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It is better
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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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