Jobs search engine Indeed.com has urged recruiters and resourcing professionals to put more effort into tracking, monitoring and acting on results from online recruitment advertising.

It has just published a white paper entitled ‘The Four As of Recruitment Advertising’ and vice president of client services, Jason Whitman, told Recruiter that it came about because many advertisers didn’t know what they were getting for their money. “HR [departments] and recruiters are being held more accountable for spend and are taking a hard look at metrics such as cost per hire,” he said. “If they’ve received no hires from a job board they need to be taking action The good job boards will also want clients to know that they’re sending quality candidates to them.”

The first A is ‘assign’ and Indeed said it is important to have someone in the company responsible for tracking and measuring the effectiveness of advertising. “Even when they have an applicant tracking system (ATS) to automate tracking, no one in the organisation is responsible for analysing the data and making any adjustments based on it,” said Whitman. For the second A, ‘automate’, he said that this may mean getting tough with their provider. “Recruiters often don’t know what to ask ATS vendors and vendors may not always highlight the right things.” The remainder As are ‘analyse’ and ‘adjust’, with Indeed stressing the need to act on findings.

Emma Cuffaro, head of client services at Broadbean, told Recruiter that clients highly value the metrics its service provides. Most monitor return on investment from job boards, but she said many do not use the data to its full potential. “Astute agencies are looking deeper into the data to see which boards candidates apply on first or the number of sourced candidates that were on their own internal CRM in the first place,” she explained. “To achieve this level of intelligence there is certainly a need for dedicated resources but combining data from Broadbean with data from their recruitment database is of equal importance.” The white paper can be downloaded from Indeed’s weblink below.

https://ads.indeed.com www.broadbean.com