Expanding data analytics capabilities help Seek personalise job search

Australian employment site launches a Weekly Round-Up email service to provide more proactive, relevant jobs to job seekers utilising big data

Using data analytics to deliver personalised and proactive recommendations for job seekers has helped Seek to lift job application rates by up to four times.

The Australian online employment site launched a Weekly Round-Up email in February to provide candidates with highly targeted job recommendations based on their previous job seeking behaviour data.

To date, the email has been sent to 850,000 candidates and recommended more than 25 million relevant jobs. Candidates can see the number of job applications coming from similar candidates, the number of job ads posted for similar roles, as well as the top three employers of the week.

According to Seek, average email open rates are over 40 per cent, with more than 50 per cent of recipients coming via mobile devices. The service is available to all subscribers who choose to opt into the service.

Head of Marketplace Analytics, Antony Ugoni, told CMO the email has also lifted the likelihood of a candidate applying for a role by up to four times, based on comparisons with control groups who have not received the same data-driven recommendations.

The analytics capability and smarts behind the Weekly Round-Up email were developed by Seek’s Marketplace Analytics team, which launched 12 months ago under the group’s strategy division. The analytics team is tasked with looking at ways the organisation can better utilise big data and analytics to match jobs with candidates in a more robust, efficient way.

Today, the group sits at seven staff and has been supported by recent investments into database and software technologies.

“The priorities for us are a mix of what’s most important to the business, balanced against the bits we can chew first,” Ugoni said. “We have roadmap in place that is going to take us to a point where we’re taking full advantage of the data assets available to us, but there are small steps to get there.

“We’re analysing job ads really well at the moment; with CVs, we’re a little bit behind that, so it’s a a balancing act trying to make sure you have an eye on strategy but also delivering value in the meantime.”

Read more: Roy Morgan and Eyeota take consumer segmentation data to global programmatic marketplace

Ugoni said the first thing the analytics teams needed to do was spend time understanding the business’ data assets and what’s available, as well as the latency and accuracy of the data sources. But to be successful, he stressed the importance of articulating the business problem before utilising data.

“You only derive value when you understand the business problem,” he claimed. “We spent as much time working with the business and strategy team to understand the business problems first, then we point back to the data and use our analytics skills to solve that problem. We never start with a data point or algorithm, it’s always about the business.

“The good thing for us is Seek has clarity on what the key business problems are, so the rest is relatively easy.”

Related: 8 ways to get on top of data analytics

Read more: Suncorp appoints content marketing consultancy Edge to deliver Business Insurance Hub

In the case of the Weekly Round-Up email, Seek had identified a need to ensure good candidates who are not necessarily active at the time a great job becomes available are still made aware of relevant positions.

“The hirers had told us they want to get to access to as many good candidates as possible, not just the active ones,” Ugoni said. “The marketplace needs to be more efficient; we need more candidates in the pool.

“Seek understands its position in the market, has a unique position in terms of some of the data assets we can pull together both on the candidate and employer side, and we see an opportunity to make the jobs market a more efficient place.

“These innovations make it better for everyone.”

Ugoni said he’s now looking to optimise the algorithm behind the Weekly Round-Up email service to further improve the service.

“A big focus for us is keeping an eye on current algorithms to make sure they’re not deteriorating, and to find the pockets in the candidate landscape where we could do better, as well as find areas where the algorithms are doing really well to understand why they’re doing well and see if we can bring that learning to the rest of the hiring market,” he said.

The Marketplace Analytics team will also launch several complementary algorithms shortly, which Seek’s product team can then take into the field, Ugoni said.

While his team is largely relying on internal data sources, Ugoni is increasingly working with the strategy teams to look at relevant external data sources that can help broaden its data-driven services.

“This will help us hone the products we are building, and that external macro level data is being taken advantage of throughout the organisation,” he added.

More on how companies are utilising data analytics

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in