The influencers report is looking at all of the points of influence on each application and on each application that turned into a hire. While the "Drivers" report looks only at click-drivers, and is defaulted to a "last-click" attribution model where the last click takes 100% of the credit --- the "Influencers" report is different since it is not a winner-take-all attribution approach.
Candidates are typically influenced by many things on their journey into a completed application, and the Influencers report is unique in the Talent Marketing industry, for its ability to store, track, and credit every single one of these touchpoints. Every candidate path is different, as different and unique as a fingerprint - everyone is exposed to different ads, in different orderings and different times of the day - no two candidate journeys are identical. For that reason, the complexity of the data can be enormous and difficult to understand and analyze. But the "Influencers" report makes it as simple as is physically possible: we just want to know Yes or No, did this site, this campaign, this placement, did it "Influence" that application. A last click point of influence that gets full credit in the Drivers report is also a point of influence, but also, any impression or click touchpoint earlier in the candidate journey also counts as a point of influence. The influencers report says nothing about the complexity related to ordering or frequency as it is just Yes/No determination. For example, perhaps one candidate clicked on 20 Indeed sponsored licks over the last 90 days before applying, and another candidate click on only 1 Indeed sponsored link before applying. It's only 1 application either way, and in both cases the answer is "Yes", Indeed did influence that application. In some cases a banner ad campaign can be served to a candidate 50 times or more, but no matter the frequency, the influencers report is just looking at what influenced each application and each hire, not how many times. This is for simplicity and analysis reasons and we do have the ability to pull more complicated data on the back-end and we are looking for ways to surface that complex data to users that will be widely understandable, but at this stage we believe the "Influencers" report is the best way to get a sense of what else on the candidate journey is truly having an impact earlier on in your talent marketing funnel.
Critically, we have both Drivers & Influencers reports because we believe they are both important for strategic decision making. It's important to know that "last click" source that is driving active candidates, but it is equally important to understand all the the employer branding activity that drove them to be active, or to consider your brand in the first place. Think of it this way, we know that the most common sort of driver traffic from sites like Google and Indeed, are "branded search terms" - these are people that are basically search Your-Company-Name plus the word "jobs" - so it's important to understand that navigational last-click behavior, but clearly other things earlier on in their journey must have had an impact to get them to search out your brand: social ad exposure, banners, mobile, sponsored employer profile pages on review sites, email campaigns, and so on.
