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54 HR terms that every recruiter should know

The vocabulary and its technical terms are growing and changing noticeably in human resources. More and more anglicisms and marketing terms fill a recruiter's vocabulary. In regular contact with our customers, our team noticed that there are many HR terms that are used frequently, but also cause confusion. So that you don't have to worry about unknown technical terms, we have compiled and clearly explained 54 of the most common HR technical terms that every recruiter should know in an article.

54 modern HR terms that recruiters need in their everyday HR work


A / B test. This test is used to compare two different variants or variables with one another. For example, a job advertisement can be tested on the basis of two different images. In this way it can be determined whether picture A or picture B generates more applications. Marketing measures, as in the example mentioned in recruiting, can be improved in this way. You can read about the reasons and relevant tips for implementation here.

A, B and C candidates. This evaluation process is used to classify applications. While A applications are passed on directly to the responsible employees, B candidates are initially set aside. C candidates receive rejection in a timely manner.

Active sourcing. This term (active recruiting) describes the direct and personal approach (e.g. online via Xing) of promising candidates. The aim is to win potential employees for your own company.

Analytics. Analytics enables you to view and understand your candidate experience. For example, you can use numbers to tell where your applications are coming from, at what point potential employees break off your applications or to what extent social media support you in approaching candidates. Would you like to find out more about it? Read in one of our articles how you can benefit from analytics.

Applicant Tracking System (ATS). This is about software (applicant management systems) that are used in human resources for the administration and coordination of applications. But beware! In today's job market, it is not just the administration and coordination of applicants that is important. Rather, you should also maintain long-term and positive relationships with candidates and prospects. Many roads lead to this goal. If you use our Talention software, you can build long-term, strong relationships with your candidates through a talent pool, among other things.


Candidate Experience. This includes all the experiences and perceptions an applicant has with a company or potential employer. Aspects such as the job search, application process, interviews and onboarding play a role. It is essential to create a positive candidate experience as it strengthens your attractiveness as an employer and thus supports you in your recruiting process.

Candidate Journey. In contrast to the candidate experience, this is not about the perception of a potential employee, but about the candidate's path from job search to hiring. We shed more light on this difference in one of our blog posts. Interest? Learn more about it here.

Candidate Relationship Management. This term describes the management of relationships with potential applicants and serves the purpose of retaining these people with your company. For example, you can invite potential employees to your talent pool and thus strengthen relationships. We reveal more information on candidate relationship management in this blog post.

Chatbot. You have probably had contact with a chatbot before. On various websites you have the opportunity to contact a company directly via a chat. However, you are not answered by a real person, but by software. In recruiting, for example, chatbots are used on career pages. Potential applicants and interested parties can contact the chatbot directly if they have any questions and will receive quick answers.

Click rate. The click rate (also known as the click-through rate) enables you to measure the success of your online marketing. The click rate describes the number of clicks on your ad (e.g. a banner) in relation to the number of times the ad was displayed. The more clicks you generate in recruiting, for example, the more likely it is that you will receive more applications.

Content. With content you deliver added value for your readers or your target group. In recruiting, for example, you can arouse the interest of potential applicants through posts in social media, videos, blog posts or job advertisements. How about a contribution about employee satisfaction in your company? It's worth taking a look at your content. Our infographic can help you with this.

Conversion rate. In German this term is called the conversion rate. You can use this to see how many people who were on your website (e.g. career page) carried out an action you requested (e.g. an application). You have the opportunity to read here why this is important, for example in view of the number of applications you have received.


Dashboard. Dashboards are user interfaces or "Dashboards" in software programs. You can use this to manage and control the respective program. In the Talention software, for example, you can see the status of all your applications at a glance and carry out various functions.


Data Driven Recruiting. Today, data is used in a variety of ways. They are also of great use in recruiting. Programs and software help, among other things, to select the right job portals, to use suitable keywords, to achieve click figures and to place advertisements. Generated data is re-evaluated again and again and the measures are adjusted to the current figures. Learn more about big data in our e-book.


Employer of Choice. In the job market, it is no longer enough to simply place job advertisements. Rather, in the competition for high-quality and suitable workers, it is now also important to be attractive to potential employees. All of your personnel marketing measures should point towards being an employer of choice or employer of choice. Looking for inspiration? For example, read here how the company radprax has improved its image as an employer.

Employer branding. How would you describe your company to someone else? This idea describes the term employer branding very well. It encompasses how employees and candidates see and describe your company. If this description and perception is positive, interested parties are more motivated to apply and to get in contact with you.


Google Adwords. In a nutshell, this is an advertising program from Google that supports you in your online marketing. The program has numerous functions. You can select suitable keywords under which you would like to be found at the top (for a fee) in Google. For recruiting, this is suitable, among other things, to reach more interested parties and to direct them to your career page or job advertisement.

Google display. One of the advertising programs from Google that supports you in your online marketing is Google Display. It enables you to place advertisements on various websites (e.g. YouTube, news sites, etc.). For example, you can attract the attention of a potential applicant while he is watching a video on the Internet and thereby motivate him to apply.


HR Technology. A lot has changed in human resources in recent years: Many processes are now digital. For example, job advertisements are rarely printed in newspapers. In this context, the term "HR technology" refers to software that supports HR processes or personnel management.


Job subscription / job alert / job newsletter. It happens that interested parties cannot find any suitable vacancies on your career page. It would be a shame if you didn't bond with these people. It is best to use a database (talent pool) in which interested parties can register in order to receive news about new vacancies via a job newsletter. In this way, if there is a vacancy, you can address people who are already interested in your company.

Job posting. This Anglicism describes the publication of vacancies or vacancies. This can be done, for example, on your own career page or on job portals. You can find tips for the ideal job advertisement here.


Careers page. On your career page, you present your company as an employer and can get in touch with potential employees and interested parties. There are several things to keep in mind when building your career site. For example, content and usability are important points. It is best to use our guide to career sites.

Keywords. Imagine searching online for a suitable restaurant near you. What terms do you enter in the search engine? These are keywords. At this point, don't just think of Google. People also use keywords in job portals to search for suitable vacancies for themselves.

AI. This abbreviation stands for "artificial intelligence". It describes machines and their ability to solve problems that would require intelligence in humans. Seen in this way, the machine imitates humans. This ability is used, for example, in healthcare, education and also in human resources. Artificial intelligence supports recruiting in the areas of automation, analytics and chatbots.

Contact points. Beyond the recruiting process or the candidate journey, you come into contact with interested parties and applicants at various points and influence the candidate experience. Choose suitable measures (e.g. an appealing career page) to positively influence contact points and increase your attractiveness as an employer.

Cost per applicant. In order to generate applications, there are costs, e. B. by placing your job advertisement in a job portal. If you add up all the costs and divide them by the number of applications you have received, you get the costs per applicant. The costs can skyrocket, especially for job advertisements. We'll tell you here how you can reduce these and thus also the costs per applicant.

Key Performance Indicators (KPI). These key figures are used for control and evaluation, for example in marketing. Among other things, the success of various measures can be measured in this way. In recruiting, applications per year, applications per position or clicks on a job advertisement can serve as key performance indicators.


Landing pages. One speaks here of individual websites, which mostly deal with a certain topic. Their aim is to get visitors to take a certain action, such as signing up for a newsletter. You can benefit, for example, when visitors leave their contact information in this way. If we relate this topic to human resources, interested parties can, for example, register in the talent pool and / or register for your job newsletter. For more helpful information, check out our article on landing pages.

Lead. Interested parties can use landing pages to express their interest and leave contact information. When this happens, you can call them leads and get in touch with them. How about, for example, a job newsletter or inclusion in a talent pool?

Lead management. Once you have generated leads, the contacts you have gained need to be managed and looked after. In sales, for example, the goal of lead management can be to sell a product. In recruiting you can look after your leads with job subscriptions and draw their attention to new, suitable vacancies. This increases the chance of finding the right candidate for your vacant position.


Marketeer. In German this term is called "Marketer". This is how an expert is referred to in selling or promoting products and / or services.

Mobile recruiting. In short: Mobile recruiting describes the mobile type of recruiting. Job advertisements and career pages are viewed on mobile devices (laptops, cell phones) and applications are sent with just a few clicks. In view of digitization and the competition for candidates, this form of recruiting is an important aspect in recruiting. At first glance this may sound like a challenge, so we've created the ultimate guide to mobile recruiting for you.

Multiposting. Usually, job advertisements are not only placed on your own career page, but also on various job portals, in the job newsletter or at the employment office. The term multiposting means precisely this aspect: A job advertisement is written once and then published in numerous channels.


Nurturing newsletter. You can use newsletters (in the form of e-mails) to inform interested parties and potential new employees about news (e.g. vacancies). In addition to job subscriptions, you can also send other information in the newsletter. How about a press report about your company or Christmas greetings? Always remember your contacts!

Nurturing Campaign. The competition for good candidates is stronger now than ever before. It is all the more important that you build positive relationships with your candidates. If you include candidates in your talent pool, you can consolidate the relationship through campaigns (welcome emails, newsletters, job offers ...). In the best case scenario, a suitable candidate applies for one of your vacancies. In another article we have summarized for you how you can use nurturing campaigns for yourself.


Passive recruiting. In contrast to active recruiting, applicants are not addressed directly here. Passive recruiting mainly includes the creation and online posting of job advertisements (job portals, employment office ...). The aim is for interested parties to apply for your vacancies through these channels.

Pay per click. You can advertise campaigns online (for example via Google Adwords or Facebook). Various advertising programs offer the "Pay Per Click" method. This means that you only pay when a user clicks on your ad (and thus arrives at your desired online presence). You can find out more about it in one of our articles. Click here.

Pop ups. These are forms of online marketing. As an example: You are on a website and suddenly another window opens. This is known as a pop-up. You can use this on your career pages, for example, to ask visitors to leave their contact details for the job newsletter or to register in the talent pool.


Recruiting channels. When addressing potential employees, you have the option of doing this in various ways or through various recruiting channels. You can send job advertisements e.g. B. Publish it on your career page or in various job exchanges and social media. Candidates can be actively approached via newsletters or networks such as XING.

Recruiting events. Events give you the opportunity to address interested parties and win them over to you and your company. How about if you hold workshops, competitions or hackathons, for example? You can view a plan for a successful implementation here and use it for yourself.

Recruiting Marketing. The aim of this method is to positively influence the candidate experience through the use of target group-specific content (employer branding content) and a recruiting marketing strategy. You can use recruiting marketing to reach active and passive candidates, get them excited about your company and build long-term relationships. This task may seem challenging. Read on to find out more about how the recruiting marketing method works on our website.


Recruiting fairs. Job fairs are a great way to get in touch with potential employees and lay the foundation for a relationship. You have the opportunity to present yourself as an attractive employer and to draw attention to yourself. You also have the opportunity to record contact details and fill your talent pool with interested parties. You can read here how you can best organize this.

Recruiting pipeline. This means the strategic development of a database with potential leads (interested candidates). A talent pool, for example, is a great way to pursue this strategic approach.Build up a pool of interested parties from which you can recruit candidates if necessary.

Retargeting. This term (also called "remarketing") is an online marketing tool. For example, a candidate looks at one of your job advertisements, but then changes website. As a result of remarketing, he will now see an advertisement for your job ad so that he will be reminded of it. In general, this means that if an Internet user visits a certain website or clicks on certain products, this user is tracked and the originally visited website is shown to him on his way through the Internet.

Return on Investment (RoI). There are various synonyms for this term in the German language: return on investment, return on investment, return on investment, etc. This describes a key figure that describes the efficiency of an investment (RoI = return on sales x capital turnover).


SEA. This means "search engine advertising" or search engine advertising. If you would like your company or your job advertisements to be among the first results on the search engine results pages, you can use the free search engine optimization (SEO) as well as the paid variant (SEA). This is done by defining the keywords under which you would like to be found and is billed for example on Google via "Pay Per Click". That means: You pay an amount for each Internet user who clicks on the result (your ad).

SEO. This abbreviation stands for "Search Engine Optimization" or search engine optimization. If you enter search terms, for example in Google, you will get a large number of results. The search engine finds the most relevant and most suitable results for you based on various criteria. So that your company, your career website or even your job advertisement ends up at the top of the (organic, free) results and is therefore more likely to be visited, you should focus on search engine optimization. There is a special SEO tool from Talention that supports you in this task.

Social Network / Social Media. Social networks are platforms on which a large number of people come together. The best-known examples include Facebook, LinkedIn, XING and Instagram. The term social networks initially only summarizes the contact and the relationships of the users. The term Social media however, it also includes the creation and sharing of articles, information, ideas, opinions, etc. Tips on how you can benefit from social media in recruiting can be found here.

Social media targeting. For companies, social media have the advantage that users leave behind a lot of (anonymized) information and data, such as socio-demographic data and personal interests. On this basis, companies have the opportunity to place targeted advertising measures to the desired target group on these social media. Would you like to use social media targeting for yourself? For example, start with ads on XING. We explain step by step how this works here.


Talent pool. The number of unemployed in Germany has changed drastically in recent years. In 2005 there was an unemployment rate of 12%, today it is around 5%. This fact increases the competition for suitable candidates and employees. To stay competitive, you should use a talent pool (also known as a candidate pool or prospect pool). In this you can enter the contact details of interested parties. Here is a scenario: If there is currently no vacancy, or if you have to reject a qualified person, enter this in the talent pool and contact them at a later point in time when a position has become vacant. Reasons, tips and tricks for implementation can be found on our page about the talent pool.

Talent Relationship Management (TRM). This term is relatively new to human resources and often causes confusion. Don't worry, we will help you! This term refers to the management of your relationships with your candidates and applicants and serves the goal of getting a head start (in times of competition for skilled workers). "Talent Relationship Management" focuses on building relationships during the entire application process: Before an application, after an application has been received, and also after an employee has been hired. The topic can appear confusing at first glance, which is why we have put together further information on the topic for you here.

Traffic. You definitely want to maximize this number! It describes the traffic on your websites. However, if you use SEO and SEA for this, you should also make sure that you use the right keywords. Your goal is to get the "right" visitors to your site. If people come to your website who were actually looking for something else, this is called "trash traffic".


USP. Written out: The Unique Selling Proposition (USP). If a company offers a product (or a service), this has a characteristic that (in a positive way) clearly differs from its competitors. This is the unique selling point and tempts interested parties to choose this product.


Advertising banners. In online marketing, advertising banners, online banners or even internet banners are understood as advertisements that are placed online. These can be graphic or animated and have different sizes and formats. With one click on the banner, the interested party will then be directed to the website of your choice. How about an advertising banner that leads directly to your career page or to an open job offer?

See our "Recruiters" post for more resources on everything recruiters need to know.