Vocabulary and technical terms in the field of human resources are noticeably changing. More and more marketing terms fill a recruiter's vocabulary. Through regular contact with our clients, our team has noticed that there are many HR terms that are frequently used, but also cause confusion. We have compiled 54 of the most common HR definitions that every recruiter should know for you and included an easy to understand explanation so that you don't have to worry about any unknown technical terms.
A/B Test. This test is used to compare two different variants or variables with each other. For example, a job advertisement can be tested using two different photos. In this way, you can determine whether more applications are generated with photo A or photo B. Marketing measures, as in the example, can be improved in this way. Reasons and relevant tips for implementation can be found here.
A-, B- and C- Candidates. This evaluation procedure classifies applications. While "A" applications are passed on directly to the responsible employees, "B" candidates are initially put aside. "C" candidates receive prompt rejections.
AI. This abbreviation stands for "artificial intelligence". It refers to machines and their ability to solve problems that would require human intelligence. The machine imitates humans in this way. This ability is used, for example, in health care, in education and also in human resources. In the areas of automation, analytics and chatbots, artificial intelligence supports recruiting.
Analytics. Analytics gives you the opportunity to view and understand your candidate experience. For example, you can use figures to find out where your applications come from, at what point potential employees terminate your applications, or to what extent social media supports you in approaching candidates. Would you like to find out more? Check out our ultimate guide to analytics.
Applicant Tracking System (ATS). This is a type of software which is used in human resources for the administration and coordination of applications. But beware! In today's job market it's about more than just the administration and coordination of applicants. You should also cultivate long-term and positive relationships with candidates and interested parties. Many ways lead to this goal. If you use a software like Talention, you can build long-term and strong relationships with your candidates through a talent pool, among other things.
Candidate Experience. This includes all experiences and perceptions of an applicant, which he makes with a company or potential employer. Aspects such as job search, application process, interviews and onboarding play a role. It is essential to create a positive candidate experience, as it strengthens your employer attractiveness and thus supports you in your recruiting process.
Candidate Journey. Unlike candidate experience, the candidate journey is not about the perception of a potential employee, but about the candidate's path from job search to hiring. Check out our ultimate guide to the candidate journey to learn more.
Candidate Relationship Management. This term describes the management of relationships with potential applicants and serves the purpose of connecting them to your company. For example, you can invite potential employees to your talent pool and thus strengthen relationships. Further information on candidate relationship management can be found in our ultimate guide.
Candidate Sourcing. This term describes approaching promising candidates in a direct and personal way (e.g. online via LinkedIn). The aim is to attract potential employees to your company.
Career Page. On your career page you present your company as an employer and can get in touch with potential employees and interested parties. There are various aspects you should consider when setting up your career page. Content and usability are important issues, for example. It's best to use our career pages guide.
Chatbot. You have probably had contact with a chatbot before. On many websites there is a possibility to contact a company directly via a chat. However, it's not a real person that answers you, but rather a software. In recruiting, for example, chatbots are used on career pages. Potential applicants and interested parties can contact the chatbot directly if they have any questions and receive quick answers.
Click-Through Rate. You can measure the success of your online marketing based on the click-through rate. The click-through rate describes the number of clicks on your ad (e.g. a banner) in relation to the number of times the ad was displayed. For example, the more clicks you generate in recruiting, the more likely it is that you will receive more applications.
Contact Points. Throughout the recruiting process and the candidate journey, you will contact interested parties and applicants at various points and influence the candidate experience. Choose appropriate measures (e.g. an appealing career page) to positively influence contact points and increase your employer attractiveness.
Content. Through content you can deliver added value for your readers and your target group. In recruiting, for example, you can peak the interest of potential applicants through social media, videos, blog posts or job advertisements. How about a content piece about employee satisfaction in your company? It is worth taking a deeper look into your content. This infographic can help give you some ideas.
Conversion Rate. This allows you to see how many people who have been on your website (e.g. a career page) have carried out a particular action (e.g. an application). You have the opportunity to read here why this is important, for example, in view of your incoming applications.
Cost per Applicant. In order to generate applications, costs are incurred, e.g. by placing your job advertisement in a job portal. If you add up all the costs and divide them by the number of applications you receive, you will receive the costs per applicant. Especially for job advertisements, the costs can skyrocket. We will tell you here how you can reduce these costs and thus also the costs per applicant.
Dashboard. Dashboards are user interfaces or "dashboards" in software programs. These allow you to manage and control the respective program. In the Talention software, for example, you can see the status of all your applications at a glance and execute various functions.
Data Driven Recruiting. Today, data is used in a variety of ways and is of great use in recruiting. Among other things, programs and software help to select the right job boards, use suitable keywords, achieve click rates and place ads. Generated data is evaluated again and again and the measures are adjusted to the current figures.
Employer of Choice. In the current job market it is no longer enough to simply post job advertisements. Rather, in the competition for qualitative and suitable employees, it is now also important to be an attractive employer. All your HR marketing measures should lead to being an Employer of Choice.
Employer Branding. How would you describe your company to another person? This idea describes the concept of employer branding quite well. It includes how employees and candidates see and describe your company. If this description and perception is positive, prospective employees are more motivated to apply and get in touch with you.
Google Adwords. In a nutshell, this is an advertising program from Google that supports you in your online marketing. The program has numerous functions. You can select suitable keywords, for which you would like to appear in the Google search results at the top position (for a fee). In recruiting, this can help you to reach more prospective customers and to direct them to your career page or job advertisement.
Google Display. One of Google's advertising programs that supports your online marketing is Google Display. It enables you to place ads on various websites (e.g. Youtube, news sites, etc.). For example, you can get the attention of a potential applicant while they are watching a video on the internet and motivate them to apply.
HR Technology. A lot has changed in human resources in recent years: Many processes are now digital. For example, job advertisements are rarely printed in newspapers. In this context, the term "HR technology" refers to software that supports HR processes or personnel management.
Job Fairs. Job fairs are a great way to get in touch with potential employees and lay the first foundation for a relationship. You have the opportunity to present yourself as an attractive employer and to draw attention to yourself. In addition, you have the chance to get in touch with people and fill your talent pool with interested parties.
Job Posting. This is the term used to describe publishing your job advertisements online. This can be done, for example, on your own career page or on job portals. You can find tips for creating the best job advertisement here.
Job Subscription / Job Alert / Job Newsletter. It may happen that prospective candidates don't find a suitable opening on your career page at the moment. It would be a shame if you did not build a bond with these people as well. It is best to use a database (talent pool) in which an interested party can register to receive news about new vacancies via a job newsletter. This way you can address people who are already interested in your company in case of a vacancy.
Keywords. Imagine you are searching online for a suitable restaurant in your area. Which terms do you enter into the search engine? These are keywords. And for recruiting, you should consider more than just Google. People also use keywords in job portals to search for suitable job offers.
Key Performance Indicators (KPI). These key figures are used for control and evaluation, for example in marketing. Among other things, the success of various aspects can be measured in this way. In recruiting, applications per year, applications per job or even clicks on a job advertisement can serve as key performance indicators.
Landing Pages. This term refers to individual website pages, which usually cover a certain topic. They pursue the goal of inspiring visitors to take a certain action, such as registering for a newsletter. You can benefit from this, for example, if visitors leave their contact information in this way. If this topic is related to human resources, interested candidates can, for example, register in the talent pool and / or register for your job newsletter. Further helpful information can be found in our article about landing pages.
Lead. Via landing pages, interested parties have the opportunity to express their interest and leave contact information. If this happens, you can call them leads and get in touch with them. For example, how about through a job newsletter or a talent pool?
Lead Management. Once you have generated leads, you need to manage and supervise the contacts you have made. In sales, for example, the goal of lead management can be the sale of a product. In recruiting, you can manage your leads through talent pools and draw attention to new, suitable job offers. This increases your chances of finding the right candidate for your vacant position.
Marketeer. A marketeer is an expert in selling or advertising products and / or services.
Mobile Recruiting. In short: Mobile recruiting describes the mobile type of recruitment. Job advertisements and career pages are viewed on mobile devices (laptops, mobile phones) and applications are sent with just a few clicks. In view of digitalization and the competition for candidates, this form of recruitment is an important aspect of recruiting.
Multi-Channel Posting. Usually, job advertisements are not only placed on your own career page, but also on various job boards, in your job newsletter or at the employment office. The term "multi-channel posting" is understood to mean precisely this aspect: a job advertisement is written once and then published in numerous channels.
Nurturing Newsletter. Via newsletters (in the form of e-mails) you have the opportunity to inform interested parties and potential new employees about news (e.g. vacancies). In addition to job subscriptions, you can also send other information in the newsletter. How about a press release about your company or a Christmas greeting? Remember your contacts at all times!
Nurturing Campaign. The competition for good candidates is stronger today than ever before. That makes it all the more important that you build positive relationships with your candidates. If you include candidates in your talent pool, you can strengthen the relationship through campaigns (welcoming e-mails, newsletters, job offers, etc.). In the best case, a suitable candidate will apply for one of your vacancies. In a further article we have summarized for you how you can use Nurturing campaigns for yourself.
Passive Recruiting. In contrast to active recruiting, applicants are not addressed directly here. Passive recruiting mainly involves the creation and online posting of job advertisements (job portals, employment offices, etc.). The aim is for interested parties to apply for your vacancies via these channels.
Pay Per Click. You can advertise campaigns online (for example via Google Adwords or Facebook). Various advertising programs offer the "Pay Per Click" method. This means that you only pay when a user clicks on your ad (and thus reaches your desired online presence). You can read more about this here in one of our articles.
Pop-Ups. An example: You are on a website and suddenly another window opens. This is called a pop-up. On your career pages, for example, you can use it to ask visitors to leave their contact details for the job newsletter or to sign up for the talent pool.
Recruiting Channels. If you address potential employees, you have the option of doing this in different ways or through different recruiting channels. For example, you can post job ads on your career page or in various job boards and social media. Candidates can also be actively approached via newsletters or networks such as LinkedIn.
Recruiting Events. Events give you the opportunity to address interested parties and to win them over for yourself and your company. How about holding workshops, competitions or hackathons, for example? You can find out more information about recruiting events here.
Recruiting Pipeline. This refers to the strategic development of a database with potential leads (interested candidates). For example, a talent pool is a great way to pursue this strategic approach. Build up a pool of interested parties from which you can recruit candidates if required.
Recruitment Marketing. This method aims to positively influence the candidate experience through the use of target group specific content (employer branding content) and recruitment marketing strategy. Recruitment marketing enables you to reach both active and passive candidates, inspire your company and build long-term relationships. Read more on our website about how the recruitment marketing method works.
Retargeting. This term (also called "remarketing") is a tool of online marketing. An example: A candidate looks at one of your job ads, but then changes to a different website. Through remarketing, they now see an ad of your job ad so that they are reminded of it. In general it refers to an Internet user who visits a specific website or clicks on specific products, that user is tracked and displayed on his or her way through the Internet displaying the originally visited website.
Return on Investment (RoI). This describes a key figure that describes the efficiency of an investment (ROI = return on sales x capital turnover).
SEA. This stands for "search engine advertising." If you want your company or your job advertisements on the results pages of search engines far above the first results, you can use the free search engine optimization (SEO) and the paid version (SEA). This is done by defining keywords under which you would like to be found and is billed for example by Google via "Pay Per Click". This means that you pay an amount per Internet user who clicks on your ad.
SEO. This abbreviation stands for "search engine optimization." If you enter search terms, for example in Google, you will get a large number of results. The search engine selects the most relevant and suitable results for you based on various criteria. In order for your company, your career website or even your job advertisement to be at the top of the (organic, free) results and thus more likely to be visited, you should focus on search engine optimization. Talention's special SEO tool can support you in this task.
Social Network / Social Media. Social networks are platforms on which a large number of people come together. The best known examples include Facebook, Linkedin and Instagram. The term "social networks" is used to describe the contact and relationships between users. The term social media, on the other hand, includes the creation and sharing of contributions, information, ideas, opinions, etc.. Tips on how you can benefit from social media in recruiting can be found here.
Social Media Targeting. Social media has the advantage for companies that users leave behind a lot of (anonymized) information and data, such as sociodemographic data and personal interests. On this basis, companies have the opportunity to target their social media ads to the desired target group. Would you like to use social media targeting for yourself? Start with ads on LinkedIn for example. We'll explain step by step how this works here.
Talent Pool. The number of unemployed people in the US has changed drastically in recent years. In 2010 there was an unemployment rate of 10%, today it is about 5%. This fact intensifies the competition for suitable candidates and employees. In order to remain competitive, you should use a talent pool (also called candidate pool). In this pool, you can enter the contact data of interested candidates. Here is a scenario: If there are currently no vacancies, or you have to cancel a qualified candidate, enter them in the talent pool and you will be able to contact them in the future. Reasons, tips and tricks for talent pools can be found in our ultimate guide.
Talent Relationship Management (TRM). This term is still relatively new in human resources and often causes confusion. Don't worry, we will help you! This term refers to the management of your relationships with your candidates and applicants and serves the goal of gaining a head start (in times of competition for specialists). Talent relationship management focuses on building relationships throughout the application process: Before an application, after an application has been received and also after hiring an employee. The topic can seem confusing at first glance, so we have compiled further information on the topic here.
Traffic. You want to maximize this number in any case! It is the number of visitors to your websites. However, if you use SEO and SEA, you should also make sure that you use the right keywords. Your goal is to attract the "right" visitors to your site. If people come to your website who were actually looking for something else, this is called "trash traffic".
USP. USP stand for "unique selling proposition." If a company offers a product (or a service), this usually has a characteristic that clearly distinguishes it from its competitors. This is the unique selling proposition and entices prospective customers to choose this product.
Web Banner. In online marketing, advertising banners, online banners or even internet banners are understood as advertisements which are placed online. These can be graphic or animated and have different sizes and formats. With a click on a banner, the prospective customer arrives at the website desired by you. How about an advertising banner that leads directly to your career page or to an open job offer?
Check out our "Ultimate Guide to Becoming a Modern Recruiter" find further resources for recruiters.