MANY FRIENDS DO YOU HAVE?
SECRETARY: 3978
BOSS: WOW. OUR BIGGEST COMPETITOR ONLY
HAS 876
BOSS: HOW LONG DOES THAT TAKE?
SECRETARY: ONE MONTH SIR
BOSS: CAN YOU CREATE AND MAINTAIN OUR
COMPANY PAGE?
SECRETARY: SURE. GIVE ME 5 MINUTES

12. Typical Lifecycle of Brand Impressions &
Visits Prior To Conversion
#1 Mention on Facebook #2 Visit from Tweeted Link
#4 Video from Search query
#5 Brand from Search query
#3 Pictures from Search query
Conversion

13. Typical Lifecycle of Brand Impressions &
Visits Prior To Conversion
#1 Mention on Facebook #2 Visit from Tweeted Link
Q: Which of these channels should
get the credit for conversion?
#4 Video from Search query
#5 Brand from Search query
#3 Pictures from Search query
A: Probably all of them, but that´s
not how analytics tools measure.

14. But is Nearly Useless By Itself
Via http://www.seomoz.org/blog/4-essential-seo-infographics

15. http://blog.eloqua.com/the-content-grid-v2

16. SO YOU CAN´T TRACK IT…..
OR CAN YOU?

18. RULE #1
ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC
RULE #2
ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.
RULE #3
EVERY VARIABLE YOU INCLUDE HAS A VALUE

23. #1 ESTABLISH A BASELINE

24. #2 CREATE ACTIVITY LINE

25. #3 MONITOR VOLUMES (MENTIONS)

26. #4 LOOK AT TRANSACTIONAL DATA

27. #5 OVERLAY ALL DATA ON A SINGLE
TIMELINE

28. #6 LOOK FOR PATTERNS

29. Matched Market Analysis
• Measures narrow market level activities
• Markets, regions
• Uses “test” and “control” cells that are
statistically matched to ensure same sales
behavior of the product in the markets
• Proven methodology

30. Increasingly CPG Companies
are Using Social Media to Measurably Drive Sales

31. What CPG brands look for
in credible sales & ROI measurement
• Actual offline sales data – not just purchase
intent
• Ability to measure sales lift/incremental sales
• Able to isolate campaign impact through
statistically valid and industry proven
methodologies
• Projectable to a larger campaign or roll-out
universe
• 3rd party validation

32. Matched Market Analysis –
Why it can work for Social Media Analysis
Offline & Facebook conversations are sufficiently geo concentrated
OFFLINE FACEBOOK

33. Key Takeaways
1. Large marketers, like CPGs, are increasingly demanding that
social marketing spend is accountable
2. ROI is a financial metric
3. Deliver ROI by approaching social marketing with a direct
response mindset
4. Track volume, time, and location of campaign
impressions, then correlate with actual transaction data
5. Work with 3rd party analytics providers, internal analytics
teams, & industry experts to use methods like matched
market analysis, marketing mix modeling

34. …Or stick With The Social Media Metrics
• Traffic data - how many visits and visitors did social
drive to our sites?
• Fan/follower data - how many people are in our
various networks and how are they growing?
• Social interaction data - how are people interacting
with, sharing and re-sharing our content on social
networks?
• Social content performance - how is the content
we're producing on social sites performing?

37. Twitter
T
Metrics
• Followers (and follower growth over time) - the unique
number of Twitter users who've "followed" my account
• @ Replies - the number of tweets sent that begin with
my account name
• @ Mentions - a tweet that includes my account
name, but uses it inside the tweet
• Brand Mentions - tweets that contain the
brand/account name but don't use the @ symbol
• Best Performing Content - the content I shared on
Twitter that earned the most clicks, retweets and
shares.

38. LinkedIN
Metrics
#1 Company Page #2 Unique visitors #3: Growh of Followers
#4: Views #5: Appearances' in Search #6: Site´s Source Traffic
Google Analyics

39. Twitter Monitoring Tools

42. Twitter Audit