It’s important for HR to measure the success of your recruitment marketing campaigns.
The ultimate goal of a recruitment marketing strategy is to attract potential candidates, with the aim that the successful applicants will deliver long-term benefits to your organisation.
Here are five ways to measure the success of your recruitment drive:
1) Source of hire
Return on investment and overhead costs should be front and centre when you’re strategising new campaigns and assessing existing ones. Watching for the channels that are sending the best-quality applicants your way is essential to managing costs.
Referrals, job boards, in-house career hires and social media platforms are all channels you may be using in your marketing campaigns – while the digital ones have a built-in analytics capacity.
Tracking tip: Your organisation’s applicant tracking system (ATS) probably has a built-in feature allowing you to track where applicants entered the system. Be sure it’s activated if you have it.
2) Current employee referral
Tracking applicants that made their way into the talent pool by word of mouth – such as a current employee – is a great measure of how well your employer brand is regarded by your team.
Tracking tip: A survey handed out to new hires is an ideal opportunity to gain accurate information.
3) Applicant experience
Careful tracking of applicants at this stage is crucial to having them join your workforce on a high note. Knowing how they found you is important, but knowing about their employee experience during the hiring process is the second and equally important component.
Tracking tip: Statistics from your CRM and ATS to track the actual contact touch-points to confirm that new hires are happy overall through the process.
4) Social engagement
Social media is a great source of data, once you sort out the wheat from the chaff.
Tracking tip: Metric dashboards are available on most social media platforms, including the CMS (content management system) for your company’s LinkedIn, Facebook and Twitter accounts.
5) Quality of hire
Since the quality of a new hire is commonly listed as the most important metric in recruiting, here are some tangible components to measure:
- Hiring manager satisfaction.
- Retention rate.
- Performance reviews.
- Pre-hire metrics, including competing offers and time to acceptance.
Tracking tip: Surveys are good for the less tangible factors such as ascertaining if the candidate had competing offers and/or whether they were a passive or active job seeker at the time of application.
Parts of this article first appeared in the HR Gazette.
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