The KPI's of job board Success
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The KPIs of Job Board Success
A Summary Report of the Findings of
The 2012 IAEWS Global Benchmark Survey
Peter Weddle, Executive Director of IAEWS
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The Agents of Change
Measurementis the Best Strategy for Success
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A Measurement Process
KPIs
Data Collection
AnalysisIssue(s) & Opportunities
Actions
IAEWS Benchmark
Survey
IAEWS Discussion
Forums
IAEWS Benchmark Survey
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• Trade association for the global online employment services industry
• Members include:• Job boards• Social media sites• Job ad distribution companies• Aggregators• ATS vendors• Recruitment advertising agencies
• Mission• Activities
About the IAEWS
Benchmark SurveyMember Working GroupsProprietary ResearchConferences
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2012 IAEWS Benchmark Survey
• 2nd year for survey• Supported by Jobg8• No charge to participate• Data collection, analysis and reporting by third party research firm
• Steering committee for question design• Goal was survey completion within 1 hour• Cross tabs by age, traffic, specialization, location, postings
• Participants• 154 registrants; 108 completed surveys
• Results• Private individual report• Group discussions (participants only)
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Operating Location of Participant Sites
5
9
4
3
13
10
25
50
3
2
3
6
13
14
19
41
0 20 40 60 80 100
Other
Canada
Australia / New Zealand
Western Europe
Worldwide
North America
UK
USA
Percent
2012
2011
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Types of Job Board
69
21
10
67
1914
0
20
40
60
80
100
Niche by industry or jobtype within region
General job board withinregion
Geographic niche within aspecific region
Pe
rce
nt
2012
2011
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Key Performance Indicators
• Operational Performance• Traffic• Traffic/source• Views/posting• Applications/posting• Conversion rate/traffic source
• Financial Performance• Advertising & Marketing Expense/Revenue• Direct Sales Expense/Revenue• Technology Investment/Revenue
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State of the Industry - I
KPI Unknown/ NR
Traffic (unique visitors) 10%
Traffic/Source 18%
Views/Posting 22%
Applications/Posting 47%
Conversion Rate/ Traffic Source 60%
Expense Ratios 26-32%
Operational Performance Indicators
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Traffic per Source
Direct
SEMAgg
Out
boun
d Em
ails
PPC
Social
Med
iaO
ther
0%
5%
10%
15%
20%
25%
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0 to 25 percent83%
51 to 75 percent1%
Unknown16%
0 to 25 percent
25 to 50 percent
51 to 75 percent
75 to 100 percent
Unknown
Traffic from Mobile PlatformsWhat percentage of your total traffic originates from mobile platforms?
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13
Please provide the average number of views per job posting (normalized for 28 day period) for the month of May.
9%
16%
10%
15%28%
22%
2012
17%
17%
10%
8%
21%
27%
2011
0 to 2020.1 to 5050.1 to 100100.1 to 200200.1 or moreUnknown
Average Views per Job Posting
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14
Please provide the average number of applicants per postings (either ATS or email) on your site (normalized for a 28 day posting cycle) during May 2012.
0 to 14% 1.1 to 3
7%
3.1 to 1037%
10.1 to 3026%
30.1 or more4%
Unknown22%
Average Applicants per Posting
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15
Do you track the conversion rate of traffic coming to your site?
Yes39%
No60%
Unknown1%
52
55
57
62
62
14
19
12
2
5
5
2
2
2
2
26
26
29
36
29
0% 20% 40% 60% 80% 100%
PPC campaigns
Direct emails or job alerts
Search engines
Social Media sites
Aggregator sites
0 to 25% 26 to 50% 51 to 75% 76 to 100% Unknown
If yes, what is your conversion rate from the following sources of traffic? *
* Asked of respondents who indicated they track the conversion rate (n=42).
Conversion Rate/ Traffic Source
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16
Expense Ratio
Inc/Dec vs. 2011
Amount
Advertising and Marketing
Increase .5%
Selling Same -
Technology Increase 1.3%
State of the Industry - II
Financial Performance Indicators
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17
Please provide the ratio of your annual external advertising or marketing expense divided by annual revenue for your board in this region.
31%
7%11%12%
13%
26%
2012
13%
9%
16%
11%8%
43%
2011
0 to .02.03 to .04.05 to .06.07 to .12.13 or moreUnknown
Advertising & Marketing ROI
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18
8
17
19
26
34
35
39
50
51
65
70
71
73
75
84
92
0 20 40 60 80 100
Android application
iPhone application
"Pay per application" pricing model
Referral mechanism
Presence on Google+
Recruiter directory
.mob site
Integrated with a job distribution system
Group on LinkedIn
Full ecommerce for self service sign-up and payment
Featured Advertiser / Company option
Facebook account
Twitter account
Career advice through blogs, etc.
Featured Job option for advertisers
"Job alert" function
Percent "Yes"
Job Board Features
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• In a time of rapid global economic and cultural change, measurement is the only sure way to keep up (or better yet, leap ahead of the pack).
• Measurement is most useful when embedded in a process for fixing problems and leveraging strengths.
• The best measurement process utilizes a mix of KPIs – operational and financial data.
• To kick-start your measurement process, participate in the 2013 IAEWS Global Benchmark Survey ([email protected]).
Final Thoughts