Career site data is not fit for 2016

by in Digital, Recruitment

There are many weapons in a company’s talent attraction armoury these days. In house recruiters, LinkedIn, job boards, recruitment consultants. This direct sourcing is clearly working as so many companies do it this way. This blog isnt to discuss that as such, but I feel employers are missing a trick by not focusing (and understanding) enough on the performance of their career site. This is the second highest used resource used when candidates are looking for information on a new job.

You may or may not be surprised to learn that the highest utilised resource is actually Google (Career Builder’s Candidate Behaviour research shows that 71% of all job searches start at Google). Let’s face it, most things start there these days. And if you listen to the job boards, they’ll tell you the traffic to their sites is increasing month on month. In any case, most of this traffic directs through to the career site you have.

What is surprising is the difficulty that many companies have when it comes to analysing the performance of the site. Data and analysis of a career site falls woefully short in comparison with the sexier commercial and commerce sites that an organisation has. Sure it’s the website that generate sales and attracts investors, but recruitment remains one of the highest expenses a company has.

In a recent survey, job boards felt that they weren’t getting credit for hires made through the client’s career site (82% of them in fact), and only a staggering 11% can track from source to hire. That’s a crazy 89% of companies that can not track where the candidates are really coming from.

This seems to be a mixture of incorrect or non-existent tagging of traffic, a clunky ATS, and a lack of technical resource. Whatever it is, the cost is huge. If you can understand better what is performing, you can invest more in those areas, and less in others, fairly obvious really. You also need to study what’s happening on your site when candidates arrive, think of it as a shop – if you were a shop keeper and lots of people walked in and out of your shop without purchasing anything, you’d soon act to change that.

I’ve seen this with my own eyes too, employers large and small, with either no hire data or huge hire numbers attributed to ‘other’. just became the most efficient recruiting tool in online history.

We’re well into January now, and I expect that most new year’s resolutions have been and gone now, but I would very much advise that in 2016, you focus on understanding your careersite, the traffic it attracts, the journey the candidates go through and drive improvement around conversions and applications. If you do that, you might find that you’re attracting better talent through the direct sourcing channels you pay so much for!

Source.  & Career Builder Candidate Behaviour 2015 (UK)