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Data, Metrics and Analytics

              How to Tell the Recruiting Story

Rob McIntosh | Senior Vice President Global Talent
Acquisition
Avanade Inc.
www.avanade.com




                                                     © Copyright 2011 Avanade Inc. All Rights Reserved.                                   1
                                                     The Avanade name and logo are registered trademarks in the US and other countries.
Why was Solomon
recognized as the wisest man
in the world? Because he
knew more stories (proverbs)
than anyone else. Scratch the
surface in a typical
boardroom and we’re all just
cavemen with
briefcases, hungry for a wise
person aretell us stories.
Stories to the single most
 —Alan Kay, vice president at
powerful weapon in a leader’s
Walt Disney
arsenal.
—Howard Gardner, Harvard University




                                      © Copyright 2011 Avanade Inc. All Rights Reserved.   2
1.       Help make a case for
                                  change/improvements
                                  (Why and How)
The 3 Guiding
                         2.       Set better expectations on what
Principles for                    is the issue or what is
                                  possible/not possible
 Recruiting                       (Why and What)

                         3.       Most importantly, it must
 Storytelling                     provide a tangible actionable
                                  direction to take vs. just more
                                  pretty data.




                 © Copyright 2011 Avanade Inc. All Rights Reserved.
The Big 3
Majority of Business Executives care about 3 Big Metrics
               and derivatives of the Big 3:




                            Speed
                                                                                     Cost
    Quality
                          Can you do
                         Faster/Better                                              Can you
 Can you do it                                                                      optimally
  with better                                                                     manage and
 Quality outputs                                                                   improve it


                             © Copyright 2011 Avanade Inc. All Rights Reserved.                 4
Look for the Data Outliers
                                                                                     Best Practice
 Challenge or                                                                        Opportunity to
Opportunity to                                                                       share, discuss
discuss, fix and                                                                       and apply
   improve?                                                                           elsewhere?




            Low Performance                                       High Performance

                                © Copyright 2011 Avanade Inc. All Rights Reserved.                    5
Contrast and Compare



             = Bad                                                         = Good

Golden Rule No. 1 Don‟t compare datasets that are not directionally the same.

Example: Your Companies Cost Per Hire to your Competitors if you/they
calculate differently.

Golden Rule No. 2 Wherever possible compare your dataset to something
else. A metric and data point standing alone by itself tells very little.

Example: Compare your Cost Per Hire this year/month with last year/month.

                                   The Story
        „Did it go up or go down, why and what are you doing about it‟?

                                         © Copyright 2011 Avanade Inc. All Rights Reserved.   6
Transparency and Directional Correctness
                                    Transparency
                  1. Be clear on how and where you collect
                               your data source‟s.
                    2. Be clear on why you are measuring
                        and the benefit you are after by
                              presenting the data.



                       Directional Correctness
                    1. 100% Data accuracy is very hard to
                          achieve. Pick datasets that are
                                directionally correct.
                    2. In instances where the data is more
                      opinionated vs. factually driven, make
                         sure the message focuses on the
                       directional story vs. just the numbers
                     © Copyright 2011 Avanade Inc. All Rights Reserved.   7
Traffic Light Stories
Think about using traffic lights to tell your story visually.

Green = On Plan / + To Goal
Yellow = Not on Plan / At Risk / Improving
Red = Off Plan / Off Goal / Fixing




                         © Copyright 2011 Avanade Inc. All Rights Reserved.   8
Different Analytical Recruitment Stories
Cost
Cost Per Hire comparisons and outliers vs. other                                           Against Plan
  Workforces/Job Families
ROI on different Sourcing Channels and Outliers
Proactive vs. Reactive Sourcing results and Outliers vs.
  other Workforces/Job Families
Lost Opportunity Cost = Financial impact for unfilled roles
Speed
Time to Hire comparisons and outliers vs. other
  Workforces/Job Families
Time to Source (Recruiting) vs. Interview Time to Hire
  (Business) and outliers by Workforces/Job Families                                     Against Goals
Quality
New Hire Performance & New Hire Managed Attrition
Offer Acceptance and outliers over time vs. other
  Workforces/Job Families
Productivity Throughput Ratio‟s (Submits to Hire) vs.
  other Workforces/Job Families
+ Operational Effectiveness                                                            Against Time & %
Hires against a annual or monthly business/recruiting
  demand plan
Tracking against Recruitment Goals/KPI‟s
Volume of recruiting resources/effort spent on Attrition vs.
  Growth roles
                                                  © Copyright 2011 Avanade Inc. All Rights Reserved.
Some Different Analytical Recruitment Stories




                    Throughput Analysis: „Cradle to Grave Metrics‟
                                            Story
“We need to do x,y and z to increase the passive candidate initial response %”

“We need to do x,y and z to help with efficiencies around active candidate screening to
determine quality earlier on in the process”
                                                 © Copyright 2011 Avanade Inc. All Rights Reserved.
Negative Disposition Trends
                                                                                                                   Story
                                                                                                   “Can we improve our EVP to
                                                                                                   move the 60% rejection reason‟s
                                                                                                   down?”

                                                                                                   “Can we look at more flexible
                                                                                                   travel arrangements for this
                                                                                                   profile?”

                                                                                                   “What additional relationship
                                                                                                   development programs can we
                                                                                                   put in place to keep connected to
                                                                                                   the interested but timing not quite
                                                                                                   right group?”

 Target Company Throughput                                                                                     Story
                                                                                             “Business says look at people from
 Target   Total Candidates in                 % We reject   % Candidates     % of hires to   Company „F‟ but the data does not
Company        database         Total Hires   Candidates      reject us      applications
                                                                                             support the value”
  A              337                21           67%            9%              (16:1)
  B              222                13           57%            8%              (17:1)            “We found people coming from
  C              135                13           70%            8%                (17:1)          Company „A‟ are more successful
  D              533                16           71%            10%               (33:1)          because of „x,y and z‟. This must be
  E              351                8            74%            7%                (47:1)
                                                                                                  our broad assessment criteria vs. just
                                                                                                  Target companies?
                                                                           © Copyright 2011 Avanade Inc. All Rights Reserved.
  F               64                1            80%            1%              (64:1)
Comparative Source Analysis
Agency vs. Job Board Hire Overlap
                                                                                Story

                                                       “Opportunity to get more
                                                       effective with our own
                                                       Sourcing Channel Strategy
                                                       and coverage to optimize
                                                       costs and results”



 Comparative Source Analysis
Job Board vs. Job Board Overlap                                                 Story

                                                       “Certain jobs should only be
                                                       posted on Job Board „X‟”

                                                       “Stop spending Business
                                                       Group „C‟ money on Job Board
                                                       „X‟ and reinvest elsewhere.”


                           © Copyright 2011 Avanade Inc. All Rights Reserved.
Employee Referral Value                                                                                  Story
  Throughput from          Throughput from             Throughput from              Employee Referrals are our greatest quality
 Business Interview           Recruiter                    Candidate                of hires:
      to Hire             Resume/CV Review           First Contact to Hire          2.5:1 (Business Interview to Hire)
                               to Hire
                                                                                    4.6:1 (Recruiter Resume/CV Review to Hire)
                   Avg. of Total Sourcing Channels                                  8:1 (Candidate First Contact to Hire)
         3.6:1                    29.9:1                    58:1
  Or for every 100 hires we need to make the ratio would need to look like
                                    this:                                                        Cost savings differential is „x‟
          360                        2,990                    5,800                               Time to Fill differential is „y‟
  Or if you could get all 100 hires from Employee referrals, then the ratio
                              would look like this:                                 “Do we have the resources in place to
         250                        460                        800                  sustain and scale 5,800 First contacts?”

Recruiter Resume/CV Review to Hire                                                                                 Story
 Source Channel sample for Workforce ‘x’                         Ratio
 Employee Referral                                               4.6:1               More resources/cost/effort to recruit via
 xxxxx                                                           6.1:1               other channel throughput ratios.
 Alumni                                                          7.1:1
 Targeted Networking Referral                                    7.2:1               As a Recruiter for Workforce „x‟ be mindful
 xxxxxx                                                           8.1                on the ROI associated with your Job
 Direct Sourcing                                                 8.1:1               Postings…….Do you optimize content or
 xxxxx                                                           9.6:1               stop posting there all together?
 xxxxxx Event                                                     32:1               What can you learn from your Recruiting
 Careers Website                                                 42.4:1              colleagues supporting Workforce „y‟ who‟s
 Job Board Postings                                              46.5:1              ratio‟s are 12:1?


                                                                       © Copyright 2011 Avanade Inc. All Rights Reserved.            13
Profile „A‟ Pipeline Robustness
   # of
Candidates
             10:1
                                                                                                   Profile „A‟ Historical
  100                                                                                                 Throughput
                                                                                                       Benchmark
   90                                                                                                     Target

   80

   70                      7:1                                                                          Actual
                                                                                                      Candidates
   60

   50

   40                                    4:1

   30
                                                                       2:1
   20                                                                                              1:1

   10
             Recruiter    Business      Business                      Offer                        Hire
              Screen     Interview 1   Interview 2
                                              © Copyright 2011 Avanade Inc. All Rights Reserved.
Talent Mapping




© Copyright 2011 Avanade Inc. All Rights Reserved.
The Future is Big Data Stories
Recruiting & Talent Information pulled in from
        multiple systems and sources

                     CRM
       ATS
                                         Sourcing
                                          Tools

 SEO                Big
                    Data
                                             Social
                                            Networks

    HRIS
                           Performance
                           Management
              WFP




    Multi-dimensional
    Recruitment Stories

                                                       © Copyright 2011 Avanade Inc. All Rights Reserved.   16

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Metrics and analytics how to tell the recruiting story

  • 1. Data, Metrics and Analytics How to Tell the Recruiting Story Rob McIntosh | Senior Vice President Global Talent Acquisition Avanade Inc. www.avanade.com © Copyright 2011 Avanade Inc. All Rights Reserved. 1 The Avanade name and logo are registered trademarks in the US and other countries.
  • 2. Why was Solomon recognized as the wisest man in the world? Because he knew more stories (proverbs) than anyone else. Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person aretell us stories. Stories to the single most —Alan Kay, vice president at powerful weapon in a leader’s Walt Disney arsenal. —Howard Gardner, Harvard University © Copyright 2011 Avanade Inc. All Rights Reserved. 2
  • 3. 1. Help make a case for change/improvements (Why and How) The 3 Guiding 2. Set better expectations on what Principles for is the issue or what is possible/not possible Recruiting (Why and What) 3. Most importantly, it must Storytelling provide a tangible actionable direction to take vs. just more pretty data. © Copyright 2011 Avanade Inc. All Rights Reserved.
  • 4. The Big 3 Majority of Business Executives care about 3 Big Metrics and derivatives of the Big 3: Speed Cost Quality Can you do Faster/Better Can you Can you do it optimally with better manage and Quality outputs improve it © Copyright 2011 Avanade Inc. All Rights Reserved. 4
  • 5. Look for the Data Outliers Best Practice Challenge or Opportunity to Opportunity to share, discuss discuss, fix and and apply improve? elsewhere? Low Performance High Performance © Copyright 2011 Avanade Inc. All Rights Reserved. 5
  • 6. Contrast and Compare = Bad = Good Golden Rule No. 1 Don‟t compare datasets that are not directionally the same. Example: Your Companies Cost Per Hire to your Competitors if you/they calculate differently. Golden Rule No. 2 Wherever possible compare your dataset to something else. A metric and data point standing alone by itself tells very little. Example: Compare your Cost Per Hire this year/month with last year/month. The Story „Did it go up or go down, why and what are you doing about it‟? © Copyright 2011 Avanade Inc. All Rights Reserved. 6
  • 7. Transparency and Directional Correctness Transparency 1. Be clear on how and where you collect your data source‟s. 2. Be clear on why you are measuring and the benefit you are after by presenting the data. Directional Correctness 1. 100% Data accuracy is very hard to achieve. Pick datasets that are directionally correct. 2. In instances where the data is more opinionated vs. factually driven, make sure the message focuses on the directional story vs. just the numbers © Copyright 2011 Avanade Inc. All Rights Reserved. 7
  • 8. Traffic Light Stories Think about using traffic lights to tell your story visually. Green = On Plan / + To Goal Yellow = Not on Plan / At Risk / Improving Red = Off Plan / Off Goal / Fixing © Copyright 2011 Avanade Inc. All Rights Reserved. 8
  • 9. Different Analytical Recruitment Stories Cost Cost Per Hire comparisons and outliers vs. other Against Plan Workforces/Job Families ROI on different Sourcing Channels and Outliers Proactive vs. Reactive Sourcing results and Outliers vs. other Workforces/Job Families Lost Opportunity Cost = Financial impact for unfilled roles Speed Time to Hire comparisons and outliers vs. other Workforces/Job Families Time to Source (Recruiting) vs. Interview Time to Hire (Business) and outliers by Workforces/Job Families Against Goals Quality New Hire Performance & New Hire Managed Attrition Offer Acceptance and outliers over time vs. other Workforces/Job Families Productivity Throughput Ratio‟s (Submits to Hire) vs. other Workforces/Job Families + Operational Effectiveness Against Time & % Hires against a annual or monthly business/recruiting demand plan Tracking against Recruitment Goals/KPI‟s Volume of recruiting resources/effort spent on Attrition vs. Growth roles © Copyright 2011 Avanade Inc. All Rights Reserved.
  • 10. Some Different Analytical Recruitment Stories Throughput Analysis: „Cradle to Grave Metrics‟ Story “We need to do x,y and z to increase the passive candidate initial response %” “We need to do x,y and z to help with efficiencies around active candidate screening to determine quality earlier on in the process” © Copyright 2011 Avanade Inc. All Rights Reserved.
  • 11. Negative Disposition Trends Story “Can we improve our EVP to move the 60% rejection reason‟s down?” “Can we look at more flexible travel arrangements for this profile?” “What additional relationship development programs can we put in place to keep connected to the interested but timing not quite right group?” Target Company Throughput Story “Business says look at people from Target Total Candidates in % We reject % Candidates % of hires to Company „F‟ but the data does not Company database Total Hires Candidates reject us applications support the value” A 337 21 67% 9% (16:1) B 222 13 57% 8% (17:1) “We found people coming from C 135 13 70% 8% (17:1) Company „A‟ are more successful D 533 16 71% 10% (33:1) because of „x,y and z‟. This must be E 351 8 74% 7% (47:1) our broad assessment criteria vs. just Target companies? © Copyright 2011 Avanade Inc. All Rights Reserved. F 64 1 80% 1% (64:1)
  • 12. Comparative Source Analysis Agency vs. Job Board Hire Overlap Story “Opportunity to get more effective with our own Sourcing Channel Strategy and coverage to optimize costs and results” Comparative Source Analysis Job Board vs. Job Board Overlap Story “Certain jobs should only be posted on Job Board „X‟” “Stop spending Business Group „C‟ money on Job Board „X‟ and reinvest elsewhere.” © Copyright 2011 Avanade Inc. All Rights Reserved.
  • 13. Employee Referral Value Story Throughput from Throughput from Throughput from Employee Referrals are our greatest quality Business Interview Recruiter Candidate of hires: to Hire Resume/CV Review First Contact to Hire 2.5:1 (Business Interview to Hire) to Hire 4.6:1 (Recruiter Resume/CV Review to Hire) Avg. of Total Sourcing Channels 8:1 (Candidate First Contact to Hire) 3.6:1 29.9:1 58:1 Or for every 100 hires we need to make the ratio would need to look like this: Cost savings differential is „x‟ 360 2,990 5,800 Time to Fill differential is „y‟ Or if you could get all 100 hires from Employee referrals, then the ratio would look like this: “Do we have the resources in place to 250 460 800 sustain and scale 5,800 First contacts?” Recruiter Resume/CV Review to Hire Story Source Channel sample for Workforce ‘x’ Ratio Employee Referral 4.6:1 More resources/cost/effort to recruit via xxxxx 6.1:1 other channel throughput ratios. Alumni 7.1:1 Targeted Networking Referral 7.2:1 As a Recruiter for Workforce „x‟ be mindful xxxxxx 8.1 on the ROI associated with your Job Direct Sourcing 8.1:1 Postings…….Do you optimize content or xxxxx 9.6:1 stop posting there all together? xxxxxx Event 32:1 What can you learn from your Recruiting Careers Website 42.4:1 colleagues supporting Workforce „y‟ who‟s Job Board Postings 46.5:1 ratio‟s are 12:1? © Copyright 2011 Avanade Inc. All Rights Reserved. 13
  • 14. Profile „A‟ Pipeline Robustness # of Candidates 10:1 Profile „A‟ Historical 100 Throughput Benchmark 90 Target 80 70 7:1 Actual Candidates 60 50 40 4:1 30 2:1 20 1:1 10 Recruiter Business Business Offer Hire Screen Interview 1 Interview 2 © Copyright 2011 Avanade Inc. All Rights Reserved.
  • 15. Talent Mapping © Copyright 2011 Avanade Inc. All Rights Reserved.
  • 16. The Future is Big Data Stories Recruiting & Talent Information pulled in from multiple systems and sources CRM ATS Sourcing Tools SEO Big Data Social Networks HRIS Performance Management WFP Multi-dimensional Recruitment Stories © Copyright 2011 Avanade Inc. All Rights Reserved. 16