This Week, In Recruiting - Issue 68

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Open Kitchen: LinkedIn's Terrible New Post Analytics

If you post regularly on here you might have already noticed a change in how LinkedIn displays the analytics of your posts. Out go 'Views', In comes 'Impressions', the numbers are all lower than they were before and everyone feels terrible about it! ??.

There have already been some really interesting threads on this topic and I particularly enjoyed Andy Foote's public discussion about it a week or so ago. The conclusions from that conversation thread was that there was an absolute decline in reach in all content formats (post, article, newsletter, lives), a potential tar-pitting of posts in the first 1-2 hours (perhaps an anti-engagement pod tactic) and seemingly longer shelf life of posts, possibly due to staggered amplification.

These are all strange outcomes for a platform which has a declared interest in supporting content creators. The expected tactic of a social network interested in keeping users on platform would be to increase reach, stimulate engagement and the even fluff up the numbers to encourage ever greater commitment to post. That this hasn't happened might be due to misadventure (the tinkering has produced unwanted results), continued experimentation (they are testing what works, and we're currently in a timeframe) or an intent which is currently unclear.

Anyways, the changes got me exploring a bit into what we can see in the new analytics and I thought sharing what I've found might be a good topic for today's Open Kitchen. So lets' take a closer look shall we?

1. The 365 Days View

The switch from views to impressions has been applied to all historical posts, so you can no longer see the old numbers. The new standardisation to impression figures does give us a chance to compare the post performance over time however, so this is where I started, by taking a 365 day view on post analytics.

Over the year, my posts have achieved 3,553,815 impressions, which means a raw average of 9,736 impressions daily. Now I don't post every day and generally seem to have settled on a cadence of 2-3 times per week, so the true post average is 29,615 impressions, which I suppose might be used as a basic benchmark on how well future posts might perform. However, you don't need forensic analysis of the numbers to see in the above chart that there is a general trend to lower performing posts compared to this time last year.

Hence, the rolling monthly average is likely to be far lower than 30,000, more like 10,000 to 15,000. Now if impressions were the equivalent of views, then this would constitute a demoralising drop in performance!

2. Engagement - Comments, Reactions, Shares

'Conversational marketing' is the term I've been using to describe my posting behaviour on LinkedIn. These are basically public discussions which ultimately point to a useful destination for anyone who was interested enough to commentate. Those comments of course, which were of higher algorithmic value than any other type of engagement, reactions and shares. Now it has always been impossible for anyone outside of LinkedIn to figure out how exactly how or which engagement types affected the reach of the post, so the best we have been able to come up with is either take measurements ourselves.....

....or accept imperfection and aggregate anecdotal evidence from people who care about content and the reach it has. Richard van der Blom is someone who does both and so I give credence to his rule-of-thumb numbers here.

What's going on? No one knows for sure - as mentioned earlier, there may be an intent in what appears to be suppression of reach (are we all being subtly Oleg'd?) but this is contradicted by the appearance engagement / content creation prompts which we see when we do engage on someone's posts. I'm more inclined to think that these effects were not intended or predicted; either way, it might be that we have to get used to (another) new normal of lower reach and lower engagement for our posts.

3. Views Are Still Around - For Articles

Views have not entirely disappeared. Content creators who write LinkedIn articles still see a view number; I knew about this because of this newsletter, in which each issue is basically a LinkedIn article with an amped up delivery mechanism. It's the only place where you can see Impressions and Views on the same page.

Now what the flip is going on here? According the modal, an impression is 'the number of times the post has appeared on screen' and a view is 'the number of times the article has been viewed'. It seems incongruent that the impressions can ever be the lower number here, unless somehow article view is also associated with open rate on the email dispatch of the newsletter (possible but super unlikely). These look like two unrelated numbers, though I am going to go through my past newsletters, compared the same figures and see if I can find a correlation.

What does all this mean for you?

In the end.....maybe not much, as there doesn't seem to be a lot we can do about it. If the thesis is correct, that reach has generally been suppressed, it means that you are less likely to be updated on content that you care about. If you want to make sure you see content from certain connections on LinkedIn, my advice would be to hop onto their profile page and click on the bell on the top right hand side of the profile.

Click on that here let me know if I reappear more regularly on your newsfeed over the next few weeks ??

Anyways, enough of the navel gazing, lets get out of the kitchen and onto the lounge ??

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What's in the News?

Gloat raises $90 million Series D

The internal talent marketplace remains the golden fleece of recruitment - everyone believes it exists but no one has yet to claim to have seen it! Gloat are certainly one of the providers with a leading option - an AI powered matching product which aims to connect employees with internal opportunities as they arise. Series D raised, lets see how they do. Read all about it here

Screenloop raise $7 Million

Hiring intelligence platform and more importantly - brainfood buddies - Screenloop raise $7 million to continue building out their interview analytics / training platform. Lot more to come from this category - great to see investors back this segment - I am bullish AF on it, it will be mandatory to have interview analytics in your process in the next 18 months. Read about the raise - and what they plan to do with it - here .

TeamTailor raise $10 million

Impressive product coming out of Sweden, TeamTailor were one of only 2 ATS to score a 100% positive sentiment rating on the What Do Recruiters Want? sentiment survey. Having ran the business on revenue to do, this is the teams first major fundraise - and for good reason - product market fit is there, now time for international expansion. Sifted with the report here .

If you are a recruitment service provider or technology business and have any news to share,?comment below,?this is your application to get into next week's addition of This Week, In Recruiting. Make sure to @ mention me so that I see it

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What's On Offer?

We are getting parsimonious over this summer - no offers for you lot this week!

Come on vendors, it is not that hard - give the community a decent offer and claim this space for free advertising next week.

If you are a recruitment service provider or recruitment technology vendor have any exclusive offer for the community, comment below with your offer in order to be included in next week's edition of This Week, In Recruiting. Make sure to @ mention me so that I see it.

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What's Going On?

DisruptHR London , 6 July, The Royal Institution, London, UK

It's?Tim Sackett ?again (you will?not?be able to get away from this guy this summer!), hosting the incredible format that is this is DisruptHR. The perfect appetiser for Recfest the next day in Knebworth. Get your ticket?here

Recfest , 7 July, Knebworth Park, London

Imagine having the balls to host a recruiting conference in Knebworth Park, a site more usually associated with massive summer music festivals. Only Jamie Leonard and the awesome crew at The Recruitment Events Co would even think of trying. 10 stages, 100's of world class speakers, dozens of recruitment tech innovators and 4000 TA professionals from across the globe attending this mega one day event. I am kind of getting excited for this. See you all on the EB stage, where I'm hosting with Christine Ng .Tickets sold out but you might as well get on the waitlist.

Brainfood Live On Air - Ep162 - Employer Branding....When Making Layoffs , 8 July, 2pm BST / 9am EDT

There has been plenty of noise lately of coming slow down, with prominent firms - especially tech firms - making redundancies amongst their staff. How do we in TA / HR handle this situation? What is our communication approach, what ways can we help those let go, how do we talk about be EB if we're still hiring in other areas? We're with Will Staney , Founder (ProActive Talent), Alex Her , Manager Employer Brand (GoDaddy), Natasha Nagra , Talent Director (Valor Hospitality Partners) - doing it one day after Recfest so you can too!. Register here

If you have an event, webinar or podcast going on next week and want it featured on next week's newsletter,?comment below?with the link and event details. Don't forget to @ mention me so that I see it

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Who's Hiring?

Tech Talent Partner(In-House) Remote , Join Talent, Remote Global

Talent Search Partner (Fully Remote InHouse) , Join Talent, Remote Global

Bilingual Technical Recruiter (Contract to Hire) (Spanish speaker) , Distillery, Remote US

Recruiter, Wheely, London, UK

Talent Acquisition Partner , Join Talent, Remote UK

Talent Partner - Budapest (Hungarian speaker) , KANDIDATE, Remote Global

Partner, Life Sciences - SE Asia , Horton International, Remote Global

Principal Consultant, Logistics - SE Asia , Horton International, Remote Global

If you want to get your job featured, post jobs on the Brainfood Jobs Job Board?here

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Who's Moving?

Ben Gledhill joins Manchester Airports Group as Interim Talent Acquisition Director. Not one for the easy jobs eh Ben? Building up some outstanding cross industry experience with complex organisational hiring. Looking forward to catching up this Thursday hombre ??

Jeffrey Shapiro joins Upside as Director of Talent Acquisition. Jeff is one of the outstanding community contributors to our industry today, and it was great to get to know him better when he joined the Brainfood Tribune . Congrats on the move mate!

Matthias Schmei?er joins EMnify as Global Director, Talent Acquisition. Matthias has been with some of the most exciting tech startups in the European scene over the past several years - Beamery, Scout24, Zalando - bringing innovation in each case. Looking forward to seeing what you get up to in the role.

Dimitra Markoula joins Apple as Senior Recruiter, leaving Amazon Web Services after nearly 3 years service. There is big tech, then there is a bigger tech, and I love it when I see recruiters circulate through them. Another Brainfood Live topic I think, if anyone can get the permission to freely speak about it!

Catriona Stone joins Mimecast as Senior Talent Acquisition Partner, making the move to in-house have a decade plus on agency side, building exec search and info sec staffing businesses. This is a transition a lot of people make - might be worth doing a Brainfood Live on it, see if we can come up with any methodology of doing it well. Good luck Catriona!

Finally, some promotions to celebrate - Liz Dowling promoted to Chief People Officer at VIOOH, Syeda Younus who goes up to Senior Manager, Strategy at Veris Insights, Aine Fanning who goes up to MD Talent Evolution Group at Cpl and the awesome Carmelina Lalley who goes up to MD, Trust Solutions Talent Acquisition Leader at PwC - congratulations all!

If you have made a senior exec appointment to your business,?and feel the wider community needs to know about it,?comment below?with the details and see it featured in next weeks issue.?Don't forget to @ mention me in it so that I see it

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What Are You Doing?

Will Staney and Bryan Chaney are opening invitations for nomination for the 2022 Talent Brand Awards. If you know of anyone who might qualify for any of these categories , go ahead and make your nomination here

Roy Baladi and the awesome crewe at Jobs for Humanity are launching a new space for international job seekers to connect, learn, share knowledge - and yes, find jobs. It's on discord and you can sign up here

If you are doing something new,?comment below?with what it is and share a link to where you want people to go. Don't forget to @ mention me in it so that I see it

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End Notes

So I'm sending this whilst on a bus on my way to visit Stone Henge with my mate Lauren Sharp. I usually work on Mondays but this week is going to be crazy one as RecFest is truly a disturbance in the force and will change the routine for many of us in the TA game. Tons of people going to be in town so if you're visiting UK from abroad - welcome!

Look forward to seeing as many of you as we can manage this week, going to be great week

Hung

Hung Lee is the curator of?Recruiting Brainfood , and now This Week In Recruiting. Subscribe to both if you are into recruiting or HR or just interested in world of work.