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Manage Your Media -- Don’t Let It Manage You
 

Manage Your Media -- Don’t Let It Manage You

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Presentation from the ERE Expo Fall, presented by Kristen DesPalmes Neubert

Presentation from the ERE Expo Fall, presented by Kristen DesPalmes Neubert

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  • We host vendor feedback meetings and show them exactly where they rank and ask them to take 1-2 weeks to bring back ideas to optimize the current package to help get to our goal of 40% quality applicants, reduce recruiter drain in our target segments. Example in appendix
  • Share the results and funnels with recruiters internally too.
  • New package proposal, whatever it takes. We have the rest of the year to show ROI on this tool and get it performing where we’d expect to see it.

Manage Your Media -- Don’t Let It Manage You Manage Your Media -- Don’t Let It Manage You Presentation Transcript

  • A Brand Story Author: Kristen DesPalmes Neubert Manager, Recruiting & Employment Brand©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 1
  • Preface Transparency: Show Real Examples and their results Enlighten: Give you at least one idea you can use/adapt for YOUR organization. Or, a new better idea inspired by ours©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 2
  • Table of contents for our time today • Acknowledgments • Chapter One – About Us • Chapter Two – Five Brand Examples • Chapter Three – Managing and Measuring Media©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 3
  • Great teachers along the way… • “Leadership is a function of behavior, not position” Kent Thiry, Mayor/CEO Tracey Parsons, PSC Tony Blake, VP Media Mastermind Born to Boldness Hudson, Awesome Child Frequent Napper©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 4
  • About • Leading clinical outcomes - YOY improvement 12 years in a row - Bottom-Line: Our patients live longer • We are a “Village” - “Mayor” and CEO - “GSD” = Getting Stuff Done - “Teammate” not employee • Fortune #359 - $7B revenue in 2011 - Over 40,000 teammates globally - 1,800+ clinics and 800+ acute operations©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 5
  • What‟s working for us? The Culture • Key Differentiator - Culture - 62% Culture - 33% Patients/Outcomes • We just need to tell the stories©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 6
  • FIVE BRAND EXAMPLES©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 7
  • Story One: Social Media - Messaging Resume/Interview Authentic Messaging Advice Core Value Quotes Did You Know? Audience Questions Key Role Branding©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 8
  • Story One: Social Media - Results (YTD) Facebook LinkedIn Twitter Reach 6,006 (14%) 2,026 (36%) 3,183 (13%)Engagement 2,918 593 6 Traffic 2,459 1,410 9 747 Applicants 15 Hires©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 9
  • Story Two: Live Recruiter Chat • Hosted five live chats • 28% of FORTUNE 100 have a live chat (Source: CareerXRoads)©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 10
  • Story Three - Nephrology Note Goal Consider Nephrology Results 4,012 members Open Rate: 15% Constant Contact used for distribution & click through rate©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  • Story Four: FA „Day In the Life‟ Blog Goal Share story of the FA role/RJP Results Over 30,000 page views Time on page 25% higher than average 33% readers search for a job next©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 12
  • Story Five: The Power of Invitation©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 13
  • MANAGE YOUR MEDIA, DON’T LET IT MANAGE YOU©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 14
  • Begin with the End in Mind • “No one washes a rental car” • When it comes to Media, act like you own it. Your money. Your ROI to prove. - Data-driven strategy©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 15
  • A look back • Former media pie chart©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 16
  • Oh the places you will go… Today‟s media plan covers over 24,000 sites!©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 17
  • Fish where the fish are • Strategic shift in 2012 - Putting the power of the candidate relationship in the hands of recruiters – Name Generation! - More SEO - Less postings • Drive down recruiter drain • Do more with quality performers©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  • “More is not always better” • Our Mission: Try to make some sense of the imperfect world of media data - We segmented - We created a “Quality Applicants” metric - We found a tool aligned with our vision, Smashfly©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 19
  • Top Ten Sources of Quality Candidates: Ranked by Volume Source Quality Apps % Quality Total Job Aggregator 6,782 30% YTD Top 10 Sources of Quality* DaVita Careers 6,246 30% 109,581 Total DaVita.com 4,877 30% Apps Teammate Referral 3,894 36% Diversity Aggregator 3,080 29% 34,588 Word of Mouth 1,661 38% Quality (32%) Intranet (Internals) 1,455 48% 1,757 Job Aggregator 965 30% Hires Received through Email 956 29% (5%) Popular Job Board 559 27% *Quality is defined as: Meets Minimum Qualsor Recruiter Phone Screened or Shared with Others 1.6% hired©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 20
  • Clinical Results Job Aggregator 5,630 Clinical YTD Top 10 Sources of Quality DaVita Careers 5,376 Davita.com 4,472 X Total 85,083 Total Apps Teammate Referral 3,169 Apps Diversity Job Aggregator 2,694 Word of Mouth 1,398 X 29,283 Intranet 1,100 Quality Quality Received through Email 783 (35%) Job Aggregator 780 1,415 X Other Online Career Sites 384 Hires Hires (5%) • 20.7 quality apps per hire • 29,000+ quality apps in Taleo 1.7% hired©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 21
  • Leadership Results DaVita Careers 290 Leadership YTD Top 10 Sources of Quality Job Aggregator 231 Teammate Referral 200 Davita.com 181 X 7,620 Total Total Apps Intranet 145 Apps Word of Mouth 102 Received through Email 80 X 1,684 Diversity Aggregator 77 Quality Quality (24%) Job Board 40 Job Board Resume Search 36 X 86 Social networking site 36 Hires Hires (5%) • 19.6 quality apps per hire • 1,600+ quality apps in Taleo 1.1% hired©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 22
  • CBO/Programs Non-Leadership Job Aggregator 1,116 Corporate YTD Top 10 Sources of Quality DaVita Careers 804 TeammateReferral 682 X22,362 Total Davita.com 387 Total Apps Diversity Aggregator 372 Apps Intranet 334 Word of Mouth 236 X 4,937 Quality Quality Job Aggregator 177 (22%) Job Board 175 Received through Email 155 X 323 Hires Hires (6%) • 15.4 quality apps per hire • Nearly 5,000 quality apps in Taleo 1.4% hired©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 23
  • STATE OF THE SOURCE EXAMPLE VENDOR MEDIA REVIEW©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 24
  • Job Board‟s Data: Competitive Analysis • In reviewing our Supply & Demand portal, we have identified the following company‟s competing for the same type of Health Care positions as DaVita: July 2011 Competitive Summary July 2011 Competitive Breakdown Industry Company Name Average Avg. Searches / Avg. Views / App View Jobs Posted 60 236 Healthcare Industry Avg. 31.54 6.12 Applications per Job 19.71 17.26 Searches per Job 4,733 3,266.94 DaVita 27.62 8.69 Competitor 1 30.48 6.96 Views per Job 171 111.03 Competitor 2 24.74 4.64 Ratios Competitor 3 34.70 14.58 Number of Searches to yield 27.62 29.42 a View Number of Views to yield an 8.69 6.43 Application©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  • What we shared Overall Job Board 2011 YTD Top 10 Sources of Quality 16,473 10,009 211,195 8,132 9,420 Total Total 8,018 Apps Apps 4,522 70,890 2,629 Quality Quality 3,675 (34%) (32%) 2,633 5,711 123 Job Board 2,629 Hires Hires (8%) (5%) 2,354 1,515 2.7% hired 1.5% hired Est. YTD Cost/Popular Job Board Hire: $688 Average for all media combined: $353©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 26
  • State of the Source – typical format • Share your data - “He/she who has the best numbers, wins” • What‟s working • What‟s not • Share goals - Whenever possible pay for performance, not product • Assign homework - Give partner a couple weeks to come back with ideas to optimize©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 27
  • TEACH FROM WITHIN©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 28
  • Recruiter „Did You Know‟ slide • Our DaVita careers site had almost 1M unique visitors in 2011? - 996,473 to be exact • The average job gets 37 applications - Your recruiter screens and sends just the top ones to you • There are 106,000 RN‟s in our own database©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 29
  • Job Seeker 101 • Total U.S. monthly unique visitors to Job sites  7M Indeed  13M Monster (includes HotJobs)  8M CareerBuilder  40M LinkedIn • Total monthly searches on search engines  189M job searches on Google alone s. Major Job Sites Source: Quantcast©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 30
  • Our Results Topic 2012 Results Career Site Visits 100,000-150,000 per month Time Reviewing Content 3.3 minutes (external benchmark 0.6 min) Social Media 11,000 followers via DaVita Careers DVA Careers Viral Reach on Facebook 2,500,000 people Applications Completed in Taleo 30,000-50,000 per month Taleo Candidate Database 925,000 unique candidates RN Candidates 106,000 unique RNs Clinical Cost-Per-Hire $1,070 (industry-leader) Overall Village Cost-Per-Hire $2,677 2011 436,000 applications 12,000 positions filled©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  • Thank You! • Kristen.Neubert@davita.com • 303.876.6685 • Kristen DesPalmes Neubert©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 32
  • Appendix Full example vendor review©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 33
  • Vendor Mid Year Checkpoint©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  • YTD Dashboard (Village Wide) Source Quality Quality Overall Tool YTD Top 10 Sources of Quality Apps 239,041 Total Total Apps Apps 81,593 Quality Quality (x%) (34%) 5147 Hires Hires (6%) #30 Tool x x Cost/Tools Quality Applicant: $xx.xx *Data shown is 3/1-6/26©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 35
  • Dashboard for key segment Source Quality Quality Overall Tool YTD Top 10 Sources of Quality Apps 189,880 278 Total Total Apps Apps 69,765 78 Quality Quality (37%) (26%) 4,197 Hires Hires (6%) #34 Tool 78 28%©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 36
  • A Note About Quality *Quality is defined as: Meets Minimum Quals, Recruiter Phone Screened Not Reviewed, Shared with Others Minus specific “knock out” outcomes.©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  • What‟s working • Recruiters said increased capacity • Trainings have gone well • DVP hired • Customer service from rep was awesome©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  • What‟s not working • #1 spend for the year, not performing in Top 10 • We have an overall volume problem (146 quality apps total), and a low percent of quality problem to address • We expected to see tool be a Top 5 source of leadership quality • Not a slam dunk ROI over free product tool • Next Step: Optimize – rest of the year to pilot changes to see if we can get this tool where we want it to be©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.