Director Talent Acquisition - NSW Gov
Richard McMorn (RMEASURES) was engaged to develop an analytics framework to measure the effectiveness of advertising campaigns for the recruitment of frontline workers. The digital campaign was a multi-faceted campaign intended to increase the awareness of caseworker opportunities to passive and active candidates.
The success of the campaign was measured through its effectiveness in identifying the potential market through to converting interest into applicants and hires. Measures included social media, print, job boards, as well as candidate applications. The framework was simple and effective and was centered around what data to collect, data purpose and availability/feasibility of data.
The result was the development of a summary dashboard which provided an overall count of applicants within the selected parameters. It was used to demonstrate increasing volumes and activity as a result of campaigns and within selected areas.
The framework helped increase the analytics capability of the Talent Acquisition team and provided key insights into effective advertising sources for campaigns. This was an excellent outcome for an operation that was able to measure the effectiveness of spend on campaigns.