How to track employer interest in your job applications

Does sending out endless resumes to employers sometimes feel like dropping small pennies into a vast abyss? You spend weeks sending out dozens of carefully tailored applications, and never hear anything back. Ever wonder if they’re even getting read?

Here’s a neat and simple trick I’ve started using in order to see if intrepid HR managers are actually checking out the applications I’m sending them. We can use Google Analytics and UTM codes to rig our resumes to create a digital breadcrumb trail that lets you see if employers are clicking links in your applications. This technique assumes that you have some kind of website or online portfolio set up with Google Analytics, and are comfortable with basic HTML coding and updates. Here’s how it’s done:

Step 1. In the body of your cover letter include a link to your online portfolio or website. I like to put the link toward the end of the cover letter after a bullet list of key assets I feel I’d provide, like so;

Key assets I’d bring to your company include:

  • Amazing asset
  • Even more amazing asset
  • Skill that highlights why I am perfect for this job

To view examples of my work mentioned above, please visit my online portfolio <insert hyperlink>.

Step 2. Now, in the hyperlink include a UTM tracker pasted directly at the end of the URL you’re linking to. For example, if your website is http://www.myportfolio.com/index.html, adding the UTM tracker will make it look something like:

http://www.myportfolio.com/index.html?utm_source=resume2&utm_medium=email&utm_campaign=job%20hunt

The code from the UTM generator is generated by Google’s URL builder tool, which is free and easy to use. Just fill in the campaign info boxes with the requested information, hit “Submit”, and the code is generated for you!

Example of using Google's URL builder

Step 2: How to fill out the URL builder fields

Step 3. You are ready to track visits to your website from people who click on that link. The results will show up on your Google Analytics account under the Acquisition > Campaigns tab, making it easy to see exactly who is clicking your links and what content they view on your websites.


How is this helpful? UTM trackers can be used on any link to an online URL, which means you can get creative with campaigns and A/B testing on your job hunt applications. If you’re sending out many resumes and not getting any interview requests, the tracking data is useful for figuring out if your cover letter or resume is the problem. If you can see that employers are clicking the links you’ve provided to your work, it at least shows that your application is being considered and that your resume is enticing enough for them to want to find out more. If however you’re not getting clicks, it may be time to rethink the wording, content or formatting of your cover letter and resume, and reconsider how to get prospective employers checking out your work and skills.

Perhaps one of the most frustrating aspects of job hunting today is the lack of feedback given to prospective candidates and job seekers. Companies are too busy, or too lazy, to send feedback or reasons for rejecting an applicant. In this type of environment, it’s easy for HR myths and hearsay to circulate as strategies for job seekers, often in the form of conflicting or flat-out bad advice. Using data in your job hunt is way to take back some control over your situation, and get some feedback on how your applications are being received. To take UTM trackers to the next level, learn how to segment your UTM data with custom reports, and how to integrate A/B testing to perfect your applications and increase your chances of getting an interview.

Obviously this method is far from perfect, so any suggestions on how to improve this would be greatly appreciated. How would you use UTM trackers or data analytics technique to help your job search?

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