the key recruiting metric you're not tracking: source of influence

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The Key Metric You’re Not Tracking:

Source of Influence

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#RecruitingMetrics

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Featured Speakers

Elyse MayerContent Manager at SmashFly

Technologies@ElyseSchmidt

Kirsten DavidsonHead of Employer Brand at Glassdoor

@GDforEmployers

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agendawhat is source of influence

why it matters to your organization

how to track and use it to inform your recruiting strategy

Q&A

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© Glassdoor, Inc. 2016

Source of Hire vs. Source of influence • Source of Hire: the last source a candidate used

before applying• Source of Influence: all the sources a candidate

interacts with from attraction to application

#RecruitingMetrics

© Glassdoor, Inc. 2016 #RecruitingMetrics

© Glassdoor, Inc. 2016 #RecruitingMetrics

© Glassdoor, Inc. 2016

21

4 53

87 6

9

Source of Hire

#RecruitingMetrics

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Content marketing (including blogs)

Employee stories

Employer brand videos

Newsletter

Press outreach

Social media outreach

SEO and PPC

Retargeting

Email lead nurturing

Job boards

Profile pages on employment sites

Career sites

Talent networks

Referrals

Reviews

#RecruitingMetrics

© Glassdoor, Inc. 2016

agendawhat is source of influence

why it matters to your organization

how to track and use it to inform your recruiting strategy

Q&A

#RecruitingMetrics

© Glassdoor, Inc. 2016

© Glassdoor, Inc. 2016Inavero, 2015

© Glassdoor, Inc. 2016

Recruitment marketing and source of influence go hand-in-hand.

• Proactively nurture candidates across multiple channels

• Attract and influence candidates to apply

• Figure out the channels that work best

1

#RecruitingMetrics

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The candidate journey starts long before they apply.

• There is no single source of hire, only single source of apply (which is not the whole story!)

• Touchpoints influence candidates in different ways and to take different actions

2

#RecruitingMetrics

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Certain channels are meant to influence and nurture, not convert.

• Tells you what attracted candidates to apply, so you can better allocate budget and resources

3

#RecruitingMetrics

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Source of influence tracking reveals candidate motivations and behaviors.• Eliminate guesswork and prove what works• Back up your case for investing in tools and resources• Get insight into specific candidate journeys• Create targeted candidate personas to drive overall strategy and future

campaigns

4

#RecruitingMetrics

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Source of influence databrightens the black hole of what happens

before a candidate clicks apply.

#RecruitingMetrics

© Glassdoor, Inc. 2016

agendawhat is source of influence

why it matters to your organization

how to track and use it to inform your recruiting strategy

Q&A

#RecruitingMetrics

© Glassdoor, Inc. 2016

© Glassdoor, Inc. 2016

Rely on candidate self-selection

Use source codes

#RecruitingMetrics

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vs.

Rely on candidate self-selection

Use source codes

Use Recruitment Marketing PlatformsComplete integration with ATS

#RecruitingMetrics

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How many visitors come to your career site, from which social networks or job boards, on a mobile device or desktop, and what content they engage with before applying?

How your latest college recruiting campaign performed in terms of email opens and click-throughs, how many of them joined your talent network, and how many converted into applicants from your pipelines?

How many sources a candidate interacts with before they apply?

#RecruitingMetrics

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© Glassdoor, Inc. 2016

Determine:

• What was their first point of attraction? • How many sources of influence did they touch before they

applied? • How long did it take them to eventually apply? • Were they part of your talent network?

#RecruitingMetrics

© Glassdoor, Inc. 2016

Determine:

• How many qualified candidates are coming in through which source?

• How do engineering candidates differ in their touchpoints

than finance candidates?• How did specific email messaging drive conversion?

#RecruitingMetrics

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Utilizing your Recruitment Marketing Platform:

• Filter and sort leads in your pipeline based on specific activity

• Target certain leads to source when certain reqs open

#RecruitingMetrics

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More engagement with potential applicants by changing social strategy

and allocating more posts to a different audience.

#RecruitingMetrics

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“ When candidates come in the door, they already know about our organization’s culture and values. We hire people who are more concerned with being a part of a company that is growing and providing a career opportunity than those just interested in landing their next ‘job’ or getting their next paycheck. Glassdoor gives them a transparent look at what we’re doing at WilsonHCG, which is to build around our people.

John Wilson, CEO

#RecruitingMetrics

© Glassdoor, Inc. 2016

Key Takeaways• Sources of influence are your recruitment

marketing channels. • To improve the candidate journey, you have to

understand and track it first. • Source of hire is only one data point; source of

influence is a fuller picture. • Source of influence metrics will help you

identify what’s working and what’s not across channels and campaigns.

#RecruitingMetrics

© Glassdoor, Inc. 2016