In 2014 Indeed was, once again the biggest winner in the world of Job boards, bringing in 47% of all candidate views and 30% of all NewHire applications for employment. But don’t discount that other 53% of candidate traffic which accounts for roughly 70% of completed applications. This balance of candidate traffic is coming from a combination of other sources, including CareerBuilder, Craigslist, NewHire job board, social media, and array of other smaller job boards. When you’re hiring, don’t miss out on 70% of the possible applicants! Be sure to advertise open positions broadly and take advantage of the power of the internet.
NewHire strives to help our clients make the most of their advertising dollars. For years, we’ve tracked the ability of major job boards to bring candidates to our applications. As we’ve noticed major shifts in job board performance, we’ve adjusted our advertising packages to make use of the most up-and-coming job boards. Most recently, this has been reflected in changes to our most popular ad package.
We look for ways to maximize the value of recruitment advertising by targeting job boards that yield the most candidate traffic. One of the tools we use to learn about candidate traffic is Google Analytics. As an example, the graph below shows total candidate traffic from all sources at the beginning of the new year.
We also have the ability to look at an individual job and say, “You have this many applicants, and the most have come from this job board.” We use this information to allocate resources more efficiently. By spending more money where it counts and less money where it doesn’t, we save time and money.
Looking at individual jobs can be useful, but the sample size is small. Let’s look at the candidate traffic from all of 2014. The following graph shows the percentage of views from each of the major job boards that we use in our advertising packages, plus a job board that one of our bigger clients used extensively.
Views from Job Boards
For 2014 data, with over 500,000 candidate views total, the Indeed job board makes up almost half of the traffic. Over the last several years, Indeed has steadily increased its presence as a premier job board. The other substantial pieces of the pie, those labeled “Direct” and “Other,” are more amalgams. The “Direct” category is a combination of candidates who arrive from certain Craigslist ads in low population areas (where we can’t hyperlink directly to the application). Additionally, candidates arriving from the NewHire job board also appear in the “Direct” category. The “Other” category is from the many smaller job boards that re-post ads. Each one brings in a little bit of traffic but all together they make up nearly 12% of candidate traffic.
CareerBuilder and Craigslist continue to run neck and neck in the views they provide. SimplyHired is a board that one of some clients have elected directed a lot of traffic in the past few years. LinkedIn seems to have the smallest piece of the pie here, but there’s a little egg on our face, because some of the 2014 data was temporarily unavailable to us. We are confident that 2015 will show more traffic from LinkedIn.
Applies from Job Boards
Now – let’s look at applies. The total apply rate for 2014, taken by dividing our total number of views by the number of applicants, is around 15%. Luckily, we can also break down where those applicants originally came from, and get a better idea of how each job board is really performing for us.
With no surprise, out of 86,000 applies, Indeed is still the biggest contributor with around 30%. “Direct” applies are almost equal to those from Indeed. “Other” applies make up around 15% of the pie, a bigger piece than they grabbed when we look at the candidate Views pie chart. CareerBuilder, Craigslist and LinkedIn also have a strong apply rate, despite their smaller percentage of views. It’s interesting to see that CareerBuilder and Craigslist have a strong showing when it comes to candidate applications, as you can see in the Apply pie chart.
With Indeed grabbing the lion’s share of views and applies, is it worth it to keep advertising on the other job boards? Should we just put all our money into Indeed? The answer, in short, is no. We can also look at a job board’s applies as a subset of the number of views from that board, and we can figure out what a job board’s individual apply rate is.
For example – CareerBuilder had 9,228 applies in 2014, out of 23,757 views. That gives it an apply rate of 38.84%. That means almost 40% of people who saw a job from NewHire on CareerBuilder went through our process and filled out an application! This is great when compared to the average apply rate, which is 15%. The graph below shows the apply rate of the major job boards.
Indeed, which dominates both views and applies, only has a 10% apply rate, which means a lot of people look at our posting on Indeed, but don’t actually apply. CareerBuilder, Craigslist and LinkedIn, on the other hand, show 30-40% apply rates. Other and Direct are also important sources of candidate applications.
So – what does this mean for you?
Your job should be advertised on multiple job boards to take advantage of the Direct and Other categories. Candidates search for jobs on many different smaller and larger boards.
You should make sure your job is on Indeed, because it’s the biggest board out there right now.
Don’t forget to share your job on social media and throughout your network, LinkedIn, Twitter or Facebook, which ever you use. “Other” makes up for a large portion of the application pie.
- The most popular job boards are never a constant. What is producing good results now could be in a decline six months from now. To stay up to date and to receive our initial 2015 data later in the year, be sure to subscribe to NewHire’s blog and email list!