The term "Big Data" is becoming de rigeur, but in reality recruiting leaders still have an uneasy relationship with analytics. Leaders from Teradata and Sun Life Financial share how they embracing data to improve their recruiting strategies, results, and talent brand initiatives.
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Why Recruiting Leaders Should Learn to Love Data | Talent Connect Vegas 2013
1. Why Recruiting Leaders
Should Learn to Love Data
Ann Barrett
Director, eRecruitment & Social Media Strategy
Gordon Davidson
Director, Talent Acquisition, Teradata
3. 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
#intalent
4. 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
#intalent
5. 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
#intalent
6. 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
#intalent
7. 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
#intalent
8. 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
#intalent
9. 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.
#intalent
10. 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.
#intalent
11. 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.
#intalent
12. 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
Q4
2012 LI Cost per Hire by Recruiter Canada
$1,800
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200
$0
#intalent
13. 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.
#intalent
14.
15. 2,400+ Customers
10,000+ Employees
Top 10 U.S. Software
Company
Consulting/
Support Services
Integrated
Marketing
Management
Data
Warehousing
SaaS/Cloud
Big Data
Analytics
Teradata Unified Data Architecture™/
Workload-Specific Data Warehouses
#intalent
16. Why We Love Data
Talent Direct Campaigns
EMEA/Nordics
US Sales & IT
California Software Engineers
SouthEast Asia
Performance
1.32% CTR
1.34% CTR
2.85% CTR
2.81% CTR
• Targeted recipients
(location, title, job
function, key words)
• Create message
• Conduct InMail
campaign
• Build talent pipeline
#intalent
18. Communicate your brand…
passionate about our work and communities
With 3 of every 5 hires
attributed to employee
networking and referral,
communicating brand is key
#intalent
19. Understand employees’ as brand ambassadors
Targeted e-mail communication to employees to market openings
Recruiter messaging customized for audience
Target the message, audience and jobs
Track the results
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20. LinkedIn Brand Index Actions
Talent Direct Campaigns
Recruiter Seats and Job Postings Slots
Career Home Pages
Work with Us
Monthly recruiter meetings
Sharing Wins
Social Media Network Call
Recruiter Reviews
Sharing Results across company
#intalent
23. Key Take Aways
Data helps you:
Focus on what is making a difference in your
efficiency and effectiveness
Keep pace with your changing environment
Anticipate so you can proactively manage your
efforts and investments for the future
Understanding your data is a process
#intalent