Migros Efficient Talent Marketing through Data-Driven Optimization

The job platform migros-gruppe.jobs includes all job postings from around 70 companies within the Migros Group. Open positions are also shared across multiple platforms and distributed through various channels. However, the data collection setup operates in isolated silos and relies on different tools, with no direct integration into Google Analytics.

This makes data collection and analysis significantly more challenging. The main hurdle is connecting these data sources to build a solid foundation for analytics and reporting throughout the recruitment process.

The Google Tag Manager collects data and sends it to Google Analytics (see diagram). This data is stored in Google BigQuery but isn’t utilized further. Information from the Umantis domain and job metadata from the Job API cannot be integrated with the website data.

• Standardized data collection and reporting across multiple sources
• Optimizing talent marketing through insights into candidate behavior across multiple touchpoints
• Improving quality and efficiency in talent marketing

Dashboard for visualizing all data points in the application process

Candidates move between domains and systems from different providers along their user journey. To better understand this user behavior and create a unified data source, we developed a new data collection and reporting framework in collaboration with Migros Jobs and Liip. This involved making adjustments to data capture on the migros-gruppe.jobs website and implementing cross-domain tracking on the application evaluation platform.

Identifying the best platforms to reach qualified candidates

A new data pipeline feeds Google Analytics with data points for each job posting. By integrating multiple data sources, traditional web metrics—like campaign performance and website traffic—are directly linked to job and company information. This enables comparison, analysis, and strategic decision-making within Google Analytics to determine which channels are most effective for promoting specific roles.

To gain deeper insights into candidate behavior and website user interactions, we connected additional job metadata—such as job category, region, and title—with user interactions on the site.

• The centralized, unified dashboard for all Migros Group companies provides the foundation for a data-driven, efficient talent marketing strategy. This dashboard delivers web metrics linked to detailed job information in near real-time.
• Integrating previously isolated data silos enables valuable insights into candidate behavior on migros-gruppe.jobs.
• Streamlined analysis of ongoing campaigns and organic traffic, with direct insights into job platform data.

The new setup (see diagram) shows that the application process, which partially runs on Umantis, is now fully integrated into the web tracking system. This enhancement makes the Google Analytics data more meaningful. Job posting data can now be accessed via API and linked with Google Analytics data through BigQuery.

The resulting dataset is stored in a BigQuery instance and can feed multiple dashboards, including the new dashboard for Migros Jobs. This setup is also expandable, allowing for the integration of additional data silos to gain more detailed insights into marketing channels or to incorporate further data points from the application process.