the kpi's of job board success
DESCRIPTION
Presentation by Peter Weddle at the recent European Job Board ConferenceTRANSCRIPT
The KPIs of Job Board Success
A Summary Report of the Findings of
The 2012 IAEWS Global Benchmark Survey
Peter Weddle, Executive Director of IAEWS
The Agents of Change
Measurementis the Best Strategy for Success
A Measurement Process
KPIs
Data Collection
AnalysisIssue(s) & Opportunities
Actions
IAEWS Benchmark
Survey
IAEWS Discussion
Forums
IAEWS Benchmark Survey
• Trade association for the global online employment services industry
• Members include:• Job boards• Social media sites• Job ad distribution companies• Aggregators• ATS vendors• Recruitment advertising agencies
• Mission• Activities
About the IAEWS
Benchmark SurveyMember Working GroupsProprietary ResearchConferences
2012 IAEWS Benchmark Survey
• 2nd year for survey• Supported by Jobg8• No charge to participate• Data collection, analysis and reporting by third party research firm
• Steering committee for question design• Goal was survey completion within 1 hour• Cross tabs by age, traffic, specialization, location, postings
• Participants• 154 registrants; 108 completed surveys
• Results• Private individual report• Group discussions (participants only)
Operating Location of Participant Sites
5
9
4
3
13
10
25
50
3
2
3
6
13
14
19
41
0 20 40 60 80 100
Other
Canada
Australia / New Zealand
Western Europe
Worldwide
North America
UK
USA
Percent
2012
2011
Types of Job Board
69
21
10
67
1914
0
20
40
60
80
100
Niche by industry or jobtype within region
General job board withinregion
Geographic niche within aspecific region
Pe
rce
nt
2012
2011
Key Performance Indicators
• Operational Performance• Traffic• Traffic/source• Views/posting• Applications/posting• Conversion rate/traffic source
• Financial Performance• Advertising & Marketing Expense/Revenue• Direct Sales Expense/Revenue• Technology Investment/Revenue
State of the Industry - I
KPI Unknown/ NR
Traffic (unique visitors) 10%
Traffic/Source 18%
Views/Posting 22%
Applications/Posting 47%
Conversion Rate/ Traffic Source 60%
Expense Ratios 26-32%
Operational Performance Indicators
Traffic per Source
Direct
SEMAgg
Out
boun
d Em
ails
PPC
Social
Med
iaO
ther
0%
5%
10%
15%
20%
25%
0 to 25 percent83%
51 to 75 percent1%
Unknown16%
0 to 25 percent
25 to 50 percent
51 to 75 percent
75 to 100 percent
Unknown
Traffic from Mobile PlatformsWhat percentage of your total traffic originates from mobile platforms?
13
Please provide the average number of views per job posting (normalized for 28 day period) for the month of May.
9%
16%
10%
15%28%
22%
2012
17%
17%
10%
8%
21%
27%
2011
0 to 2020.1 to 5050.1 to 100100.1 to 200200.1 or moreUnknown
Average Views per Job Posting
14
Please provide the average number of applicants per postings (either ATS or email) on your site (normalized for a 28 day posting cycle) during May 2012.
0 to 14% 1.1 to 3
7%
3.1 to 1037%
10.1 to 3026%
30.1 or more4%
Unknown22%
Average Applicants per Posting
15
Do you track the conversion rate of traffic coming to your site?
Yes39%
No60%
Unknown1%
52
55
57
62
62
14
19
12
2
5
5
2
2
2
2
26
26
29
36
29
0% 20% 40% 60% 80% 100%
PPC campaigns
Direct emails or job alerts
Search engines
Social Media sites
Aggregator sites
0 to 25% 26 to 50% 51 to 75% 76 to 100% Unknown
If yes, what is your conversion rate from the following sources of traffic? *
* Asked of respondents who indicated they track the conversion rate (n=42).
Conversion Rate/ Traffic Source
16
Expense Ratio
Inc/Dec vs. 2011
Amount
Advertising and Marketing
Increase .5%
Selling Same -
Technology Increase 1.3%
State of the Industry - II
Financial Performance Indicators
17
Please provide the ratio of your annual external advertising or marketing expense divided by annual revenue for your board in this region.
31%
7%11%12%
13%
26%
2012
13%
9%
16%
11%8%
43%
2011
0 to .02.03 to .04.05 to .06.07 to .12.13 or moreUnknown
Advertising & Marketing ROI
18
8
17
19
26
34
35
39
50
51
65
70
71
73
75
84
92
0 20 40 60 80 100
Android application
iPhone application
"Pay per application" pricing model
Referral mechanism
Presence on Google+
Recruiter directory
.mob site
Integrated with a job distribution system
Group on LinkedIn
Full ecommerce for self service sign-up and payment
Featured Advertiser / Company option
Facebook account
Twitter account
Career advice through blogs, etc.
Featured Job option for advertisers
"Job alert" function
Percent "Yes"
Job Board Features
• In a time of rapid global economic and cultural change, measurement is the only sure way to keep up (or better yet, leap ahead of the pack).
• Measurement is most useful when embedded in a process for fixing problems and leveraging strengths.
• The best measurement process utilizes a mix of KPIs – operational and financial data.
• To kick-start your measurement process, participate in the 2013 IAEWS Global Benchmark Survey ([email protected]).
Final Thoughts
