Do you want to focus your recruiting on valuable and efficient channels, but you aren’t sure which ones are worthwhile? Prescreen offers you a variety of methods that provide information on how applications find their way to you. Our new tracking function and a new standard source analysis are useful for helping you make the right decisions.
Table of contents
1. Available methods for tracking sources
Prescreen offers various technical methods for tracking application sources. Our recently added tracking function can be found under " Acquisition channel". The other, previously established methods are "HTTP referrer" and "Source input". Your application sources can be viewed at the level of an individual job or aggregated over multiple jobs.
Acquisition channels in the job statistics
You can also make use of the same captured data for an aggregated view spanning multiple jobs. For an application-specific or time-based analysis, you have the option of grouping by the attribute "Applications" plus one of the three methods described here. You can also filter based on the three methods.
Source tracking in an analyses via the attribute "Applications"
Are you curious what lies behind the three methods and how you should use them? We briefly describe how the methods work below and offer you some recommendations.
1.1 Acquisition channel
As mentioned above, the results of a special tracking method are shown under "Acquisition channel". This tracking method is a new feature that has been introduced as standard in Prescreen for many channels. Due to its exceptional reliability and precision, we recommend that you primarily use this new method for collecting and analyzing your data. In contrast to the HTTP referrer and manual source input, this avoids the risk of losing valuable data due to manipulation of internet browsers (such as automatic deletion of UTM parameters or cookies).
- XING job ads
- All products of our multiposting partners
- Postings at bei karriere.at and Jobs.at
- Social media posts from Prescreen
- Postings with the German Federal Employment Agency ("Bundesagentur für Arbeit")
- Postings via additional (custom) job boards
- Your job feed
- Your email applications
- Your REST API interfaces
- NEW: Website widget configurations (starting November 11, 2021)
- NEW: our internal creation of applications (retrospectively available)
1.2 HTTP referrer
HTTP referrer is a familiar method used in online marketing. Prescreen uses this method to analyze the cookies of your applicants. However, an increasing number of browsers prevent this method of data collection from working correctly. This results in a higher susceptibility to errors and lower precision. We therefore recommend that in future data collected with this method only be used for comparison purposes.
1.3 Source input
Source input refers to the manual and personal entry of information into a form field by the applicants in the course of the job application process. To use this method of input, you must first configure possible application sources to select from. Go to "Settings" > "Applications" > "Applicant sources" and add the desired sources as selection options. For this method as well, we recommend that the results only be used for comparisons in the future. The information from the applicant may be entirely missing or, when available, could include false information (such as in cases of poor recall).
2. Individual tracking links for greater flexibility
Are the channels listed in item 1 for publishing job listings not sufficient for you? Go ahead and customize the new tracking features to your particular needs! Simply create your own individual tracking links wherever you would like to place your job ads. The data obtained is captured according to the same principles as for our standard channels and will be available for analysis under "Acquisition channel". However, please note that you must have the permission "can view and edit tracking links" to use this function.
2.1 Creating and editing tracking links
- Create link: To generate tracking links, go to "Edit" > "Publish" for the desired job. On the right, you will see a new panel called "Tracking links" (below "Publish online"). Click on "+Add", assign an appropriate reporting name and enter any useful details. You can create as many different tracking links as you like. The reporting name is mandatory and will be displayed later in the job statistics and reports. If you select the same reporting name for different tracking links, all data will be collectively displayed under this shared reporting name.
Publish: Creating and editing tracking links
- Using a link: Click on "Copy" to use your link. This copies the link to the clipboard, allowing you to paste it wherever you need it.
- Editing a link: Once created, your link appears in the panel. You can change the reporting name or recorded detail at any time using the context menu ("..."). This is still possible after data has been collected for your tracking link. Your collected data will remain securely saved and associated with this link. This allows you to reorganize data flows however you like, as long as your jobs are active and editable.
Editing a tracking link
- Removing a link (deactivation): You can remove any link you have created. This means deactivating the link as an application option. All applicants who attempt to access the link after deactivation will be shown the standard view for deactivated jobs. Apart from this, the removal/deactivation of a tracking link has no other impact on the job. You can create a new tracking link (even using the same reporting name) at any time and publish it again.
- QR code: Would you like to make your tracking link available as a QR code? Click in the context menu ("...") on "Download QR Code". QR codes offer your applicants a way to conveniently scan and load your job ad on their smartphone. This is a useful option for materials that are only viewed briefly in passing (fair walls, posters)
2.2 Examples of how to use individual tracking
We share some ideas below of the many ways you can make use of your individual tracking links.
- Email newsletter: Do you publish a newsletter that could be useful in your recruiting efforts? With tracking links, you can see exactly how many applicants this measure brings in.
- HR campaigns via social media: This function is also great for social media campaigns. Get a clear picture of how many applications actually make it through to your process and how far they progress.
- Workaround for job boards: Do you have a special contract with a job board, meaning you are unable to use Prescreen’s direct connections and multiposting partnerships? Individual tracking links serve as a useful workaround to still enable visualization of the sources in Prescreen. Instead of the usual application link, please give the contact person at the job board the individual tracking link generated for your job.
- Events: Sharing your links as QR codes is particularly recommended for job fairs, university presentations and workshops. As described above, applicants can conveniently access your job ad on their smartphones by scanning your presentations and application materials.
3. Analyzing source performance
Prescreen recently added a new analysis function for evaluating your various application sources. The goal of the new source performance analysis is a quick and easy comparison of two relevant timepoints along the candidate journey — based on all recorded sources that have led applicants to these points. Because the new analysis is now included as a standard analysis, you can get started straight away. We describe the steps for a personal analysis below.
3.1 Configuring your source performance analysis
To create a new analysis, go to "Reports" > "Custom reports" and click on "+Add analysis". Select the source performance analysis from the predefined options.
Source tracking analysis along the customer journey
- Define timepoints (from — to): In the analysis configurator, first define two timepoints along the candidate journey by selecting them under "From" and "To". These two input fields determine which data will be compared. Tracking of the candidate journey generally starts in Prescreen with the counter "Job Ad Impressions (Jobbase)" or "Candidate clicks". The source and the method of source tracking determine which of the two points your visualized data will begin at. Data from prior to these timepoints cannot currently be displayed.
- Grouping attributes: Because this analysis serves to evaluate sources, the selectable attributes for grouping are limited to the corresponding technical methods for tracking sources.
- Time frame: As with all forms of analysis, you can restrict the time frame for this report as desired.
- Graphics and data visualization: When you have completed your configuration, you will see your desired data in the form of two bars for each source that supplied data in the given timeframe. The delta between the bars represents your lost applicants that were not able to continue in the process to the later timepoint ("To"). The remaining number of applicants is expressed as a conversion rate, which can be seen below the source. Please note that the data for "Started applications" and "Finished applications" is output precisely for the selected time frame, without taking into account whether an application was also started within the selected timespan.
- Export: You can export this analysis in various formats as well. The current export options are XLS, CSV, PNG and PDF.
Configuring the source performance analysis
3.2 How to interpret your source performance analysis
You can use this new form of analysis for a variety of purposes. We have summarized a few typical applications for you.
- For instance, you could go beyond determining which sources are quantitatively effective to identify the sources that actually bring you applicants that meet your qualitative expectations.
- We provide a wide range of filters for you to extract detailed results from your data in no time. Results can be broken down by city or even by main contacts, for example.
- If you know the exact expenditures for your job advertising, you can very easily determine which of your measures is most cost-effective. You can do this by observing two timepoints along the candidate journey as conversion points for your individual project.
Future innovations will also create new synergies between this form of analysis and new, interesting filtering methods. You can rely on optimal insights for improving your recruiting performance.Note: Depending on the acquisition channel, data was historically only recorded in its entirety as of different points in time. To ensure that the statistics and source performance reports can be displayed accurately, we recommend using a timespan for the analysis that starts after May 11, 2021.
4. Common errors in source tracking
We are pleased by the extent to which the new tracking feature is being used, and we engage closely with our customers to learn about possible mistakes that can be made. Below, we provide some recommendations for optimal use to ensure that you always end up with a reliable analysis.
Please note that tracking sources via the methods of HTTP referrer (1.2) and source input (1.3) function automatically and independently of your usage as long as the right corresponding framework conditions exist.
4.1 Sharing on social media
Social media plays an essential role today in disseminating job listings. In many cases, the link to a job advertisement or job listing is posted on various platforms (e.g. XING, LinkedIn, Facebook). Don’t hesitate to use these options, but be sure to use a link equipped with our tracking function.
The options we recommend:
- Share jobs on XING, LinkedIn, Twitter and Facebook via Prescreen ("Post on social media").
- Create individual tracking links, as described in Section 2.1.
Share an optimally trackable job on social media
What to definitely avoid: Don’t use the normal job link which lacks the new tracking function
Standard job link, which is not compatible with the new tracking
4.2 Embedding on the company website
Do you have jobs that you are constantly recruiting for? Are these jobs highlighted on your online career portal or your company website? The usual advice applies here too: if you use the normal job link, as described above, the source of any applications for this job coming via your company website will not be captured by the new tracking feature.
Our recommendation: Create a tracking link, as described in Section 2.1, and assign a reporting name that identifies your company website as the source. Then use only this individual tracking link for the job ad on your company website. Naturally, you can use this procedure for any other pages where you would like to embed a job.
4.3 Direct forwarding to your jobbase
If you forward job seekers from your company website directly to your Prescreen Jobbase (prescreenaccountname.jobbase.io), this forwarding will also not be captured by the new tracking. The result is that you cannot determine how many job seekers clicked through from your company website to an appropriate job ad.
Our recommendation: Please make use of your job feed. This is available in many different metadata formats and allows you to import to your company website a list of jobs you have published. You can find this under "Settings" > "Integration" > "Job Feed". We recommend consulting your internal IT department for assistance with the technical integration on your company website. Of course, we would be happy to assist you with any other questions you may have.
4.4 Custom job boards and tracking links
Even if you are unable to use the job publishing functions on the job boards that Prescreen offers directly, this does not mean you have to do without reliable source tracking.
Our recommendations in this case :
- Make use of custom job boards. To do this, go to "Settings" > "Jobs" > "Custom Job Boards". With this option, you can define a job board offering and configure the system to send all data on the job, including the graphical design for the job template, to a specific email address. Not only does this method allow application links to be automatically equipped with our new tracking function so that you receive all key data for your job ad at the specified email address, it also places a publication entry for your posting in the posting list for your job. The posting of custom job boards takes place when you click "Publish" during the creation or editing of a job. Click on "Your job boards" to select from the defined offerings.
Publish on custom job boards
- If you only need a functioning application link, which you want to independently share with job boards outside of Prescreen, it is still always worthwhile to create a new tracking link (Section 2.1) for the job. This gives you maximum flexibility since these links reliably contribute to your source tracking and can also be deactivated independently of the job itself, giving you better control over your job board postings.
Creating tracking links
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