How Transport for London transformed their recruitment strategy with data

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Charlotte Johns
Head of Recruitment Operations
Transport for London

2
Day-to-day operation of the Capital’s public transport network
We also control 580km network of main roads and all of the city's 6,000 traffic lights
Every day around 24 million journeys are made across our network.
Buses London River Services
Tube network Victoria Coach Station
Docklands Light Railway Emirates Air Line
Overground London Transport Museum
Tramlink Congestion Charging Scheme
Barclays Cycle Hire Taxi and Private Hire regulation

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 3
Team Hires 2014/15*
Operational** 1,200
Head Office 2,500
Temporary Labour 1,800
Graduates / Apprentices 250
Total 5,750
* Projected January 2015
** Operational recruitment services are provided by a 3rd party

£2.4 billion savings target
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Internal transformation initiatives were identified to derive both Financial
and non-Financial benefits
• Recruitment Processes and Systems
• Talent Acquisition
• Performance Management
• Stakeholder Engagement

Recruitment Processes and Systems
REPORTING

Strategic:
Low cost
Efficient
Quality of hire focus
Proactive pipeline-based process
Reactive:
High cost
Labour-intensive
Applicant quantity focus
Req to req process
Developing
Foundational
Strategic
Traditional
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Talent Acquisition

Developing
Foundational
Strategic
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Talent Acquisition
Data
Established metrics
and benchmarks
Data driven decision
making
Jobs
Post-and-pray
Targeted engagement
to attract highly
qualified candidates
Talent segmentation
and prioritization
Jobs on niche boards
and social platforms
Sourcing
Reactive, over-reliant on
agencies
Engage with strong
pipeline of leads and
‘silver medalists’
Team-wide pipelining
with engaged talent
communities
Build internal capabilities
to focus on passive talent
Traditional Defined employer
brand strategy
Understanding
of employee
value proposition
Brand
Influential talent brand
engaging employees
and candidates

Direct Sourcing Solutions
• 25 Recruiter Licenses
• 120 Job slots (flexible)
• Job wrapping
Direct Sourcing
LinkedIn Solution
Employer Branding Solutions
• Dynamic Careers Page
• Employee Profile Ads
• 3 million Traffic Drivers
• 6 x Lead Generation InMail campaigns

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Job Applications Data
2,251
Jobs
Job Applications
Average Monthly
Applications*
Average Applications per
Job*
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Data includes all job applications initiated on LinkedIn.com (includes applies and apply clicks)
*Average for time period shown in graph

InMail campaigns create 354 leads for TfL
- £67.80 per lead
IM Talent Campaign
• Deployed 2500 InMails
• Open rate above industry average (~30%)
• Response rate above industry average (5%)
• 224 leads in recruiter folder
PPD Talent Campaign
• Deployed 2500 InMails
• Open rate meets industry average (~30%)
• Response rate above industry average (5%)
• 130 leads in recruiter folder

Impact of Investment

You are influencing hires through your investment
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 Political / Cultural Barriers to LinkedIn
– Business case for Investment
– Resistance to use of Social Media
– ‘Old boys’ network
– Employee Relations
 Team Barriers to LinkedIn
– Resistance to change
– Capability
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2013/14 targeted financial savings and productivity improvements
2014/15 has been all about completing the triangle and we have
concentrated on the Quality of service provision.
3 Key improvement objectives
 Candidate Experience
 Hiring Manager Involvement & Satisfaction
 Quality of Hire
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Moving Forward

SMART Recruitment
Year 2 - SMART Recruiting

• Longer term investment in a ‘fit for purpose’ solution
• Improved Recruiter license usage
• Business ownership of Careers Pages and updates
• Demand planning for Lead Generation Campaigns
• Updates on the market and the business
How does LinkedIn support

 Don’t be afraid to start the journey -
there’s never a perfect time!
 Use your data to define next steps and
support your business case
 Work with your resources and ask
for help and input
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3 Key Take Aways

Questions
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How Transport for London transformed their recruitment strategy with data

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