Why Recruiting Leaders Should Learn to Love Data | Talent Connect Vegas 2013

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The term "Big Data" is becoming de rigeur, but in reality recruiting leaders still have an uneasy relationship with analytics. Leaders from Teradata and Sun Life Financial share how they embracing data to improve their recruiting strategies, results, and talent brand initiatives.

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Why Recruiting Leaders Should Learn to Love Data | Talent Connect Vegas 2013

  1. 1. Why Recruiting Leaders Should Learn to Love Data Ann Barrett Director, eRecruitment & Social Media Strategy Gordon Davidson Director, Talent Acquisition, Teradata
  2. 2. #intalent
  3. 3. Building Metrics Data: Raw data points from a variety of sources Metrics: What and who are we measuring? Analysis: What are the metrics telling us? Analysis Data Metrics #intalent
  4. 4. 2012 Opportunities Sourcing • Tracked staffing agency spend consistently in ATS • Shift to a pro-actively recruitment model • Expand sourcing to social media channels (e.g. LinkedIn, Facebook, Twitter, etc.) Branding • Update our branding images • Market employment branding messages Metrics • Set expectations with Recruiters on what channels we wanted them to use to ensure channels were being used effectively • Measure Recruiter performance using our new strategy • Evaluate yield, spend and ROI of our sourcing channels #intalent
  5. 5. Using Metrics to Measure ROI Our goal was to consolidate our recruitment efforts through LinkedIn as our primary sourcing channel.  ROI was measured in a number of different ways:  Engagement  Branding  Recruitment Operations:  Recruiter Performance  Recruitment Operational Results #intalent
  6. 6. Choosing What to Measure Traditional measures in a changing recruitment landscape would only tell part of the story. To understand the true impact of social recruiting, we had to include new measures to give us the big picture. Our Dashboard  Engagement:  Followers, In Mail acceptance, views  Branding:  Reach, Number of employees, shares  Operations:  #Hires, CPH, #applications, #searches, #InMails #intalent
  7. 7. Measuring Engagement & Branding Candidates want to get to know your company so they can form an option. Takeaway: Consider including the following measures to see the bigger picture  Engagement: Followers, In Mail acceptance rate  Branding: Reach, shares #intalent
  8. 8. Building Followers Through Engagement  As we began 2012, we focused on engagement through our LinkedIn company and careers pages.  Promoting our employment brand and posting regular company updates helped to foster engagement and build relationships.  ROI  Increased number of followers by 46%. Cost $0. Number of Sun Life Followers on LinkedIn 2012 Takeaway: Use your company pages as way to build brand awareness 30,000 25,000 20,000 15,000 10,000 5,000 0 Q1 Q2 Q3 Q4 #intalent
  9. 9. Creating Candidate Pipelines via Manager Engagement # of LinkedIn Applicants  Recruiters started to imbed discussions about social media into their intake conversations.  Managers now had an active way to participate in the recruitment process by Q1 Q2 Q3 Q4 cross promoting opportunities and identifying Takeaway: Encourage Managers and people in their network on employees to use LinkedIn to identify potential LinkedIn. candidates. ROI Increase if 330% in LinkedIn application volume in 2012. #intalent
  10. 10. Measuring Brand Effectiveness  Our LinkedIn career pages promoted our regional content and built brand consistency.  Recruiters acted as front line brand ambassadors.  Employees acted as secondary brand ambassadors. They provided insight into our environment and people. Takeaway: Develop a LinkedIn Profile Standard for Recruiters to build a consistent look and feel. ROI Over 600K+ Work with Us Ad impressions; cost worked out to 4₵ per impression. #intalent
  11. 11. Recruiter Operational Metrics We had to ensure our Recruiters were also committed to using the tools we invested in:  Identified metrics to hold Recruiters accountable to.  Communicated metrics and guidelines around what will be measured and how and frequently they would be measured  Build transparency by communicating results. Address those who are not performing and reward those who exceed. Takeaway: Set expectations on Recruiter performance and hold them accountable for their results. #intalent
  12. 12. Recruitment Operations Metrics • Setting expectations on tool usage and imbedding them into performance measures helped to increase our yield. • Our lowest cost per hire (Recruiter Seat) on LinkedIn was $104/hire. Cheaper than any paid advertising or Staffing Agency. LinkedIn Sourcing # of Searches Performed # of InMails Sent Q1 Q2 Q3 Q4 2012 LI Cost per Hire by Recruiter Canada $1,800 $1,600 $1,400 $1,200 $1,000 $800 $600 $400 $200 $0 #intalent
  13. 13. Analysis • Understanding our source channel performance provided us with the tangible data to adjust our sourcing strategy and dollar spend in 2013. • ROI Reduced tangible sourcing dollar spend by 25%. • Takeaway: Analyze data to understand trends. Make decisions based on trending. #intalent
  14. 14.  2,400+ Customers  10,000+ Employees  Top 10 U.S. Software Company Consulting/ Support Services Integrated Marketing Management Data Warehousing SaaS/Cloud Big Data Analytics Teradata Unified Data Architecture™/ Workload-Specific Data Warehouses #intalent
  15. 15. Why We Love Data Talent Direct Campaigns EMEA/Nordics US Sales & IT California Software Engineers SouthEast Asia Performance 1.32% CTR 1.34% CTR 2.85% CTR 2.81% CTR • Targeted recipients (location, title, job function, key words) • Create message • Conduct InMail campaign • Build talent pipeline #intalent
  16. 16. Leverage Media Interest & Company Brand #intalent
  17. 17. Communicate your brand… passionate about our work and communities With 3 of every 5 hires attributed to employee networking and referral, communicating brand is key #intalent
  18. 18. Understand employees’ as brand ambassadors  Targeted e-mail communication to employees to market openings  Recruiter messaging customized for audience Target the message, audience and jobs Track the results #intalent
  19. 19. LinkedIn Brand Index Actions  Talent Direct Campaigns  Recruiter Seats and Job Postings Slots  Career Home Pages  Work with Us  Monthly recruiter meetings  Sharing Wins  Social Media Network Call  Recruiter Reviews  Sharing Results across company #intalent
  20. 20. LinkedIn as a Source 4x increase #intalent
  21. 21. Teradata’s Talent Brand Index Teradata’s Talent Brand Index has nearly tripled in past year, exceeding peers Reach 1,423,510 Members Engaged followers are 78% more likely to accept recruiter InMails and 6x more likely to view our LinkedIn Career Page 461,001 Members Engaged Teradata Brand Index Trends Teradata was among the top 10 brand movers for mid-sized companies 32% Talent Brand Engagement Talent Brand Reach = 32% Talent Brand Index #1 of 10 Peers • Brand Reach is the number of people who are familiar with Teradata through viewing employee profiles or connecting with employees • Brand Engagement is the number of people who have proactively shown an interest in Teradata by researching, following or viewing /applying for Teradata jobs on LinkedIn LinkedIn Confidential ©2012 All Rights Reserved Weaker employer brand Employer of choice #intalent
  22. 22. Key Take Aways Data helps you:  Focus on what is making a difference in your efficiency and effectiveness  Keep pace with your changing environment  Anticipate so you can proactively manage your efforts and investments for the future  Understanding your data is a process #intalent
  23. 23. Thank You Questions? #intalent

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