Buying a new careers site is a big investment- but it’s one that’s worth it. In an industry where the UK unemployment rate is at a forty-year low, your careers site is your biggest- and best- recruitment tool, and one that should be constantly maintained if you want to keep the edge over your competitors and secure the best talent in the market, especially as 56% of recruiters are claiming that a talent shortage is their biggest obstacle to hiring.
But how do you know whether your careers site is functioning properly? You need to keep on top of your ROI- both to justify the expense of your new website to your stakeholders, and to gain a better understanding of how your website fits into the increasingly-crowded market. In turn, this will teach you how better to improve on it.
One way to do this is through measuring your analytics. Not only is this an essential marketing tool for getting to grips with how engaged your candidates are and how many applications you’re receiving, your analytics also give you a good idea of how well your website is performing and what your ROI is.
Here is what you should be measuring:
A bounce is a single-page session on your site. In analytics terms, that means it’s the percentage of new visitors who leave your site having only clicked on, or spent time on, one page. The higher the bounce rate, the worse it is: you want your site visitors to spend as much time as possible on your site, by visiting lots of different pages and hopefully progressing to the next stage of their candidate journey.
Combat this by investing time into your content marketing strategy: try to write content that is fresh, engaging and addresses problems that the people you’re targeting might face- for instance, how to ace a job interview. You should also work on your website navigation and loading time; given that 47% of consumers expect a web page to load in two seconds or less, make it sure it’s fast, and that the navigation is intuitive and easy to use.
Unique visitors are classed as ‘users’ in Google Analytics, but it means the same thing: it refers to the number of people who have visited your site in a given time, or your site traffic. Each user has an individual number that lets you identify them, but what you should really be measuring is the overall user numbers: the higher, the better.
You should also keep an eye out for the number of ‘new’ users vs. the number of ‘returning’ ones: though a high number of returns is good news, as it indicates that consumers enjoy what you’re offering on your website, be it jobs or content, you should also try to attract new users through using content marketing, SEO and a good social media strategy to boost your company’s visibility.
With the rise in awareness of ATS systems, and the damage that they can cause to an employer’s Google rankings, it’s never been more important to keep track of the pages on your site that have been indexed by Google. Having your pages indexed means that Google can pull information from your careers site, which it can then display when a specific keyword is searched for online.
More indexed pages mean more views, which can be hampered by using an ATS system like Taleo to display your jobs. This is because those jobs are hosted on a separate site and will therefore not be indexed, found or shown on Google.
Landing page conversion rate
The most important thing to be measuring when you have a careers site is, of course, the number of conversions that you get on-site. Though you have to set up your analytics in advance to track this, it’s vital to know how many click-throughs to job vacancies or job applications that you’re getting. Clearly, the higher your conversion rate is, the better: if it’s high, you know that your content and your jobs are attracting the right people, and engaging them long enough for them to apply to your vacancies.
To boost your conversion rate, try using a call to action within, or at the foot of, your text: after all, anchor text CTAs increase conversion rates by 121%, whilst personalised CTAs convert 42% more visitors into leads than untargeted ones.
There’s no point investing time into creating excellent content if you don’t know whether your content marketing strategy is working! Measuring pages visited will let you see what content and which jobs are doing well on your site, as well as letting you see the average time spent on each page. To increase your pages visited, have a look at which ones are performing well to analyse what content, and which jobs, are going down well with your audience before formulating a marketing strategy based around that. Back up your jobs with related content, and share pages you want to boost on social media.
At Attrax, we create world-class careers sites that make it easy to measure your analytics, raise your visibility online and increase your application rate. ROI is one of the many things we take into consideration when building our websites: to learn more, why not talk to our Commercial Team?
If you’re feeling curious about our careers sites, find out more in our eBook on Planning and Implementing a New Careers Website.