By the Numbers: Where's the $$$ in Outbound Hiring?

Aadil Bandukwala
Outbound Hiring Evangelist, Belong
@aadil
Speakers
Ritu Bhatia
VP Human Resources, Genpact
@RituBh
Satish Manne
Sr. Director, TA, Cognizant
@SatishManne
#OutboundAllStar

“The goal is to turn data into information, and
information into insight.”
CARLY FIORINA
Former President of HP  
#OutboundAllStars

TOP METRICS TO MEASURE THE EFFECTIVENESS OF YOUR OUTBOUND
STRATEGY
In today’s webinar:
TALENT METRICS
BRAND METRICS
IMPACT METRICS
WHERE IS THE $$$ VALUE IN OUTBOUND?
SOURCE ATTRIBUTION AND HOW TO IMPROVE YOUR SOURCING
ROI
HOW TO MEASURE THE REACH AND SUCCESS OF
YOUR  
EMPLOYER BRAND
1
2

What you need are statistics that reliably reveal cause and effect.
These have two defining characteristics: They are persistent, showing that the outcome of
a given action at one time will be similar to the outcome of the same action at another time;
and they are predictive - there is a causal relationship between the action the statistic
measures and the desired outcome.
Importance of Metrics
© 2018 Belong Technologies India Pvt. Ltd.
THE OUTBOUND ALL STARS RECRUITER SERIES
To determine which statistics are useful, you must ask two basic questions.
 
First, what is your objective?
Second, what factors will help you achieve that objective?

Most common metrics measured today
Time to Hire
have you considered all costs
involved in a hire? This might
include advertisements, social
media spend, hiring manager
time, recruiter fees, and more!
From the time you advertise
your vacancy, how much time
passes before the successful
candidate starts?
How many formal offers did you
have to extend before you
ultimately filled the role?
Cost of Hire Offer : Acceptance Ratio

KPIs are a recruiting necessity, but recruiting managers often get it totally
wrong when they’re figuring out how to measure recruiter performance. 
 
 
 
For some, it’s all about the bottom line –  
they only care about the number of placements made by each
recruiter. 
 
On the surface, these metrics might look pretty, but they don’t give a true
indication of performance. 
The need for new metrics

Shifting Paradigms

Benefits  
of new metrics
Drive the strategy and direction of
the organization
Provide focus for an organization,
department or employee
Help make decisions
Drive performance
Change and evolve with the
organization
Produce good internal and external
public relations

STRATEGY
Measurement & Metrics
TALENT METRICS
BRAND METRICS
IMPACT METRICS
ROI
YOUR  
EMPLOYER BRAND
1
2

What are Outbound metrics?
#OutboundAllStars
4
Impact Metrics
1 2
Efﬁciency
Metrics
Talent Brand
Metrics

Talent Brand Metrics
Brand Engagement:  
How engaged are candidates with your brand? How likely is it that candidates
would open your emails based on their awareness of your employer brand? 
 
Brand Experience:  
How likely is it that candidates will evangelise your brand based on their
experience with you?  
 
New Hire Experience:  
How easy have you made it for new employees to see success, and feel like
part of the team?
1
2
3

THE OUTBOUND ALL STARS RECRUITER SERIESTHE OUTBOUND ALL STARS RECRUITER SERIES
Brand Engagement1
Organizations that invest in employer branding are 3X more
likely to make a quality hire.  
 
Brand Engagement represents a longer-term, holistic measure of a candidate’s total
brand experience and their level of engagement.Engagement involves measuring
the actions that candidates take: number of candidates that visit your career site,
how long they spend on your website, opening your emails, referring the
brand to friends and family, clicking an ad or downloading a brand's mobile
app.

By using real employees in
their videos, Facebook is
able  
to give potential candidates
an authentic glimpse into
what their life at the company
could be like—including a
peek into the sorts of offices
they could be working in.
Brand Engagement Example : Facebook1

Brand Engagement Metrics1
Response
Rate
% of candidates who
repond to your
outreach
REFLECTS:
REFLECTS:
% of candidates
responding positively to
outreach
% of candidates who
drop off hiring funnel
before being
qualiﬁed/disqualiﬁed
Am I able to engage my Target
Talent?
Does my Talent pool engage
positively with me?
What percentage choose to
disengage?
Positive
Response
Rate
Drop-off
Rate
What does it answer?METRICS Why does it matter?
Power of employer brand
Ability of recruiting to excite
candidate
Quality of candidate experience
Perceived value of the
opportunity
Ability of recruiting and business
to keep candidate interested

Brand Experience2
Organizations that invest in a strong candidate experience improve their
quality of hires by 70%, 
 
And,  
 
According to CareerArc’s 2016 State of the Candidate Experience, 72% of
job seekers that had a bad experience told others about it, either online or
in-person.

Brand Experience Metrics2
Your Talent Promoter Score (TPS) will check up on how likely a candidate will be to
recommend your organization, based on their own experience with you.
 
Typically, Talent Promoter Score is measured by asking candidates a simple
question: 
 
 
 
 
“On a scale of 0-10 how likely are you to recommend applying
to  
(our company) to a friend?”

Brand Experience Metrics2
 
Candidates who rate you 9 or 10
are your brand promoters and
are more likely to champion
you with their friends and
networks. 
 
Candidates who rate you 0-5 are
more likely to criticize you and
detract their friends and peers
from applying to you.  
 
Candidates who rate you 6-8
are passive and likely will
neither recommend nor
criticize you.

New Hire Experience:3
That’s why it is critical to check in with new hires to understand their experience,
what worked, and more importantly - what didn’t. 
 
Systematic feedback at 30, 90 and 180 days help organizations spot potential
problems before they happen or escalate. Asking new employees for their
insights, especially in the early weeks and months of their employment,
reinforces their value and their employer’s gratitude.
69% of employees are more likely to stay with a company for
three years if they experienced great onboarding

New Hire Experience: Valve3

New Hire Experience:3
Periodic surveys to check on a new hire’s experience can help boost employee
engagement, retention rates, new hire productivity, and the company’s bottom line.
Your survey questions could include:
Did the new hire feel comfortable and welcomed into their team? 
 
Did the manager/leader clearly communicate the expectations,
deliverables and metrics of the role? 
Did the new hire receive helpful training and resources to succeed in their
role? 
 
Did the new hire receive helpful feedback or answers to any questions/
concerns they may have had?

Efficiency Metrics
Funnel Efficiency:  
Efficiency metrics give you an immediate overview of your pipeline health,
helps identify at which stage the maximum drop-off’s are happening, and
helps hypothesize and gain insights into where the process could use
improvements 
 
Recruiter Efficiency:  
While metrics like the number of profiles sent to HMs, Time to Fill and
Number of hires are still important, new metrics like Shortlist to interview ratio,
feedback from HMs and Candidates can help bring a more holistic
understanding of how successful a recruiter has been, and will be.  
1
2

Efficiency Metrics
Funnel Efficiency1
Ability of recruiting to sourced
qualiﬁed talent
Positive
Response
Rate(Email)
No of candidates who
responded positively / No
of candidates engaged
REFLECTS:
No of candidates
engaged / No of
candidates interviewed
No of candidates
interviewed / No of
candidates offered
Am I able to engage my Target
Talent?
How effective are we at engaging
top talent to interview with us?
What percentage of our target
talent get through our interviews?
How effective is our post-offer
engagement?
What’s our overall efficiency?
Interview
Conversion
Rate
Offer
Conversion
Rate
No of candidates joined /
No of candidates offered
Join
Conversion
Level of effort needed to achieve
desired outcome
Pipeline Conversion
No of candidates joined /
No of candidates engaged
Pipeline
Conversion
Power of employer brand
Ability of recruiting to excite
candidate

Efficiency Metrics
Recruiter Efficiency2
It is critical to align with business,
offer valuable insights to build trust in
this relationship
As the face of the company, recruiters
can provide a positive or negative
impact
Ratio of
shortlist to
interview
No of candidates
shortlisted / No of
candidates HM approves
REFLECTS:
Qualitative feedback on
how candidate felt
interacting with the
recruite
Qualitative feedback on
how Hiring Manager felt
working with the recruiter
Recruiter’s understanding of the
requirement
How proactive and empathetic is
the recruiter during the hiring
process
How the recruiter is able to align
with HMs, industry trend
knowledge, etc
How engaged the candidate is,
and how likely he will drop off
Candidate
Feedback
Hiring
Manager
Feedback
The longer the ageing, the higher the
chance of drop off, therefore tracking
this is vital
Time spent by candidates
at each stage of the hiring
funnel
Ageing of
Candidates
Business/TA alignment
Capability of recruiter to deliver
relevant results

Impact Metrics
Hiring Success/ Failure Rate:  
As the conversation over recruiting impact shifts from cost to value, Talent
Acquisition leaders need to move towards demonstrating the impact of hiring
on core business metrics such as profitability and growth. 
 
Revenue Per Employee Ratio:  
Revenue per employee is a ratio that is calculated as company's revenue
divided by the current number of employees.  
 
Inter-Departmental Net Promoter Score (NPS):  
61% of Hiring Managers (HMs) say that recruiters have, at best, a low to
moderate understanding of the jobs for which they recruit. How can we fix
that?
1
2
3

Efficiency Metrics
Hiring Success/ Failure Rate:1
Do we know what’s our
acceptable hiring failure rate?
Hiring
Success
Rate
No of candidates
promoted in less than 12
months in given function /
No of candidates hired for
the function
Do we know what’s the impact of
hiring on business success?
No of candidates
promoted in less than 24
months in given function /
No of candidates hired for
the function
No of candidates let go in
less than 6 months in a
function / No of
candidates hired for the
function
What percentage of our hires are
unequivocal success?
a success?
unequivocal misﬁts?
misﬁts?
Hiring
Failure Rate
No of candidates let go at
end of 12 months in a
function / No of
candidates hired for the
function

Impact Metrics
Revenue Per Employee Ratio2
The Revenue Per Employee Ratio is the overall metric that ties revenue increase
your workforce is creating to the efforts of Talent Acquisition in hiring the workforce.
Because it is a metric that’s available in the public domain for most companies, it can
be used to compare the performance of companies in the same industry to show that
your workforce is more productive than your competitor’s.
Revenue Per Employee =
Net Revenue
Average Number of Employees

Impact Metrics
Inter-Departmental Net Promoter Score2
Regular inter-departmental NPS surveys can provide more real-time, solid insights
into whether hiring is on track to effectively impact business.
You can measure your NPS among your business counterparts or hiring managers by
asking them a simple question:
“On a scale of 0-10 how helpful do you find your Talent
Acquisition team in enabling you to meet your hiring goals?”

Define the metrics 
 
Secure buy-in from senior management and employees 
 
Understand what data is needed and how to collect it 
 
Measure and share the results 
 
Analyze and continuously optimize 
 
How to implement new metrics

STRATEGY
In this webinar:
TALENT METRICS
BRAND METRICS
IMPACT METRICS
ROI
YOUR  
EMPLOYER BRAND
1
2

Source of hire (SoH) shows what
percentage of your overall hires entered
your pipeline from each recruiting
channel or source (e.g. Outbound,
referrals, direct sourcing.)50 
Candidates
Referred 
Outbound
Job Boards
Events
Source of Hire

How to track the source of your best candidates
How many applicants came from each source; 
 
How many qualified applications were garnered from each
source; 
 
Where the short listed applicants were sourced; and ultimately 
 
Where the successful candidate first heard about the position.
For every job vacancy, recruiters needs to know:

Why source attribution is important:
Direct more resources to the most valuable channels:
Knowing which sources perform well consistently, helps when
creating your sourcing strategy, and planning your budget for
hiring.  
 
Drop or adjust lagging sources: What works for one role,
may not work for another - so tracking which channels work
on a role-based level, helps recruiters stop wasting resources
on certain channels, therefore leaving room (and resources)
to experiment.
At a minimum, tracking source of hire helps recruiters:

How to measure the reach and success of your
employer brand
A 2011 LinkedIn study of more than
2000 recruiters found that cost per
hire and turnover rates for companies
with solid employer brands are
respectively more than two times
lower and 28 times lower when
compared to those companies with
not so strong employer brand.
“Employer branding” is a term
referring to a company or
organization’s entire efforts to
promote itself as a desirable place
to work or the employer of choice
to a preferred target group of
potential hires which it desires to
recruit and retain.

How to measure the reach and success of your
employer brand
Positive response rate
Event attendance
Page visits & conversations
Quota questions, etc
DOs DON’Ts
Talent brand metrics reach
Impressions
Likes
Shares, etc

How Outbound hiring activities impact business
outcomes
Increases  
Brand
Awareness 
Builds  
Brand
Loyalty 
Improves
Retention
Improves  
Quality of Hire Increased
Productivity

ENGAGE
DELIGHT
INTERVIEW
OFFER
JOIN
F
L E
D
:
TARGET
Low Effort
+
High Accuracy
Personalized
Engagement
=
Great Candidate
Experience
OUTBOUND HIRING
Careers
Site
Job
Ads
We’re
Hiring!
Agency
ATS
b
m
APPLICANTS
QUALIFY
SCREEN
INTERVIEW
OFFER
JOIN
High Effort
+
Low Accuracy
Transactional
Engagement
=
Bad Candidate
Experience
INBOUND HIRING
Recap of Outbound

Targeted: Discovering relevant candidates
Candidate-Focused: Candidate Drop off /
Taking up counter offers
Personalised: Improving relationship
with Hiring Managers
Talent Acquisition and Business:
Importance of market research,
data and analytics in recruitment
People who Succeed: Standing out
from other companies, getting
candidate attention
Outbound Hiring is a targeted,
candidate-focused approach that
coordinates personalized talent
acquisition and business efforts to
hire people who succeed in your
company.
Outbound: the Future of
Recruitment

Thank You !

By the Numbers: Where's the $$$ in Outbound Hiring?

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to By the Numbers: Where's the $$$ in Outbound Hiring?

Similar to By the Numbers: Where's the $$$ in Outbound Hiring? (20)

More from Belong

More from Belong (8)

Recently uploaded

Recently uploaded (20)

By the Numbers: Where's the $$$ in Outbound Hiring?