Google analytics is one of the most widely used marketing analytics platforms today, but did you know how analytics could be leveraged for recruitment? Here are 3 ways Google Analytics helps with recruitment
Human resource professionals are increasingly looking at Google Analytics as a technology that could help improve recruitment processes. At the first glance itself, several advantages stand out – one, as a free tool, Google Analytics requires little to no investment. Secondly, the platform is intuitive and easy to use, reducing the need for technical support. Google Analytics is also part of the larger GoogleOpens a new window ecosystem – making the switch from your everyday G Suite, almost seamless.
So, what exactly does analytics have to offer, in terms of insights and real ROI?
Analytics draws out underlying responses, reactions, and user behavior generated by each recruitment campaign. Employers could know exactly which element of the plan garnered most enthusiasm from job-seekers, and which initiatives were not so successful.
And it goes both ways – in addition to retrospective analysis, the patterns identified by Google Analytics could also power predictive insights. Hiring teams could use the tool to deep-dive into candidate needs, interest, and activities.
Google Analytics helps invest wisely in online real estate
Today, a typical enterprise uses several channels to advertise for an open position. From a variety of online job portals and digitally equipped third-party recruitment agencies, to the company’s own website, or even a separate careers app, employers can’t afford to leave any stone unturned.
However, the result is a complex matrix of information, responses, and often, duplicated results within which the candidate application path could easily get lost. And without visibility as to which channel wins, which is necessary, and which is absolutely redundant, firms could end up pouring dollars down the drain.
Google Analytics offers those key metrics that help recruiters find method in the madness. With a clear view of the most active source of applications, companies can better funnel their hiring efforts. What’s more, analytics platforms don’t just produce numbers – they help you narrow down traffic based on time, location, segment, and more.
In short, employers can validate if the right people are viewing the right posts, are interacting with the site, or if the traffic bouncing right back with minimal engagement.
This will help companies reimagine their job portals, for more effective recruitment scenarios.
Google Analytics ensures that Social Media usage is maximized
Social mediaOpens a new window is inching close to traditional job sites as the preferred medium for posting requisitions. The upside is clear – job-seekers get a one-on-one connect with organization or even the recruiter. Instead of going through an elaborate application process, he might share a link to his online CV. For a candidate, it reduces the confusion and uncertainty to a great extent.
A recruiter, on the other hand, is tasked with managing several social media handles, promptly responding to possible leads, following up on those who reach out informally, and doing this across four or more channels.
Is it worth it?
That’s exactly what Google Analytics is here to tell you.
Experts believe that personalized job posting isn’t just a piece of digital earth, it’s your organizational footprint, the face of your brand. “It’s the one piece of online real estate your company owns and controls. You are in charge of the experience and not just renting space. Because that’s exactly what is happening with employer review sites, social networks and job boards,” says Jessica Miller-Merrell from Workology.
Google Analytics accurately identifies platforms that are driving talent to the parent organization site. Hiring teams can use this data to decide which handles are relevant, and rethink their social media strategy accordingly.
Google Analytics could completely change your hiring approach
Google records a breadth of details every time a user visits a page and using Google Analytics, the data appears right at hand condensed into bite-size, actionable chunks. This also includes the browser commonly used for access, and the most popular device.
For a tech product company, millennial job-seekers might be logging into company pages via mobile. In that case, employers need to redesign the interface for a mobile-first user experience. Further, stats such as ‘time on site’ show what pages enjoyed most traction – enabling insights into successful job post visualizations.
Also Read:
Top 10 Recruitment Analytics Tools for 2020Opens a new window
Data analytics can reveal a host of factors that motivate candidate activity online. That’s why larger companies have started employing dedicated data scientists to evaluate hiring data. For small and medium businesses also, the technology is not outside the ambit.
Tools like Google Analytics are democratizing how recruitment information is leveraged, empowering even start-ups with the power of data.
