Recruitment website analytics essentials… Recruitment Cheat Codes Podcast

by in Recruitment Cheat Codes

In Episode 2 of the Recruitment Cheat Codes podcast, host Chris Ash is joined by Kamila Fitchett. As Wave’s Data Analyst, Kamila is our SEO and website analytics expert.

Having started at Wave 7 years ago, Kamila not only knows numbers inside out but has extensive experience and knowledge when it comes to recruitment websites. Chris and Kamila make the most of their 13-minute chat, diving into website analytics essentials that every recruiter at all levels should know. 

The One Where They Talk About…

Why website analytics are so important 

The importance of examining website analytics cannot be overstated, as many businesses with an online presence often neglect this crucial aspect.  

A website serves as a tool for generating income by attracting visitors, and if it fails to engage users, potential leads and sales may be lost. By analysing user behaviour, companies can make informed marketing decisions, identify and rectify issues, and pinpoint areas for improvement.  

Ultimately, your website functions as a 24/7 sales or recruitment consultant, emphasising the necessity of maintaining its effectiveness.

What are the key metrics?

According to Kamila, the general key metrics to look at are: 

  • Website visits 
  • Visits by channel (e.g. social media, searches direct from Google, referrals from other websites, etc.)
  • User locations (which offer insights into candidate demographics) 

Make sure to look at a variety of time periods such as weekly, monthly, or annual, as this can help recruiters identify patterns and optimise your marketing budgets more effectively.  

What are the key metrics for recruiters?

Applications submissions 

The primary metric to consider is application submissions, which can be compared with clicks on the ‘apply’ button. If there is a significant gap between these two numbers, you may need to examine your application forms for potential issues, such as length or functionality.

Keyword searches 

Tracking job seeker behaviour is another important metric. You can do this by checking things such as ‘keyword searches’ which help recruiters to better understand the types of roles candidates are interested in.  

Job alerts  

Monitoring the number of job alerts set up and client contact form submissions can also offer useful insights for recruitment professionals as to what is working and allow them to optimise their processes and strategies accordingly.

Google For Jobs

Google For Jobs is the search feature made by Google, designed to help job seekers find positions more quickly and easily by consolidating job postings from various websites and links back to specific websites at the point of applying.  

Surprisingly, research shows that only 40% of recruitment websites utilise Google for Jobs, which presents an opportunity for recruiters as it significantly increases free organic traffic to a website, as job listings displayed directly on Google searches.

To take advantage of this feature, recruiters should regularly post jobs on their website using Google’s data structure to ensure job postings are not blocked from search engine indexing. 

Setting this up can be a complicated process so you might need help to implement it. Simply speak with your website provider who will be able to help or get in touch with the Wave team. 

And finally, what were the two things you wish you knew at the beginning of your career?

  1. Working as a team, you can achieve so much more and sharing information is hugely important.
  2. Keep learning new things.