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Ere moneyball deck 12 15-2011 deck for slideshare
 

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    Ere moneyball deck 12 15-2011 deck for slideshare Ere moneyball deck 12 15-2011 deck for slideshare Presentation Transcript

    • Moneyball SourcingLooking at Sourcing Through the Lens of Moneyball
    • Moneyball SourcingLooking at Sourcing Through the Lens of Moneyball
    • The Recruiting Version of Sabermetrics TalentBrew Dashboard Jobs2Web Dashboard• Use data in new ways• Move from “a gut feeling” to data driven decisions• Both presentations are on ERE site
    • VISITS 2 FOLLOWS SEARCHES SEES JOB CAREER ON GOOGLE THEY LIKE 1 SITE TWITTER 3 4 SENDS SEES WORK JOINS GOES TO APPLIES TO FRIENDS WITH ME TALENT LINKEDIN JOB #1 INMAIL JOB ON LI COMMUNITY 5 6 FRIEND #2 FRIEND #1 GETS JOB APPLIES TO SAYS STAY REFERS TO 7 ALERT JOB #2 ON 8 AWAY RECRUITER FROM TC MOBILE FRIEND #1 GETS EMAIL SAYS OK FROM RECRUITER TELLS ABOUT 9 SEES JOB PLACE RECRUITER JOB #3 TWEET 10 WHO GETS GETS HIRED APPLY TO #4 CREDIT? FOR JOB #4 VIA TWITTERSource: ERE Recruiting Innovation Summit 2011
    • WIIFM1. A different way of thinking about data—metrics that are useful2. A great way to impact current hiring needs and pipeline for future3. A little clarity in the complex world of sourcing & recruiting
    • 1.Challenge Conventional Wisdom2.The Science of Winning3.Adapt or DieCall to action:Courage to Believe the Data
    • Challenge Conventional Wisdom 1. Job Boards Are Dead 2. Passive Candidate Are Best 3. Lost Faith in “Post & Pray”
    • Job Boards Are Dead1 Career Site2 Industry Groups3 Job BoardsSource: Job Seeker Attitudes effective source Mastering InternetJob Board is the fourth most and Behaviors; source of hire Jobvite: Job Board is the 2nd most effective of hireRecruiting Staffing.org 2009
    • Passive Candidate Are BestSource: Corporate Executive Board-The Benefits of Passive Sourcing andCandidate Relationship Management Systems 2009
    • Lost Faith in Post & Pray
    • Review Moneyball Lesson #1Challenge ConventionalWisdom The Science of Winning• Job Boards Are Dead • Data driven decision• Passive Candidates • Same data, different Are Best lens• No Post & Pray • Clarity on the other side of complexity
    • The Science of Winning1. Move from “a gut feeling” to data driven “Paul DePodesta concluded it decisions would take 95 wins to make the playoffs. He then2. Sabermetrics (Use calculated how many runs same data in new the A’s an important as a score Walk is would have to hit. ways) • The more hitters avoid than they allowed; 135. (The3. Clarity on the other striking out and force the team would need to a pitch to pitcher to give them score side of complexity: between 800 and the more hit or walk them, 820 runs Scoring was a and give up base. runners on between 650 & process, not a talent 670 runs).” players on base, the • The more Moneyball; Michael (RBI); Get on base and higher the likelihood or of Lewis create conditions for runs and wins. • Walk turns out to be as the next step valuable as a hit.
    • The Science of Winning1. Move from “a gut feeling” to data driven decisions2. Recruiting data & metrics--Use data in new ways3. Clarity within the complexity How many visitors will it take to meet the demand of our workforce plan & what is the best source
    • Jobs2Web Dataset• 51 million visitors• 3.7 million applications• 63,660 hires• Notice how many visitors, applies are actually taking place—799; 77; 57; 10• >1% begin the application process; .07 actually apply for a job; and .01 will interview
    • Science of Winning-Job2Web Benchmark MetricsMetric Result# visitors 799# apps 77.2starts# apps 57.6completed# qualified 10.3# 3.6interviews# offers 1.2made# hires 1.0
    • Science of Winning
    • Ranking the Sources of Hires # # # Interviews Qualified# qualified # interviews efficiency Prospects Source Visitor Source Visitors Per Hire intervie Source qualified s /hire ws Per Hire Per HireFacebook 400 Facebook 4.8 2.2 Facebook 4.8 2.2 45Career Site 407 Search Engines 6.9 2.9 Search Engines 6.9 2.9 42 1Industry Groups 472 Career Site 8.2 3.3 Industry Groups 10.1 3.1 30 5Major Boards 621 Industry Groups 10.1 3.1 Career Site 8.2 3.3 40 2Niche Boards 880 Social Media 15.8 5 Job Aggregators 19.3 4.3 22Social Media 899 Major Boards 17 4.8 Major Boards 17 4.8 28Search Engines 1224 Niche Boards 18.1 5.9 Social Media 15.8 5 4 31LinkedIn 1354 Job Aggregators 19.3 4.3 Niche Boards 18.1 5.9 3 32Job Aggregators 2186 LinkedIn 31.4 9.1 LinkedIn 31.4 9.1 28
    • VISITS 2 FOLLOWS SEARCHES SEES JOB CAREER ON GOOGLE THEY LIKE 1 SITE TWITTER 3 4 SENDS SEES WORK JOINS GOES TO APPLIES TO FRIENDS WITH ME TALENT LINKEDIN JOB #1 INMAIL JOB ON LI COMMUNITY 5 6 FRIEND #2 FRIEND #1 GETS JOB APPLIES TO SAYS STAY REFERS TO 7 ALERT JOB #2 ON 8 AWAY RECRUITER FROM TC MOBILE FRIEND #1 GETS EMAIL SAYS OK FROM RECRUITER TELLS ABOUT 9 SEES JOB PLACE RECRUITER JOB #3 TWEET 10 WHO GETS GETS HIRED APPLY TO #4 CREDIT? FOR JOB #4 VIA TWITTERSource: ERE Recruiting Innovation Summit 2011
    • Science of Winning-ClarityFirst Base mightbe signing upfor an emaillist, an RSS blogfeed orJobs2Webtalent network
    • Science of Winning-ClaritySecond basemight befollowing uson Twitter, ora “like” onFacebook
    • Science of Winning-ClarityThird basemight bejoining acommunity ordownloadingwhitepaper
    • Science of Winning-ClarityCrossing“home plate” isthe result ofseveral smallermoves
    • Review Moneyball Lesson #2Science of Winning Adapt or Die• Data driven decision • Source efficiency”- evaluated the source of• Same data, different talent lens • Knew who was available-developed• Clarity on the other own database side of complexity • Built a “farm system”-• immediate needs, but also strategic about the future
    • Adapt or Die• “Source efficiency”- evaluated the source of talent• Knew who was available-developed own database• Built a “farm system”-immediate needs, but also strategic about the future
    • Adapt or Die • Consistent Message: Brand Message must be consistent as the audience is always changing (remember who our audience is…..) • Social Contract Broken: People naturally break into affinity—no employer loyalty • Strategic Sourcing: Need to think immediate, as well as, long term
    • Marketing Axiom“only 10% of website visitors or searchers areready to engage, make a purchase decision, oropt-in right away; but over the course of thesubsequent 12 months, with the right value-added communication, that numberskyrockets to 87%Sent 4 email 39% audience > 2.5 times > 3.5 timesinvitations over click through more visitors more prospects6 months rateSource: BtoB magazine, 2004
    • Target Audience Behavior % Audience Once Per Year Less than once 9% per year Once Every Six 14% Months Once Per Week 16% 60% of passive candidates 11% want to hear about jobs at Once Every least every 3 months Several Times Three Months Per Month 14% 15% Once Every Once Per Two Months Month 9% 12%Source: CLC Recruiting 2010
    • Target Audience BehaviorSource: 2011 Corporate Recruiting Reports Candidate Attitudes and BehaviorsStaffing.org
    • Social Contract Broken Our data shows that candidates have increasingly accepted the inherent uncertainty of the working world and are programming their careers accordingly. They don’t believe in the old social contract any more than employers do. For both parties “forever” is a conditional term: nice to hear but undependable.Source: 2011 Corporate Recruiting Reports Candidate Attitudes and BehaviorsStaffing.org
    • Strategic Sourcing Jobs2Web Dataset1. 10 large customers with 8800 hires during 2011 from their talent network2. This data illustrates that while 57% of applicants that are hired apply for a job on the first day, 43% of hires actually at some point in the future.3. The data also documents that in many cases, it is the “job alerts” (drip marketing) that trigger the apply.4. Conclusion: theory, research maps to reality. • theorem says drip marketing works. • people want iterative messages • data shows results
    • Source 0 days 1-30 31-60 61-90 >90 Total >1 >30Career 3105 729 339 250 827 5250 41% 27%SiteCareer 469 105 49 30 77 730 36% 21%SiteServicesDirect 677 168 105 78 327 1335 50% 34%Search 332 129 43 24 136 664 50% 31%EngineEmail 135 36 4 10 34 219 38% 22%Job 107 53 12 11 60 245 56% 34%AggregatorTotal 5050 1288 566 417 1533 8854% total 57% 15% 6% 6% 17% 100% 43% 28%
    • Apply Starts vs. Apply CompletedMetric Result# visitors 799 Great way to market# apps 77.2starts to the 2% of applies# apps 57.6 that do not completecompleted the process# qualified 10.3# 3.6interviews# offers 1.2made# hires 1.0
    • What Is A Talent Community? Capture Passives Drive Boomerang & Apply Drop Offs Hires & Viral Magnets to Referrals attract prospectsAutomate Drip Re-Recruit Past Marketing To Applicants & Drive Prospects Viral Referrals Automate Drip Centralize & Automate Marketing To Recruiter Contact Prospects Marketing
    • Talent--Community of Communities
    • 1. Talent Network (community) has become the 4th largest source of hire2. Over 17 months, the number of applies by the members of the talent community grew significantly3. Not only did the # of applies grow, the number of candidates that it takes to make a hire decreased
    • Review Moneyball Lesson #3Adapt or Die Courage to Believe the Data• Consistent Message: Brand Message must be consistent as the audience is always changing (remember who our audience is…..)• Social Contract Broken: People naturally break into affinity—no employer loyalty• Strategic Sourcing: Need to think immediate•
    • Courage to Believe the Data • Taking action on data
    • Resources• Jobs2Web—Doug Berg, Jon Greene, & Steve Shaffer• David Earle of Staffing.org• The Corporate Executive Board Company—CLC Recruiting
    • Ask Questions Talent Communities Join Talent Community Development Group on LinkedIn
    • Thank you to ERE MediaSponsor: ICIMS Marvin.smith@gatesfoundation.org http://www.facebook.com/#!/marvin.smith http://www.linkedin.com/in/marvsmith @talentcommunitiy Talent Community Development Community http://www.linkedin.com/groups?gid=1148747&home=