I’m listening to Doug Berg delivering his presentation “managing the apply chain.” He starts with a picture of a sign in his office. In god we trust, everyone else bring data.
Following the same theme as the earlier U.P.S. presentation, Doug asks whether we really know where we are spending our recruitment money, and just how much social and technology is really costing.When you ask candidates where they came from, they tend to give you the answer they think you want to hear.The credit usually goes to the wrong place.
companies that do better than just asking, tend to measure the last source of application. They measure the application source/link, and not where the trail started.
A “wow” stat from Berg was that 80% of job seekers start their search on a career site, then go to social to find out who they know, and how they can engage or find out more.
My immediate thought on this is that if you identify whats missing when they moved in to social, and provided that functionality first. how many people would stay on the site? an interesting question from Peter gold via the twitter stream, “does that mean they go to career site first, or go to google?” I agree with Peter’s thinking on this, which again raises the importance of SEO, regularly checking and working on your Google juice. you also need to think about where they are landing when they click your popular links.
i asked Doug the question on Peters behalf: his reply was that 50% of google searches that are job based, are for a brand and a job by title, and 50% by generic job searches.
running campaign and source codes in to your links, enables you to track the application process. this can be as simple as unique, and cheap URL registrations, buying domains, through to using QR codes.
track response not just in terms of channels, but times and days. if there are particular “hot spots” for hiring, it might be an idea to look at adding some engagement features like a live stream or a live chat at the popular application times. if your going to be driving your traffic through social, it’s also the time to put someone on the end of the line, and match the activity with the optimum times.
An interesting stat to close from the jobs2web clients, Facebook generated twice the volume of hires than LinkedIn, in like for like job postings.
time to take another look at what gets measured, and just how much of our decision-making is being made on gut feel, and how much on fact!