What are UTM parameters?
If you want to analyze application sources in detail, you can add UTM parameters (Urchin Tracking Module) to your job postings and application forms.
This allows you not only to see the URL of the page from which a candidate applied, but also to identify the medium (e.g. CPC β paid traffic) and the specific campaign their application came from.
How to add UTM parameters to a job posting or application form?
You can do this either when creating a new recruitment, or on the tile of an existing posting using the "Manage links" option.
You can use ready-made default UTM combinations (described in the next section), or create an additional UTM.
To do so, specify:
its name
source
medium
campaign name
In the "source" field, enter the name of the website where you plan to place the link (e.g. "facebook", "linkedin", or "nofluffjobs").
In the "medium" field, enter the medium β for example "referral" if you want to track referrals, or "cpc" for paid campaigns.
In the "campaign" field, add a campaign name that will help you distinguish a specific post, e.g. "anna-post", "company-profile-26052026", etc.
Once generated, you will see the link with the embedded UTM below.
The following options are available:
copying the link
generating a QR code with a reference to the link
sending the UTM link by email (e.g. to a candidate)
deleting it
Copy the link and paste it wherever you need β for example in a Facebook group.
UTM Builder
As a system Administrator, you can create a set of default UTMs.
This makes it easier for system users, who will have access to ready-to-copy links with UTM parameters already added.
It ensures UTM consistency, making it easier to analyze the effectiveness of application sources.
To create default UTM combinations, go to Settings > Job Postings > UTM Builder.
PRO TIP: In this tab, you can also prevent users from creating their own UTMs (toggle at the top of the section).
Use the "Add default UTM" option to create a UTM combination that will be automatically generated for every job posting.
Newly created UTMs will be visible in the Builder with an edit option, and will appear on every job posting (under the Manage links tab) ready to be copied.
UTM information on the candidate profile
On the profile of a candidate who applied via such a link, and in the quick preview within a recruitment, all elements defined in the UTM will be visible:
Source: facebook Medium: referral Campaign: anna-post
UTM Effectiveness Report
You can analyze the effectiveness of application sources by UTM in great detail in the Application Sources report by switching it to UTM mode.
There you will see all applications broken down by source, medium, and campaign name β you can freely filter and sort them.