Calculating conversion rates: everything you need to know

The conversion rate is an essential KPI (Key Performance Indicator) for assessing the effectiveness of your recruitment processes. It is calculated as follows

Transformation rate (%) = (Number of hires / Number of applications) x 100

By measuring this ratio, you can optimize your strategies and improve the performance of your HR team. Use our integrated CRM tool to calculate conversion rates and strengthen your employer brand.

What is a recruitment conversion rate?

The recruitment conversion rate measures the percentage of applications converted into hires. It's a crucial ratio for assessing the effectiveness of your marketing campaigns and recruitment strategy. This mathematical formula enables you to track the evolution of your performance and identify friction points in your candidate journey.

Importance of calculating the conversion rate

Calculating your conversion rate helps you to identify bottlenecks in your candidate pathway. This enables you to test and optimize your sourcing, segmentation and communication methods. By better understanding your statistics, you can improve your marketing strategy and increase the profitability of your recruitment efforts.

Conversion vs Transformation

The conversion rate converts visitors into leads, while the recruitment conversion rate converts applications into hires. Understanding this distinction is crucial to accurate analysis.

Conversion rate calculation

Formula :

Transformation rate (%) = (Number of hires / Number of applications) x 100

For example, with 200 applications and 20 hires, the rate is 10%. This division measures the effectiveness of your recruitment efforts.

Transformation coefficient

The transformation coefficient is an advanced variation that integrates additional variables such as the quality of applications and recruitment time. It offers a more detailed analysis of your processes.

Good conversion rate

A good conversion rate varies according to the business sector and objectives. Generally speaking, between 10% and 20% is effective. Compare your rate with industry averages and aim for continuous improvement with best practices.

Transformation rate monitoring

Use analytics and CRM tools such as Marvin Recruiter to collect figures, visualize interactions and analyze relevant KPIs. Although Marvin Recruiter doesn't directly calculate conversion rates, the data it provides enables you to calculate them effectively. These tools enable you to measure the effectiveness of your recruitment campaigns and achieve your profitability targets.

Tips for a high conversion rate

Optimize your sourcing strategy

Optimize your sourcing strategy by using job boards, social networks and targeted advertising campaigns to attract the most qualified talent. Segmenting your marketing campaigns increases your qualified traffic and your ROI (Return on Investment).

Improving the candidate experience

An excellent candidate experience is essential. Simplify the candidate journey by optimizing your landing page and reducing friction points. Use effective assessment tests to quickly identify candidates' skills, boosting retention and increasing conversions.

Using advanced tools

Invest in tools like Marvin Recruiter, combining ATS and CRM. These solutions centralize data, facilitate CV matching and automate follow-up campaigns. Use artificial intelligence to analyze data and adjust your marketing strategy.

Transformation rate, a key performance indicator

The conversion rate is a KPI for assessing the profitability and performance of your recruitment efforts. It measures the effectiveness of your campaigns and identifies opportunities for improvement. Using accurate statistics, adjust your strategies to maximize your conversion rates.

Calculating and managing an effective conversion rate

Formula and tips

Conversion rate (%) = (Number of hires / Number of applications) x 100. For example, 300 applications and 30 hires gives a rate of 10%. This division measures the effectiveness of your recruitment efforts.

Transformation coefficient

Include variables such as application quality and recruitment time in the formula for a more detailed analysis, identifying friction points.

Good conversion rate

A rate between 10% and 20% is generally effective. Compare it with industry averages and continually improve it with best practices and performance indicators.

Follow-up with analytics and CRM tools

Use Marvin Recruiter to collect figures, visualize interactions and analyze KPIs. This enables you to measure the effectiveness of your recruitment campaigns and achieve your profitability targets.

Create a high conversion rate

Sourcing and collecting candidates

Use job boards, social networks and cooptation campaigns to collect applications. Gather relevant data on each candidate to increase your qualified traffic and optimize your chances of finding the best talent.

Profile segmentation

Segment candidates by skills, experience and other criteria for rapid access to suitable profiles. Use CV libraries to organize and manage your profiles efficiently, identifying promising leads and personalizing your communication campaigns.

Centralizing and organizing information

Centralize information in a single database with a recruitment CRM. Automate processes and improve candidate relationship management. Track leads, measure KPIs and test different strategies to maximize your conversion rate.

Develop and maintain a pool of candidates

Animation techniques

Use automated newsletters and follow-up campaigns to keep candidates interested. Organize recruitment events and customer journey workshops to strengthen relationships and enhance the value of your talent, increasing retention and reducing drop-out rates.

Update and follow-up

Regularly update your candidate pool by tracking applications and updating profiles. Use KPIs to measure candidate performance and engagement, enabling proactive management and adaptation of strategies.

Communication and commitment

Maintain constant communication via social networks and newsletters to retain talent and increase the visibility of your employer brand. Use targeted advertising campaigns to attract and engage prospects.

Tools for optimizing fish pool management

ATS and CRM

ATS (Applicant Tracking System) and CRM are essential for managing and automating your applicant pool. They centralize data, automate tasks and score candidates. Use tools like Marvin Recruiter for integrated, efficient management.

Resume Matching

CV matching pre-qualifies candidates by matching skills and experience to available positions, speeding up the recruitment process and improving selection. Use mathematical formulas to increase conversion rates and maximize performance.

Engagement strategies

Set up targeted follow-up campaigns with personalized newsletters and communication campaigns to keep candidates interested. Advertising campaigns on social networks increase the visibility of your employer brand and attract new prospects.

Other rates to follow

In addition to the conversion rate, keep an eye on other KPIs:

• Bounce rate: % of visitors leaving a page, indicating problems with content or navigation.
• Engagement rate: candidates' interaction with your content (newsletters, social networks), reflecting their interest.
• Click-through rate: number of clicks on your ads or emails compared to impressions, measuring the effectiveness of advertising campaigns.
• Abandonment rate: candidates interrupting their application, revealing obstacles in the contact form.
• Retention rate: ability to retain talent after hiring, essential for reducing turnover.
• Satisfaction rates: feedback from candidates on their recruitment experience, providing insights for improving your methods and strengthening your employer brand.

Get an optimized conversion rate with Marvin Recruiter

With Marvin Recruiter, calculate and improve your conversion rate with our all-in-one SaaS software. Our tool combines ATS and CRM for proactive management and optimal data centralization.

• Proactive management: Anticipate your talent needs with advanced segmentation and a structured talent pipeline. Use mathematical formulas to analyze your KPIs and optimize your ratios.
• Lasting relationships: Maintain lasting relationships with passive candidates through effective communication campaigns. Strengthen your employer brand and increase talent retention.
• Profile enrichment: Enhance your profiles by adding qualitative and quantitative data for optimal matching. Analyze skills and identify the best candidates with advanced tools.
• Advanced tools: Automate assessment tests and candidate pre-selection with our recruitment CRM. Use AI to optimize your recruitment process and improve your conversion rate.
• Competency analysis: Identify key competencies and carry out rigorous profiling. Use performance indicators to monitor and improve your performance.

With Marvin Recruiter, centralize your data, visualize interactions and analyze skills efficiently. Collect unsolicited applications, optimize pipeline management and reinforce your positive employer brand. Thanks to candidate scoring and KPI analysis, improve your recruitment strategy and ensure rigorous selection.

Calculating and managing an effective conversion rate is crucial to optimizing your recruitment process. By segmenting your profiles and using advanced tools, you can improve your recruitment strategy. But also, increase responsiveness and ensure lasting relationships with your talent. Optimize your conversion rate for rigorous selection and optimal retention of talent.

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