Interpreting complex Campaign Performance data: no longer a daunting task

From the lack of insight on the recruitment funnel to the importance of having the right Campaign Performance Add-on technology, VONQ’s Co-founder & CEO – Wouter Goedhart, sheds some light on the importance of data-driven recruitment. How to track and embrace your data – all the way from source through to hire – and more, read here!

“I really don’t know…” is an answer I often get when I ask recruitment professionals how many direct and indirect hires their marketing efforts deliver.

This fact keeps on surprising me.

I also often ask recruitment professionals about their recruitment funnel insights and learnings. An increasing number of them have a good overview of the efforts they put into marketing and many of them know which sources bring them their qualified applicants.

In the end, recruitment is all about hiring the right people. This metric, however, used to be in most cases difficult to trace back to the source where the candidate had found the job ad on. What really allows you to see the true value of your recruitment marketing efforts is Campaign Performance. It proves its value, not just by driving more applications, but also by increasing the effect of your sourcing and referral strategies.

But why so many recruiters answered with “I really don’t know…” when asked about them tracking their recruitment funnel results from source to hire?

The answer is simple, while revealing the complexity of measuring all recruitment efforts, at the same time:

Recruitment professionals often struggle to connect the dots between all the different sources candidates use, tracking how candidates behave on their career site, and not losing them once they apply and are automatically redirected to their recruitment technology (in most cases an ATS).

Tracking each domain is the easy part. Most channels (e.g. Facebook and Indeed) offer a good overview on the clicks and traffic they deliver to your career site. Most ATS systems offer reporting features thanks to which you can track your applicant interview process and see how many people you’ve hired and/or rejected. The challenge, however, remains – and it is that all of these show only the last source that a candidate has interacted on, without connecting the dots between all points of interaction within a candidate’s journey – from source to hire.

Relying on data to make decisions takes the guesswork out of your recruitment marketing process. It helps you gain a deeper understanding of the labor market, predict the future, and plan more effectively. It also simplifies the decision-making process by moving possible discussions beyond personal opinions and focusing them on interpreting data instead, which also helps to easily align the various stakeholders’ opinions.

Processing and showcasing only the relevant data in a clear manner is also of paramount importance. In other words, data should work for you and not the other way around. We can all relate to that feeling when a complex spreadsheet starts to become the problem rather than the solution.

Often, the challenge is not mining data, it’s understanding it. Few recruitment professionals have the expertise to truly comprehend all the information, statistics and figures that get churned out at an unrelenting pace. So, to process all the data, get relevant insights out of it and act upon it becomes a daunting task. The solution?

With the goal to make recruitment data work for you and help you take a brave step forward into the world of results-driven recruitment marketing, we’ve made the process of getting started with our Campaign Performance technology an effortless experience.

We can’t wait to get you started, so go ahead and request your free trial today! Should you need extra help or still have questions, our recruitment marketing experts are always there for you.