Wed, Jun 23, 2010
As recruitment media options broaden and search engine optimization practices expand, all paths to a completed application must be considered in order to better measure hiring sources. Sophisticated job seekers are leveraging the myriad of job sources available today to find jobs.
Many use a combination of application methods to ensure their resume’ is considered by employers. This behavior creates source reporting challenges due to the non-linear, indirect paths that seekers take to find a company and get noticed.
Post-impression action occurs when a user is served an ad but does not click on it; then, at a later time, visits a career site and completes an expression of interest, such as a job apply. In post-impression tracking, the impression can be credited for influencing that action even if it occurred at a later date.
The theory behind indirect response is that the seeker will remember a well-designed recruitment ad and may visit an employer’s career site at a later time. These indirect responses can represent a large portion of the ‘total response’ to a recruitment media impression. Measuring direct click-based response alone really only provides employers with the tip of the iceberg in recruitment effectiveness measurement.
General online advertising is widely validated through analytics that track the full complement of ad impressions, click path data, and post-impression actions across the internet. The Careers industry, however, has been slow to adopt these advertising techniques to track candidate sourcing.
Dr. John Sullivan references the same in his ERE article, Determining the Correct Source of Hire: the First Step in Recruiting Excellence:
“…it is common for active candidates to use any and all sources available to apply to an organization, while passive candidates may first be exposed to an opportunity via one channel, but ultimately apply via another. Few data-gathering approaches identify how the opportunity was first encountered, what channels influenced a decision, and what channel ultimately produced the application.”
Differentiating the source for an online job application is not easy. Tracking indirect response helps an employer get closer to that goal.
A recent study conducted by Monster across 39 large employers illustrates the power of post-impression metrics. With participants’ consent, Monster worked with Atlas Solutions, a third party provider of advertising data and leader in digital advertising technology, to generate and place ad tracer tags (‘cookies’) on all of the employer’s Monster Job Posting and Career Ad Network® units.
Especially with the Career Ad Network® product, results from indirect response were stunning. This is likely due to the fact that the product reaches a highly targeted passive seeker audience that may not be ready to immediately apply to job ad upon first impression.
Tracking ‘direct’ or ‘post-click’ response alone missed 95.1% of the total visits to the employer’s career site landing page following a Career Ad Network® ad impression. In addition, click-based response accounted for only 10.2% of the total pool who completed a job application after being served a Monster Career Ad Network® ad (read the full report and study findings here).
Combined with direct response statistics, indirect response tracking provides employers with a much more complete view into the return on investment of their recruiting spend and it helps them optimize budgets, and ultimately improves sourcing success.
About the author: Christopher Snow is the Senior Product Manager leading Monster’s global team dedicated to building analytics & reporting capabilities for employers. These products provide recruiters with increased visibility into candidate response across the web. Monster is proud to now feature new enhanced analytics offerings across the Monster Job & Career Ad Network product suites.
Chris has been working in Business Systems and Analytics for over 10 years and has been with Monster Worldwide since 2007. Chris holds an MBA from the F.W. Olin Graduate School of Business at Babson College.
Monster Career Ad Network, the Largest Recruitment Focused Ad Network, Continues to Drive Innovation (Official Press Release)
Monster Offers Broader Features for Its Career Ad Network by John Zappe (ERE)