It’s important to know where your website visitors come from. No matter whether they visit your career site or your job advertisements. If the visitors come from abroad, this may not bring you any applicants. These clicks from foreign countries only lead to clicks on the job advertisement, but not to actual applications. The same is true for clicks from the wrong region. Check the following key performance indicators to find out where your candidate journey can be optimized.
Candidate Journey KPIs
1. CTR company website/career site
This refers to the click-through rate (CTR) or click rate that leads from the company website to the career site. How many visitors from the company website click through to the career site? If the CTR is not good, you should ask yourself whether it is easy to find the career site from the company website. Is the career site button easy to see?
2. CTR career site/job advertisement
This refers to the click rate from the career site to a job advertisement. How many career site visitors click through to a job advertisement? If the CTR performs poorly here, you should ask yourself whether the open job advertisements are easy to find. It is also important to use the right job titles. Use the job titles that your target group is actually searching for.
3. CTR job advertisement/apply
This step refers to the click rate from the job advertisement to the Apply Now button. How many visitors who saw the job advertisement also clicked on the Apply Now button? If this number is too low, you should consider whether your job advertisement appeals to the desired target group. Keep in mind that the job advertisement shouldn’t just consist of standard phrases. You want to convince the candidate that you are the right employer.
4. Conversion rate for application form/application
This checks how many candidates started the application and actually submitted it. If the conversion rate is fairly negative, you should ensure that your application form doesn’t take too much time and effort. Is your application form individualized and coordinated for the relevant target group? If a professional with several years of job experience has to submit the same information as a trainee, you must expect that the former will cancel the application process because it is too elaborate. You can find a description of the conversion analytics dashboard here.
5. Conversion rate for career site/lead
This refers to the number of visitors to your career site which then develop into a lead. A lead is an identified person who subscribes to job postings, downloads something or subscribes to newsletters.
6. Origin of the visitors
It’s important to know where your website visitors come from. No matter whether they visit your career site or your job advertisements. If the visitors come from abroad, this won’t bring you any applicants. These clicks from foreign countries only lead to clicks on the job advertisement, but not to actual applications. The same is true for clicks from the wrong region.
7. Time on page for job advertisement
The time spent with your job advertisement is an important key performance indicator. It tells you how intensively the visitors considered your job advertisement.
8. Mouse movement for job advertisement
When you measure the mouse movements for your job advertisement, you find out whether the reader actually scrolls to the bottom or already stops near the beginning. Depending on where and to which point the mouse moves, you learn which part of the job advertisement you should replace and which part you should keep.
Check out our page "The Ultimate Guide to the Candidate Journey" to find further resources on the topic of the candidate journey.
We’d be happy to show you what the compilation of key performance indicators and preparation in clear reports and dashboards can look like for your company during a personal meeting. You can request a demo here.