Peter Jones (Dragon’s Den) shared wisdom in his online business guide where he featued how to make people central to your success. Jones claimed that ‘a business is nothing without its PEOPLE.’ Whilst most business owners, HR directors and talent acquisition teams know this to be true, too often than not do they resort to the status quo of sourcing candidates, being fearful to work with their marketing department to develop an integrated employer branding strategy to communicate and amplify their employee value proposition.
We offer complimentary digital talent attraction audits to help you and your business assess the current state of play regarding how you engage with potential candidates online. But, if you have access to your website's Google Analytics here are some simple steps to gain useful insight to help fuel your talent pool cultivation.
Step 1: Traffic
See just how many people are visiting your career site or career pages. If you have a dedicated career website then this is as easy as logging onto the Google Analytics dashboard for that particular site. If you don’t have a separate career site then you’ll want to look for data on a particular page of your main site.
To do this you’ll need to log in, go to Behavior> Site Content> All Pages and locate the page in the table or alternatively search for it in the search field. Once you’ve found your careers page, click the page and voila you’ll have a summary of data for that specific page.
Tip: Page views are defined as every time anyone (unless you've disqualified certain IP addresses) has viewed that page, it tallys up to the total views that page has received. Unique page views are the number of users who have viewed that page, they may have come back a few times but this will only log the first instance.
Step 2: Audience Demographic
Whilst traffic is important, you’ll know that the ideal candidates for your workforce may be of a certain age or speak a certain language. This is where understanding your audience demographics of your visitors comes in handy.
Locate Audience> Demographics> Overview in the left-hand side navigation bar. This page features the age and gender of all the users on the site. To delve deeper into your audience visit Audience> Geo> Location to gain an understanding just where your audience traffic is coming from.
Step 3: Where does your traffic come from?
Understand where the biggest traffic source is for your careers page/site. Go back to Behavior> Site Content > All Pages and locate your careers page as per Step 1. Now set the secondary dimension to Acquisition> Source/Medium to see the different sources that drive traffic to this area – and a number of page views for each.
You can go one step further and take a look at the average time on page is spent from each of these traffic sources along with the bounce rate. It could be that you're spending a lot of time and money on an email campaign but in reality, the traffic being driven is negligible or even worse, disengaging potential candidates.
Tip: Bounce rate is the percentage of your visitors who viewed one page and then ‘bounced-off’ the page within a small amount of time. Bounce rate is a good way of identifying if the content the visitor clicked to see was relevant or engaging enough.
Step 4: Conversion Rate
To truly benefit from identifying a number of conversions your careers site is acquiring you'll need to set up Google Analytics goals. You can see how to set-up a Google Analytics goal for a candidate application here.
A goal is a point your candidates would get to trigger a ‘success', our suggestion would be that you set a goal for whenever a candidate reaches a ‘thank you page' for submitting their CV or application. Once the goal has been set up you will then be able to track and measure the success of source of traffic and other differentiators.
Making data-driven decisions
The data sourced from your own analytics will reveal one of three things...
- You're doing a great job, there are tonnes of traffic being sourced from all the efforts you're using online and your marketing department have talent attraction aligned with their objectives.
- Wow, we didn’t realise we have hardly any traffic. It’s clear that we need to meet with marketing and the other key business owners to ensure we’re utilising our online communication tools to drive some more traffic to our careers site.
- We’re doing OK, but we’re spending a lot of time on the things that don’t work as well for us. We might need to re-think some of the content on the careers pages to decrease the bounce rate or increase applications.
In either case, utilising Google Analytics in this way is an invaluable way to identify if your online employer brand and recruitment marketing is effectively communicating your EVP.
Should you be struggling where to start or would like us to do the above analysis for you, get in touch or find out more about our complimentary digital talent attraction audit.