The Key Recruiting Metric You're Not Tracking: Source of Influence
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If you aren't tracking the entire candidate journey, how can you improve it? Research by Inavero shows that today's candidate touches 18 source of information and checks 7-8 reviews before he or she hits apply. Unfortunately, typical recruiting analytics offer insight into just one of those: the last source a candidate used before he or she applied. If you want to fully understand the impact of your recruitment marketing efforts, you need to look at the candidate journey from end to end, tracking every touchpoint and interaction along the way. Enter source of influence.
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The Key Recruiting Metric You're Not Tracking: Source of Influence
- 1. The Key Metric You’re Not Tracking: Source of Influence
- 3. Featured Speakers Elyse Mayer Content Manager at SmashFly Technologies @ElyseSchmidt Kirsten Davidson Head of Employer Brand at Glassdoor @GDforEmployers
- 4. agenda what is source of influence why it matters to your organization how to track and use it to inform your recruiting strategy Q&A
- 6. Source of Hire vs. Source of influence • Source of Hire: the last source a candidate used before applying • Source of Influence: all the sources a candidate interacts with from attraction to application #RecruitingMetrics
- 9. 21 4 53 8 7 6 9 Source of Hire #RecruitingMetrics
- 10. Content marketing (including blogs) Employee stories Employer brand videos Newsletter Press outreach Social media outreach SEO and PPC Retargeting Email lead nurturing Job boards Profile pages on employment sites Career sites Talent networks Referrals Reviews #RecruitingMetrics
- 11. agenda what is source of influence why it matters to your organization how to track and use it to inform your recruiting strategy Q&A #RecruitingMetrics
- 13. Inavero, 2015
- 14. Recruitment marketing and source of influence go hand-in-hand. • Proactively nurture candidates across multiple channels • Attract and influence candidates to apply • Figure out the channels that work best 1 #RecruitingMetrics
- 15. The candidate journey starts long before they apply. • There is no single source of hire, only single source of apply (which is not the whole story!) • Touchpoints influence candidates in different ways and to take different actions 2 #RecruitingMetrics
- 16. Certain channels are meant to influence and nurture, not convert. • Tells you what attracted candidates to apply, so you can better allocate budget and resources 3 #RecruitingMetrics
- 17. Source of influence tracking reveals candidate motivations and behaviors. • Eliminate guesswork and prove what works • Back up your case for investing in tools and resources • Get insight into specific candidate journeys • Create targeted candidate personas to drive overall strategy and future campaigns 4 #RecruitingMetrics
- 18. Source of influence data brightens the black hole of what happens before a candidate clicks apply. #RecruitingMetrics
- 19. agenda what is source of influence why it matters to your organization how to track and use it to inform your recruiting strategy Q&A #RecruitingMetrics
- 21. Rely on candidate self-selection Use source codes #RecruitingMetrics
- 22. vs. Rely on candidate self-selection Use source codes Use Recruitment Marketing Platforms Complete integration with ATS #RecruitingMetrics
- 23. How many visitors come to your career site, from which social networks or job boards, on a mobile device or desktop, and what content they engage with before applying? How your latest college recruiting campaign performed in terms of email opens and click-throughs, how many of them joined your talent network, and how many converted into applicants from your pipelines? How many sources a candidate interacts with before they apply? #RecruitingMetrics
- 25. Determine: • What was their first point of attraction? • How many sources of influence did they touch before they applied? • How long did it take them to eventually apply? • Were they part of your talent network? #RecruitingMetrics
- 26. Determine: • How many qualified candidates are coming in through which source? • How do engineering candidates differ in their touchpoints than finance candidates? • How did specific email messaging drive conversion? #RecruitingMetrics
- 27. Utilizing your Recruitment Marketing Platform: • Filter and sort leads in your pipeline based on specific activity • Target certain leads to source when certain reqs open #RecruitingMetrics
- 28. More engagement with potential applicants by changing social strategy and allocating more posts to a different audience. #RecruitingMetrics
- 29. “ When candidates come in the door, they already know about our organization’s culture and values. We hire people who are more concerned with being a part of a company that is growing and providing a career opportunity than those just interested in landing their next ‘job’ or getting their next paycheck. Glassdoor gives them a transparent look at what we’re doing at WilsonHCG, which is to build around our people. John Wilson, CEO #RecruitingMetrics
- 30. Key Takeaways • Sources of influence are your recruitment marketing channels. • To improve the candidate journey, you have to understand and track it first. • Source of hire is only one data point; source of influence is a fuller picture. • Source of influence metrics will help you identify what’s working and what’s not across channels and campaigns. #RecruitingMetrics
Hinweis der Redaktion
- Hi and thank you for joining our webinar “Recruitment Marketing 101: Thinking Like a Marketer to Promote Your Employer Brand”
- We encourage you to join the conversation online using our hashtag.
- Source of influence vs. source of hire Why it matters How to track and use to inform strategy
- Kirsten The age of employer branding means that companies need to think of candidates as consumers. The process of recruitment marketing begins with finding and attracting candidates to your brand, engaging them with information as they consider your company as an employer, and nurturing them to apply when an appropriate position arises. Today’s job search process is rarely so straightforward as a candidate deciding to look for a job, screening ads, sending in a resume, interviewing, and finally getting hired. The candidate journey is much less linear, crossing the online and offline environments, with multiple touchpoints along the way, including your website, career sites, news sites, blogs, social media, events, reviews, and one-on-one interactions.
- Kirsten Source of hire is one of the most commonly used recruiting metrics, tracking the last source a candidate used before he or she applies. Source of hire is useful to understand where candidates apply, but it’s not the whole picture! And in today’s world of social media, employer branding and digital marketing, employers need to understand the effect of all their recruitment marketing efforts to gauge their return on investment. Source of influence is a more than a metric; it’s a way of understanding the candidate journey from attraction to application and tracking the effectiveness of each recruiting channel your company uses. This webinar will guide you in defining source of influence, why it matters to your company, and how to monitor and track it in order to optimize your recruitment marketing strategy. Elyse: It’s exciting because I’m coming from a marketing and technology lens and Kirsten is coming from an employer brand, which is going to make this really fun.
- Elyse [Click 2x to animate: recruitment marketing portion appears first, then rest of funnel including green recruiting portion] Source of influence tracks all of the touchpoint in the candidate journey, from first point of attraction all the way through hire – basically, all of your campaigns and recruitment marketing efforts. But traditionally (and currently), talent acquisition teams primarily have insight into the bottom of the funnel – from apply on – in the ATS. So what about the top part of the funnel? This is recruitment marketing - every effort you use to find, attract, engage, and nurture leads to convert into applicants to fill jobs now and in the future. The funnel may look linear, but the candidate journey is NOT linear! Source of influence touchpoints can happen in any order, and on any path, from Awareness through Application. Currently, for most organizations, the blue part of the funnel is dark – they don’t really know what’s happening in these stages. Your ATS can only track from Apply on, which means you’re missing everything a lead does from Awareness to Interest (which is really how they’re learning about your company!) Kirsten to chime in here: 89% of Glassdoor users are either actively looking for jobs or would consider better opportunities. Everyone is always looking! (Source: Glassdoor U.S. Site Survey, January 2016) And what you’re selling to people today isn’t a job – it’s a lifestyle brand. It’s a community and culture that a candidate should want to be a part of and identify with on a personal level. And your messaging and strategy needs to reflect this from your Career Site to all of the other channels you use to attract candidates. Elyse: Exactly. If we were still only marketing jobs or using job boards, we would only need to track one source! So let’s take a look at all of these other sources and channels candidates use that you might be missing.
- Elyse [Click 2x to animate: recruitment marketing portion appears first, then rest of funnel including green recruiting portion] Source of influence tracks all of the touchpoint in the candidate journey, from first point of attraction all the way through hire – basically, all of your campaigns and recruitment marketing efforts. But traditionally (and currently), talent acquisition teams primarily have insight into the bottom of the funnel – from apply on – in the ATS. So what about the top part of the funnel? This is recruitment marketing - every effort you use to find, attract, engage, and nurture leads to convert into applicants to fill jobs now and in the future. The funnel may look linear, but the candidate journey is NOT linear! Source of influence touchpoints can happen in any order, and on any path, from Awareness through Application. Currently, for most organizations, the blue part of the funnel is dark – they don’t really know what’s happening in these stages. Your ATS can only track from Apply on, which means you’re missing everything a lead does from Awareness to Interest (which is really how they’re learning about your company!) Kirsten to chime in here: 89% of Glassdoor users are either actively looking for jobs or would consider better opportunities. Everyone is always looking! (Source: Glassdoor U.S. Site Survey, January 2016) And what you’re selling to people today isn’t a job – it’s a lifestyle brand. It’s a community and culture that a candidate should want to be a part of and identify with on a personal level. And your messaging and strategy needs to reflect this from your Career Site to all of the other channels you use to attract candidates. Elyse: Exactly. If we were still only marketing jobs or using job boards, we would only need to track one source! So let’s take a look at all of these other sources and channels candidates use that you might be missing.
- Elyse [Click 2x to animate: recruitment marketing portion appears first, then rest of funnel including green recruiting portion] Source of influence tracks all of the touchpoint in the candidate journey, from first point of attraction all the way through hire – basically, all of your campaigns and recruitment marketing efforts. But traditionally (and currently), talent acquisition teams primarily have insight into the bottom of the funnel – from apply on – in the ATS. So what about the top part of the funnel? This is recruitment marketing - every effort you use to find, attract, engage, and nurture leads to convert into applicants to fill jobs now and in the future. The funnel may look linear, but the candidate journey is NOT linear! Source of influence touchpoints can happen in any order, and on any path, from Awareness through Application. Currently, for most organizations, the blue part of the funnel is dark – they don’t really know what’s happening in these stages. Your ATS can only track from Apply on, which means you’re missing everything a lead does from Awareness to Interest (which is really how they’re learning about your company!) Kirsten to chime in here: 89% of Glassdoor users are either actively looking for jobs or would consider better opportunities. Everyone is always looking! (Source: Glassdoor U.S. Site Survey, January 2016) And what you’re selling to people today isn’t a job – it’s a lifestyle brand. It’s a community and culture that a candidate should want to be a part of and identify with on a personal level. And your messaging and strategy needs to reflect this from your Career Site to all of the other channels you use to attract candidates. Elyse: Exactly. If we were still only marketing jobs or using job boards, we would only need to track one source! So let’s take a look at all of these other sources and channels candidates use that you might be missing.
- Elyse That’s a lot of sources, right?! 10 years ago the list would have been one: job boards. But now, every one of these channels plays a role in how a modern candidate lead finds and engages with your employer brand and then actually applies. Source of influence tracking is about measuring as many of these efforts as you can – if you can track it, do it! We talk a lot about how recruitment marketing and recruiting aligns similarly with marketing and sales. As a marketer and specifically content marketer, I thrive on understanding how leads move through different points, whether a webinar or social media or an event or a specific content piece or a pay per click ad, until they finally are ready to make a demo request or talk to a sales rep. The vast majority of our customers don’t just show up ready to talk to a salesperson about our technology – they listen, they learn, they search, they engage. Just as most candidates don’t show up ready to apply in one second without doing any other research. If we didn’t track and measure how our customers came to be sales-ready, and what tactics were working for specific industry or roles, we would have no idea where to successfully place our budget! It’s very similar in talent acquisition. Kirsten to chime in here: Applicants are great but we really need to focus on conversions (opt-ins, social followers, connections, likes, shares, etc.) Job boards are just a part of it. Our strategies should reflect how candidates research using channels like Job Boards, Social, Career Site, Glassdoor, email nurturing, referrals as our mix toward the end goal. Move from more transactional recruiting methods to ones that are heavily based in relationships. Once you understand where you’re building the best relationships (that ultimately lead to quality hires) you can prove ROI and where your biggest value is.
- Elyse So why does it matter now?
- ELYSE We’ve touched on this a little bit so far, but source of influence matters because of CANDIDATES. Candidates act more and more like consumers in their search, and research, for a career, which means there are more and more touchpoints that influence their decision of where to apply and where to accept an offer. Candidates expect a lot: personalization, relevance and proactive outreach. They want organizations to be communicating to them where THEY are. They want the process to be easier, but they also want to be extremely educated. It makes sense – as candidates increase their means of interacting with our organizations, we also need to increase our tracking of those touchpoints.
- Elyse Before making a decision to apply, job seekers use on average 18 sources and look at 7-8 reviews (Inavero, 2015). About two years ago, a similar consumer stat mentioned 10-12 touchpoints. But it’s clear that candidate behavior is following consumer behavior, and that’s because we are conditioned in the same way to be educated, head to the web, look for reviews and learn before purchase (or apply). We care about peer reviews. We care about star ratings. We care about connecting with a brand. We care about others’ experiences when it comes to using a product or service AND when it comes to finding a new career. You can’t overlook up to 18 channels that will influence your interested candidates to take, or not take, action. If you don’t understand source of influence, you simply can’t understand the candidate journey!
- Kirsten Recruitment marketing and source of influence go hand-in-hand. Something I loved that I saw recently from the “Hubspot Culture Code” was Culture is to Recruiting as Product is to Marketing. Customers are attracted by products, and talent is attracted by a great culture. Organizations are shifting to a proactive recruitment marketing strategy that helps them find, attract, engage, and nurture candidate leads across the myriad channels they use on a daily basis. It’s not enough to post a job and track who applies; it’s essential to post on social media, host recruiting events, maintain Glassdoor reviews (the average rating is 3.2), build a talent network, use PPC (pay per click), create a personalized career site experience and more to see which efforts attract which target candidates and influence them to convert. Without tracking source of influence, you’ll never know where you really reach candidates or how to optimize your strategy for what works best. Elyse: I think a simple way to connect the two is that your sources of influence ARE your recruitment marketing channels. You just have to figure out which ones perform the best.
- Elyse This ties in so well to the consumer example I brought up earlier. The candidate journey starts at the point attraction, not the point of application – there is so much research candidates do before they even are ready to make a list of places they want to apply to: following you on social media, opting into a talent network, clicking on career site content, subscribing to job alerts, attending a recruiting event. So really, there is no single source of hire, only single source of apply, which is the last source a candidate touched before apply (important, yes, but not the whole story!). But the big metric in today’s talent acquisition teams is source of hire: one single source out of the 15+ we saw a list of earlier in this webinar. We need to be tracking source of apply + every other touchpoint if we can. With so many touchpoints throughout the candidate journey, you can’t rely on a single source of hire to determine where your budget and resources should be spent. No successful marketing strategy relies on one point of data, or one specific channel for that matter, to drive results.
- 3. Kirsten- Certain channels are meant to influence and nurture, not convert. It makes sense that source of application comes mainly from a job board or career site job search— but what attracted and influenced quality candidates to get there? Not every candidate is ready to apply, but you can nurture them with your brand and employee stories, and position your EVP to them over time. Supporting Stat: 69% of active job seekers are likely to apply to a job if the employer actively manages its employer brand (e.g., responds to reviews, updates their profile, shares updates on the culture and work environment). Source: Glassdoor U.S. Site Survey, January 2016 For instance, think about how your recruiting events allow candidate leads to talk directly with hiring managers, or how social media might encourage leads to ask a question, or how content marketing and SEO drives leads to your targeted landing pages. These efforts might not have a link to apply, but they do influence a candidate to consider applying. Tracking source of influence will allow your team to maximize the time and money spent on those key efforts because you can prove they attract quality leads and result in great hires. Elyse: That is a great stat Kirsten and super telling about being proactive about your employer brand. Talent acquisition needs to be built on fostering relationships for the future. And there are stepping stones to building that relationship, like social media or a blog or an event. These channels can matter just as much as the job ad or career site CTA!
- 4. Elyse We just published a report with Aberdeen Group on how best-in-class organizations use recruitment marketing strategies, and in that report we found that 46% of orgs surveyed said that improving candidate experience is their number one priority in 2016 over anything else. But most teams are missing the key necessity to improving that experience, which is understanding, NOT GUESSING, what drives the best candidates to apply for their jobs. Of course there are still certain things that we can hypothesize, but the more we can track through links, emails, talent networks, pixels and cookies, the more informed we will be. Source of influence tracking is as close as we can get (right now!) to getting inside the candidate’s head. It eliminates a lot of the guesswork of what your candidates are doing and instead helps shape a lot of the candidate journey. Even further, it gives insight into specific candidate journeys and helps to create targeted candidate personas. Because we all know that one-size-fits-all doesn’t work in marketing, or recruitment marketing. What channels influenced engineers? Veterans? Hard-to-fill? High-volume? By tracking how certain candidates apply to certain job reqs or job families, you can drive a better candidate experience for specific personas and duplicate success for future campaigns.
- Elyse Without tracking sources of influences, there is a giant question mark before the application process. Tracking your email campaigns, your content clicks, your talent network opt-ins, your event success, your referrals in one place gives you more insight into how your individual campaigns are driving results and influencing action along the candidate journey.
- Elyse The big question: HOW?! Let’s talk how to track source of influence and use it to inform what you’re doing.
- ELYSE In a perfect world, your talent acquisition team would make a hire and be able to see all (or nearly all!) the touchpoints that drove that candidate lead to your organization. This is what marketing automation technology helps marketers to see: how their leads funnel into prospects and customers. Now there are still some gaps, but I have Pardot open all day long tracking prospect activity, form submissions, content downloads, blog subscribes, email opens and more. We are so driven by how prospects engage with our marketing efforts, and we can see all of that individual activity in our marketing automation technology. Again, customers (or top candidates) don’t just show at your door (but that would be awesome!) The good news: Technology can enable that type of campaign and channel insight for recruiters too! The most accurate way to track source of influence is with technology purpose-built for candidate engagement and recruitment marketing (which is not your ATS!).
- ELYSE The old way is simply tracking source of hire, the last point in the candidate journey. Organizations track source of hire in two ways: candidate self-selection or source code passing in the ATS. Source of hire is an important metric that shows the last source of apply (and kudos if you are tracking it!). But there are limitations with both of these ways of tracking – you really need more of the entire picture to make effective decisions and allocate spend. Relying on candidate self-selection leaves a huge amount of subjectivity for reporting. Think about it: How often have you accurately marked (or remembered): “How have you heard about us?” Exactly. I usually just mark whatever I see first. There is too much potential for human error or subjectivity to rely on self-selection in reporting. Using source codes is a more accurate way of tracking: Leveraging recruitment marketing technology like a Recruitment Marketing Platform will ensure that accurate source codes for each applicant are passed into your ATS, but that data is still only part of the picture. The new way is to accurately track source of hire, but adding source of influence to augment your view of your entire recruitment marketing strategy. Technology like a Recruitment Marketing Platform tracks each candidate’s journey, from what content they viewed to what job boards they visited to every interaction they had with you on LinkedIn or Twitter or Facebook to what links they clicked in your emails and more, all in one dashboard. This is done through tracked links, cookies and pixels. You can start understanding what’s working and not working in your recruiting process while also seeing how the best candidates interact with your employer brand. Plus, with complete integration with your ATS, you can see all the sources of influence pre-apply, plus the final source of apply for an end-to-end view of the recruiting funnel. Thus a look into the candidate journey!
- ELYSE The old way is simply tracking source of hire, the last point in the candidate journey. Organizations track source of hire in two ways: candidate self-selection or source code passing in the ATS. Source of hire is an important metric that shows the last source of apply (and kudos if you are tracking it!). But there are limitations with both of these ways of tracking – you really need more of the entire picture to make effective decisions and allocate spend. Relying on candidate self-selection leaves a huge amount of subjectivity for reporting. Think about it: How often have you accurately marked (or remembered): “How have you heard about us?” Exactly. I usually just mark whatever I see first. There is too much potential for human error or subjectivity to rely on self-selection in reporting. Using source codes is a more accurate way of tracking: Leveraging recruitment marketing technology like a Recruitment Marketing Platform will ensure that accurate source codes for each applicant are passed into your ATS, but that data is still only part of the picture. The new way is to accurately track source of hire, but adding source of influence to augment your view of your entire recruitment marketing strategy. Technology like a Recruitment Marketing Platform tracks each candidate’s journey, from what content they viewed to what job boards they visited to every interaction they had with you on LinkedIn or Twitter or Facebook to what links they clicked in your emails and more, all in one dashboard. This is done through tracked links, cookies and pixels. You can start understanding what’s working and not working in your recruiting process while also seeing how the best candidates interact with your employer brand. Plus, with complete integration with your ATS, you can see all the sources of influence pre-apply, plus the final source of apply for an end-to-end view of the recruiting funnel. Thus a look into the candidate journey!
- Kirsten How many visitors come to your career site? Are the majority interacting with your brand on a mobile device or desktop? What content are candidates engaging with before applying? Does that differ How your latest college recruiting campaign performed in terms of email opens and click-throughs, how many of them joined your talent network, and how many converted into applicants from your pipelines? How many sources are candidates interacting with before they apply? Google Analytics is valuable in tracking candidate behavior and consumption on the Career Site, but when it comes to pipeline metrics or understand applications and quality, it doesn’t integrate with most ATS systems to show progress of sources through the application and hiring process. Through a technology like SmashFly's (a Recruitment Marketing Platform), you are able to track the full recruitment marketing funnel from view to hire. This way, you can see how each specific channel performs from social to job boards to career site to referrals to CRM email campaigns. SmashFly is great because it can track all of these campaigns centrally. If you don’t have technology in place to track this, launch internal surveys or incorporate into your interview process. Elyse: That’s a great suggestion Kirsten. Technology is going to be the most centralized, accurate way of tracking, but not everyone has that in place. One more point here is how this specific type of insight makes experimenting with new channels and proving ROI much easier. It helps build your case to your higher-ups for specific campaigns. The more trustworthy data in your arsenal, the better.
- Elyse The key benefits of source of influence tracking are better understanding the candidate journey and using that data to inform and improve your recruitment marketing strategy. It’s like taking off the blindfold and seeing what your candidates are actually doing pre-apply!
- Kirsten A 2014 study from a leading 3rd party recruiting agency showed that the time between a candidate learning about a job and applying grew by 41%. (Source: based on 12.3 million completed applications analyzed by a leading 3rd party recruitment advertising agency, 2014) This helps us validate that candidates are doing more research than ever before. But, what was their first point of attraction? How many sources of influence did they touch before they applied? How long did it take them to eventually apply? Were they part of your talent network? Similar to marketing technology like a Hubspot or Pardot, a Recruitment Marketing Platform can track the first point of entry for a candidate. Once they interact with a tracked campaign or our site, a cookie is added to their browser so you can get a record of the sources and campaign they interacted with before applying, how long it took, and whether they were part of your talent network.
- Kirsten The aggregate of quality candidates and hires is beneficial, but with the right technology, you can also dive deeper to slice the data by job category and candidate populations. This goes back to the marketing concept of “building personas.” Pick a specific job family that your recruiters are prioritizing, like engineering or high-volume roles. How many qualified candidates are coming in through which source? If you don’t have mechanisms in place to track, launch internal focus groups. Ask people who interview, survey people internally to get a baseline. How do engineering candidates differ in their touchpoints than finance candidates? How did specific email messaging drive conversion? This information will help you spend more in effective areas for certain roles versus using the same tactics for every candidate. Elyse: Tracking specific messaging or email campaigns with tracked links can really help you understand where your gaps are in content for targeted audiences. We’ve helped one customer build out an entire candidate touchpoint model that outlines key touchpoints for specific audiences and what messages they are looking for in each one. It helps you prioritize certain channels for certain job families to get more engagement and action.
- Elyse While a lot of the value of capturing source of influence lies in retroactive analysis of your candidates and hires, source of influence can also help you determine fit in real time. Say your retroactive analysis found that a higher percentage of quality candidates spend more time on your career site and click on more articles in your emails. Within your Recruitment Marketing Platform, you can filter and sort leads in your pipeline that fit this activity criterion. This will help you target certain leads to source when certain reqs open. One of our customers has folders for specific types of leads who are more likely to engage or apply. As they run specific campaigns, they can drop these leads into folders for easy access and future sourcing so they don’t’ have to start from scratch every single req.
- Elyse The strongest value of understanding source of influence is in reallocating spend and shifting tactics throughout the year. A recruitment marketing strategy should be nimble and experimental, always trying new tactics to reach the ever-changing candidate. Global engineering company CH2M focused on content for veterans on their social media channels. Using SmashFly’s Total Recruitment Marketing Platform, they found it was their least engaging content on social. After trying different types of content and messaging, they realized the effort wasn’t warranted, so they changed their social strategy for military recruiting and allocated more posts to content that was reaching a different audience. The end result was more engagement with potential applicants. We’ve also seen two customers drop their LinkedIn licenses from 31 to 11 and down to 2 respectively because they saw better results (meaning more quality applications at a lower cost) in other channels. This is a HUGE save on LinkedIn contracts – the customer who dropped to 11 licenses saves over $600,000. When you see your spend vs results side-by-side other channels, it’s much more clear where you can save money and optimize your spend.
- Kirsten Some of you on the line might be wondering where Glassdoor falls as far as influencing candidates. We know that 89% of Glassdoor users are either actively looking for jobs or would consider better opportunities (Source: Glassdoor U.S. Site Survey, January 2016), so people are definitely using Glassdoor throughout their research. 61% of Glassdoor users report that they seek company reviews and ratings before making a decision to apply for a job. Glassdoor U.S. Site Survey, January 2016. We asked WilsonHCG, a client of ours, about how Glassdoor impacts talent attraction at their company. This quote by their CEO speaks to Glassdoor’s impact on influencing candidates. They saw over 50% of candidates report using Glassdoor at some point in their job search Other Results: 2x more qualified applicant: Applicants who used Glassdoor were twice as qualified vs. traditional job boards 2x greater influence over decisions: they saw an Increase in awareness and influence over candidates decisions Again, the journey is not necessary linear, so we see job seekers checking Glassdoor in early, mid, and late stages. Elyse: The influence of Glassdoor is amazingly awesome. We know the Glassdoor is also a huge priority for many of our customers – one specifically sends their great Glassdoor reviews as email nurture touchpoints to top applicants to promote their employer brand throughout the process.
- Elyse: The collective interactions you have with candidates greatly affect who applies and who doesn’t—and influence candidates’ perception of your employer brand. Source of influence data will provide more insight into the candidate journey, helping you identify leads that are more qualified and more interested in your organization, which means more potential quality hires. It really helps you see what’s working and what’s not working to better spend your budget and resources in the most effective channels.