UTM (Urchin Tracking Module) links are commonly used to track the source of traffic to a web page. Based on the UTM parameters in a URL, you can identify where someone clicked your link. This technique is widely used by marketing teams, but it can also be applied by recruiters using Workable.
When you use a UTM link and a candidate clicks on it, the “source” associated with that link will be tracked in Workable’s Candidate Sources report. While Workable automatically tracks most candidate sources when you share a standard job link, UTM parameters allow you to define and track sources based on your own specifications. UTM links are often used for custom campaigns such as emails, paid ads, forum posts, or Slack messages that are not directly integrated with Workable.
For example, if you are sending a newsletter or mass email that includes a link to apply for a job, you can embed a UTM link to track how many people click and apply through that specific source.
Note: You can use Google Analytics on your career page to track full UTM details. Click here to find out more.
Creating a UTM link
To create a UTM link for a job, you'll need to collect the following details/inputs:
- Job shortlink: Found under the Find Candidates section in the job editor
- Source: The source or campaign you want to track, e.g., Facebook_campaign, Q1_Newsletter, Talent_Pool_Outreach
Important: Make sure you replace all spaces with an underscore - Medium: Usually the format in which the link is shared, e.g., email, social. This is not directly tracked in Workable
Write a URL in this format, replacing the bracketed terms:
[job_shortlink]?utm_source=[source]&utm_medium=[medium]The end result should look like this example:
https://apply.workable.com/j/27254F1D50?utm_source=Q1_Newsletter&utm_medium=email
Easily create your tracking link with the help of the URL creator included below:
- Tracking URL creator - Excel
- Tracking URL creator - Google Sheets (you need to be logged in to Google to ‘Make a copy’)
Candidates who click this link will be directed to the job description and can click to apply for the job if they wish to. They will be tracked in Workable's Candidate Source report under Other > Q1 Newsletter regardless of the medium specified.
Exception: If a candidate’s first visit to the job description and application comes from a different source, they will not be tracked via the UTM link. For example, if a candidate finds your job on LinkedIn and clicks to apply, their source will be recorded as LinkedIn. If they later click a UTM link, they will not be tracked again under a different source.
Direct-to-application UTM link setup
If you prefer to create a UTM link that directs candidates straight to the application form, the URL will change slightly, but the parameters remain the same. That said, we generally recommend directing candidates to the job description page instead. The application form is easily accessible from there, and this ensures candidates have the opportunity to review the role details and benefits before applying.
Write a URL in this format, replacing the bracketed terms as we did earlier in the article:
[job_shortlink]/apply/?utm_source=[source]&utm_medium=[medium]The end result should look like this example:
https://apply.workable.com/j/27254F1D50/apply/?utm_source=Q1_Newsletter&utm_medium=email