Recruiting marketing is useful for attracting candidates from various channels, such as social media and programmatic ads. When running recruiting marketing campaigns, you'll want to measure and compare their performance. Recruit allows you to do that by tracking the UTM parameters that you use across your campaigns.

What are UTM parameters?

UTM Parameters are used by marketers to track the effectiveness of online marketing campaigns. Ads on channels such as Facebook and LinkedIn are mapped to UTM parameters that include all the properties of each campaign.

Before getting started

• Careers websites hosted by Recruit: Tracking of UTM parameters is supported, no setup is required.

• Custom careers website: Tracking of UTM parameters is supported by Recruit's Careers API. Verify that the page to which your campaign is redirecting applicants includes the Recruit JS Snippet and that applicants apply using Recruit's Application form widget.

Tracking UTM parameters

1. Create your campaign

Include the UTM parameters as part of the URL of your campaign. Recruit supports the following parameters: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

2. Recruit tracks candidates' attribution

When applicants reach the careers website through your campaign, Recruit will track the UTM parameters of the campaign and save it in a cookie for 30 days. When applicants apply for a position, the UTM parameters are saved as part of the candidate's profile.

3. Track the success of your campaigns

You can monitor your campaigns using Recruit Analytics. The Marketing campaigns report displays detailed data on UTM parameters and campaigns. The report’s main goal is to empower the user to understand the volume and quality of candidates sourced through marketing campaigns.

Understanding the data

When comparing Recruit's report with reports from ad networks (e.g., Google, Facebook) or analytics tools (e.g. Google Analytics) you may see discrepancies in the reported numbers. It may be due to the following:

• Counting view-through: Some ad networks can count the number of applicants who saw a campaign ad before submitting their application, even if they didn't click the ad. In such cases where an applicant doesn't click the campaign ad, the applicant will not be attributed to the campaign in Recruit (since there is no indication that the candidate came from the campaign).

• Cross-device attribution: Ad networks count the number of applicants who clicked on the campaign link on one device (e.g., mobile) and then submitted their application on another device (e.g., desktop). In such cases the applicant will not be attributed to the campaign in Recruit (since there is no indication that the candidate came from the campaign).

• Counting visits to the "Thank you page": Be wary of counting visits to the "Thank you page" — to which applicants are redirected after submitting the application form — of visitors who arrived at that page without submitting the application form or have refreshed the page multiple times without submitting the form again. It is recommended to count unique visits that came directly from one of the position pages.

• Duplicate submissions: Recruit reports the number of candidates after the resolution of duplicate submissions. This means when a candidate applies multiple times or is submitted through other sources (e.g. job boards, agencies, etc.) in addition to applying on the website, then the candidate is only counted once in Recruit's report. When the duplicate submissions are merged, the UTM values are kept unless the candidate already has UTM values assigned to them.

Calculate the ROI of your campaigns

As explained above, the attribution data in Recruit does not include view-through and cross-device attribution. Rather than using the absolute numbers of candidates, you can calculate the cost per qualified candidate (candidates who passed the first screening) using the percentage of duplicates and the percentage of qualified candidates of each campaign.

Calculation

Cost per Qualified Candidate = Cost per Application/(1 - "% Duplicates")/"% Qualified"

Example

Have more questions? Contact us at recruit.support@sparkhire.com