Using Online Surveys to Tailor Diversity Initiatives in your Recruitment Strategy<br />09/2010<br />
Introductions<br />Andrea Briggs, Project Manager, Talent Intelligence and Consulting<br />ABD in Industrial/Organizationa...
Agenda<br />Introductions<br />About Personified<br />Why is diversity important?<br />Findings<br />Diversity factors<br ...
Who is Personified?<br />Consulting division of CareerBuilder.com specializing in:<br />Job seeker and employer research<b...
Why we are here?<br />Diversity is all around us:<br />Diverse populations are the majority in America’s 10 largest cities...
Why is diversity important to organizations?<br /><ul><li>Employees are much more loyal to companies that they rate highly...
Companies do not feel they are successful at achieving their diversity goals:
More than 25% of hiring managers feel that their organizations are not successful at achieving their diversity initiatives *
Over 10% of hiring managers say their organization does not measure their success with diversity goals*</li></ul>*(Personi...
Diversity Defined<br />What is workplace diversity?<br />Workplace diversity is the variety of differences among people in...
Personified Research<br />Applicant Experience<br />Standard Demographic employment survey<br />What were the top 3 reason...
What have we learned?<br />Overall, very few notable differences between males and females.<br />Gen Y(18-30) has the most...
Diversity—Factors <br />What employment factors really matter to talent?<br />Salary, location and benefits are consistent...
Top Three Reasons<br />AES and Demographic Study<br />Age<br />18-30<br />More frequently ranked personal fit with boss as...
Top Three Reasons, continued…<br />Ethnicity<br />African Americans<br />More frequently ranked advancement opportunities ...
Top Three Reasons, continued…<br />Asians <br />More frequently ranked advancement opportunities as a top three reason as ...
Diversity – Search Strategies<br />How does your organization search and find qualified talent?<br />The top three strateg...
Search Strategies<br />Gender<br />Females are more likely to use demographic-specific sites as a search strategy as compa...
Search Strategies, continued…<br />Asians <br />More likely to use professional networking sites as a search strategy as c...
Search Strategies, continued…<br />African Americans<br />More likely use demographic-specific sites as a search strategy ...
Top Three Reasons<br />
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  • A&amp;B
  • A
  • BPersonified, a division of CareerBuilder, is a human capital consulting company that leverages 40 million data points for organizational research. Working with client organizations we leverage analytics to help improve and tailor recruiting strategies, train recruiting managers, measure applicant experiences with application processes, and customize research designs based on individual client needs. Consultation products spanning recruitment development workshops, data reports, surveys, social media management, employment brand management and outsourced recruitment
  • AOur country is becoming more and more diversePoll: Why are YOU here? Incorporate diversity intelligence into my organizations recruiting strategyGain more diversity intelligence for my clientMy manager made me attendI have a personal interest in diversity in the workplace
  • A
  • AWhat do you think about when you think about workplace diversity? Most people only think about race and gender because that is where the majority of the legal ramifications can come into play. To be a fully effective and productive workforce, there are actually many more factors that an organization must think about when wanting to diversify the workforce.
  • BWhile Personified has many different research studies today we will be focusing mainly on three data sets, Applicant Experience, Standard Demographic Survey and Personified Diversity Study. AES – is an online survey that measures an applicants experience with an organization spanning the organizations employment brand, candidate demographic flow, advertisement effectiveness, recruiting team effectiveness, and process efficiency. This analytic tool captures candidate feedback at two points in the recruiting process. First, 24 hours after they click on the apply button and finally 28 days after they apply These two time points measure different parts of the recruiting process. To date we have collected over 1.7 million data points across all industries. The standard demographic survey is a measure that identifies an organizations target talent based on their employment needs. Through internal metrics and a standard survey Personified works to identify how an organizations target talent searches for an organization, what search strategies are important to them and how the organizations demographic flow compares to the industry as well as their target talent competition. To date we have almost 33,000 respondents. Personified conducts weekly surveys to diverse populations. Most recently a Diversity study was conducted in order to measure the what diversity initiatives were prevalent within organizations based on hiring managers responses as well as what diversity initiatives were most important to job seekers. These three studies will be our main focus today.
  • BNo major differences between gender. Most age differences are between the upper and lower age groups. Ethnic differences do exist. In the following slides we will go into much more detail on how you can leverage this information to affect the recruiting strategy within your organization.
  • BA well known local bank in the Chicago area noticed that their recruiting efforts were lacking ethnic diversity - specifically they were unable to attract African Americans. Working with Personified they were able to identify that there was a tremendous supply of their diverse target talent in the metro areas where they were recruiting; however, their messaging was not reaching this audience. Through custom surveys and diversity statistics, Personified was able to identify the disconnection between their existing message &amp; what factors were important to this population. Personified worked with the client to re-message their recruiting campaigns and strategies as well as to identify new ways to reach this audience. Within weeks of the study, the organization experienced more diverse populations in their applicant pool.
  • BThere were no noticeable differences when looking at genderGen Y (18-30) rank personal fit with boss as one of the top reasons for applying to a position when compared to all older generations (Gen X and Boomers)Whereas Boomers rank company reputation and work-life balance more important than Gen Y and X31-45 (Gen X)No noticeable differences when compared to the two other age groups.
  • BWhere we found the greatest insights was when we looked at differences between different ethnicities. For African Americans, when tailoring your strategy focus on: Advancement Opportunities SalaryFor Caucasians focus on: Industry Location Personal fit with the boss
  • BFor Asians: Advancement opportunities Personal fit with bossFor Hispanics: Advancement opportunities While this only provides a blue print it is important to notice what factors are important to different demographic groups. Also, take into consideration what factors you can truly impact. While location might be important to your target talent most organizations are not flexible on where they are located. Ensure that your message is tailored to your audience in order to maximize your recruiting efforts and resources.
  • AIt is important to maximize the ability to get in front of your target talent through varied outlets such as, job boards, professional sites, networking groups, etc. Diverse populations utilize different search strategies to maximize their employment search and because of this it is important to know how your target talent are searching for jobs.
  • AQuestion asked was “When looking for a job how likely are you to use the following search strategies?”Ex.Demo-specific site—Jobs and Moms, Black Career ZoneSocial networking site—Facebook, MySpace31-45No noticeable differences46-64No noticeable differencesNote: These strategies discussed had significant differences between the groups, but overall are used less frequently than other search strategies.Online job board, employer site, informal networking and industry-specific site were the top strategies used at an overall level.
  • AEx.Professional networking site—LinkedIn, Doostang
  • AEx.Professional networking site—LinkedIn, Doostang
  • ?
  • AFemales: Demographic Specific Sites18-30: Social networking sites (personal fit with boss)46-64: (company reputation, work-life balance)Caucasians: Social networking sites (personal fit with boss, industry, location)African-Americans: Demo specific site, career fairs (salary, advancement opportunities)Hispanic: Demo specific sites, social networking sites (advancement opportunities)Asian: Demo specific sites, social networking, professional networking sites (personal fit with boss, advancement opportunities)
  • A&amp;BOne of the pieces we do not have time to share with you is the internal view of your recruiting team and what their impact is on the job seeker. …..Use professionalism, enthusiasm, knowledge as talk to points for interaction of organization. It is important to know why certain diverse populations are applying to organizations. This can help your organization create a competitive recruiting strategy to better maximize your recruiting focus. Ask your target talent!Note: These strategies discussed had significant differences between the groups, but overall are used less frequently than other search strategies.Online job board, employer site, informal networking and industry-specific site were the top strategies used at an overall level. Thus, these differences are important to discuss, but should be considered in the larger picture of overall search strategy usage by talent. There were no differences to note between the top search strategies, meaning that all groups seem to use the top search strategies in the same frequency and our recommendations as far as search strategy differences are concerned should be in addition to utilizing the top ones, not in lieu of.The best way to find out information about talent is to ask them…survey them to get the information you need to know to make your recruitment strategy as effective as possible
  • E – A&amp;B
  • Question pro webinar presentation final

    1. 1. Using Online Surveys to Tailor Diversity Initiatives in your Recruitment Strategy<br />09/2010<br />
    2. 2. Introductions<br />Andrea Briggs, Project Manager, Talent Intelligence and Consulting<br />ABD in Industrial/Organizational Psychology from DePaul University<br />Professional and personal commitment to diversity<br />Brian Di Bartolomeo, Director, Talent Intelligence and Consulting<br />Masters in Industrial/Organizational Psychology from Elmhurst College<br />Expertise in survey design, team leadership, project management, contract negotiation and client retention<br />
    3. 3. Agenda<br />Introductions<br />About Personified<br />Why is diversity important?<br />Findings<br />Diversity factors<br />Diversity search strategies <br />What does it all mean?<br />Wrap-up and questions<br />
    4. 4. Who is Personified?<br />Consulting division of CareerBuilder.com specializing in:<br />Job seeker and employer research<br />Human capital consulting<br />Talent sourcing and screening<br />Access to over 40 billion data points <br />Real-time access to 25 percent of the workforce, the largest candidate pool of any consulting company<br />
    5. 5. Why we are here?<br />Diversity is all around us:<br />Diverse populations are the majority in America’s 10 largest cities<br />The U.S. Census reports minorities, which are roughly one-third of the U.S. population, are expected to become the majority in 2042, with the nation projected to be 54 percent minority in 2050<br />Bureau of Labor Statistics (BLS) – Worker demographics (approx.):<br />
    6. 6. Why is diversity important to organizations?<br /><ul><li>Employees are much more loyal to companies that they rate highly on their diversity efforts. (Gallup Poll, Dec 8, 2005)
    7. 7. Companies do not feel they are successful at achieving their diversity goals:
    8. 8. More than 25% of hiring managers feel that their organizations are not successful at achieving their diversity initiatives *
    9. 9. Over 10% of hiring managers say their organization does not measure their success with diversity goals*</li></ul>*(Personified Diversity Survey, 2010)<br />
    10. 10. Diversity Defined<br />What is workplace diversity?<br />Workplace diversity is the variety of differences among people in an organization, encompassing race, gender, ethnic group, age, personality, sexual orientation, tenure, organizational function, education, background and more<br />
    11. 11. Personified Research<br />Applicant Experience<br />Standard Demographic employment survey<br />What were the top 3 reasons you applied for the position? <br />How important are the following factors when you consider a job or an employer (Rating)<br />Please rank the following factors based on how important they are when you consider a job or an employer (Ranking) <br />Examples of options:<br />Advancement, Balance, Benefits, Culture, Diversity, Financials, Location, Outreach, Salary, Training, etc. <br />When looking for a job, how likely are you to use the following search strategies?<br />Demographic Site, Employer Site, Newspaper Advertisement, Professional Organization Site, Social Networking Site, Online Job Board, etc. <br />Diversity study<br />515 hiring managers<br />2,047 job seekers<br />
    12. 12. What have we learned?<br />Overall, very few notable differences between males and females.<br />Gen Y(18-30) has the most differences when compared to both the Gen Xers (31-45) and the Baby Boomers (46-64).<br />Advancement opportunity is a bigger factor in employment for minorities than it is for Caucasians.<br />Asians and Caucasians find personal fit with boss a bigger factor in employment than Hispanics or African-Americans.<br />Different search strategies are used by all job seekers without one strategy being utilized more than another. <br />
    13. 13. Diversity—Factors <br />What employment factors really matter to talent?<br />Salary, location and benefits are consistently found to be in the top three for employment factors considered.<br />Do you know what employment factors really matter to your talent?<br />
    14. 14. Top Three Reasons<br />AES and Demographic Study<br />Age<br />18-30<br />More frequently ranked personal fit with boss as a top three reason when compared to all other age groups. *<br />46-64<br />More frequently ranked company reputation as a top three reason when compared to 31-45 year olds.<br />More frequently ranked work-life balance as a top three reason when compared to 31-45 year olds. <br /> *This question only asked in the demographic study<br />
    15. 15. Top Three Reasons, continued…<br />Ethnicity<br />African Americans<br />More frequently ranked advancement opportunities as a top three reason as compared to Caucasians. <br />More frequently ranked salary as a top three reason as compared to Caucasians. <br />Caucasians<br />More frequently ranked industry as a top three reason as compared to Asians, African Americans and Hispanics. <br />More frequently ranked location as a top three reason as compared to Asians, African Americans and Hispanics.<br />More frequently ranked personal fit with boss as a top three reason as compared to African Americans and Hispanics.*<br />*This question only asked in the demographic study<br />1, 2, 3…<br />
    16. 16. Top Three Reasons, continued…<br />Asians <br />More frequently ranked advancement opportunities as a top three reason as compared to Caucasians. <br />More frequently ranked personal fit with boss as a top three reason as compared to African Americans and Hispanics.*<br />Hispanics<br />More frequently ranked advancement opportunities as a top three reason as compared to Caucasians. <br />*This question only asked in the demographic study<br />1, 2, 3…<br />
    17. 17. Diversity – Search Strategies<br />How does your organization search and find qualified talent?<br />The top three strategies used by hiring managers in organizations are their own company website (40%), major online job boards (36%), and informal networking (30%).<br />
    18. 18. Search Strategies<br />Gender<br />Females are more likely to use demographic-specific sites as a search strategy as compared to males.<br />Age<br />18- to 30-year-olds are more likely to use social networking sites as a search strategy as compared to all other age groups.<br />
    19. 19. Search Strategies, continued…<br />Asians <br />More likely to use professional networking sites as a search strategy as compared to African Americans.<br />More likely to use social networking sites as a search strategy as compared to African Americans, Caucasians and Hispanics.<br />More likely to use demographic-specific sites as a search strategy as compared to Caucasians.<br />Hispanics<br />More likely to use social networking sites as a search strategy as compared to African Americans. <br />More likely to use demographic-specific sites as a search strategy as compared to Caucasians.<br />
    20. 20. Search Strategies, continued…<br />African Americans<br />More likely use demographic-specific sites as a search strategy as compared to Hispanics, Asians and Caucasians.<br />More likely to use career fairs as a search strategy as compared to Caucasians.<br />Caucasians<br />More likely to use social networking sites as a search strategy as compared to African Americans. <br />
    21. 21. Top Three Reasons<br />
    22. 22. Search Strategies<br />
    23. 23. What does this all mean?<br /><ul><li>Diverse groups of people find different things important when thinking about employment.
    24. 24. Recruitment strategies can and should differ:
    25. 25. Consider the population you are interested in and target the strategy accordingly.
    26. 26. Find out more information about:
    27. 27. What is important to them.
    28. 28. What they want out of an employer.</li></li></ul><li>Q&A<br />
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