It’s week six in my new role and as I’m navigating through the initiative that I was brought on to develop and execute, I’m working with my new colleagues and teaching the importance of social recruitment and how to start measuring the impact. We have big plans and an ever bigger job of showing the ROI on social recruitment and how we will build our employer brand further.
So, like many of you, I’ve gathered market analysis and conducted an audit of our current state and now putting together a strategy of how we go to market, what’s our voice and content and what are we measuring. Sounds simple when I write it but countless hours later, I’m still trying to navigate through the online data and trying to determine what makes sense to this organization.
Every company has the same over arching theme: hire the best talent. But how we get there, the conversations we start and how make it a meaningful one is where I will spend most of my time.
I’ve had the pleasure to work with many fortune 500 organizations and while they’ve been successful in their core business, social recruitment metrics and career site analytics were in their infancy stages.
Here’s my advice to those starting to tweak their social recruitment approaches:
- Where is your traffic coming from?
- # of unique visitors? How long are they staying on your site and which page? What’s your bounce rate?
- are you making your recruitment buying decisions from these sources?
- what is your online engagement? how active are you in starting a conversation?
- what is your brand reach?
- have you assigned a conversion rate using google analytics from job views to intent to apply?
- have your applications online increased? From what source? Have you eliminated candidate self section?
- have you developed a talent pipeline approach?
- what is your recruitment marketing cost?
As I write this, I’m thinking of my own game plan and I’m pretty happy with the approach. I must remind myself and others that social recruitment and employer branding is a long term approach but if you get the formula right, the messages will resonate. Good luck with your planning.
Want to learn more about social media recruitment metrics? Come join me at the 2017 Top Talent Summit in Toronto on May 24-25!