Top 5 Career Site Metrics You Should Be Tracking

Kristina Martic | 8/3/2018 | Recruiting

There are top 5 career site metrics you should you be tracking. Why? Because they can help you evaluate your career site performance, optimize your time and budget spending and improve your whole recruiting process.

Top 5 Career Site Metrics You Should Be Tracking

Why should you track your career site metrics?

Career site metrics are one of the most important recruitment metrics you should be tracking.

Career site metrics will tell you how well your career site is performing and help you evaluate your career site’s anatomy.

But career site metrics can do more than that!

Certain career site metrics can also provide valuable insights into:

Based on this insight you will be able to discern which recruiting tactics work best for your company, and which need to be improved. 

Career-site-metrics-importance

Ultimately, tracking career site metrics will help you optimize your time and budget spending and achieve the greatest possible return on investment (ROI).

Which career site metrics should you be tracking?

There are many different career site metrics you could be tracking.

Each career site metrics can provide a valuable insight.

However, if you try to track all of them you risk ending up in a so-called “analysis paralysis”.
In other words, you won’t be able to see the forest for the trees. 

If you focus on too many different career site metrics, you will get lost in the details and lose the sight of the big picture (and a lot of your precious time, too).

This is why we suggest focusing on a few key career site metrics, especially if you’re just getting started with data-driven recruiting.

With time, as you master these essential career site metrics, you can easily add new ones. 

Top 5 career site metrics

Here is the list of the top 5 career site metrics you should be tracking at the regular basis:

Top-5-career-site-metrics

Metric #1: Number of visitors

What is it?
The number of visitors metric is the total number of people who visited your career site in a certain time period (day, week, month or year). 

Why should you track it?
Plain and simple - to know how many people visit your career site! By tracking this metrics regularly over time, you can easily see if the number of your career site visitor is constantly growing. If it’s not, this could be a sign that you need to a better job at promoting it. 

Pro tip
“Visitors” are sometimes also called “users”.
Make sure that you don’t confuse the ”visitors” or “users” metric with the “visits” or “sessions” metric. These are two completely different metrics!  

Metric #2: Source of visitors

What is it?
Source of visitors metric is the number of visitors that came to your career site from different sources. 

Why should you track it?
Your career site visitors can come to your career site from a number of different sources, such as: 

  • Direct (by typing in your career site URL)
  • Organic search (from search engines like Google)
  • Job boards
  • Social media
  • Email.

By tracking this metric you will know exactly how many of your career site visitors come from each of these sources.

Pro tip
Tracking this metric is essential for evaluating the success of your specific recruitment marketing campaigns, such as your social media and newsletter campaigns. 

Metric #3: Source of applicants

What is it?
Source of applicants metric is the number of applicants that came to your career site from different sources. 

Why should you track it?
This metrics will tell you which source brings in the most applicants for your company.
This is probably the most important metric, even more important than the number of your career site visitors. This is because not all of you career site visitors will actually apply for your open positions! 

Pro tip
This metric can help you calculate the cost of your specific recruitment marketing campaigns and optimize your spending.
For example, let’s you find out that Facebook brings in more applicants than job boards. Based on this information, it would be wise to stop wasting your money on job boards and invest that money in Facebook ads instead!  

Metric #4: Application form abandon rate

What is it?
Application form abandon rate metric is the number of people who applied for your job divided by the number of people who started filling in your application form but never actually submitted it.  

Why should you track it?
Tracking this metric will tell you if you are losing potential candidates because of your application process and form. Your perfect career site won’t mean a thing if you can’t reach your ultimate goal - convert potential candidates into applicants.  

Pro tip
There are many things you can do to improve your application abandon rate and get more applicants from your career site.
Here are a few ideas: 

  • Shorten your application form
  • Make it mobile friendly
  • Give clear and precise instructions
  • Enable attaching resumes in different formats.

➡️ Download our list of the Best Tips for Optimizing Your Career Site & Generating More Job Applicants!

Metric #5: Talent Network conversion rate

What is it?
Talent Network conversion rate metric is the percentage of people who converted on your Talent Network landing page. 

Why should you track it?
Tracking this metric will enable you to measure the success of your career site’s second main goal: capturing potential candidates. Some of your career site visitors won't be ready to apply for your open position at that exact moment. By adding them to your talent pool you can keep them engaged until the moments comes from them to make their next career move.  

Pro tip
Make it easy for your potential candidates to join your Talent Community. Allow them to join your Talent Community with their LinkedIn profile or by filling in only 4 required fields: 

  • Name
  • Surname
  • Email
  • Interest.

How to track these 5 top career site metrics?

So how can you track these top 5 career site metrics?
Where can you find them? 

You can track and measure your career site metrics with:

Google Analytics

Google Analytics is the standard, most commonly used free web analytics tool. You could walk down your marketing or IT department and ask them to implement Google Analytics and show you the metrics you are interested in. Of course, it would be best if you could regularly check on these metrics by yourself.

This is how it will look like:

Career-site-metrics-Google-Analytics

Google Analytics has a comprehensive dashboard with a lot of data, graphics, charts and tables. At first, it can be quite overwhelming so you need to invest some time and effort to learn how to use it.

Specialized recruiting analytics tools

Another option is to use a specialized recruitment tool. Recruitment software has many benefits: some of them even offers analytical reports which include your career sites metrics.

For example, our own all-in-one recruitment software TalentLyft consists of 5 main solutions:

  • TalentLyft Source helps you source and find the best candidates.
  • TalentLyft Convert attracts candidates and encourages them to apply.
  • TalentLyft Engage makes it easy to build relationships with candidates and keep them engaged.
  • TalentLyft Track will help you organize and automate your selection process.
  • TalentLyft Hiring Analytics Solution provides invaluable analysis, metrics and reports - including your career site metrics!

We developed TalentLyft Hiring Analytics Solution to enable busy HR professional access all the metrics they need on their own. With TalentLyft, they can track all the most important hiring metrics in one place in a simple, easy to understand, filtered form.

If you’re interested to see how TalentLyft can help you track and measure your career site metrics, we would be happy to show you! 🙂
Schedule a free personalized demo with our experts to learn how TalentLyft can help you create a wonderful, branded career site and measure its performance!  

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