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Why Recruiting Leaders
Should Learn to Love Data
Ann Barrett
Director, eRecruitment & Social Media Strategy

Gordon Davidson
Director, Talent Acquisition, Teradata
#intalent
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
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
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
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
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
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
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
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
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
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
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
Why Recruiting Leaders Should Learn to Love Data  | Talent Connect Vegas 2013
 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
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
Leverage Media Interest & Company Brand

#intalent
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
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
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
LinkedIn as a Source

4x increase

#intalent
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
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
Thank You

Questions?
#intalent
Why Recruiting Leaders Should Learn to Love Data  | Talent Connect Vegas 2013

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

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