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Sales Training for Recruiters: Key Learnings from DaVita's Sales Training Pilot Program
 

Sales Training for Recruiters: Key Learnings from DaVita's Sales Training Pilot Program

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Presentation from the ERE Expo 2010 Fall in Florida, presented by Karla Mervin and Nancy Parks.

Presentation from the ERE Expo 2010 Fall in Florida, presented by Karla Mervin and Nancy Parks.

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    Sales Training for Recruiters: Key Learnings from DaVita's Sales Training Pilot Program Sales Training for Recruiters: Key Learnings from DaVita's Sales Training Pilot Program Presentation Transcript

    • Breakout Session: Wednesday October 27, 2010 2:15pm – 3:30pm Sales Training for Recruiters: Key Learnings from DaVita’s Sales Training Pilot Program Presenters: Karla Mervin, Recruiting Manager Nancy Parks, Ph.D., Consultant HRPartnersplus 1 ©2009 DaVita Inc.
    • Our Mission Today… • Learn about DaVita • Current Recruiting Climate • Why Sales Training? • Customized Model for DaVita • Compelling Results….. • Our Future… • Q&A 2 ©2009 DaVita Inc.
    • Who is DaVita? 3
    • Our Mission…become the greatest dialysis kidney care company the world has ever seen! • Second largest provider of dialysis services in the U.S. • 34,000 “teammates” working in a “village” • 120,000 patients in 43 states • 1,500 outpatient facilities; 700+ acute care units in hospitals • #355 on Fortune 500; HQ moved to Colorado 4 ©2009 DaVita Inc.
    • Just some of 2009’s external recognition for the DaVita Village TOP COMPANIES FOR LEADERS 5 ©2009 DaVita Inc.
    • Our Recruiting Strategy: Balancing execution, innovation and speed Key Attributes • Ops-Driven Org Structure Alignment • Prioritize Openings for High-Risk & High- with Ops Impact Areas • Highly-Competent Recruiters Top • Committed to Continuous Learning & Players Improvement Clear Brand • Brand DaVita & Brand Jobs (segmentation) Differentiation • Consistency • Referrals, Grow Our Own, Relentless Boomerangs, Max the Web Sourcing • Pipeline vs Reactive – Reduce Time-to-Find Service • Top 10 on Department Forced-Ranking Excellence • Improve Hiring Mgr & New Hire Surveys 6 ©2009 DaVita Inc.
    • DaVita’s Recruiting Engine: 50 Recruiters 3 2 Project Coordinators Managers 8,000 Hires/Year 5 1 Systems/ International Analytics Coordinator 7 Managers 7 ©2009 DaVita Inc.
    • Top Talent at DaVita 8
    • Applying Talent Management Fundamentals to Recruiting Secret Shops Talent Scorecards Reviews & Metrics DRIVING RECRUITER EXCELLENCE Competency Manager Model & Applicant & IDPs Surveys Pay for Performance 9 ©2009 DaVita Inc.
    • AIRS Recruiter Competency Model: Sorting out A-B-C-D players Core Skills: • Profile & Plan • Source & Contact • Assess • Present & Close Performance • Drive for Results Traits: • Inquisitiveness • Sales & Service • Relationship Builder • Flexibility • Passion Strategic • Market Intelligence Skills: • Business Savvy • Organization Management • Candidate Management • Network Building 10 ©2009 DaVita Inc.
    • Feedback from the First Secret Shops… • “Slow or no response” • “Screening but no selling” • “Some illegal questions” • “Didn’t honor confidentiality” • “Desperate” to fill jobs • One competitor kicked our tails 11 ©2009 DaVita Inc.
    • “Sales” Thoughts from Our Recruiting Summit • Weaknesses highlighted during secret shops • The best sales people don’t sound like “sales people” • It’s not all about us, it’s about them (the applicants), too • Practice makes perfect… • More training to come… • Internal “cold call” competition… 12 ©2009 DaVita Inc.
    • DaVita’s Sales Training for Recruiters 13
    • The DaVita Personal Trainer (Pilot Project 2010) Sales Skill Individual Sales Skill Personal Post-Training Assessment Development Assessment Training Support (pre-test) Plans (post-test) April August Sept Nov A “high touch” approach to sales training for recruiters 14 ©2009 DaVita Inc.
    • Measuring outcomes and impact Level 3: RESULTS • Production • Service • Sourcing Level 2: ACTIONS On-the-job performance/behaviors (based on assessment & IDP) 3-Level Level 1: PERCEPTIONS Evaluation Model • Move from “dissatisfied to “satisfied” (recruiters) • Move from “needs development” to “at or above expectations” (RM) 15 ©2009 DaVita Inc.
    • Sales Skill Assessment (pre-test) % of recruiters reporting “satisfied” or “very satisfied” 79% Establishing Rapport 73% Presenting 68% Questioning 60% Planning a Sales Call Recruiters Recruiting Manager 59% Managing a Sales Funnel 53% Gaining Commitment & Influencing 48% Overcoming Objections 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 16 ©2009 DaVita Inc.
    • Individual Development Plans • Recruiters met with Recruiting Manager to discuss results from SSAT • Each recruiter selected two skills to develop, based on scores 17 ©2009 DaVita Inc.
    • Personal Training Inside the numbers… 185 total hours of training 153 calls recorded 52 days of training 21 training hrs /recruiter 17 average number of calls recorded/recruiter 10 average time for each training module 9 recruiters trained 6 online courses developed & delivered 5 job aids developed 18 ©2009 DaVita Inc.
    • Sales Skill Assessment (post-test) SATISFACTION LEVEL…(self-reported) 9 out of 9 9 89% INCREASE in level 8 of SATISFACTION 7 with ability to perform 6 the skill 5 4 3 2 1 out of 9 1 0 * Data source: End-of-training survey (Level 1 Evaluation) PRE-TRAINING POST-TRAINING 19 ©2009 DaVita Inc.
    • Sales Skill Assessment (post-test) SKILL PERFORMANCE…(3rd party scored) 100% 97% 90% 43% INCREASE in 80% skill performance level 70% 60% 54% *skill test scores 50% 40% 30% 20% 10% 0% Observation #1 Observation #2 20 * Data source: Skill tests, using behavior checklists (Level 2 Evaluation) ©2009 DaVita Inc.
    • Sales Skill Assessment (post-test) VOICEMAIL PERFORMANCE…(3rd party scored) 100% 98% 90% 17% INCREASE in 80% 81% skill performance level 70% 60% *voicemail test scores 50% 40% 30% 20% 10% 0% Observation #1 Observation #2 * Data source: Skill tests, using behavior checklists (Level 2 Evaluation) 21 ©2009 DaVita Inc.
    • Sales Skill Assessment (post-test) 22 ©2009 DaVita Inc.
    • Sales Skill Assessment (post-test) Responses to 30-day Checkpoint Survey * Since the completion of training, My current level of satisfaction my ability to perform this skill has... for the skill(s)… 9 9 8 8 8 7 7 7 6 6 5 5 4 4 3 3 2 2 2 1 1 1 0 0 Very Dissatisfied Somewhat Very Decreased Stayed the Same Improved Dissatisfied Satisfied Satisfied * Data source: Recruiter responses (n=9) to written survey – Oct. 2010 23 ©2009 DaVita Inc.
    • Post-Training Support Sept Nov 3-month post-training support phase Includes 30-60-90 day post-training skill assessments (3rd party scoring) DaVita Recruiting Manager to do post-training assessment (30-45 days out) Exploring use of social networks 24 ©2009 DaVita Inc.
    • Our Future… Where is DaVita going from here?... • Develop a knowledge base • For recruiters to continue to share learnings and receive “refresher” training. (e.g., social networking, collaboration, Wiki, etc.) • Adopt a standard sales process • That would complement (and enhance) DaVita value chain & current recruiting process. 25 ©2009 DaVita Inc.
    • Q&A 26 ©2009 DaVita Inc.
    • Breakout Session: Wednesday October 27, 2010 2:15pm – 3:30pm Sales Training for Recruiters: Key Learnings from DaVita’s Sales Training Pilot Program Presenters: Karla Mervin, Recruiting Manager Nancy Parks, Ph.D., Consultant HRPartnersplus nparks@hrpartnersplus.com 27 ©2009 DaVita Inc.