Your guide to getting started with recruiting analytics.
Understanding recruiting and talent analytics—while seemingly daunting—can provide you with invaluable knowledge about your brand and reputation over time. Analyzing how your traffic compares with competitors can spotlight areas for improvement and tactics you might want to adopt. And seeing which candidates are coming to your page versus the competition can help you refine your recruitment strategy to ultimately reach your target candidates. Similarly, monitoring your own brand’s performance can help you understand what your employees like and dislike. Keeping an eye on the competition can help you further refine your strategy to win the war for talent.
Developing an effective employer brand is the foundation of an effective recruitment strategy. Knowing and understanding your recruiting analytics can help you truly win today’s war for talent.
How do you know if yours is resonating with your target audience on your careers page, social media and Glassdoor profile?
Understanding and diving into recruiting analytics can provide answers. They help you monitor your reputation, show how you measure up to your competition, and determine if your employer brand resonates with your target audience. More importantly, Human Resource and talent acquisition professionals can leverage “the numbers” to optimize their recruiting strategy by analyzing job candidate activity and demographics, profile traffic to their careers page or Glassdoor profile, and deeper HR metrics like cost-per-hire, quality-of-hire and time-to-hire.
For example, sites such as Glassdoor allow you to analyze what job titles are most clicked on. An applicant tracking system (ATS) can help close the loop and break down applicants by source. Together, this granular data can help you measure success and determine the quality-of-hire and cost-per-hire for each recruiting channel.
To evaluate the effectiveness of your employer brand and recruiting strategy, here are four important areas to focus on:
Have you checked your site traffic to your careers page or your Glassdoor profile? It’s one of the simplest baselines to measure and track over time, giving you a snapshot of the awareness of your company and its reputation. Seeing who is coming to your page can help you make sure your employer brand is resonating with the right audience. Benchmarking and exploring company ratings, audience demographics, job candidate activity, candidate feedback, CEO ratings, how likely employees would recommend the company to a friend, and competitors’ ratings can help refine your own employer branding strategy and tactics.
As a baseline for comparison, here are aggregate Glassdoor averages for three key categories (data as of July 2015):
How do yours compare? Knowing your company’s key strengths and weaknesses can help you build an employer brand. For example, on Glassdoor, under “Insights” and “Reputation” in your Employer Center, reviewing your company’s word clouds—which reveal positive and negative perceptions of your company—you help you identify recurring themes in your employer reviews. Reviewing anecdotal feedback from job candidates further colors perceptions of your employer brand and company. Together, this information identifies areas you may need to work on.
It’s important to analyze key areas and monitor changes over time (year over year, for example). This allows you to prioritize your focus and show upper management progress.
A Glassdoor Free Employer Account gives you access to analytics and tools to monitor your reputation, understand candidate activity and identify the competition. Analytics can help you manage your reputation, show how you measure up to your competition and determine if your employer brand resonates with your target audience. Additionally, you can gain interview feedback and measure the overall success of your recruiting channels while broadening understanding of your employer brand. Get your Free Employer Account.