As talent acquisition teams shifted hiring activities online in response to COVID-19, virtual recruiting events quickly became a main source of candidates. Today, organizations are using tools designed specifically for virtual recruiting to host everything from internal mobility events to information sessions focused on internship and early-career needs.
While getting an events strategy up and running following established best practices—especially given the range of event formats being used to attract, nurture and engage talent—is a top priority, it’s just as important to make sure your team has a clear plan in place to measure virtual recruiting event success. If you’re not sure where to begin, a good place to start is event engagement.
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When measuring the effectiveness of an event experience, you want to go beyond engagement during the event itself and cover every aspect of the event experience. After all, virtual recruiting event touchpoints include email outreach, event landing pages, registration forms and post-event communications, so breaking your metrics out into touchpoint metrics and day-of engagement metrics results in a more meaningful understanding of engagement across the candidate journey.
Touchpoint Metrics
As detailed below, most of your touchpoint metrics will reflect the activity that is generated by your pre- and post-event communications.
Day-of Engagement Metrics
In addition to touchpoint metrics, you’ll want to keep track of key performance indicators for the event itself. Since most enterprise organizations are using various types of virtual recruiting event formats, there’s an opportunity to tailor the metrics to each unique event format. So, start with the baseline metrics below and then build out from there with metrics that make sense for specific events.
Of course, talent acquisition can always develop a brief survey to gather feedback on how attendees perceive the event as another means of evaluating engagement. Ideally, attendees will be prompted to provide their feedback as soon as they leave the event, although, if this isn’t possible with the tools that are currently in place, send a request for feedback as part of the event follow-up communications.
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