Google Analytics (GA) for Recruitment

    What is Google Analytics?

    Google Analytics (GA) is a web analytics service offered by Google that tracks and reports website traffic. GA includes analytical tools on organic search traffic for search engine optimisation (SEO) and marketing purposes.

    Google analytics is often associated with online marketing, however it can be a useful tool to anyone who has a website. It provides in depth reports on your website traffic. It will help you to understand how people are interacting with your website. The service can tell you where most traffic came from, what pages they have visited and how long they have stayed on your site.

    How can GA impact my recruitment agency?

    Google analytics and recruitment business go hand in hand, even if you might not realise it. Google analytics data is a powerful, free tool to help recruiters optimise their recruitment efforts and improve the candidate experience.

    Data Integration

    One key way that recruitment agencies should be using Google analytics is to integrate it into their existing recruitment software, such as an ATS or a CRM. By integrating the data from not just job boards, social media, and internal data, to the analytics dashboard, you can gain valuable insights from a more comprehensive view of the data available to you and therefore make more data driven decisions.

    Source tracking

    Google analytics allows recruiters and recruitment agencies to track where their traffic sources are coming from, whether it’s an organic traffic source, a direct visit, or a referral from another website. Identifying where your leads are coming from allows you to determine the most effective source for your recruitment marketing.

    What are the key metrics to measure on your recruitment website?

    Visitor Traffic

    Tracking the traffic on your website using analytics platforms is key as it allows you to measure the reach of your website. It lets you know how many people have visited your website, and therefore lets you know how visible it is to applicants. Tracking the unique visitors can indicate how many people are interested in your job postings and can provide a better understanding of how many individuals are considering applying for jobs.

    Traffic sources

    Tracking traffic sources helps to pinpoint which websites are driving the most traffic to your job postings. This can help with identifying which sites are of greatest benefit to your recruiting teams and helping the most with talent acquisition. It might be that most of your top talent is originating from a single career site, and it can highlight which sites are working best for you.

    Tracking organic vs paid for search traffic can also help to measure the success of your marketing efforts. The keywords identified might highlight an area that would be a good place to have your google ads.

    User behaviour

    Tracking page views can provide useful insights into what your audience is the most interested in. This single measurement can allow you to adapt your content strategy to engage more candidates.

    For example, by checking the duration of sessions on your website you can effectively see if your website is giving visitors the information that they came for, and gives an indication of interest in your job opportunities. Whereas, if a page shows as having a high bounce rate it implies that the page content is not meeting the needs of a visitor. In some cases bounce rate can be improved quickly though changes to content or an improved landing page. However it should be noted that having a low bounce rate improves your SEO, so it is something to strive for.