Talent Connect 13- What Recruiting Leaders Should Love Data


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Session at the 2013 Talent Connect LinkedIn Conference

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Talent Connect 13- What Recruiting Leaders Should Love Data

  1. 1. Why Recruiting Leaders Should Learn to Love Data Ann Barrett @annzaliebarrett Director, eRecruitment & Social Media Strategy
  2. 2. Building Metrics Data: Raw data points from a variety of sources Metrics: What and who are we measuring? Analysis: What are the metrics telling us? Analysis Data Metrics
  3. 3. 2012 Opportunities Sourcing • Tracked staffing agency spend consistently in ATS • Shift to a pro-actively recruitment model • Expand sourcing to social media channels (e.g. LinkedIn, Facebook, Twitter, etc.) Branding • Update our branding images • Market employment branding messages Metrics • Set expectations with Recruiters on what channels we wanted them to use to ensure channels were being used effectively • Measure Recruiter performance using our new strategy • Evaluate yield, spend and ROI of our sourcing channels
  4. 4. Using Metrics to Measure ROI Our goal was to consolidate our recruitment efforts through LinkedIn as our primary sourcing channel.  ROI was measured in a number of different ways:  Engagement  Branding  Recruitment Operations:  Recruiter Performance  Recruitment Operational Results
  5. 5. Choosing What to Measure Traditional measures in a changing recruitment landscape would only tell part of the story. To understand the true impact of social recruiting, we had to include new measures to give us the big picture. Our Dashboard  Engagement:  Followers, In Mail acceptance, views  Branding:  Reach, Number of employees, shares  Operations:  #Hires, CPH, #applications, #searches, #InMails
  6. 6. Measuring Engagement & Branding Candidates want to get to know your company so they can form an option. Takeaway: Consider including the following measures to see the bigger picture  Engagement: Followers, In Mail acceptance rate  Branding: Reach, shares
  7. 7. Building Followers Through Engagement  As we began 2012, we focused on engagement through our LinkedIn company and careers pages.  Promoting our employment brand and posting regular company updates helped to foster engagement and build relationships.  ROI  Increased number of followers by 46%. Cost $0. Number of Sun Life Followers on LinkedIn 2012 Takeaway: Use your company pages as way to build brand awareness 30,000 25,000 20,000 15,000 10,000 5,000 0 Q1 Q2 Q3 Q4
  8. 8. Creating Candidate Pipelines via Manager Engagement # of LinkedIn Applicants  Recruiters started to imbed discussions about social media into their intake conversations.  Managers now had an active way to participate in the recruitment process by Q1 Q2 Q3 Q4 cross promoting opportunities and identifying Takeaway: Encourage Managers and people in their network on employees to use LinkedIn to identify potential LinkedIn. candidates. ROI Increase if 330% in LinkedIn application volume in 2012.
  9. 9. Measuring Brand Effectiveness  Our LinkedIn career pages promoted our regional content and built brand consistency.  Recruiters acted as front line brand ambassadors.  Employees acted as secondary brand ambassadors. They provided insight into our environment and people. Takeaway: Develop a LinkedIn Profile Standard for Recruiters to build a consistent look and feel. ROI Over 600K+ Work with Us Ad impressions; cost worked out to 4₵ per impression.
  10. 10. Recruiter Operational Metrics We had to ensure our Recruiters were also committed to using the tools we invested in:  Identified metrics to hold Recruiters accountable to.  Communicated metrics and guidelines around what will be measured and how and frequently they would be measured  Build transparency by communicating results. Address those who are not performing and reward those who exceed. Takeaway: Set expectations on Recruiter performance and hold them accountable for their results.
  11. 11. Recruitment Operations Metrics • Setting expectations on tool usage and imbedding them into performance measures helped to increase our yield. • Our lowest cost per hire (Recruiter Seat) on LinkedIn was $104/hire. Cheaper than any paid advertising or Staffing Agency. LinkedIn Sourcing # of Searches Performed # of InMails Sent Q1 Q2 Q3 2012 LI Cost per Hire by Recruiter Canada $1,800 $1,600 $1,400 $1,200 $1,000 $800 $600 $400 $200 $0 Q4
  12. 12. Analysis • Understanding our source channel performance provided us with the tangible data to adjust our sourcing strategy and dollar spend in 2013. • ROI Reduced tangible sourcing dollar spend by 25%. • Takeaway: Analyze data to understand trends. Make decisions based on trending.
  13. 13. Thank You Questions?