Getting Recruitment Booking Right! Jennifer Boulanger, Head of Global Recruitment, Booking.com BV
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Booking.com was founded in 1996 and has since grown significantly, with over 10,000 employees globally by 2015. The document outlines Booking.com's recruiting operations and strategies over time, including expanding internationally, increasing their employee base, developing new tools and systems, and focusing on metrics like sourcing mix and conversion ratios. It also discusses defining their employer value proposition through differentiating their identity, image, and desired profile, as well as utilizing content and social media to build their employer brand.
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Getting Recruitment Booking Right! Jennifer Boulanger, Head of Global Recruitment, Booking.com BV
- 2. 1996 founded 1997 1st Hotel 2000 8 employees 2003 Barcelona Office 2005 Acquired by Priceline Group 2006 Bookings renamed to 2007 NY and Singapore offices 2009 2.000+ employees, Sao Paulo Office 2010 Apps launched, 100.000+ properties
- 3. 2012 250.000+ properties, 70 offices, 4.000 employees 2013 First offline campaigns 2014 Launch Booking Cares 2015 10.000+ Employees
- 7. Sales&Mkt Sales Coordinators Lead Generation Account Executives Enterprise AE’s Sales Ops Marketing CRM Recruiting Recruiting Coordinators Sourcing Recruiters Team Leads Recruiting Ops Employer Brand ATS
- 13. New tools Greenhouse Harver (CS) HackerRank (Tech) Entelo Stack LinkedIn Connectifier Careersite Tooling
- 15. KPI’s` Sourcing Mix Conversion Ratios Achieving Targets Length of Recruitment Process Experience
- 16. Recr base + Support 82 77 69 62 71 93 95 109 100 86 71 69 61 61 48 45 43 Ops 7 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 Total + Support 89 85 77 70 79 101 103 117 108 94 79 77 69 69 56 53 51 0 10 20 30 40 50 60 70 80 90 100 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Ops IT HQ APAC AMERICAS EMEA Global Recruiting base HC = 54 Global Recruiting base + Suppport = 80 Global recruitment model`
- 17. Dashboards`
- 19. Source of hire` 8% 17% 21% 28% 7% 7% 6% 6% Headhunted Events Career Website Agency Referrals Social Media Internal Job Boards 17% of all candidates visit our career website after booking a hotel room
- 22. Defining the EVP` Identity [Who we really are] Image [Who people think we are] Profile [Who we want to be] EVP
- 23. Content calendar` Monday Tuesday Wednesday Thursday Friday Saturday w/c Jun 29 Status Update #MondayMotivation: Prioritize effectively and always focus on what will give the greatest results. #bookingformula Amsterdam Noord is one of the 12 coolest neighbourhoods in Europe, according to Business Insider UK. Innovation is at the heart of everything we do here at Booking.com. That’s why we introduced the Idea Lab, a platform that allows us to share our ideas and foster innovation. The Booking ice cream desk delivery service gets us through the #HeatWave. #BookingPerks How we designed http://Booking.com for Business http://ow.ly/P8REQ Stars & Stripes - Happy 4th of July Content type Culture Culture Thought leadership Culture Thought leadership Events / Special days Audience All Amsterdam All All Tech Who? Andreea Andreea Andreea Andreea Andreea Andreea Publish Where Facebook & Twitter Facebook LinekedIn Facebook Twitter & LinkedIn Facebook & Twitter w/c Jul 6 Status Update TechCrunch places Booking.com at the origin of the Netherlands' blooming startup scene. l tcrn.ch/1fdRcCP via @TechCrunch Adventure won’t find you on the couch. It waits for those who #wingit The craziest inventions happen by accident when people come together and collide. We tested this theory with Lunch Smash, an #IdeaLab experiment that randomly paired up colleagues and allowed us to share knowledge and meet someone new to expand our Booking network. The first round was a smashing success! We're #hiring a temporary hotel coordinator in #Paris. Make your move today: http://ow.ly/Pn97S The best lunch break for the Foosball aficionados: proving their fosspremacy on our sunny terrace in Rome. Think you’ve got game? Join our team. Our Booking baristas are always right #werunoncoffee Content type Tech Brand Campaign Events / Special days Job post Culture Culture Audience Tech Marketing All Paris All All Who? Andreea Andreea Andreea Andreea Benedetta Twitter & Facebook Publish Where Twitter & Facebook Twitter & Facebook Facebook Twitter & Facebook Twitter & Facebook
- 25. TWITTER FOLLOWERS FACEBOOK PAGE LIKES LINKEDIN FOLLOWERS YOUTUBE VIEWS 34.5K 9.8% 31.4K 134K 9.8% 122K 165K 4.4% 158K 26,955 31.9% 20,422 TWITTER REACH FACEBOOK REACH LINKEDIN REACH BLOG VIEWS* 4.14M 276% 1.10M 816K 59.3% 512K 3.1M 14.8% 2.7M 16,750 *Starting Sep 26 Q3 Q2 Q3 Q2 Social wins`
- 26. 45% IT referrals 87% vs 76%More engaged 2.8% Better conversion to hire ratio 28% Global referrals 8% vs 11%Retention rate 91% Meet expectation or higher talent scores
- 28. Getting recruitment Booking right! Build a specialized team and hire people who want to be recruiters Build consistent and scalable processes and use the best tooling. Be data driven! Know what it takes to source and hire your targets. Hire a Marketing or PR expert or partner with your Marketing/PR department to build your EB. Change management is important!
Editor's Notes
- Name, title, joined Booking.com last year from washington dc. Going to walk you through my transformation over the last year.
- Who has booked a room with Booking.com? Planet Earth’s #1 accomodation site. Founded in 1996 in by Geert-Jan Bruinsma, he moved booking.com quickly to Amsterdam in 2005 the company was sold to the Priceline Group. This allowed us to accelerate our global expansion.
- In the last 6 years we have added 700.000 properties from hotel's originally to apartments, bed and breakfasts, self catered accommodations, holiday homes and so forth. A substantial amount of our partners are small accommodations, villas 170 offices in 60+ countries
- I’m from OK and texas and come from a really interesting and funny family. This is my grandfathers business card. What do you think he does for a living? Please someone guess? Do you think he has any specialization? Do you think he was process oriented or data driven? What is his brand? Weak employer brand Well, he was an oil driller Orrelate this to recruiting at booking. Do you think he ever found oil? No He was obviously not doing this job well right?
- This is what recuiting was like. People weren’t specialized, processes inconsistent, no data and we had a weak EB. Brand. as not aligned with our consumer brand and people didn’t’ think of booking as an employer. When I started, I was this eager american who came in wanted to do everything at once. I started making big changes and was told to slow down, but then when we were having results, I was then encouraged to keep moving forward. I built a recruiting strategy and from a change management perspective, I had tofix these 4 areas first/the bascis, processes, data and employer brand before I could really scale the company moving forward.
- How I look at recruiting – Sales and marketing. Each team member is focused on one part of the recruiting process, so they will have more output with less effort. One person doesn’t build a car alone do they? It is a mix of processes, technology and people. Benefits besides increased output: Recruiting coordinators take admin and scheduling away from recruiters to do more high value efforts such as recruiting and sourcing Sourcers help weed through direct applicants, headhunt from desired companies and build pipelines for recruiters Recruiters become SMEs in their area and can offer market intel and advice to their business partners, also have more time to headhunt Team leads manage a department or large account and their team specializes on delivering/selling to that client We also have the old innovations team with Branding and Systems This model also offers a career path within recruiting
- We revamped the old innovations team to really focus on supporting global recruiting. I promoted an internal candidte to take over this team and she has done an amazing job. The areas that needed to be covered were Employment branding, sourcing, systems, reporting and candidate experience. We hired a full time employment branding lead from Wieden and Kennedy who has already done wonders for recruitment and let go of consultants. We changed the team to support our ATS migration, internal and referral recruiting, candidate experience and last but not least, sourcing. The sourcing lead (who has not been hired yet bc we are being really picky, will drive strategies for all roles in recruiting – IT to CS and will help train the recruiters on how to . He/she will also do comp intel, talent mapping, measueing our sourcing channels and providing best alternative possible for recruitment team.
- Told the business we are going to be out for a week. No interviews, no candidates, etc. Focused on Training. Utilized Recruiting Toolbox – John Vlastelica, Talent Advisor Sourcing Closing Greenhouse did kick off for new ATS LinkedIn came and helpe everyone do their profiles Stacy Zapar from tenfold came and did training on social media recruiting Brand Ambassadors
- It was different in every team, region, even for the same roles? There was no global consistency and hiring managers didn’t know who to call or what to do? We mapped out the recruitment process and trained the team on how to be efficient and consistent. This helps drive a consistent quality of hire and better candidate experience.
- Speaking of candidate experience, we were getting terrible reviews on glassdoor, candidate surveys, emails on linkedIn. Candidates would apply and go into a black hole. So, we mapped out the entire candidate experience and looked at where our issues were. Some of it was volume and tooling. We get 300K applicants a year and for 80 recruiters, this is a lot of volume.
- We invested in a lot of new tools to help streamline the process. Walk through each tool. This will not do the work for you. You will have to recruit!
- Let’s talk about data driven recruitment. With new tooling, we started to be able to track data. We had not really tracked it before other than NPS scores. I hired a recruiting analyst New tooling that tracks recruiting activity
- Talk through recruiting KPIs
- Flat team moving forward, not more ups and downs of recruiting All FTEs, invest in you and train you. Only way recruitment will hire A talent and become scalable. We built this model without any new tooling, new structures, and based off of average # of hires per dept. We will add a few extra supports if we need to.
- How many people did we hire??? 5200
- Tech Recruitment
- Source of Hire
- If you have a great talent brand, then it’s easier to attract talent. Luckily Booking has a great consumer brand, especially in Europe. We also get lots of applicants, but we only hire 1% of applicants, so we aren’t targeting the right candidates. We had a contractor doing our employer branding. I hired a real Marketing/PR expert with no recruiting background to build our EB Strategy.
- This is one of our company values that is probably the most important. Our candidates are our customers and our customers are our candidates. However, we had never married our consumer brand with our employer brand. Our new EB person, helped us do the following.
- We need to tell our story: A relevant, transparent story of what it is like to work at Booking.com A peek behind the curtain (or the browser) A manifesto Before you can articulate and evangelize our employer brand, you need to fully understand it. The Employer Value Proposition is the tool you use to change your Employer Brand
- Created pillars of content and the recruiters help this share content. Culture – life at booking Thought leadership Love for travel Love for destination Just for fun Job posts / career advice
- Rebranded everyting – all social channels Twitter, pinterest, intstagram, google, and Youtube, wechat, facebook,
- Twitter reach is up 276%. With the greenhouse lacunh, soon we’ll be able to track how many hires from twitter and others.
- You+: Referral program Your people are your brand, referral rates are reflective of how people like working for you and your employment brand.
- Why this presentation is unique / different? What are the key learnings? 1.) Recruiters should be recruiters and not resume admins / faciiltators. They should be specialized and SME’s in their job. They should also be sales people. They should be business partners, know the market, source, sell candidates, 2.) processes and tools should be sophisticated and optimize time and candidate experience 3.) Should be data driven, use data to make decistions. Actionable data. Know where your best and worst hires come from and what it takes to get them 4.) You should have a real EB person. Your brand is everything! You need to be an employer of choice to win the war on talent.
- It you want to meet your recruiting goals and strike oil, don’t wing it! PPDR We are hiring recruiters!