Measuring Success

Beyond Hiring Event Metrics: Measure the Impact of Your Hiring Events on Other Goals

Sep 13, 2023 - Cat DiStasio

Hiring event metrics can illustrate much more than how your talent pool looks and the speed of your recruiting process. When using customizable questions during the registration process and in post-event surveys, talent acquisition teams can capture valuable data points that shed light on the impact hiring events have on other HR goals, such as diversity, equity, inclusion and belonging (DEIB), recruitment marketing, and candidate experience.

In this article, we’ll explore:

  • How custom questions gather valuable data
  • Examples for measuring hiring event impact on DEIB goals
  • Examples to evaluate recruitment marketing goals
  • Examples for analyzing candidate experience

Using Custom Questions on Registrations & Post-Event Surveys

The questions candidates answer during signup and registration pose a unique opportunity to learn a ton from job seekers before you even meet them. Depending on the goals you want to measure, you can include questions that identify a candidate’s stage in their job search, their priorities when considering job offers, their preferences for the recruiting process, and how they learned about your job opportunities.

Customizing questions in post-event surveys is another often overlooked chance to gather valuable intel from candidates. Use this as an opportunity to ask about more than what they thought of the event. Pose questions you didn’t ask during the registration process to give you a more robust view of your talent pool—who they are, what they want, and what they think of your organization so far. You can even use post-event surveys to get a Net Promoter Score (NPS), making it easier to track changes over time.

Measuring the Impact on DEIB Goals

There are probably infinite options for the types of DEIB goals that can be impacted by your hiring events (and thus infinite options for measuring that impact). Don’t try to track every single possible factor. Instead, focus on your most meaningful and pressing DEIB goals.

For some organizations, this might be a goal to engage with more veterans during the recruiting process or to improve disability representation through hiring. For others, the top goal might be to interview more women and nonbinary people of color. Look at your key DEIB goals and craft questions that help gather the information you need to map out your progress. (Consult with legal guidance in your area about how and when you can ask these questions, or consider making them optional.)

Evaluating the Effect on Recruitment Marketing Goals

Measuring the ROI of recruitment marketing spending is often challenging but there are now more tools and options than ever for making it not just possible, but easily attainable. In another article, we explained how to do this using flexible event tracking links. But that’s not the only strategy—and the more data you can generate, the more accurate your insights will be.

Using questions during hiring event registration that track recruiting sources is an effective way to evaluate how your events reflect on your recruitment marketing efforts. Perhaps best designed as a drop-down box, TA teams can ask candidates where they heard about the event in question or how they learned that your organization was hiring. Ideally, the responses will line up with your event tracking link data—but if they don’t, you’ll know where your attention is needed.

Analyzing the Influence on Candidate Experience

Candidate experience may have such an obvious link to hiring events that you’re wondering why we’re even talking about it. Many TA teams still measure candidate experience in general, simple terms, such as “How enjoyable was this hiring event?” But in order to deliver a world-class or even award-winning candidate experience—the kind that attracts top talent in every industry—we have to dig deeper.

In post-event surveys, ask more detailed questions about how candidates felt during the event. Do they feel excited about the next steps? Did they feel comfortable being themselves? What suggestions for improvement do they have? Questions like these help reveal the true and complete picture of the candidate experience—and reveal opportunities for progress with future events.

Getting the Most Out of Hiring Event Metrics

Understanding how hiring event metrics can help shed light on other goals opens up a whole new world for busy TA teams who are tasked with making progress on multiple fronts at the same time (e.g. all TA teams!). As we’ve mentioned in other articles about event metrics, you’ll need to have access to and ownership of your candidate data—and you’ll get the best results by using a purpose-built platform like Brazen, which includes customizable on-demand reports to help you make sense of all that data.

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      Hiring Event Metrics: Frequently Asked Questions

      Can hiring event metrics help my organization track other recruiting goals?

      Yes! Data from hiring events can help you measure progress on DEIB, recruitment marketing, and candidate experience goals—and more.

      How do candidate feedback surveys help measure candidate experience?

      Asking detailed questions about the candidate experience during hiring events can paint a clear picture of what job seekers actually think and feel about your recruiting process.