4. Be more
data-driven

Why analytics is an essential part of recruitment marketing

It's all about the data

Using a CRM and creating content is virtually meaningless if you're not using analytics to track how your readers are engaging with your content and communications.

Data and analytics might not be the traditional playground of recruiters, but this was the case for marketers too. It's only been in the last decade that marketing has realized how essential it is to measure the performance of their content.

Any marketer worth their salt would tell you that content creation without data tracking is just guesswork. To raise your profile in your industry, you need to know what your readers like and dislike and what kind of content they want to see from you.

What should you be tracking?

Number of reads
Average read times
Chapter read times
Shares
Sign-ups
Individual reader journeys

Note: Most traditional file formats do not support this level of analytics. Get in touch with us if you want to know more about using the Turtl software including our Creation Studio or Personalization Engine.

Analytics: A recruiter's secret weapon?

Beyond optimizing your thought leadership content, analytics can be the ultimate tool in understanding your candidates.

The danger period

Once a candidate has accepted an offer, this is a very vulnerable time for talent acquisition teams. They could be poached by another recruiter or tempted by a new offer.

When this happens, the recruiter can face financial and professional backlash from their clients. But what if you had a way of predicting when someone was going to drop out?

Analytics to the rescue

If you send out your content and communications in a format with analytics capabilities, you're at a huge advantage.

A candidate who is not opening your welcome packs or is only skim-reading the onboarding handbook you sent them is probably not that interested. When you can see exactly how your candidates are engaging with the materials you send them, you can see who views your roles as their priority and who is just using you as their Plan B.