UTM (urchin tracking module) links are commonly used to track the source of the traffic to a web page. Based on the UTM parameters in a URL you're able to know where a person clicked on your link. This technique is commonly used by marketing teams but can be applied for recruiters using Workable as well.
When you use a UTM link and a candidate clicks on it, the "source" of that UTM link will be tracked in Workable's Candidate Sources report. While Workable tracks most candidate sources automatically wherever you share a standard link to the job, a UTM enables you to track sources with your own specifications. UTM links are often utilized for custom advertising campaigns (like emails, paid online ads, forum posts, Slack) that are not directly integrated with Workable.
For example, if you're sending a newsletter or mass email that contains a link to apply to a job, then you could embed a UTM link to have Workable track how many people click and apply from that link.
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 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's description and application was via a different source, they will not be tracked via the UTM link. For example, a candidate who finds your job on LinkedIn clicks to apply and is taken to the Workable application form, will have their source noted as LinkedIn. If they subsequently click the UTM link they would not be tracked twice.
Direct-to-application UTM link setup
If you prefer to create a UTM link that directs candidates immediately to the application form, the URL will slightly change but the inputs will remain the same. Note that we generally recommend using the steps above to direct candidates to the job description page. The application form is easily and immediately accessed from the description and this ensures that candidates will have had the chance to see the description 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