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March 26, 2020
How WayUp’s Actionable Analytics Improve Your ROI and Diversity Hiring
Brian Mayer

At WayUp, we use data to drive decisions that lead to positive outcomes for our customers. By fully understanding our candidate pool—from how they look for and apply to jobs to which companies they’re interested in—we’re able to give our employers a full view of how to optimize for their goals. 

Our proactive, data-backed recommendations—aka our actionable analytics—are focused on three pillars:

  1. Tracking as much data as we can while respecting our candidates’ privacy and complying with ever-evolving regulations.
  2. Delivering timely, actionable reports that align with our employers’ individual hiring process and hiring goals; and,
  3. Identifying essential changes that need to be made to meet client goals. These optimizations include changes to our outreach strategy, the application process, screening questions, the interview process, etc.

Tracking Candidate Data—And Respecting Privacy

WayUp tracks as much data as we can while respecting the privacy of our candidates—and complying with changing privacy regulations, employment law, and all associated rules.

Luckily, we’re able to safely collect the most important data points while respecting our users and privacy regulations.

Some of the essential applicant data WayUp provides to our employers includes:

  • Basic information like name, email, phone number, resume, etc.
  • Answers to specific “knockout” questions—aka minimum requirements you determine for each role—like whether visa sponsorship is required, location preferences, etc.
  • Profile information provided by the candidate like educational and professional background, hobbies and interests, connected GitHub accounts, etc.

In order to help our employers comply with OFCCP and EEOC regulations, we do not provide the profile picture, ethnicity, gender, veteran or disability status of individual applicants. (Read more in our recent article about WayUp’s user demographics here.)

However, WayUp clients are provided with that demographic information for the broader applicant pool, whether that’s for a specific role, function, or in general. We provide in aggregate the following data to employers about candidates who view or click on their jobs, branded content, or company profile:

  • Demographics: Gender, ethnicity, and location
  • Educational Profile: Major, GPA, graduation dates, degree type, etc.
  • Campus and School: Current attendance or recent graduation from a specific school

With insights into their applicant pool, our clients are able to better understand which demographics and profiles their attracting and where gaps exist in their strategy. This is where the “action” of actionable analytics begins through recommendations like hyper-targeted sourcing, job description optimization, and employer branding campaigns.

Actionable Analytics & Reporting

All of our employer partners leveraging our Pro and Premium packages, receive reports on a weekly or bi-weekly cadence. We offer a range of reporting, depending on your package, to provide insights into the performance of our clients’ hiring funnels. Our out-of-the-box analytics package includes aggregate reporting of:

Candidate Demographics

  • School, Degree, GPA, Major, Ethnicity, and Gender
  • Useful for understanding reach, diversity attraction, and efficacy of digital recruiting strategy and how it aligns with on-campus efforts (if applicable)

Recruitment Funnel

  • For example, we’ll provide and analyze data for each of these steps: Apply → Qualify → Phone Interview → Super Day → Hire
  • Used to pinpoint how candidates move through every step of the hiring process and where drop off occurs

Brand Performance Data

  • This includes information about how our clients branding projects are performing such as page views, brand impressions, and viewer-to-applicant conversion rate
  • Used to understand which content has the greatest impact in order to formulate an effective content strategy

In addition to these metrics, we provide unique reports and analytics across the rest of our offerings that include digital application reviews and our first-round phone screening services

The following reports are included in our premium-level Advanced Analytics package:

  1. Digital & Phone Screen Question Drop Off: Individual question “drop off” data analysis uses data to determine which questions candidates are failing in the digital application review and in the first-round phone screen.
  2. Funnel Performance By Candidate Demographics: In aggregate, we’ll break down performance for each step of the process by ethnicity and gender to help identify potential unintended bias in the recruiting process and make the needed adjustments before it’s too late to accomplish your diversity goals.
  3. Job Description Gender Bias: Our platform tracks the drop-off between views and applicants for your roles by gender. For example, you can now see the percent of viewers who are female against the percent of applicants who are female for each job listing. Additionally, each of your job descriptions will receive a WayUp Bias Score (1-10) to help you easily identify which job descriptions have the most gender bias. The higher the score, the more biased the job description has proven to be (sometimes the bias shifts toward men, sometimes toward women).
A sample of the Job Description Gender Bias dashboard.

Our in-house Analytics team can also create custom reports to highlight effectiveness of various sourcing strategies, analyzing what makes an ideal candidate for your role based on education profile, and more. Insights like these are included in our Custom analytics package. 

Data-Driven Recommendations

When working with WayUp, every employer receives a customer success manager who acts as an extension of your team. They learn your recruitment funnel inside and out and align their thinking to your goals. With every report you receive, your customer success manager will walk you through the analysis and provide personalized recommendations on how to improve your recruiting process and reach your goals in real time.  

For example, one of the most critical reports we provide is called the Performance Funnel Analysis report: We identify where in the hiring funnel diverse candidates are dropping off in your recruitment funnel. This gives employers visibility into each stage of the funnel, allowing them to identify and change parts of the process that will have the greatest impacts on results. 

Below is one example of how this report revealed unintentional bias against females in a recruiting process. Once surfaced, we knew where to focus and make changes, which gave the employer time to adjust and achieve gender parity before it was too late.



Below are just a few other areas of improvement and optimizations we regularly see:

  • For campus recruiting, looking at which schools deliver the most ROI against your goals
  • Determining which sourcing platforms deliver the most qualified candidates for each role
  • Identifying dropoff due to virtual assessments or pre-recorded video interview tools, especially when it comes to differences among demographics
  • Creating an ideal candidate profile for each role and recommendations on how to better target and engage those candidates with employer branding campaigns
  • Identifying or adjusting questions that are causing high dropoff in the funnel

As a result of our actionable analytics, our employers see an increase in ROI, improvement in diversity, and a more streamlined recruitment process. 

If you have any more questions about our analytics packages—or WayUp in general—please fill out the form below or contact us at engage@wayup.com.


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