Data-Driven Talent Attraction & Engagement
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Recruiting has evolved due to technological innovations and candidate expectations and so should your measurement practices. From employer branding and recruitment marketing to social recruiting and sourcing, recruiting activity these days generates an immense amount of data. But gathering and analyzing this data is a full-time job – and recruiters already have their hands full with managing endless req loads, as well as the needs of candidates and hiring managers. However, a growing number of organizations are leveraging insights derived from more robust analytics and measurement practices, and outperforming their peers. In this webinar, Will Staney, Founder and Principal Consultant at Proactive Talent Strategies, LLC and Kyle Lagunas, Founder and Principal Analyst at Lighthouse Research & Advisory will examine key practices emerging in data-driven recruiting, showcase their research, and spotlight examples of these practices at work today. We’ll be covering the following topics: The Evolution of Recruiting Social media and consumer technologies have changed candidate expectations and the way we attract talent. Defining Data-Driven Recruiting What does “data-driven recruiting” mean? Metrics, Measurement & Analysis How are top talent leaders measuring the effectiveness of their talent attraction efforts? We’ll look at the research. Cool Tools & Applications Technology driving the industry forward that both
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Data-Driven Talent Attraction & Engagement
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- 7. THE SEARCH FOR DATA-DRIVEN SOCIAL RECRUITING And Other Cases for Using Data in Talent Attraction & Engagement
- 8. Data-Driven Recruiting/about us About Us Your Navigators for Today’s Presentation 8 Will Staney Founder & Principal at Proactive Talent Strategies, LLC and former head of global talent acquisition at rapidly growing startups Twilio and Glassdoor. Kyle Lagunas Founder & Principal Analyst at Lighthouse Research & Advisory. Formerly Talent Acquisition Analyst at Brandon Hall Group, and HR Technology Analyst at Software Advice, a Gartner Company will@proactivetalent.io proactivetalent.io @willstaney kyle.lagunas@lhra.io lhra.io @kylelagunas
- 9. 9 About Lighthouse Lighthouse Research & Advisory is a modern analyst firm building a standard of excellence in talent acquisition. Compelling research and actionable insights for recruiters, hiring managers, and business leaders, we navigate the rapidly changing tides of human capital management in order to support today’s talent advisors. Data-Driven Recruiting/about us
- 10. Recruiting Optimization About Proactive Proactive Talent Strategies, LLC is a recruiting strategy consultancy built for the modern age specializing in employer branding, recruiting optimization, HR technology and recruiter training. We’re focused on helping companies move away from the reactive legacy recruiting world to a modern approach towards proactive recruiting. 1 2 3 Employer Branding Recruiting Technology 4 Recruiter Training
- 11. Today’s Session A look at the scope of our presentation. 11 The Evolution of Recruiting Social media and consumer technologies have changed candidate expectations and the way we recruit. Defining Data-Driven Recruiting What mean, “data-driven recruiting”? Metrics, Measurement & Analysis Revisited As recruiting has evolved, so should your measurement practices. Data-Driven Recruiting/agenda
- 12. 12 Open Discussion If you think we’re full of hot air, this is the time to say it. Cool Tools & Applications Technology driving the the industry forward.. Closing Remarks If you think we’re full of hot air, this is when we’ll assure you we’re not. Data-Driven Recruiting/agenda
- 13. How Recruiting Has Evolved Sourcing & Talent Pipelining With 76% of the online population on social media (Pew Research Center surveys, 2015) and the rise of open web technologies, it’s never been easier to find candidate data. Talent is Easier to Find Social has made sourcing talent more complex and candidates even more segmented across the web. Candidate Segmentation Email templates be damned. It’s noisy out there. To stand out means having a more targeted, personalized approach which takes more time, or your response rates and brand will suffer. Getting a Response is Harder Data-Driven Recruiting/evolution
- 14. 14 73% Average 29% How would you rate your organization’s ability to attract top talent? Excellent 12%The majority of recruiters expect to see a continued rise in competition for talent Source: Ransdstad Sourceright 2015 Recruitment Marketing 101/evolution The Evolution of Modern Talent Acquisition
- 15. 15 As competition for talent continues to heat up, employers are faced with a decision: evolve to compete or resist and fail. But evolution isn’t easy. Developing a compelling employee value proposition, building a strong employer brand, cutting through all of the noise on social channels – recruitment marketing is no walk in the park 36% Investing A Great Deal More 31% Investing A Little More 22% Investing the Same As Last Year The Evolution of Modern Talent Acquisition How Will You Invest in Employer Brand in 2016? Recruitment Marketing 101/evolution are investing more in their employer brand compared to last year67%
- 16. 16 What’s driving talent attraction? It may not be what you’re thinking. Nearly two thirds of respondents said that an organization’s reputation as an employer of choice – including strong brand – was a leading driver of talent attraction. Reputation 57% Industry is certainly relevant, but whether you’re selling shoes and accessories or making medical devices isn’t as important as the value proposition you’ve built to attract and retain talent. Industry 12% To be fair: This survey asked HR leaders – not candidates. Still comp seems to be giving ground to less tangible benefits like BYOD, work/life balance, and remote work opportunities. Compensation 11% Source: Ransdstad Sourceright 2015 Recruitment Marketing 101/evolution
- 17. How Recruiting Has Evolved Employer Branding & Talent Attraction 17 Multi-Channel Approach Your brand has to go where the talent is. Like consumer marketing, it has to be a targeted, measured, multi- channel approach. Career Sites as Storefront They’ve become the online storefront for your jobs. Apply Now = Buy Now. The analytics layer where you drive applicant traffic and capture source data. Dynamic Content Strategy It takes a dynamic content strategy to attract the right talent that utilizing video, blogging, social and mobile web. Showing an ROI is difficult, but not impossible. Data-Driven Recruiting/evolution
- 18. 18How Recruiting Has Evolved Candidate Experience & Engagement The rise of social and consumer technologies have changed candidate expectations when they interact with recruiters and technology in the hiring process. Candidate Expectations Have Changed Recruiting has historically known to be transactional and impersonal. Now, social technology enables hiring to be more focused on interaction with candidates. Interaction Not Transaction Candidates know when you’re not being genuine in the hiring process. Like every other decision they make now, when it comes to searching for a job, they do their research and both read and leave reviews online. Transparency is the New Norm
- 19. 19 How Recruiting Has Evolved Talent Acquisition Technology Social Recruiting Technology Technology solutions are emerging with social recruiting and employee generated content in mind. Talent Sourcing & Engagement Employee referral tech, open web aggregators, and CRM. Social media’s influence on talent pipelining is removing friction. ATS’s That Integrate Open API’s are taking over the world of software, including the ATS. Integration isn’t impossible. Data-Driven Recruiting/evolution
- 20. Talent Acquisition Maturity Model REACTIVE TACTICAL OPERATIONAL STRATEGIC JOBSSOURCI NG BRANDMETRIC S Post and Pray Reliant on Agencies Understanding of Employee Value Proposition (EVP) Jobs on niche boards and social recruiting Internal capabilities focusing on passive talent Established metrics and benchmarks Defined employer brand strategy CVP Targeted engagement to attack highly qualified candidates Engage a strong pipeline of leads and “silver medalists” Data-driven decision making Influential talent brand engaging employees and candidates Talent segmentation and prioritization Workforce Planning Team-wide pipelining with engaged talent communities
- 21. 21 Innovating at the Speed of Talent New recruiting technologies are hitting the market every day. The best recruiters have never shied away from new tools and tactics that could give them a leg up on the competition Challenge isn’t a shortage of ideas. In fact, some of us have jobs that only exist to help you make heads or tails of the ideas out there. The biggest problem is a fundamental problem in recruiting: Identifying and operationalizing best practice. A key part of that evolution is rooted in something that’s not nearly as sexy as social recruiting: Measuring activities, examining outcomes. This is where talent analytics – which exist in basically every single piece of recruiting tech you use – come in handy: They enable data-driven insights to optimize recruiting efforts Data-Driven Recruiting/evolution
- 22. 22 Defining Data-Driven Recruiting Let’s get this straight. Data-Driven Recruiting/definition We’re not talking about Big Data. In fact, I’m hoping that’s the only time I use the phrase. No, we’re talking about talent analytics – and which is just a specific example of business intelligence technology. The measurement and analysis of recruiting data The application of data-based insights to optimize recruiting performance Data- driven Recruiting (generates insight) (enables hiring success)
- 23. How would you describe your overall measurement practices for talent acquisition? Again, judgment free zone. 23 Data-Driven Recruiting/definition 39% 28% 24% 12% 8% 5% Tactically Focused Strategically Minded Near Sighted Non Existent Arduous, but Ineffective Other (please specify)
- 24. 24 Debunking “Big Data” Revisiting Metrics, Measurement, & Analytics Data-Driven Recruiting/revisiting How are you tracking performance across key areas of talent acquisition? 0% 10% 20% 30% 40% 50% 60% Manually gathering/reporting/analyzing performance data Performance data is tracked/reported within individual systems, tools, and/or service providers Talent analytics partially integrated across various recruiting systems, tools, and/or service providers Talent analytics fully integrated across various recruiting systems, tools, and/or service providers Talent metrics are measured and tracked within each talent acquisition system/silo but an aggregated view isn’t… Other (please specify)
- 25. Defining Data-Driven Recruiting How Important Are Your Recruiting Capabilities? 25 Data-Driven Recruiting/definition 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Talent Attraction Talent Discovery Talent Engagement Talent Onboarding Talent Strategy Talent Partners Nice to Have, but Not Critical Important Very Important Critically Important Not Important
- 26. Defining Data-Driven Recruiting To what extent are you measuring recruiting capabilities? 26 Data-Driven Recruiting/definition 0% 5% 10% 15% 20% 25% 30% 35% 40% Talent Attraction Talent Discovery Talent Engagement Talent Onboarding Talent Strategy Talent Partners Mostly anecdotal information, gathered ad hoc Some metrics tracked, but infrequently/inconsistently Lots of metrics tracked, more frequently/consistently Performance metrics tracked in real time, reported on frequently Not Tracking
- 27. Defining Data-Driven Recruiting How would you rate the value of insights generated by your current measurement practices? 27 Data-Driven Recruiting/definition 0% 5% 10% 15% 20% 25% 30% 35% 40% Talent Attraction Talent Discovery Talent Engagement Talent Onboarding Talent Strategy Talent Partners Some insights generated, but analysis/ application is nonexistent Some insights generated, but analysis/ application is a challenge. Insights generated are valuable, but focus mostly on operational efficiency. Insights generated regularly provide strategic value No insights generated
- 28. Assessing core recruiting capabilities. 28 #1 #3 #2 Monitoring Recruiter Performance. Achieving internal Service Level Agreements. #4 Improving diversity. The Opportunity for Recruiting Realistic outcomes derived from data-driven recruiting Getting past good enough Recruiters have their work cut out for them, and it’s far too easy to fall into the endless cycle of source-hire- repeat. By implementing more robust measurement practices, today’s most effective hiring organizations are driving real change. Data-Driven Recruiting/definition
- 29. 29 What matters most? Diversity hiring initiatives? Internal SLAs? Candidate experience? Measure it, y’all! Measure What Matters It can be daunting to start. Every big success started somewhere, and data-driven recruiting is no exception. Measure What You Can Good analysis relies on sound data – and that means tracking activities and outcome frequently and consistently. Measure Frequently, Consistently Yessssssss! Analysis is the best! Name one thing that’s better than data analysis. One single thing. Analyze, Analyze, Analyze C F AM Data-Driven Recruiting/revisiting
- 30. Modern Measures of Success in Talent Acquisition How important are the following categories when evaluating strategic areas of talent acquisition? (Very or Critically Important) 30 69% Far more than a buzzword – candidate experience is the heart of high-performance talent acquisition. Candidate Experience Your talent acquisition team is only as good as the recruiters it’s comprised of. Who knew? Recruiter Performance 69% Hiring managers play a big role in hiring success, and things like Time to Review can illustrate that. Hiring Manager Performance 58% If we’re investing so much on acquiring talent, our ability to retain those investments should count for something. New Hire Turnover 59% 56% If talent acquisition is ever to evolve beyond a cost center, we have to demonstrate business value. ROI of Talent Expenditures Lacking insight into the effectiveness of your diversity hiring initiatives, they’re doomed to become contrived and pointless. Diversity Hiring 41% University hiring programs can be complicated beasts. Make the most of them by measuring what matters. University Hiring 32% Community management, web traffic and SEO, paid search – there’s a lot more to recruiting than you can keep up with on spreadsheets. Specialty Recruiting 43% Data-Driven Recruiting/revisiting
- 31. Modern Measures of Success in Talent Acquisition To what extent are you measuring performance in strategic areas of talent acquisition? (Not Tracking or Anecdotal) 31 46% Candidate Experience Recruiter Performance 26% Hiring Manager Performance 57% New Hire Turnover 37% 45% ROI of Talent Expenditures Diversity Hiring 49% University Hiring 46% Specialty Recruiting Performance 47% Data-Driven Recruiting/revisiting Far more than a buzzword – candidate experience is the heart of high-performance talent acquisition. Your talent acquisition team is only as good as the recruiters it’s comprised of. Who knew? Hiring managers play a big role in hiring success, and things like Time to Review can illustrate that. If we’re investing so much on acquiring talent, our ability to retain those investments should count for something. If talent acquisition is ever to evolve beyond a cost center, we have to demonstrate business value. Lacking insight into the effectiveness of your diversity hiring initiatives, they’re doomed to become contrived and pointless. University hiring programs can be complicated beasts. Make the most of them by measuring what matters. Community management, web traffic and SEO, paid search – there’s a lot more to recruiting than you can keep up with on spreadsheets.
- 32. 32 Recruiting Data isn’t Just for Recruiters How does your team report recruiting data? Performance In a modern hiring organization, talent analytics provide valuable insight into your ability to attract, engage, and acquire the people the business needs to succeed today – and tomorrow. But there are still some groups that are left in the dark when it comes to performance data. Reporting Data-Driven Recruiting/revisiting 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Within the talent acquisition function To Hiring Managers To Business Unit Leaders To HR Leadership To C-level Executives To Operations Leadership
- 33. 33 How Recruiting Has Evolved Recruiting Analytics & Measurement Recruiting Marketing Platform Social Recruiting Search Engine Optimization Diversity Campaigns Employee and External Referrals Recruiting Events Mobile Landing Pages Internal Mobility Job Distribution Talent Community Emp Branding Campaigns ATS Recruiting Metrics • Key Perf Indicators • Brand/Visitor Traffic • Campaigns/Activity • Converts/Captures • Cost Per Visit/Apply/Hire • Time To hire/Quality Programs Spend $$$$ Advanced Analytics Data-Driven Recruiting/cool tools
- 34. Cool Tools & Applications: Talent Attraction Apply analytics to make better decisions, and optimize efforts 34 Recruitment Marketing Platforms All in one platforms making your your career site mobile, built on a CMS for easily updated content, and transformed into an analytics layer for an ecommerce approach to full lifecycle metrics. Job Distribution & Automation Tools that automate the job posting process, distribute jobs to the best sources, manage PPC & PPA campaigns, and measure results. Social Recruiting & Employer Branding Your employees are your employer brand. These tools empower them and allow companies to amplify the content. Employee generated content--easily curated. Data-Driven Recruiting/cool tools
- 35. Cool Tools & Applications: Talent Engagement Apply analytics to make better decisions, and optimize efforts 35 Talent CRM Integrated in the ATS or stand alone, these are a few cutting edge CRM’s allowing companies to better pipeline and engage talent to build proactive recruiting approaches. Open Web Sourcing Open web aggregation tools that save time on sourcing and provide analytics on outreach effectiveness with CRM/ATS integration. Talent Communities More than just job alerts these technologies allow companies to build their own internal social communities to engage talent for the long term. Data-Driven Recruiting/cool tools
- 36. 36 Questions? Social SocialSocial Social Social Social Data-Driven Recruiting/Q&A
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