Did you know that you can follow your applicant’s journey from their first click on a job listing, banner or tweet to the moment they’re hired? This presentation will introduce a few tracking and optimisation strategies which will help improve your ROI.

1. Hello from Hodes. Steven Lo Presti Digital Campaign Manager Google Analytics Certified Twitter: stevenlopresti LinkedIn: http://www.linkedin.com/in/stevenlopresti 1

3. How to measure your advertising campaigns, website and ATS and what to look for in your reports.

4. How the jobseeker’s journey will help you understand what you can track and measure.

5. Tracking tools and techniques that will help you achieve your goals.2

6. Think of what you really want to achieve. Not everything that counts can be counted, and not everything that can be counted, counts. 3

8. Goal: reduce cost per hire

9. KPI: no. of applications by source/medium/cost

10. Target: £££4

11. What you can measure: the three data streams. 5

13. URL-based inventory (listings/profiles): no. of clicks

14. Emails: sent/received/clicks.

15. Facebook/Google Pay Per Click (PPC): Impressions vs. Clicks = CTR

16. Social Media: tweets/Facebook posts/LinkedIn group activity (etc.).

17. Other, such as brand engagement (not for today).6

19. Site engagement: page views/time on site.

20. Brand interaction: is content shared on SM/are on-site tools used.

21. Content consumption: are videos played/key pages viewed/ documents downloaded.

22. Searched for a job, clicked apply?7

24. Online: 56% of visits

25. Offline : 31% of total visits

26. Not all media drive active jobseekers:

27. Track offline media – it might be more successful than you think.

28. Track Social Media – it might be less successful than you think.

29. Tracking the source of visitors used to arrive at your website will identify the media driving the most active jobseekers.Best performing website generated NO leads. A large number of visitors or a high CTR doesn’t equate to applications.

31. Rejection rates/ hire rates.

32. Can it accept third party source referral parameters?9

34. In what format are emails sent?

35. How easy is it to find your profile page?

36. Where are your banners displayed?

37. Which keywords (Google) or interests (Facebook) are used to reach your target audience?

39. On average, HTML emails achieve 8 times better CTR.Integrating Facebook advertising requires preparation.

41. Constantly optimise emails over the life of a campaign.

42. Test and automatically optimise your creative.11 Adding an ‘Apply’ button to emails DOUBLES your CTR. By automating ad-serving we can show only the best creative.

45. Track and measure visitor activity on your website by source/medium.13

47. utm_medium=listing

48. utm_campaign=campaign_name14

50. Add ‘intention to apply’ metric to Analytics reports (apply button clicks), segmented by source and medium used.15

52. All the way to hire. 17

53. One solution for multiple scenarios. Website/ATS integration using analytics. Social Media campaign management. Social Media monitoring. Campaign website launch and management. 18

54. Last.ly What we can track and measure doesn’t stop here: think about level and quality of hire. Set your goals. Track the jobseeker journey. Measure the performance of your advertising campaign/website/ATS against your goals. 19