It’s important for HR to measure the success of your recruitment marketing campaigns.
衡量招聘推广活动成效对HR很重要。
The ultimate goal of a recruitment marketing strategy is to attract potential candidates, with the aim that the successful applicants will deliver long-term benefits to your organisation.
招聘推广策略的最终目标是吸引潜在求职者，期望成功获聘的申请人能为企业带来长远利益。
Here are five ways to measure the success of your recruitment drive:
以下是衡量招聘活动成效的五种方法：
1) Source of hire 求职者来源
Return on investment and overhead costs should be front and centre when you’re strategising new campaigns and assessing existing ones. Watching for the channels that are sending the best-quality applicants your way is essential to managing costs.
在策划新招聘推广活动和评估现有招聘推广活动时，应注重投资回报和间接成本。寻找能为企业招募最高质量求职者的渠道对成本控制尤为重要。
Referrals, job boards, in-house career hires and social media platforms are all channels you may be using in your marketing campaigns – while the digital ones have a built-in analytics capacity.
推荐、招聘网站、内部招聘和社交媒体平台都是招聘推广活动中可用的渠道，而数字渠道更内置数据分析功能。
Tracking tip: Your organisation’s applicant tracking system (ATS) probably has a built-in feature allowing you to track where applicants entered the system. Be sure it’s activated if you have it.
追踪提示：企业的求职者追踪系统（ATS）可能具备内置功能，能够追踪求职从哪种渠道进入系统，如具备这项内置功能，请确保已启用。
2) Current employee referral 现有员工推荐
Tracking applicants that made their way into the talent pool by word of mouth – such as a current employee – is a great measure of how well your employer brand is regarded by your team.
跟踪通过口碑推荐，例如现有员工推荐进入人才库的求职者，是衡量员工团队对公司雇主品牌印象的好方法。
Tracking tip: A survey handed out to new hires is an ideal opportunity to gain accurate information.
追踪提示：向新员工进行调查是获取准确讯息的大好机会。
3) Applicant experience 求职者体验
Careful tracking of applicants at this stage is crucial to having them join your workforce on a high note. Knowing how they found you is important, but knowing about their employee experience during the hiring process is the second and equally important component.
在这个阶段仔细追踪求职者体验，有助大大提升他们加入公司的机会。了解他们如何认识企业很重要，但了解他们在招聘过程中的员工体验同样重要。
Tracking tip: Statistics from your CRM and ATS to track the actual contact touch-points to confirm that new hires are happy overall through the process.
追踪提示：运用公司的CRM和ATS统计数据跟踪实际的联系接触点，以确认新员工在整个过程中是否满意。
4) Social engagement 社交联系
Social media is a great source of data, once you sort out the wheat from the chaff.
一旦能够从海量数据中挑选出有用的数据，社交媒体会是一个很好的数据来源。
Tracking tip: Metric dashboards are available on most social media platforms, including the CMS (content management system) for your company’s LinkedIn, Facebook and Twitter accounts.
追踪提示：大多数社交媒体平台均提供量度标准仪表盘，包括企业LinkedIn、Facebook和Twitter账户的CMS（内容管理系统）。
5) Quality of hire 新员工质量
Since the quality of a new hire is commonly listed as the most important metric in recruiting, here are some tangible components to measure:
新员工质量往往被列为最重要的招聘指标，以下是一些可衡量的明显因素：
- Hiring manager satisfaction. 招聘经理满意度
- Retention rate. 留任率
- Performance reviews. 绩效评估
- Pre-hire metrics, including competing offers and time to acceptance. 招聘前指标，包括具有竞争力的聘用条件和接受聘用的时间。
Tracking tip: Surveys are good for the less tangible factors such as ascertaining if the candidate had competing offers and/or whether they were a passive or active job seeker at the time of application.
追踪提示：调查有助了解不太明显的因素，例如确定求职者之前有否获得具有竞争力的聘用条件，和/ 获他们申请职位时是被动还是主动求职者。
Parts of this article first appeared in the HR Gazette.
本文部分内容转载自HR Gazette.
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