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It is better
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John Sumser
Reality
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Conversion III
(July 28, 2004) --
While the first two conversion rate measures tell you about your website
effectiveness, the third tells you about the quality and volume of the traffic
coming to your site. Applicant Conversion Rate (ACR) is the percentage
of applicants that become candidates. They have visited the site and registered
(VCR) and then applied for a job (RCR). The Applicant
Conversion Rate (ACR) is the first time in the process that you can actually
measure quality. ACR measures the first stage of value of the website to
your recruiting team.
To become a candidate, an
applicant must be assessed and chosen by a recruiter. Assuming that all traffic
flows, as it should, through the employment website, the ACR is the
quantifiable source of complaints about quality in the resume database. Using an
ACR score as a management tool takes experience and experimentation.
A low ACR tells you
several things:
- The resume database is
very large
- Traffic exceeds your
needs, you may need to refine your sources
- Early filtration might
not be adequate, you may wish to reduce VCR or RCR
- You are raising
expectations for large numbers of prospective employees (applicants)
- You are wasting the time
of large numbers of prospective employees (applicants)
A high ACR tells you
the opposite:
- The resume database is
not big enough
- Traffic is less than your
needs, you may need to refine your sources
- Early filtration might
not too stringent, you may wish to improve VCR or RCR
- You are not setting high
enough expectations for applicants
- You are a great place to
apply for work since a high percentage of applicants become candidates.
Over time, getting the hang
of managing the ACR allows spot budgeting for traffic and recruiter decision
time.
John
Sumser
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Materials written by John Sumser © TwoColorHat. All Rights Reserved. Mill Valley, CA 94941 415.377.2255
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