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. Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj

1. Why Recruiting Leaders
Should Learn to Love Data
Ann Barrett
Director, eRecruitment & Social Media Strategy
Gordon Davidson
Director, Talent Acquisition, Teradata

2. #intalent

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

15.  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

16. 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

17. Leverage Media Interest & Company Brand
#intalent

18. 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

19. 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

20. 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

21. LinkedIn as a Source
4x increase
#intalent

22. 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

23. 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

24. Thank You
Questions?
#intalent