Blogs by tag - KPIs · Barclay Jones

How to STOP Using Only 10% of Your LinkedIn Recruiter Licence

Recruiters spend a fortune on LinkedIn - either in time or cash! Both is great if they can demonstrate ROI from LinkedIn. But the recruitment industry is not known for focusing on ROI from recruitment systems - being focused on the placement means that often recruitment leaders are left frowning at end of year at the costs associated with running a recruitment business. This blog highlights some ways to measure the ROI from LinkedIn.We’ve been talking a lot lately about what recruitment leaders should stop doing; how they can STOP messing up their critical job adverts and START getting real, decent applicants, as well as how marketers need to STOP delivering tactics instead of strategy.A theme which links all of this together is my new acronym:FORMO – Fear of Recruiters Missing OutWe have become a generation of tech / app / extension / data proliferation and the process is screwed up. This has never been more so than with LinkedIn Recruiter (RPS Licence). I’ve written before about how recruiters do not expect ROI (return on investment) from LinkedIn. I often see this when I work with recruiters to help them confidently purchase / renew the licence.Yes, they have the LinkedIn Recruiter training to get the ball rolling. Yes, they run the reports on usage… but they often don’t analyse data what I feel is critical to seeing ROI. They also don’t check in with recruiters and how they plan to implement their LinkedIn Recruiter Licence.When I work with recruiters, I’m not into ‘wham, bam, thank you ma’am’ training. I’m into ROI. It’s sustainable and as cheap as chips!70 20 10 – Recruiters Only Retaining 10%?Imagine if you studied your client and talent (and staff) retention figures and realised that you were at 10%? You’d faint, scream, hide… But as humans, there is the theory that we retain 10% of the training we receive and the rest is a split between watching others and on the job challenges. I’ve been in training in some form or another for 20 years and I totally agree with 70 20 10 training this theory.Aiming to Get (at Least) 100% ROI from LinkedIn RecruiterWhy is it that we often only “do the math” at the end of the day? We often use finance figures from previous activity. We look back at last month and what do we do differently this month? We possibly don’t have enough predictive analysis to help us predict success (or failure).I often get told by recruiters that they need help understanding how to measure ROI from a LinkedIn Recruiter Licence and waiting on placement data is too long a wait (AND this assumes either success or failure, rather than a journey which needs constant management and focus).Here are some data points I feel are critical to helping you understand the ROI of LinkedIn Recruiter:LinkedIn Recruitment Company Page Metrics:LinkedIn Company post ImpressionsLinkedIn Company page followersLinkedIn.com Recruiter Profile Metrics:Followers not connectionsNumber of ConnectionsWeekly profile viewsLinkedIn Recruiter (RPS Licence) MetricsLinkedIn Recruiter Usage and Success:InMail Acceptance Rates – I would clarify that this needs measuring against sends/ declines tooActivity – LogIns/Searches/Profiles Viewed/In-mails sent – plus projects and alerts setupRecruitment Website Metrics:Hits to Website from LinkedIn and which pages were the most popularFlow to website and applications – I would add referral rates in Google AnalyticsRecruitment CRM Metrics:Placements – Value by month – have a think about LTV too (life time value)Opportunities – In CRM with LinkedIn as sourceLeads – In CRM with LinkedIn as sourceCandidates / Contacts – source = LinkedInYou don’t need me to tell you that buying a system, especially LinkedIn Recruiter, is not the goal – using it “well” and happily paying the invoice is the goal. Saying “of course we’ll renew” to LinkedIn is a great statement to make, as opposed to FORMO.Your FD telling you that you’ve spent a fortune on tech just to stay the same, is not what you want to hear at year end.Telling your clients that you have every bit of tech going and still you’re having issues finding talent is not a sales pitch, an excuse or even a USP.Stop waiting for placements to happen / not happen before you measure ROI. Habits will have been formed and the system perhaps devalued by then.Start to measure the effectiveness of your LinkedIn Recruiter licence and take action (Recruitment Training) on how effectively and successfully it is being used.READ MORE ABOUT OUR LINKEDIN FOR RECRUITERS TRAININGHIIT Us, Recruiters!Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker, and develop healthy pipelines, and recruitment marketers attract, engage, and retain candidates, generate leads, and colleagues (3Cs).TRY RECRUITMENT HIITREAD ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING

Vanity vs. Sanity – KPIs That Really Matter in Recruitment Marketing

The Recruitment Marketers I mentor are keen to demonstrate and deliver Recruitment Marketing ROI. Recruitment Leaders want them to do more than simply "colouring in". Recruitment Businesses are often known for their KPI and Scorecard cultures... but marketers are often left out of what I call "sane" KPIs, in favour of "vain" metrics. This creates even more suspicion over what marketers actually do to add value. This blog will give you some tips on what you need to measure in recruitment marketing.The Colouring-In Department and Greg SavageI’ve written about recruitment marketers being more than simply a colouring-in-department and the brand police. There is often the perception that the average marketing department has lots of felt tipped pens and Canva, and is awaiting requests for another PowerPoint deck and job advert image creating. This is exacerbated by the KPIs they have (or often don’t have) and the metrics that they measure.You will have all heard the term:Revenue is vanity. Profit is sanity. Cash is realityMy friend Greg Savage wrote about it in the recruiting sense back in 2015.I regularly talk to my clients about vanity vs sanity metrics in recruitment marketing. When I start working with a recruiter I see:Sales people have KPIs / targets / goals / commissionMarketers have… well, er… communities to grow, time to tweet, lists of documents to brand…And then the marketing function appears to offer little ROI.Vanity Metrics for Recruitment MarketersHere are some examples of what I call “vanity marketing metrics”:Impressions / Likes / Followers / Engagement – none of these make money and leadsGet shortlisted for an awardNumbers of web hits / unique visitsEmail open rateIncrease Glassdoor Rating from 3 to 4Increase CEO Approval on Glassdoor from 70% to 80%Generating advocates for your contentGoogle Analytics GoalsThe reason that these are vanity metrics is that a sane person / sales person who is not close to hitting target is likely to say “so what” to the above. Winning an award doesn’t make you more money, it’s what you do with it that counts (I have a blog for Awards ROI!). Generating a higher ranking on Glassdoor does not generate recruiter talent all by itself. Gathering more followers… well with GDPR coming, your chance of spamming them is about to disappear (or is it?). Your web is attracting lots of people who don’t apply for jobs… read my mind!Recruitment marketers need to be allowed to demonstrate sanity to generate ROI.This does not mean that the “vane data” I often see measured is not needed – vanity is key, but it is just the beginning. Start with the vanity scores, but have a plan for sanity.Have a plan for the C-word!Sanity is a C-Word!The 3Cs of recruitment marketing: Candidates, clients, consultants! They are the key three audiences of a recruitment marketer, so KPIs and day to day metrics need to be focussed on these. And if the leaders or the recruitment business are looking to sell / gain investment, then add an I!Sanity Metrics for Recruitment MarketersMy clients will often hear me say:Marketers should never be targeted with the sales generated, but they should absolutely take credit for them.How about these as some example sanity metrics?Convertible leads generatedLTV (life time value of leads)Recruiters attracted (of the correct “grade”)Candidates registered (of the correct “grade”)Client meetings generated from eventsMarketers in recruitment need more sanity measures. They need to be allowed to develop lead generating / recruiter attracting / client engaging strategies – otherwise, it’s back to making things look pretty and managing job board budgets.Let’s also not forget that often recruitment marketers are not set SMART goals. Too often I see a lack of expectation of marketing demonstrated through the “woolly” goals which are set.ROI is Vain and SaneSo, recruitment leaders, if you want ROI from marketing, have SMART and sane expectations of your marketers. Recruitment marketers – develop strategies and tactics to deliver goals around sanity, as well as vanity.And don’t forget the c-words in recruitment marketing. I train and mentor recruitment marketers to deliver the 4Cs - candidates, clients, colleagues, and cash! HIIT Us, Recruiters!Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker, and develop healthy pipelines, and recruitment marketers attract, engage, and retain candidates, generate clients, and colleagues (3Cs).TRY RECRUITMENT HIITBOOK A CALL TO DISCUSS MARKETING TRAININGREAD ABOUT OUR MARKETING TRAINING