I continuously read the blogs and articles about social media and proactive sourcing strategies. However it is critical to remember that we need to measure the effectiveness of what we are trying to accomplish. In other words is our recruitment marketing efforts solving a need or generating a result? This article will look at two dimensions of data that will help you create an effective recruitment marketing strategy and measure the desired program objectives. The two dimensions we will explore is “Prospect to Sale” and “Ratio of Source of Hire ,by Job Type”.
Prospect to Sale
Prospect: A prospect is a unique visitor that visits your web property i.e. career site, blog, etc.
Lead: A lead is a person that creates a profile within your applicant tracking system.
Non-Qualified Lead: A non-qualified lead is a person that is dispositioned by reason at each stage in the recruitment process.
Sale: The sale is the hire.
How to look at this data
The best way to look at this data is over a six month period, ideally in a two year time period. For example: January through June (2010 and 2009). When looking at this data, it is best to note:
- The business environment and it’s potential impact
- The effectiveness of your recruiters ability to disposition all candidates through the process
- The degree of error when a candidate self identifies their source – which will come into this discussion later on in the article.
- Company brand and it’s impact on overall candidate flow
If you do not have all of this data, than work with what you can. See a snapshot below. Here we do not have two years of prospect data, and have weak data associated with year 1 of profiles created in the ATS due to a new system implementation.
The Trends We Are Looking For
The trends with this data that we are looking for are:
- At a macro level are our recruitment marketing efforts proportionately impacting our ability to hire? If yes, how?
- Prospect to Lead: Are we converting our prospects to leads. So in other words, those who are landing on our web properties are they applying for a job? If no, why?
- Lead to Sale: Are we attracting the right types of people to our website? Are our leads to sales ratios improving?
- Inbound Recruiting vs. Outbound Direct Sourcing: What job types is inbound marketing lead generation efforts more effective? What job types do we need to focus on outbound efforts?
- How does our lead / demand generation efforts impact our recruiting process and recruiter effectiveness?
Ratio of Source of Hire By Job Type
Now that we have looked at the trends from a macro perspective, lets slice this data by source and job type. The data elements we want to explore are:
- Source of Hire: Primary and secondary
- Total candidates by source
- Total hired
- Ratio leads generated to hired
- Cut by job type
Again there will always be a degree of error in the data due to self identification and whether or not recruiters are dispositioning all candidates in the process (this is a whole other discussion).
In this example – which is a macro view: Conversions from temp to perm and direct sourcing are most effective, whereas the Internet is the least effective, but creates the most amount of work.
To further dig into this data, my recommendation is to look at job type and determine what job types can be filled by XX recruitment efforts, and which job types do you have to put more proactive strategies.
What does this look like in real life?
Many of you saw the Intuit presentation at ERE on their social media strategy. I loved it. This strategy addresses a complex hiring challenge and is designed to build brand recognition and a long term call to action within a target population. This team has done a nice job segmenting where sourcing strategies are needed and how to solve their business issues both short and long term.
An organization I worked with had to hire hundreds of people within a targeted period of time. The marekting plan required a higher volume of leads to get the hires. This process also created a need for additional screening support to drive efficiency in the process. The net of it is, a sophisticated social media strategy would not work for a hiring event that required speed. However a demand generation marketing program was the right solution.
Recruiting marketing is more than throwing the latest and greatest activities at a problem. It does require an analytical way to measure the effectiveness of what you are trying to solve. Frankly this is the most costly part of recruiting and dollars are tight. Making every dollar work for you is what we all aspire to achieve.
Tracey Friend, firstname.lastname@example.org