How would measure the success of LinkedIn Jobs?

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How would measure the success of LinkedIn Jobs?

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Bhavnish Walia · Answer 1 · 2021-01-25T03:07:35+0000

Describe the Feature/Product

It’s a feature within LinkedIn where jobs are posted and candidates can apply for them. The Jobs can be posted by anyone.

In general most professionals who are looking for a job have LinkedIn profile and have explored the Jobs feature.

Vision of the company- connect the world's professionals to make them more productive and successful.

Goals:

The goal would be that candidates find the right job for themselves and recruiters find the right fit candidate for the job. The success of this feature can be measured at various stages of the user’s life cycle.

User Journey

Candidate’s Journey:

They are seeking the relevant jobs for themselves. The candidate would apply various filters of type of roles/companies/level/location and can create job alerts. They can view it, save it and if a job posting is aligned with the candidate aspiration, it can be applied for on the platform.

Recruiter’s Journey

They are seeking the ideal candidate. They would make a job posting and would receive information on how many views, how many have applied. Based on the candidate’s information, they would assess if it is a good fit and would then respond to them.

Quantify user behavior based their journey

Awareness-

1. % of LinkedIn users who use the Jobs feature by clicking on that feature at least once.

LinkedIn users are aware about this feature. That’s one of the important reasons why they sign up on LinkedIn.

Activation-

2. % of LinkedIn users who viewed a job profile at least once

Similar to 1, LinkedIn users have explored Jobs and looked at the job postings.

3. % of LinkedIn users who identify as recruiters that have posted a job opening at least once.

This is a metric that shows if job recruiters have adopted this feature.

Engagement-

Candidate’s perspective who are actively looking-

4. % of the jobs that have been viewed

This helps us understand if the job postings are being viewed by candidates. It tells us whether users are engaged with it.

5. % of the jobs that have been applied for from the total views in the above step

This is a metric that captures the action of the candidate once a job posting is viewed and relevant from candidate’s perspective.

6. % total users who have viewed more than 5 jobs posting in a month from the total pool of actively looking applicants.

This is an important metric as it measure the level of engagement by a candidate. The candidate continues to view more job profiles in search for the right fit.

7. %Candidates who updated their job position in the last 1 month to a company/job role that they applied for in the last 6 months on LinkedIn Jobs

This metric measures the success of the applicant in finding a job on LinkedIn Jobs. I would consider this an important metric.

Recruiter’s Perspective

8. Total number of jobs posted in month/quarter. MOM and QOQ growth

This metric explains the engagement of the recruiters.

9. Average number of job postings by a recruiter.

This is low in terms of both the goal.

10. Growth in the number of recruiters posting at least one job in a month

This metric talks about the growth in the number of recruiters. I would like to have this metric on my dashboard as this would indicate the success of the Jobs if more people are posting jobs.

11. % of recruiters who while closing the job position responded by saying that the candidate was through LinkedIn Jobs

I would consider this an important metric as it measures the success of LinkedIn Job which is line with the company vision.

12. Growth in the total number of such recruiters as above

Growth Rate of such recruiters is an important metric.

Retention-

13. % of recruiters who post at least one more job posting after their first job posting ( 1 week

This measure if the recruiters think it’s worthwhile to post on LinkedIn jobs

Monetization-

14. Proportion of paid Job postings from total job posting in a month, quarter

Monetization metric do not go with the goal

15. Proportion of recruiter response to candidate which are promoted job posting

Monetization metric do not go with the goal

Referral-

16. Average number of times a job posting is shared among users in a week and a month

Referrals is an important metric as it encourages usage and adoption by other users.

Prioritize the Metrics that align well with the core Goal

I would narrow down the metrics based on the core goal. The ones underlined above are the metrics I would evaluate for success. I would recommend looking at 6, 7, 11, 12 and 16 as measures of success for LinkedIn Jobs.

Conclusion

I looked at the feature of jobs within LinkedIn and looked at the user journey for recruiters and job seekers. The user behaviors were evaluated at the user journey level and metrics related to engagement and referral were identified to gauge the success of this feature.

Lokesh Kumar R · Answer 2 · 2020-10-19T14:29:04+0000

An interesting question to tackle. I would like to go about explaining my understanding of the product and then discuss what would be the better goal for the company at this stage of their product Life cycle. With this understanding, Would discuss the user journey of a type of user. Finally would go about listing various metrics to follow to check the health of the product. At last, would prioritize one or two metrics.

What is LinkedIn:

LinkedIn is a professional social media that helps people network with professionals from their dream companies and improve themselves professionally, both in terms of learnings and contacts. A part of LinkedIn is LinkedIn Jobs where Job seekers can find listings of Jobs and Job posters can post their listing.

Goal:

The goal would be best to improve engagement as the product is Growth Phase.

User Journey:

There are majorly two types of users.

Job Seekers
Job Posters

I would like to analyze from the User perspective of Job Seekers as they are in higher numbers than the Job Posters. Thus taking care of the Health of the product for a Job Seeker will be of High Importance.

LinkedIn --------> LinkedIn Jobs-------> Searches for a job-----> Views a job-------> Either Apply or Save a Job ------> if saved, a reminder to remind the user to apply and then finally Apply.

A user can also create a job alert to notify him/her when a new listing comes for a particular profile at a set location.

Metrics:

# of clicks on LinkedIn Jobs -> The higher is this the higher is user engagement.
# of Jobs Listed --> The higher the listing number the higher options there are for the user to interact with
# of Pages a user loads to click on a particular Job----> The Higher is the number the lower is the quality of the search result. The lower the quality the lower will be the user engagement
# of Shares a Job Listing receives --> Higher the shares higher is the user engagement
# of Applications filled per user visiting --> Higher is this, Higher is the engagement. At the same time, this should also be not higher than a particular threshold. As beyond this, the user might feel that this section is of no use to them
# of Jobs saved per user visiting --> Higher the saves, Higher is the listing personalized.
# of reminders before a user responds to the saved listing --> The lower the number is the better are we with the user
# of Job Alerts per User --> Higher is the count, Higher will be the user engagement
# of Job alerts the user interacts with, i.e, # of views that came through a push notification of Job alert. --> The Higher the number is the better we are at alerting the user with the right kind of jibs and more will be the user engagement.
# of Reports received --> The lower the reports received the healthier is the listings.

Metrics Prioritization:

Of all these metrics that I've listed, the top 2 that we need to monitor to make sure of our Engagement are:

# of Job Listed &
# of reports received

The reason is that a person will engage when he finds some value to the time spent. To increase our value, we need more and more listing and at the same time, the listing has to be a valid one. Since both the above metrics measure this, These should be our Key Metrics.

Abhinav Chitre · Answer 3 · 2020-09-26T09:21:35+0000

LinkedIn is a professional networking site whose mission is to help professionals enhance their career by finding better opportunities, connecting with the right set of people and learning new skills.

LinkedIn Jobs provides the platform to individuals to find new jobs and recruiters to find the right talent for their own organizations or organizations they are working for.

Goal

The goal of LinkedIn Jobs is to help match the right set of talent with the right opportunities. It helps individuals find new jobs which can enhance their career.

Users

The primary users of LinkedIn Jobs are Recruiters and Individuals looking for jobs.

User Journey

Lets first look at the journey for individuals looking for jobs :-

Users come on LinkedIn Jobs --> searches a job ---> sees list of jobs ---> views a job ---> saves the job or applies for it

Another secondary action could be set up a job alert, see through the recommended jobs and apply for those jobs

Lets first look at the journey for recruiters looking for talent

Users come on LinkedIn Jobs --> posts a job ---> waits for applications to come in.

Lets look at the main behaviors

Search a Job
Save a Job
Apply for a Job
Set up a Job Alert
Post a New Job
View a Job

Metrics

On the Job Searcher Side

Number of Users opening LinkedIn Jobs D/W/M

Number of Job searches per user D/W/M

Number of Job saves per user D/W/M

Number of Jobs applied per user
D/W/M

Number of Jobs Viewed per user
D/W/M

Clickthrough rate of recommended jobs (Jobs based on your profile, on search, based on where you are a top applicant) (this will indicate relevance of the jobs)

User Funnel for Job Alerts : Opening Alert > Opening Job> Applying to the Jobs (this will indicate Relevance of the Jobs)

Repeat Usage of LinkedIn Jobs : How frequently are users using LinkedIn Jobs?

On the Job Poster Side

Number of Jobs posted per user

% of jobs receiving applications

average number of applications per job

How frequently are recruiters posting on LinkedIn Jobs?

Prioritization of Metrics

We will prioritize the metrics by the impact to the goal which is to help match recruiters with the right talent.

1) Number of Job Searches per User
D/W/M

This indicates basic usage of the feature.

2) User Funnel for Job Alert and Job Searches

This funnel indicates the usefulness of the feature as well as the relevance of the jobs.

3) Number of Jobs Applied per user D/W/M

This indicates the usefulness of the feature.

4) Number of Jobs posted per user D/W/M
This is clearly important as it provides the necessary supply for the demand side.

5) Average number of applications per job

The whole point of posting jobs is to find the right talent so if jobs dont receive applications then it defeats the purpose of the feature.

6) How frequently are recruiters posting on LinkedIN Jobs?

The main purpose of LinkedIn Jobs is to help recruiters find the right talent. If that purpose is served well, they will keep coming back to use the platform.

The user will not keep searching a job once he has received a job so we will not count that as an important metric.