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

The Agents of Change

Measurementis the Best Strategy for Success

A Measurement Process

KPIs

Data Collection

AnalysisIssue(s) & Opportunities

Actions

IAEWS Benchmark

Survey

IAEWS Discussion

Forums

IAEWS Benchmark Survey

• 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

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)

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

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

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

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

Traffic per Source

Direct

SEMAgg

Out

boun

d Em

ails

PPC

Social

Med

iaO

ther

0%

5%

10%

15%

20%

25%

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?

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

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

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

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

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

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

• 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 (director@employmentwebsites.org).

Final Thoughts

QUESTIONS?

Contact Info:

• Peter Weddledirector@employmentwebsites.org

Thanks to our 2011 & 2012 Sponsor

Jobg8