HR Analytics - the key touchpoints


Okay, we have a (continuous) recruitment need. Whether we are looking for that one scarce candidate or 20 people who are going to perform the same job, we need a website, landing pages and a good message. We want for sure to measure the following:

  • Number of visitors career site
  • Vacancy visits
  • Clicks on apply button
  • How candidates 'move' through the website


A nice careersite, vacancy texts and current content are 1. But the distribution is 2. Use your organic reach, but also look for 'paid content' possibilities for the more difficult vacancies, by this we mean (social) ads and target group specific platforms. Keep the following in mind when looking at your vacancy distribution:

  • Find out which target group is active on which channels
  • Which channels leads to career site visits
  • On which channels the vacancy was most visible
  • Via which channels candidates actually apply (conversion)

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Once we can make a statement about which channels are leading to the most responses, it is even more important to know through which channels the most qualitative applicants arrive. After all, you prefer an application by 10 ‘good candidates’ moreover ‘50 average’. That saves you a lot of time!  

  • Research what story and especially what kind of content appeals to the target group
  • Cultural / professional skill test
  • Feedback candidate (yes, not only the quality of the applicant but also that of your process)


Whereas the first three data touchpoints focus primarily on recruitment, productivity and retention mainly concern onboarding and learning & development. What is important to measure once the candidate has become an employee?

  • Time-to-start
  • Time-to-full-productivity
  • Employee experience index (we would like to extend the hopefully positive experience once started)


They are inside, ‘onboarded’ and now it is the art to make ambassadors of your employees. That they are proud to work for your company. Therefore, measure the 'feeling' throughout the Employee Journey and keep an eye on how you deal with offboarding.

  • eNPS
  • Education level & personal development
  • Employee engagement
  • Turnover & absentee figures

Internal process

This comes last, because I believe that you should always make your process candidate-driven. But we also understand that you have to be able to account for the following matters internally:

  • Time-to-fill
  • Cost-per-hire
  • Open positions

Want to know more on this? Then read 5 ways to apply HR Analytics in your induction program or this is how you realize the promise of HR Analytics (Dutch articles)

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