Human resources professionals are making use of Google Analytics as a tool for recruitment. This is a reflection of the majority of hiring now being via digital channels and the need for employers to reflect the needs of potential hires.
Employers are also increasingly turning to analytics in order to judge the success of a recruitment campaign. Information is needed both ways, in terms of advert response rate and in understanding the needs, interests and activities of candidates.
The need for metrics is accentuated by the multiple ways that a company can advertise, including its own career orientated website. Many companies have their core “.com” site and additional “jobs” site.
Online ‘real estate’
According to Jessica Miller-Merrell, writing for Workology, the importance of the jobs orientated site cannot be understated: “It’s the one piece of online real estate your company owns and controls. You are in charge of the experience and not just renting space. Because that’s exactly what is happening with employer review sites, social networks and job boards.
”To help the employer, free tools like Google Analytics allow businesses monitor online web activity and visitor reporting. In addition to Google there are ‘pay for’ services that offer additional features.
The advantage of using analytics for human resources is the reporting tools that enable firms to evaluate online job seeker behaviors and habits. One such function is in understanding where job seeker traffic comes from, such as the types of social media, job boards and employee reviews sites driving talent towards the company’s listings. This could lead to a change to the recruitment strategy, calculating how to address more traffic to the company’s website.
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