the key recruiting metric you're not tracking: source of influence
TRANSCRIPT
© Glassdoor, Inc. 2016
The Key Metric You’re Not Tracking:
Source of Influence
© Glassdoor, Inc. 2016
#RecruitingMetrics
© Glassdoor, Inc. 2016
Featured Speakers
Elyse MayerContent Manager at SmashFly
Technologies@ElyseSchmidt
Kirsten DavidsonHead of Employer Brand at Glassdoor
@GDforEmployers
© 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
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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
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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
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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
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#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
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#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
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#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
© Glassdoor, Inc. 2016
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
© Glassdoor, Inc. 2016
© 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
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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