The Numbers Game: How to Use Data to Land Top Talent Kirsten Davidson, Head of Employer Brand at Glassdoor Lauren Ryan, Director of Talent Acquisition at Greenhouse

1. The Numbers Game: How to
Use Data to Land Top Talent!

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3. Speaker Highlights !
Kirsten Davidson! Lauren Ryan !
Head of Employer Brand, Glassdoor
Director of Talent Acquisition, Greenhouse

4. Hi! I’m Kirsten!
• Head of Employer Brand at
Glassdoor
• Former employer brand leader at
Visa and eBay Inc.
• Expert in building and sustaining
vibrant and inspired workforces
linkedin.com/in/kzdavidson

5. Talk Data to Me!
• Did you know the average U.S. employer spends about $4,000
and 52 days to hire a new worker? (Bersin by Deloitte, Talent
Acquisition Factbook, 2015)

6. Why We’re Here!
• The discipline of talent analytics has become a mandate for HR
and business leaders around the world

7. Today’s Agenda! • 5 Ways to Win With Talent
Analytics
• What to Measure: Recruiting Key
Performance Indicators (KPIs)
• Tips for Practical Application

8. How to Get Started!

9. 5 Ways to Win With Talent Analytics!

10. 1. Forecasting & Setting Budgets!
Use analytics to:
• Anticipate hiring needs
• Break down goals by job title & department
• Analyze key metrics to determine what’s working and where to
invest
• Compare sources of hires over time by job title and department

11. 2. Develop Supporting Programs!
• Employee referral program
• Mobile recruiting
• Employer branding
• Diversity initiatives

12. 3. Get Candidate Perspective!
• Put yourself in their shoes & test out every step of the experience
• What channels are they using to research you?
• Get feedback on your:
- Application process on desktop & mobile
- Interview process

13. 4. Refine Employer Message!
• Solicit feedback
• Monitor against competition
• Identify key strengths and weaknesses

14. 5. Develop Reporting Timeline!
• Schedule regular updates to share key metrics and explore:
- Success in meeting overall team goals
- Strength of employer brand – is it hurting or helping you attract
& retain talent?
- Diversity – are you attracting a range of talent or specific
talent?
- New tools and ideas

15. Getting Started !
• Align goals to business objectives/needs
• Determine Key Performance Indicators (KPIs)

16. Hi! I’m Lauren !
• Director of Talent Acquisition at
Greenhouse
• Former consultant and ops manger
at Google
• Process & data lover
@_LaurenRyan_
linkedin.com/in/leryan

17. Recruiting KPIs!

18. On KPIs!
• Key Performance Indicators
• Good KPIs are:
Key: focus on the most important metrics
Performance – related: about results, not activity
Indicators: signals and headlines; don’t tell the whole story

19. Recruiting KPIs: where to start!
SOURCING
INTERVIEWING
HIRING

20. 1. Number of QCs per Opening !
Recruiting’s version of a “Qualified Lead.”"
This means that in an application review, these candidates seem to have the
skills and experience required to warrant an early conversation. This serves as
a leading indicator that the interview funnel is filling up with qualified
candidates.

21. 2. Candidate Survey Results!
If you don’t ensure an excellent candidate experience, chances are high that
you will not be able to convert the candidate to a hire."
We find the percentage of people who answer “Yes” or “Strong Yes” to the
question “Overall, my candidate experience was a positive one” is a good
indicator of a positive candidate experience."
A Net Promoter Score from candidates is also a great way to capture this
information.

22. 3. Source to Close Days!
We measure source to close as the number of days between when a
candidate applies and when signs an offer.
We settled on this because:
1) roles that are continuously open make it difficult to start the count from
the date the role is opened and
2) there are many factors that contribute to the amount of time that
passes from when a candidate signs and when they start work.
In the end, this measure is an indicator of a recruiting team’s process and
throughput.

23. 4. Offer Acceptance Rate!
A strong offer acceptance rate indicates that the team has successfully filled a
pipeline with candidates, created an efficient and thorough process, put
thought into the candidate experience, and helped the hiring team extend an
offer to the right candidate.
Remember: Use this metric in an authentic way!

24. 5. Hires to Goal!
This goal takes input on how long it takes to fill a quality funnel with applicants,
move them through the process, and close an offer. "
Tracking and reporting on your organization’s level of accomplishment toward
this goal is a critical component of measuring its recruiting success.

25. Recruiting KPIs @ Greenhouse!
Sourcing"
Do we have enough qualified candidates in the pipeline? Number of QCs
Interviewing "
Is our process efficient? Source to close (days)"
Are we providing a good candidate experience? Candidate survey results"
"
Hiring "
Are we closing the candidates we want to hire? OAR (offer acceptance rate) "
Are we hitting our hiring goals? Hires to goal

26. # of QCs
Source to close
Candidate Surveys
OAR
Hires:Goal
SOURCING
INTERVIEWING
HIRING

27. Set Baseline Benchmarks!
Where do you stand today?
• Employer Brand: Glassdoor reviews, satisfaction surveys
• Awareness: inbound traffic sources and volume
• Recruiting Effectiveness:
- Hiring: time to hire, CPH, app to hire ratio (by job title)
- Interview Satisfaction: Glassdoor reviews, satisfaction surveys

28. Practical Application: !
Workforce Planning!
!

29. Borrowing from sales | Jan 2016!
• Wanted to be able to cut through recruiting requirements that
varied wildly from month to month to be able to accurately plan
for the year.

30. Sales consistently communicates their goals
and attainment!
!
0
5
10
15
20
25
30
35
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Reveue($millions)
Sales Revenue (Goal vs. Actual)
Revenue Goals ($MM)
Revenue Actual ($MM)

31. If we wanted this level of accuracy, we needed
to nail down goals.!
0
2
4
6
8
10
12
14
16
18
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
Hiring: Planned vs. Actual
Planned Hires
Actual Hires

32. We developed a plan to drive realistic
headcount goals!
!
1. Understand the org’s goals and headcount requirements.
2. Understand how roles match with org priorities.
3. Quantify Recruiting’s capacity to support those goals.
4. Calibrate the delta.
5. Educate department leaders on team’s capacity.
6. Prioritize roles with department leaders.
1. Wash, rinse, repeat.

33. Calculate Recruiting’s capacity to hit goals!
!
Model out:
1. Which roles your team can fill
2. When they can fill them by

34. Calculate Recruiting’s capacity to hit goals!
!
There are many methods for modeling capacity!
!
0
2
4
6
8
10
12
14
16
18
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
Hiring: Planned vs. Actual
Planned Hires
Actual Hires

35. We built a “points” model that weights roles by difficulty
Assign points by
role difficulty
Asses how many
points a recruiter
can carry per
month
Calculate out for
the team for the
year
Calculate Recruiting’s capacity to hit goals!
!

36. Assign points by
role difficulty
Assess how many
points a recruiter
can carry per
month
Calculate out for
the team for the
year
Calculate Recruiting’s capacity to hit goals!
!

37. Assign points by
role difficulty
Assess how many
points a recruiter
can carry per
month
Calculate out for
the team for the
year
Calculate Recruiting’s capacity to hit goals!
!

38. Calculate Recruiting’s capacity to hit goals!
!
Recalibrate goals against capacity!
Can your team meet the current hiring goals? If so, yay! If not, collaborate with
senior leadership to model out what’s best for the business. It might mean:
• Growing the recruiting team
• Augmenting the team with agencies or contract recruiters
• Lowering hiring goals
• Drawing out hiring timelines
• Get help from the rest of the org

39. Use KPIs to finalize plan !
Now that we have a
hiring plan, and the
team we need to hit
it, we can use
Average Days to
Offer and Average
Time to Fill to
accurately commit to
hires per month.
0
2
4
6
8
10
12
14
16
18
Hiring: Planned vs. Actual
Planned Hires
Actual Hires

40. Recap!

41. Recap!
1. Leverage Talent Analytics insights to forecast, address gaps and refine processes
2. When it comes to KPIs, track the following aspects of your recruitment efforts:
- Number of Qualified Candidates
- Days to Offer
- Candidate Survey Results
- Offer Acceptance Rate
- Hires to Goal

42. Q&A!