ROI

How should you be measuring the success of your new careers site?
How should you be measuring the success of your new careers site?

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Blogs

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Blogs

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11/27/2017

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Your new careers site has finally gone live. The brief has been written, the functionality decided upon and the designs thrashed out. It’s ready to start pulling in CVs and matching candidates to jobs, but now the biggest issue is data. What are the most important metrics that determine how well your website and supporting marketing are doing, and how should you be measuring them?I’ve often heard people say: “Our website traffic is high. We rank well. We’re happy with our performance.”However, despite these promising results, the more savvy will know that good traffic does not necessarily mean success. Let’s have a look at a few of the real measures of success from your website and online spend: ROIThis is undoubtedly the most important thing to measure, as it equates to how much return on investment you’re getting. For a new careers site, this is even more important. If you spend £5,000 on a website and make three placements in the year, directly through the website, at £3,000 each then your ROI is (£9,000 - £5,000) / £5,000 = 80%.As good as that statistic looks, though, there is a way you can increase that. By investing time into your site and developing a careers site that maximizes the user journey and candidate experience, your conversion rate could double. Your site needs to have good candidate functionality, be easy to use, and ideally have a blog section where you can boost your SEO and establish yourself as a thought leader within your market sector. If you really want to maximise your online visibility, you can boost your SEO by using PPC campaigns which will give you more impressive results, albeit with a bigger investment itself.You could spend £20,000 on a website and a further £18,000 on an SEO strategy. It’s a pretty big increase on the previous investment. However this website brings in 35 placements at £3,000.The ROI is now (£105,000 - £38,000) / £38,000 = 176%.In terms of conversions, that’s a much better deal, and well worth the extra money. ApplicationsA placement isn’t something that happens automatically through your website. The skill of the consultant and many other factors will have an impact on number of placements made. One year you may have top performing consultants coupled with a buoyant economy, so it’s important to look at volume of applications to your site as a determinant of success. It’s also a benchmark for improving performance over time.A recuitment SEO campaign that brings in 100 applications is better than one which brought a million page views but no potential new placements. Bounce rateThis is one of the most important metrics to determine how effective your careers site is. A high bounce rate speaks volumes about how well your website is regarded by candidates and potential new clients. If your site isn't engaging or you are attracting the wrong type of audience then your bounce rate is likely to be high.A website with 100,000 visitors and a 95% bounce rate means that only 5,000 actually visited your website properly.A website with 20,000 visitors and a 30% bounce rate means that 14,000 visited the website properly. At Attrax, we pride ourselves on staying ahead of the market, so we can design careers sites that are successful from the start. Curious to know more? Why not have a look at our eBooks on planning and implementing a new careers site?

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5 things you should be measuring to improve your ROI
5 things you should be measuring to improve your ROI

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Blogs

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Blogs

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11/13/2017

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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: Bounce rateA 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 visitorsUnique 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. Indexed pagesWith 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 rateThe 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. Pages visitedThere’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. 

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How to make the most of paid advertising
How to make the most of paid advertising

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Blogs

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Blogs

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6/5/2017

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In a recruitment industry that’s becoming increasingly competitive, it’s becoming harder to make your job advertisements stand out, and appeal to candidates that are already being swamped in a sea of adverts and different messages. Whilst there are tactics that can be used to boost your online presence, such as SEO and social media, there is no guarantee that they’ll work quickly enough to get you an immediate flow of CVs and an instant return on your investment. This is where digital advertising can help. As opposed to owned or earned media, digital advertising allows marketers to increase their traffic and conversions relatively quickly, all while increasing their online reach, and the number of people who see your brand. Versatile and cheap, paid advertising is great for campaigns where you have an immediate requirement to fill quickly, or for supplementing your social and SEO efforts, but there are a few basics you need to know when it comes to advertising your recruitment website. Target the right peopleThe best thing about using digital advertising is that it lets you be specific about who you target and how. Set your budget and target job seekers by location and job title should mean there is much less wastage vs more traditional forms of media. However, don’t forget that if you’re targeting job related terms on Google or employing job aggregators then that’s only reaching half of your potential audience. A good paid strategy needs to include some passive advertising media as well such a social media or display advertising.  It's cost effectiveTraditional marketing campaigns make hard to measure your return on investment. ‘How many responses did we get from that press advert?’ are words that you’ll regularly hear in a marketing department. Not so with digital advertising: with this, you can measure and track all the enquiries or CVs your campaign generates. Once you have the right tracking in place it’s easy to demonstrate the value and ascertain the results of what you’re advertising. You can even set a budget per day, so you know exactly how much you’re spending and where that money is going.  The numbers can't lieDigital advertising should provide you with excellent metrics. Though some advertising platforms require tracking pixels or even tracking code to be installed on your website, monitoring results and engagement becomes much easier once it’s done. But its not just advertising tracking that you need to have in place. Make sure you also have Google Analytics goals set up for applications registrations and to cover any other way a user can submit a CV. You might also want to set up Google Analytics goals for contact and send a brief. Google Analytics is a goldmine of marketing information that, when used correctly, can help you maximize your paid advertising campaign.  It's fast and simpleUnlike SEO, where the results of your careful content curation and link building over take weeks to bear fruit, paid advertising offers a simple- and instant- way to maximize your online visibility. It’s also relatively simple to monitor, as long as you keep track of which advertisements that you’re running, though, like SEO, it’s a good idea to get training once your paid advertising campaign really kicks off so you know how to make the most of it.  It lets you target active and passive jobseekersWhilst social media is excellent for targeting passive candidates, and SEO for targeting active jobseekers, paid advertising allows you to do both: by placing your job adverts in the right place and on the right sites you can not only catch the eye of active jobseekers but that of people who aren’t looking for a job, but are thinking about moving on. With the right advertisement at the right time, you could inspire them to make the change and apply to your jobs instead. Finally, be aware of the bounce rate. It will be higher than normal, particularly from job aggregators, but don’t be put off! Just keep an eye on it and keep on improving those adverts and landing pages. Paid advertising can be a vital part of your digital marketing strategy. Contact us to find out how can help you today. 

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