Big Data Recruiting - What it is, What it is Not, and Why You Need Recruiting Analytics Regardless

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Data analytics for recruiting is useless, unless it serves to improve your company’s recruitment program. With such a large amount of potential candidates, jobs, social networks, and methods of communication, it can be overwhelming to manage. It can also be not used at all or used for the wrong reasons. Even the buzzword “Big Data” is thrown about these days when should just be called data. The competition for top talent these days is anyone’s for the taking. You just have to make sure your recruiting campaigns are paying off, you are looking for the right candidate profiles, you are looking for candidates in the right part of the internet, and your recruitment message speaks to the right individuals.

In this webinar, Mark Tortorici will talk about what Big Data is, what it is not, and how using any data can help your company’s recruitment program. We’ll talk about trends in recruiting, trends with candidates, and how to identify them quickly through different micro-blogging and media sites. Mark will also discuss ways to track your campaigns, postings, and social messaging in a way that lets you know whether if it’s working or not. We’ll look at job postings and how your traditional descriptions could be hurting your ROI for your Monster/Indeed postings. We’ll also talk about ways to tweak your recruitment branding and message based off of your findings. And finally, we’ll talk about no-cost tools that can help you do this.

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Big Data Recruiting - What it is, What it is Not, and Why You Need Recruiting Analytics Regardless

  1. 1. big data RECRUITING Mark Tortorici Sourcing, Recruiting & Training Manager Transform Talent Acquisition mark.nexus@gmail.com
  2. 2. about Mark Tortorici Mark Tortorici is the Founder & Training Expert at Transform Talent Acquisition. Since 1997, Mark has trained thousands of technical staffing professionals including hundreds at Google, where he taught sourcers and recruiters onsite throughout the company’s global staffing organization. Other companies include Facebook, Tagged, Apple, eBay, Yahoo, and AppNexus. Mark also helped launch the MARS (Master Accreditation in Recruiting and Sourcing) certification program with netPolarity, which creates expert staffing professionals with little or no previous industry experience. He has managed staffing teams with great success and is an expert technical sourcer.
  3. 3. what is it? Big Data
  4. 4. what is it? Big Data
  5. 5. what is it? What is Big Data? •Everyone talks about it • Everyone thinks everyone else is doing it • So everyone says they are doing it • Even though they don’t know what is Big Data
  6. 6. how do we get it? Big Data
  7. 7. how do we get it? Big Data Recruiting Programs – A lot of data can be collected from your recruitment programs, postings, messaging, and strategies
  8. 8. how do we use it? • How do you collect the data, figure out what works, and what doesn’t? • Analytics
  9. 9. where are we going? • You may not understand • But you can still utilize • If you know where you are going • So let’s start
  10. 10. what is it? Big Data – What is it? Big Data
  11. 11. what is it? Let’s take a step back and EXPLAIN: Big Data
  12. 12. what is it? Big Data is defined by 3 characteristics: Big Data
  13. 13. what is it? Big Data Big Data is defined by 3 characteristics: 1.Exponentially growing volumes of data: TB (terabytes) growing in PB (petabytes)
  14. 14. what is it? Big Data Big Data is defined by 3 characteristics: 1.Exponentially growing volumes of data: TB (terabytes) growing in PB (petabytes) 2.Growing variety of data: Structured
  15. 15. what is it? Big Data Big Data is defined by 3 characteristics: 1.Exponentially growing volumes of data: TB (terabytes) growing in PB data that falls into an easily (petabytes) understandable data model format like numerical, currency, phone numbers, names, etc 2.Growing variety of data: Structured
  16. 16. what is it? Big Data Big Data is defined by 3 characteristics: 1.Exponentially growing volumes of data: TB (terabytes) growing in PB (petabytes) 2.Growing variety of data: Structured AND Unstructured
  17. 17. what Big Data is it? Big Data is defined by 3 characteristics: data which has no specific 1.Exponentially growing volumes of data: TB (terabytes) growing in PB format and requires machine learning or (petabytes) algorithms to understand the variety of images, audio, text – sometimes combined together 2.Growing variety of data: Structured AND Unstructured
  18. 18. what Big Data is it? Big Data is defined by 3 characteristics: data which has no specific 1.Exponentially growing volumes of data: TB (terabytes) growing in PB format and requires machine learning or (petabytes) algorithms to understand the variety of images, audio, text – sometimes combined together 2.Growing variety of data: Structured AND Unstructured 3.Changing in real-time: By the time you analyze the data it has already changed
  19. 19. understand technology Example
  20. 20. understand Customer Data Operational Flat Files CRM technology
  21. 21. understand Customer Data Extract Operational Extract Extract Flat Files Extract CRM technology
  22. 22. understand Customer Data Extract Operational Extract Extract Flat Files Extract CRM technology
  23. 23. understand technology Customer Data Extract Operational Extract Load Extract Flat Files Extract CRM
  24. 24. understand technology Customer Data Extract Operational Extract Load Extract Flat Files Extract CRM Data Warehouse
  25. 25. understand technology Customer Data Extract Operational Extract Load Data Warehouse Extract Flat Files Data Mart Extract CRM Data Mart Data Mart
  26. 26. understand technology Customer Data Extract Operational Extract Load Data Warehouse Extract Flat Files Data Mart Extract CRM Data Mart Data Mart
  27. 27. understand technology Data Mining Data Warehouse Data Mart Data Mart Reporting BI tools Data Mart Data Analytics
  28. 28. who uses it? Who stores, processes, and acts on Big Data?
  29. 29. who uses it? Who stores, processes, and acts on Big Data?
  30. 30. who uses it? • Companies moving large amounts of transactional data: Google, Amazon, Facebook, Twitter, large ecommerce corporations, and advertising platforms/exchanges like AppNexus, Doubleclick and Facebook Exchange Ads to name a few.
  31. 31. who uses it? • Companies moving large amounts of transactional data: Google, Amazon, Facebook, Twitter, large ecommerce corporations, and advertising platforms/exchanges like AppNexus, Doubleclick and Facebook Exchange Ads to name a few. • Also application service providers, cloud computing providers, video content providers, etc.
  32. 32. who uses it? • Companies moving large amounts of transactional data: Google, Amazon, Facebook, Twitter, large ecommerce corporations, and advertising platforms/exchanges like AppNexus, Doubleclick and Facebook Exchange Ads to name a few. • Also application service providers, cloud computing providers, video content providers, etc. • The volume and volatility of the data are so great, that companies have entire engineering teams dedicated to storing, transforming, and analyzing this data.
  33. 33. who uses it? So probably 99% of you in this webinar aren’t personally running a Big Data operation
  34. 34. who uses it? So probably 99% of you in this webinar aren’t personally running a Big Data operation I know some of you thought you had it, or always had it
  35. 35. who uses it? But that’s ok – As staffing professionals, we still need to:
  36. 36. who uses it? But that’s ok – As staffing professionals, we still need to: •Make sure our recruiting campaigns are paying off
  37. 37. who uses it? But that’s ok – As staffing professionals, we still need to: •Make sure our recruiting campaigns are paying off •We are looking for the right candidate profiles
  38. 38. who uses it? But that’s ok – As staffing professionals, we still need to: •Make sure our recruiting campaigns are paying off •We are looking for the right candidate profiles •We are looking for candidates in the right part of the internet
  39. 39. who uses it? But that’s ok – As staffing professionals, we still need to: •Make sure our recruiting campaigns are paying off •We are looking for the right candidate profiles •We are looking for candidates in the right part of the internet •Our recruitment message speaks to the right individuals.
  40. 40. who uses it? But that’s ok – As staffing professionals, we still need to: •Make sure our recruiting campaigns are paying off •We are looking for the right candidate profiles •We are looking for candidates in the right part of the internet •Our recruitment message speaks to the right individuals. •We can figure out what the data means and what we can do with it
  41. 41. where is it? Places we’ve seen Big Data + Recruiting
  42. 42. where is it? Places we’ve seen Big Data + Recruiting Employee performance predications: •To gather data from multiple sources •Pre-hire and post-hire •Predict which hires will perform well •Predict how companies can improve employee longevity.
  43. 43. where is it? Places we’ve seen Big Data + Recruiting Flipside: •Not proven to not be reliable. •Even Google has not been able to find consistent trends when it comes to hiring employees •Some of the best employees I’ve ever hired did not have one shred of work experience in the industry • Other “experienced” candidates turned out to be lower performers. Predictive human behavior in life-changing circumstances like choosing a job, is iffy at best.
  44. 44. where is it? Places we’ve seen Big Data + Recruiting Data aggregation tools •For identifying, sourcing, and mining candidates: TalentBin, Dice OpenWeb, Entelo, etc. •Great tools that cut down on time spent sourcing candidates •Not really “Big Data” in the technical sense. The information is not changing at a very fast rate. The information is being pulled from profile pages, wordpress, social networks, microblogging sites, etc.
  45. 45. where is it? Places we’ve seen Big Data + Recruiting Flipside: •Unless everyone in the world is changing their Linkedin profile, Twitter Bio, interests, company and username every second, it doesn’t qualify as “Big Data” •Although Twitter posts, Google+ posts, and your Facebook Wall match the “Big Data” qualifications: Volume, Velocity, and Variety. • These social data aggregation tools are focusing more on the profiles, bios, companies, etc.
  46. 46. where is it? Places we’ve seen Big Data + Recruiting Recruitment strategies & programs •How to analyze & act on them •Creating multi-faceted recruitment programs, customizing, tracking, analyzing, and refining them based on the information variables.
  47. 47. where is it? Places we’ve seen Big Data + Recruiting Recruitment strategies & programs •How to analyze & act on them •Creating multi-faceted recruitment programs, customizing, tracking, analyzing, and refining them based on the information variables. •So let’s take a look at this!
  48. 48. who uses it? Recruiting Programs and Strategies The goal of “Big Data” + recruiting for our purposes today is to understand the context of the data (candidates & postings) that is out there.
  49. 49. who uses it? Recruiting Programs and Strategies We want to get a ROI for our efforts. This means customization of the brand, messaging, job postings… whatever!
  50. 50. who uses it? Recruiting Programs and Strategies We then want to analyze the hits, clicks, responses, likes, +1’s, emails, applications, tweets, or retweets in order to figure out what is working and what is not.
  51. 51. who uses it? Recruiting Programs and Strategies This process can be very time consuming if done individually and by hand. There are many software programs, automation tools, and websites that can help you. Some are paid for, others are free.
  52. 52. who uses it? A step-by-step process could look something like this:
  53. 53. who uses it? A step-by-step process could look something like this: Create and refine your existing career brand (job portal, FB page, LI page, Twitter, job boards, etc.)
  54. 54. who uses it? A step-by-step process could look something like this: Identify our candidate pools, markets, and networks Create and refine your existing career brand (job portal, FB page, LI page, Twitter, job boards, etc.)
  55. 55. who uses it? A step-by-step process could look something like this: Identify our candidate pools, markets, and networks Create and refine your existing career brand (job portal, FB page, LI page, Twitter, job boards, etc.) Decide which recruitment programs are viable
  56. 56. who uses it? A step-by-step process could look something like this: Identify our candidate pools, markets, and networks Create and refine your existing career brand (job portal, FB page, LI page, Twitter, job boards, etc.) Decide which recruitment programs are viable Craft messages that are customized for each audience and/or network
  57. 57. who uses it? A step-by-step process could look something like this: Identify our candidate pools, markets, and networks Create and refine your existing career brand (job portal, FB page, LI page, Twitter, job boards, etc.) Decide which recruitment programs are viable Craft messages that are customized for each audience and/or network Execute those programs
  58. 58. who uses it? A step-by-step process could look something like this: Identify our candidate pools, markets, and networks Create and refine your existing career brand (job portal, FB page, LI page, Twitter, job boards, etc.) Decide which recruitment programs are viable Craft messages that are customized for each audience and/or network Analyze the responses, look for the trends in the data, and make adjustments to improve Execute those programs
  59. 59. who uses it? A step-by-step process could look something like this: Identify our candidate pools, markets, and networks Create and refine your existing career brand (job portal, FB page, LI page, Twitter, job boards, etc.) Decide which recruitment programs are viable Craft messages that are customized for each audience and/or network Analyze the responses, look for the trends in the data, and make adjustments to improve Execute those programs
  60. 60. Create & Refine Your Brand Graphic from ACS Advertising
  61. 61. Create & Refine Your Brand • When creating your recruiting strategies or programs, think • Where will people end up? • Where will you direct them? • If your end content is bad (whether it’s a job posting, landing page, youtube video, Facebook page), then you will see a dramatic drop in interest and click-throughs.
  62. 62. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 1.Bad job postings
  63. 63. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 1.Bad job postings • How many of these have we seen? Especially if you are taking stream-of-consciousness dictation from a hiring manager.
  64. 64. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 1.Bad job postings • How many of these have we seen? Especially if you are taking stream-of-consciousness dictation from a hiring manager. • The art of recruiting is many things combined together including marketing. There is a reason why the hiring manager has his job and you have yours.
  65. 65. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 1.Bad job postings • How many of these have we seen? Especially if you are taking stream-of-consciousness dictation from a hiring manager. • The art of recruiting is many things combined together including marketing. There is a reason why the hiring manager has his job and you have yours. • Postings shouldn’t read like a laundry list. They should focus on the product or service, along with the culture of the company and dynamic of the group the candidate will be working in.
  66. 66. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 2.Bad micro-blogging
  67. 67. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 2.Bad micro-blogging • Everyone knows what micro-blogging is (I hope!)
  68. 68. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 2.Bad micro-blogging • Everyone knows what micro-blogging is (I hope!) • But posts that just say “software engineer opening in seattle, WA #job” don’t tell me anything or make me want to click the link.
  69. 69. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 2.Bad micro-blogging • Everyone knows what micro-blogging is (I hope!) • But posts that just say “software engineer opening in seattle, WA #job” don’t tell me anything or make me want to click the link. • Even though we’re talking 140 characters, you can put some messaging into your tweets, IM status, or text messages.
  70. 70. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 2.Bad micro-blogging • Everyone knows what micro-blogging is (I hope!) • But posts that just say “software engineer opening in seattle, WA #job” don’t tell me anything or make me want to click the link. • Even though we’re talking 140 characters, you can put some messaging into your tweets, IM status, or text messages. • Instead the post could have been: “Are you passionate about UX? If you dream in design mockups, then this is for you #ux #jobs”
  71. 71. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 3.Bad social media landing pages
  72. 72. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 3.Bad social media landing pages • For some companies, these can be a main source of traffic besides their website.
  73. 73. Create & Refine Your Brand The things that can hurt your chances of measuring the data successfully are: 3.Bad social media landing pages • For some companies, these can be a main source of traffic besides their website. • Testimonials, company culture, exciting work, cool products and services should be the focus
  74. 74. identify markets and networks
  75. 75. identify markets and networks Birds of a feather flock together, but not all birds hang out in the same place.
  76. 76. identify markets and networks
  77. 77. identify markets and networks When identifying: 1.Do the obvious • Find Linked groups related to your company or products or technology • Find Meetups and associations related to your company or products or technology
  78. 78. identify markets and networks When identifying: 2.Look for other groups • There could be local chapters that have a concentrated number of possible candidates • For example, try searching to a type of organization or association based on subject • Here is an example search in Google for Biotech associations and organizations: biotech (association OR organization) members
  79. 79. identify markets and networks When identifying: 3.Discover Twitter trends • Use Twitter tools to look at trending topics • Sites like Followerwonk, Tweetadder, or just #hashtag searches can help you identify trending topics and who is talking about what
  80. 80. identify markets and networks When identifying: 4.Use traffic tools • Also use web traffic tools like Alexa and TrafficEstimate in order to see which websites people travel from and where they go after
  81. 81. identify markets and networks • Remember that some types of candidates only hang out or network in specific places • If you are running the same campaign for every job you recruit for, then you are missing the boat
  82. 82. identify markets and networks • You will know the candidates are out there, but you just can’t get to them
  83. 83. identify markets and networks • Like being trapped on a desert island with no way to escape!
  84. 84. identify markets and networks • Like being trapped on a desert island with no way to escape! But why is the rum gone?!?!
  85. 85. which to use? Well we know you don’t have time to rewrite a new web page for every single marketing idea you have. Recruitment Programs
  86. 86. which to use? Well we know you don’t have time to rewrite a new web page for every single marketing idea you have. But we can focus on things that are more within your control… Recruitment Programs
  87. 87. which 1 to use? Recruitment Programs Job Postings – focus on what we talked about before: •No laundry list postings •Focus on the product or service •Along with the culture of the company and dynamic of the group
  88. 88. which 2 3 to use? Recruitment Programs There are unlimited paid and free tool to help you job posting and recruiting analytics: eQuest, Broadbean, ZipRecruiter, Wanted Analytics, to name a few. Micro-blogging posts, tweets, IM status, etc – focus on what talked about before: •Not generic •Speaking to the audience
  89. 89. which 4 to use? Recruitment Programs Social Media profiles: •Linkedin, Google+, Facebook, Twitter profiles, etc. •If you work at a company, then tell people why they should work there as well! •Talk about the cool technology, the people, the services, the culture….EVERYTHING!
  90. 90. which 5 to use? Recruitment Programs Candidate Emails – Can be good or bad: •Mass emails never get people’s attention – they don’t make you feel special •Instead, craft a more personalized message that speaks to the candidate, talks about their experience, asks them why they like what they do •THEN talk about the cool things that your company is doing. It’s better than using a template like “Hi [first name] – How are you doing? I see you’re working at [company name]. I am recruiting for….”
  91. 91. which 6 to use? Recruitment Programs Multimedia – if you have the time, put some work into media posts: •I’ve seen creative recruiters and sourcers put together amateur videos that talk about the cool things their company is doing & the group they could be working with •You don’t have to be Steven Spielberg to make one of these, a phone camera and a simple video editing tool can do it •These are the types of posts that go viral and draw HUGE traffic if done in a way that seems cool and honest.
  92. 92. execute the programs
  93. 93. execute the programs
  94. 94. execute the programs • This is where using automated tools can REALLY speed things up for you
  95. 95. execute the programs • Tools like Yoono, SocialOomph, and Hootsuite can be used to send out your messages with one click • Use these especially for your microblogging posts and status updates • For full blown marketing emails, MailChimp is an easy and free tool to track results
  96. 96. execute the programs • Sites like Bit.ly and Ow.ly can be used to view which links have been clicked on and how many times • A smart way to track and execute your programs is to create different micro-urls for each social media site • That way you can see what messaging works where
  97. 97. analyze the data
  98. 98. analyze • the data Track the clicks and campaigns – which are working and which are not?
  99. 99. analyze the data • Track the clicks and campaigns – which are working and which are not? • Use Bit.ly, Ow.ly, and MailChimp for the free versions
  100. 100. analyze the data • Track the clicks and campaigns – which are working and which are not? • Use Bit.ly, Ow.ly, and MailChimp for the free versions • Use Google Analytics, Twitter Analytics, and Clickmeter for the paid ones
  101. 101. analyze the data • Track the clicks and campaigns – which are working and which are not? • Use Bit.ly, Ow.ly, and MailChimp for the free versions • Use Google Analytics, Twitter Analytics, and Clickmeter for the paid ones • The paid ones are also good because of the ability to track all clicks and visitors to any of your websites, whether or not you created an outgoing campaign to direct traffic for them.
  102. 102. analyze the data • Look for trends within the different data points • This is the closest thing that we have to the “Big Data” concept and closer to Data Analysis and Business Intelligence • In fact, Recruiting Intelligence is a better term for it.
  103. 103. example recruiting intelligence
  104. 104. example recruiting intelligence • You see rising hits to a particular company webpage or job posting job posting or website
  105. 105. example recruiting intelligence • You see rising hits to a particular company webpage or job posting 10% job posting or website
  106. 106. example recruiting intelligence • You see that many of these click-throughs are coming from a particular posting that you set up on a social media site Facebook page Recent blog post Technical association job posting or website
  107. 107. example recruiting intelligence • You see that many of these click-throughs are coming from a particular posting that you set up on a social media site Facebook page Recent blog post Technical association job posting or website
  108. 108. example recruiting intelligence • You also see the websites people came from and where they went after viewing your site Facebook page Recent blog post Technical association Technical news site job posting or website Social landing page
  109. 109. example recruiting intelligence • You can also see which type of social profiles these candidates have and what their median interests are. Facebook page Recent blog post Technical association Technical news site job posting or website Social landing page
  110. 110. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like:
  111. 111. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Increasing the number of RELEVANT sites that you are posting to Facebook page Recent blog post Technical association Technical news site job posting or website Social landing page
  112. 112. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Increasing the number of RELEVANT sites that you are posting to Facebook page Recent blog post Technical association Technical news site job posting or website Post to similar sites Social landing page
  113. 113. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Post to different RELATED sites Facebook page Recent blog post Technical association Technical news site job posting or website Social landing page
  114. 114. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Post to different RELATED sites Add posts Facebook page Recent blog post Technical association Technical news site job posting or website Social landing page
  115. 115. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Go after certain “types” candidates that seem to be more interested in your postings and website Candidate A Candidate B Candidate C
  116. 116. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Change your messaging for candidates that you are NOT getting Stays on page leaves page applies / emails
  117. 117. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Change your messaging for candidates that you are NOT getting Stays on page leaves page Change messaging for these types applies / emails
  118. 118. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Look at the organizations, associations, meetups, that candidates belong to and change your recruitment marketing focus accordingly
  119. 119. example recruiting intelligence By combining this information and looking at it side by side, we can make adjustments to the campaign like: •Flag tweets, postings, IM’s, social status postings for content that is related to your company, products or technology (this can be done with AI / machine learning software built into enterprise software analytics). #your company #your technology #your competitors
  120. 120. in SUMMARY • Using any data, whether it’s big or small, is important for recruiting professionals & companies • Target your messages to speak to the individual, group, or audience • Remember to change your messaging around – it may always work first time around! • Look at the data, clicks, tweets, and figure out the trends of your potential candidates
  121. 121. any QUESTIONS? Mark Tortorici | Staffing & Training Manager | Transform Talent Acquisition | mark.nexus@gmail.com
  122. 122. big data RECRUITING Special thanks to ERE for organizing this presentation www.transformtalentacquisition.com Mark Tortorici | Staffing & Training Manager | Transform Talent Acquisition | mark.nexus@gmail.com

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