how performance data improves the talent acquisition strategy · head of recruitment sandd. jeroen...
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How Performance Data Improves the Talent Acquisition Strategy■
Stephan Wiepjes (Sandd) and Jeroen Kneppers (Endouble) | May 23 2018
IntroductionA little about ourselves
Stephan WiepjesHead of RecruitmentSandd.
Jeroen KneppersCCO Endouble
Sandd.Full service delivery company
Sort and deliver +600 mio postal items 25% market share 18.000 employees
Annual hiring target 6.500 hires
Strategic Business Canvas■
Improving talent acquisition success based upon data & insights
Strategic Business CanvasWhy data & insights?
Fitbit users on average take 43% more steps than non-fitbit users. Why? By just making goal data & progress available you create a
key driver for changing behaviour
Strategic Business CanvasWe enable clients to become business partners based upon data & insights
Getting the cards on the table
Measure and analyse
Finding the small giants
Implementation of backlog
- Continuous improvement- Redefining backlogs items- Sprint planning
- Improve averages- Deep dive outliers - Stakeholder dashboards
- Baseline measurement- Design TA funnel- Define TA metrics
- Define business impact- Alignment with TA goals- Target group personas
Strategic Business CanvasSandd’s main recruitment goal
“ Contribute to Business success by reducing staff turnover, within first 6 months, to 20% of the total hired postmen in 2021 ”
Goal
Get insights in current turnover (within 6 months)
Sub-goal
Optimize quality of talent based upon production & review data
Sub-goal
Improve hire rate
Sub-goal
Reducecost per hire
Sub-goal
Scope strategy■
What is the footprint of Sandd’s talent acquisition & -development strategy?
Scope strategy Connecting the dots
Owned
Earned
Paid
PerformanceWebsite data ATS data Production data
Full data feedback loop
Key drivers■
Which KPIs does Sandd use in their talent acquisition & -development strategy?
Key drivers Which KPIs does Sandd use in their talent acquisition & -development strategy?
Time to hire
Engagement rate
Quality of hire
Cost per hire
Key drivers Which KPIs does Sandd use in their talent acquisition & -development strategy?
Engagement rate
Quality of hire
Engagement rate■
How engagement rate predicts the quality of future talent
Engagement rate What target group personas is Sandd focusing on?
Students | flexibility & great offer | recruit + | loyal +-
Housewives & - dads | flexibility | recruit + | loyal +
Elderly | social contacts & physical movement | recruit +- | loyal ++
Engagement rate What are the engagement needs for this target group?
I want to easily find the right job for me (online)
I want to know my salary before applying for a job
I want a job nearby for a good work / life balance
I want to know what I’m going to do as postman
I want to know what the application process looks like
Engagement rate How engagement rate predicts the quality of future talent
Proximity to job▪ Relevance ▪ Work / life balance▪ Connectedness with district▪ Longer time on board
Engagement rate How engagement rate predicts the quality of future talent
Take away uncertainties▪ What does my job look like?▪ What will be my salary? ▪ What does the recruitment
process look like?▪ What is the travel time?
Quality of hire■
Why performance- and production data is a welcome addition to this KPI.
Quality of hire What is the relation between an application and a hire?
What postmen stay on board?
What paths do hired postmen take?
Is there a difference between districts / locations?
Is there a difference between target groups?
What is the impact on the cost per hire?
ERE recruiting intelligence▪ Apply vs hire rate 0,4%
Apply vs hire rate Sandd▪ Direct traffic 29,21% ▪ Sandd.nl 21,33% ▪ Flyer 40,00%▪ Google organic 17,36%▪ Google CPC 21,91%▪ Indeed organic 7,64%▪ Indeed CPC 9,19%
Average: 19,68%
Within 7 days
Intake
Interview
Hire
Application
Quality of hire What is the relation between an application and a hire?
Within 7 days
Intake
Interview
Hire
Application
Quality of hire What is the relation between an application and a hire?
ERE recruiting intelligence▪ Apply vs hire rate 0,4%
Apply vs hire rate Sandd▪ Students 13,87% ▪ Housewives & -dads 17,55%▪ Elderly 28,77%
Performance 3 monthsProductionHire
Quality of hire What is the relation between a hire, production and performance?
Apply
Apply (share) Hire (share) Performance (share)
Indeed / organic 24,33% 14,95% 14,65%
Google / cpc 21,47% 26,62% 29,29%
Sandd.nl / referral 8,35% 16,04% 20,71%
Google / organic 5,16% 7,29% 7,07%
Indeed / cpc 8,02% 6,20% 4,05%
Quality of hire What is the result of these insights?
Target more specifically on the right target group
Owned media proves to be more valuable than paid media
Less hires and applications needed (in a challenging job market)
Lower TCO (Total Cost of Ownership) in entire chain (HR/OPS/F&C/IT/tools)
Reduce turnover: fits Sandd’s Operational Excellence strategy
Next stepsThe road to predictive recruitment
Does a rainy day provide candidates of better quality than a sunny day?
Is there a connection in time of application? Morning/midday/evening?
Can we also connect our logistic and corporate roles?
Learnings■
To keep in mind when setting up a KPI-driven recruiting strategy.
LearningsTo keep in mind when setting up a data driven talent acquisition strategy
Start small: first only website & ATS data and extend to performance data
Start with quantitative- before moving to qualitative KPI’s
Decision Making on hiring data only doesn’t tell the full story
