So you’re busy patting your back for facilitating and achieving tremendous recruitment success. Your virtual career fair precisely bridged the gap between the brightest of talent and available vacancies or knocked the socks off employers eager to hire the best candidates. All promising attributes of recruitment efforts gone well, however, when it comes to measuring the effectiveness of your event strategy, numbers are your ultimate friend.
To make your virtual career fair post more insightful, it’s important to track KPIs that reflect attendance, engagement, and hiring activity at and after the event. These should be compared against your event goals to assess the impact of execution strategy, actual hires confirmed, and the offers made to offers accepted ratio to determine insightful ROI.
What are some fundamental success factors to track at the event in real-time, in addition to after the virtual career fair to derive overall performance results from? Here’s what we recommend:
Job Seeker Participation Statistics
Your attendees are the star of the show, this targeted audience draws in exhibiting businesses, hiring managers and recruiters. Thus, attracting and tracking job seeker participation makes a great first impression and spreads positive word of mouth to lure in more prospects interested in making new career moves:
1) Total registrations: Using a dedicated online landing page to facilitate event registrations (prior to the date the virtual career fair actually goes live), hosts can benefit from a larger volume of attendee registrations versus a traditional recruitment event.
The higher the volume, the better the chances of your pre-event marketing and promotional budgets having made impressive progress in terms of igniting contagious event buzz amongst the target audience.
2) Total number of logged-in users: Come one, come all! Once your virtual career fair is in action, measuring attendee traffic will be a great indicator to assess registration to attendee ratios. By having already built their profiles complete with accompanying resumes at the time of registration, the step should be made as easy as possible in order for talent to access the event with full enthusiasm.
3) Unique logins: To avoid overlapping of new and repeat visitors, unique logins should be a key statistic for organizers to keep an eye on.
4) Total number of booth visits: A user-friendly and visually engaging virtual career fair platform with exciting highlights such as webinars and well-staffed booths will be a great incentive for job seekers. Encouraging visitors to explore the exhibitor hall, research vacancies, and chat with exhibitor representatives, a high number of booth visits achieved translates into a fantastic guest experience, content strategy and also spearheads branding objectives.
Bonus Tip: Want to motivate your prospects to wholeheartedly participate in the virtual career fair? Incorporate leaderboard awarding candidates different points for different actions across the event platform. For example, logging can earn guests 10 points, viewing a video can earn 20, or visiting an exhibitor booth can earn 25 points. The guests with the highest activity recorded at the end of the event can be awarded sponsored prizes to reward their display of competitive spirit.
Employer Participation Statistics
The virtual career fair is made a hit not just by guests, but also by the hiring organizations in attendance. Some essential statistics to measure for participating employers include:
1) Total booth visits: Every employer, you or your exhibitors included, wants their booth to be showstopper of the virtual career fair. By tracking booth visits, hosts can assess the power of employer branding, and industries attracting most talent towards their available positions.
2) Total tab clicks: With the customized virtual booths designed to be a hub for all information relevant to the exhibitor, all visitor clicks at any booth should be measured to identify how helpful or inspiring did the content proves to be.
3) Clicks per tab: Taking tracking tab clicks a step further, each individual tab click on categories such as “About Us”, “Contact Us”, “Careers”, “News”, “Photo Gallery”, “Chat”, should be measured independently to see which content has outperformed others in comparison.
4) Total document downloads: If visitors have been glancing at your content, that’s great. But to really get down to the nitty-gritty details, virtual career fairs allow hosts to measure total document download per booth as proof of the revolutionary, seamless, and eco-friendly information sharing.
5) Downloads per document: Not all content is created equal, by selecting a platform that gives detailed insights regarding the volume of downloads per document for every exhibitor, you can easily identify what knowledge are the job seekers most actively seeking.
6) Total video views: Streamable videos attract great traction by audiences, total video views per booth help in determining the exact impact of the visuals.
7) Views per video: Similarly, tracking views per video for every exhibitor’s booth highlights the clear winner/benchmark that has left the best impression on your audience.
8) Chat volume: With booths equipped with audio, video, and text-based chat capabilities, conversations per booth or in the networking lounge helps understand the extent of interactions, in addition to communication frequency between hiring managers and the logged-in talent.
Auditorium Traffic Statistics
Last but not the last, webinar traffic needs to be measured to evaluate how well your virtual career fair connected with your audience. Straight forward, yet crucial, your checklist of webinar statistics to measure should cover:
1) Total number of webinar attendees: An auditorium buzzing with activity is every host’s dream come true! Tracking participation can help monitor success, and enable comparison with preset event goals such as brand awareness or job applications received at event.
2) Attendees per webinar: Measuring participation per webinar helps zoom-in to audience’s needs and interests to better prepare for future recruitment events with the right guests, topics of discussion and live Q&A sessions.
Measuring the performance of a traditional career fair is not just difficult, but also leaves open wide room for error. Monitoring visitors’ preferences that have viewed your videos, took a brochure, or participated in a Q&A session would not just require additional (and costly) staffing, but is overall an inefficient and tedious protocol to pursue especially during high traffic event hours.
Choosing a virtual career fair effectively addresses and resolves this pain point by making all activity on the platform precisely measurable in real-time. Making ROI a breeze to derive, the post-event analysis makes it crystal clear to determine the content that connected with the audience best, most powerful employer brands and the performance of your pre-event marketing strategy.
Want to learn more about Virtual Career Fairs? Read “The Ultimate Guide to Virtual Career Fairs”.