How are Drivers different from Influencers?
Drivers reports are only looking at "Last Click" attribution, and the last thing a user clicked on gets all the credit in this winner-take-all report. This is to look at those bottom-of-funnel direct response sorts of media buys such as active-jobseeker job-board purchases. Influencers on the other hand, track all of the touchpoints in every candidate's journey - every impression, and every click. It counts anything that had an "influence" on that apply or that hire. For example, if Google is credited as the Driver, you know it's automatically also an influencer on that application. But if on that path toward a completed application that candidate was served a banner ad, a Facebook ad, and also a LinkedIn job posting --- all of the sites will count as influencing that application.
Does the Drivers report track everyone?
No, the Drivers report is limited by online tracking methodologies like cookies, fingerprinting, and IP addresses - which when combined, are still not universal and also cannot see "cross device" such as the case of a user looking at a job posting on their phone, but then opening up a laptop and applying for the position from the laptop. Therefore, it's not a definitive look at everything but it is extremely representative for the sake of comparative marketing investment decisions. This report is not 100% accurate for a perfect answer on exactly "how much did my media drive overall" because there are technical gaps in user trackability - but it is useful for what's action anyway, and for knowing, relatively speaking, what activity is and is not helping you to achieve your end hiring goals.
Why is the hires number different when I view media-attributed hires for a month in a media report, as opposed to when I look at that same month in the Hires tab?
It's simple actually: Media reports like Drivers & Influencers, relates to the Media delivery itself... what media ran between 2 dates, and what sorts of results came directly from only that specific media activity. In the "Hires" report, the date filters don't apply to media delivery at all, but rather to Hire Dates themselves. The Hires report will show all the hires that month, some will have come from very recent media activity, but most will typically come from much earlier media purchases.
When trying to judge the comparative success of different media buys, should I look at Drivers & Influencers or Hires?
You should primarily look at Drivers & Influencers, because these reports give an accurate assessment of comparative ROI. Hire reports are less useful for judging media ROI as it's looking at hires volume only and not factoring in the comparative investment levels. Hire reports are more useful for your internal reporting, such as your own simple "top line" reports to internal stakeholders touting how many hires your efforts have driven, say, last month overall (even if those hires were made mostly due to media you purchases that ran prior to the start of last month - since Hires is a naturally lagging data point.)
What is the attribution window on Drivers & Influencers?
The attribution window is 90 days, meaning that we track the entire candidate path leading up to each application and looking back 90 days. Hires are just an advanced status of an application, so this is not 90 days leading up to a hire - but rather, 90 days leading up to a completed application (and some applicants then convert to hires from that point while most do not.)
Why does Symphony Talent track a 90-day window when all other competitors in the space track only 30 days?
This is purely in relation to capability. We built our own Data Management Platform, which enables us to store and utilize 100 times as much marketing data as our competitors. We also track full-path influence and not just "last click" so whereas others have only a maximum of 1 source tracked leading up to a completed application, we actually see that candidates are being exposed to 18-20 recruitment marketing messages on average prior to the completed application. We are tracking them all, going back 90 days from the point of each completed application. Researching and applying to jobs is a longer process at times, and it's certainly not the same as an online shopping decision. Much of the recruitment marketing space as just copied the 30-day look-back conversion window that is so common in the world of e-commerce, but at Symphony Talent, we're looking back 90 days because from the ground up, we are focused on the unique aspects of talent marketing, which are quite different from a consumer-focused e-commerce marketing approach such as selling a toaster online.