Social recruiting – analytics measuring every click
In God we trust, everyone else bring data.
In my last post for TribePad, I wrote about what I think are the 4 key factors to consider when selecting the technology to support your social recruiting effort.
- Simple user interface
- One click entry/registration
This week I want to concentrate on analytics and measurement.
It’s said in management and leadership circles that “If you can’t measure it, you can’t manage it” and this applies as much for social recruiting. The real problem though is what to measure that tells you the whole story of how you end up with the people you hire.
Consider this possible candidate journey. Jimmy the hire spots a tweet from one of your employees about a day in the life video, he clicks on the link and goes to YouTube to watch the video. He likes what he sees so he clicks on the link to your career site, doesn’t see anything he wants to apply for yet, so he signs up for your Facebook page and views some content. He likes what he sees, watches a few videos and likes what he sees. He gets a good feeling about your business and so he joins your group on LinkedIn and connects with a few recruiters. He is now really bought in to you and looking for the right job. He gets an update from one of these recruiters who has updated his profile with a new job. He likes the look of the job but is on his mobile so he bookmarks the job so that he can apply later. When he gets back home, he remembers the job and googles your career site and finds the job. This takes him to your career site, and from your career site he goes to the job and clicks apply, this takes him to your Applicant Tracking System where he completes a few questions and for time-saving, clicks the apply with LinkedIn button, which submits his profile. You pick up his profile and ask him to submit a CV. When you get the CV by e-mail, you like what you see and call him in for an interview and several interviews later he gets offered and accepts the job.
First question: What’s your source of hire? The answer is going to be either the last clicks in the chain: i:e: the ATS via the Career Site. Hooray for the Career Site.
Should the answer to this in fact have been his first touch point on the journey? That would be the first click from twitter to YouTube. The video he watched started his interest in you, and the video reinforced it. His time on Facebook and what he was seeing being posted by your employees convinced him that you were the number one choice. He saw the job that he eventually got on LinkedIn, and he applied with his LinkedIn profile, so is this channel the real source of hire?
It’s confusing right? It also gets even more inaccurate when we ask the usual question on the application about where did you hear about the job? It’s fairly standard, and a common means of recording and tracking source of hire. It’s often the only way real tracking used and it relies on the candidates memory and they usually recall the last place they applied from, typically the career site. This doesn’t really tell us any of the detail we need to determine what is working, and more importantly what isn’t.
I’ve shown this candidate journey because it is a real one for a real hire. After we launched social recruiting at Oracle, I remember speaking with the head of recruiting about how things were going. The numbers showed that applications were up, the hires were happening and the feeling was that this was because of the social activity. The gut feel was that the candidates were much more informed, and enthusiastic because of all of the social media activity, blogging, internal connections etc. A big increase in the efficiency of interviews to hires convinced them of this, what was lacking at this point was the data that proved it. We can only measure and prove R.O.I. with data. So what should you measure:
The short and accurate answer is everything. Measure every click, every conversation, every touch point, every application and every action that goes on in your social places. Most importantly you want to see how people progress from their first touch point through to application, and what channels, content or social places generate the most actions and hires. Equally you want to be tracking who your influencers are, who shares your content and talk about you. This lets you understand what resonates with your target audience, and who you should be rewarding in some way.
The 3 areas you want to measure are:
- Efficiency Ratios