Content creation is a powerful tool for talent acquisition professionals. When done well, it can help you attract qualified candidates, strengthen your brand, and create a pipeline of qualified talent.
But how can you tell if your content is actually working? Most companies track engagement and traffic metrics, but there are several other metrics that can give you a more comprehensive view of the effectiveness of your content creation efforts.
Metrics You Should Track
Here are a few less common metrics to track:
- Candidate source: Where are your candidates coming from? Are they coming from your website, social media, or other sources? This information can help you determine the most effective channels for attracting qualified candidates.
- Candidate referrals: How many candidates are referred to your company by your employees and other connections? This is a good indicator that your content resonates with your target audience and that they see your company as a desirable workplace.
- Click-through rate (CTR): This metric measures the percentage of people who click on a link in your content. A high CTR indicates that your content is relevant and interesting to your target audience.
- Conversion rate: This metric measures the percentage of people who take a desired action after viewing your content, such as signing up for your email list or applying for a job. A high conversion rate indicates that your content is effective at driving results.
- Candidate net promoter score (NPS): This metric measures how likely candidates are to recommend your company to others. It is an excellent way to gauge the overall candidate experience, including the role your content plays.
- Time to hire: How long does it take you to fill open positions? If your content is attracting qualified candidates, you should see a decrease in time to hire.
You can also track more specific metrics related to your content creation goals. For example, if you’re writing a blog post about a specific job opening, you can track the number of people who click through to the job description page. Or, if you’re running a social media campaign to promote a new benefits package, you can track the number of people who visit your website to learn more.
How To Track Content Performance
Here are a few tips for getting started with measuring the effectiveness of your content creation efforts:
- Set clear goals and objectives. What do you want to achieve with your content marketing efforts? Do you want to increase website traffic, generate leads, or improve candidate quality? Once you know your goals, you can choose the right metrics to track.
- Use analytics tools to track your progress. There are many free and paid analytics tools available that can help you track your website traffic, social media engagement, lead generation, and conversion rates. Your ATS can likely help you track some of these metrics as well.
- Analyze your data regularly. Once you’ve started tracking your metrics, reviewing your data regularly is important to see what’s working and what’s not. This will help you refine your content strategy and improve your results over time.
Gain Valuable Insights
Measuring the effectiveness of your content creation efforts can take some time and effort, but it’s essential for ensuring that your content is meeting your goals and objectives. By tracking the right metrics, you can gain valuable insights into what’s working and what’s not so you can make data-driven decisions about your content strategy.
Tips for Attracting Qualified Candidates
Additional tips for attracting qualified candidates with your content:
- Create content that is relevant to your target audience. What are their interests? What challenges are they facing? What information are they looking for?
- Use surveys and polls to collect feedback from your audience on your content and their job search needs.
- Tell real-life stories about your employees and their experiences at your company. This will help candidates get a better sense of what it’s like to work for you.
- Be transparent about your hiring process and what you’re looking for in candidates. This will help you attract candidates who are a good fit for your company.
- Use your content to build relationships with potential candidates. Respond to comments and questions, and participate in relevant online communities.
- Make it easy for candidates to apply for jobs. Include a clear call to action in your content and make it easy for candidates to submit their resumes and apply for open positions.
In the fast-paced world of talent acquisition, creating content that both attracts and converts candidates is your secret weapon. Remember, it’s not just about publishing content; it’s about crafting a compelling narrative that resonates with your audience at every stage of their journey. By understanding your candidates, tailoring your content, showcasing your culture authentically, optimizing for search engines, and engaging in meaningful ways, you’re well on your way to success.
But the journey doesn’t end here. To ensure you’re on the right track and continually improving, measurement is key. Define your KPIs, track your progress, and don’t be afraid to experiment and iterate. Your content strategy should evolve as your audience does.
So, go ahead, implement these tips, measure your progress, and watch your talent acquisition efforts soar. It’s time to create content that not only gets you noticed but also transforms candidates into brand ambassadors.