manage your media -- don’t let it manage you

©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.

A Brand Story

Author: Kristen DesPalmes Neubert

Manager, Recruiting & Employment Brand

1

©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 2

Preface

Transparency: Show Real Examples and their results

Enlighten: Give you at least one idea you can

use/adapt for YOUR organization. Or, a new

better idea inspired by ours


Table of contents for our time today

• Acknowledgments

• Chapter One – About Us

• Chapter Two – Five Brand Examples

• Chapter Three – Managing and Measuring Media

3


Great teachers along the way…

• “Leadership is a function of behavior, not position” Kent Thiry, Mayor/CEO

4

Tony Blake, VPBorn to Boldness

Hudson, Awesome ChildFrequent Napper

Tracey Parsons, PSCMedia Mastermind


About

• Leading clinical outcomes- YOY improvement 12 years in a row

- Bottom-Line: Our patients live longer

• We are a “Village”- “Mayor” and CEO- “GSD” = Getting Stuff Done- “Teammate” not employee

• Fortune #359- $7B revenue in 2011

- Over 40,000 teammates globally

- 1,800+ clinics and 800+ acute operations

http://careers.davita.com/default.aspx


What’s working for us? The Culture

• Key Differentiator - Culture- 62% Culture- 33% Patients/Outcomes

• We just need to tell the stories

6


FIVE BRAND EXAMPLES

7


Story One: Social Media - Messaging

8

Authentic Messaging

Did You Know?

Resume/Interview Advice

Audience Questions

Core Value Quotes

Key Role Branding


Facebook Facebook LinkedIn LinkedIn Twitter Twitter

9

Story One: Social Media - Results (YTD)

Reach 6,006 (14%) 2,026 (36%) 3,183 (13%)

Engagement 2,918 593 6

Traffic 2,459 1,410 9

747 Applicants

15 Hires


Story Two: Live Recruiter Chat

10

• Hosted five live chats• 28% of FORTUNE 100 have a live chat (Source:

CareerXRoads)


Story Three - Nephrology Note

GoalConsider Nephrology

Results4,012 members

Open Rate: 15%

Constant Contact used for distribution & click through rate


Story Four: FA ‘Day In the Life’ Blog

GoalShare story of the FA role/RJP

ResultsOver 30,000 page views

Time on page 25% higher than average

33% readers search for a job next


Story Five: The Power of Invitation

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MANAGE YOUR MEDIA, DON’T LET IT MANAGE YOU

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Begin with the End in Mind

•“No one washes a rental car”• When it comes to Media, act like you own it.

Your money. Your ROI to prove.- Data-driven strategy

15


A look back

• Former media pie chart

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Oh the places you will go…

Today’s media plan covers over 24,000 sites!

17


Fish where the fish are

• Strategic shift in 2012- Putting the power of the candidate relationship in the hands

of recruiters – Name Generation!- More SEO- Less postings

• Drive down recruiter drain

• Do more with quality performers


“More is not always better”

• Our Mission: Try to make some sense of the imperfect world of media data- We segmented- We created a “Quality Applicants” metric- We found a tool aligned with our vision, Smashfly

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Top Ten Sources of Quality Candidates:Ranked by Volume

Source Quality Apps % Quality

Job Aggregator 6,782 30%

DaVita Careers 6,246 30%

DaVita.com 4,877 30%

Teammate Referral 3,894 36%

Diversity Aggregator 3,080 29%

Word of Mouth 1,661 38%

Intranet (Internals) 1,455 48%

Job Aggregator 965 30%

Received through Email 956 29%

Popular Job Board 559 27%YTD

Top

10 S

ou

rces o

f Q

uality

*

*Quality is defined as: Meets Minimum Quals or Recruiter Phone Screened or Shared with Others

Total

109,581 Total Apps

34,588

Quality (32%)

1,757 Hires

(5%)

1.6% hired


Clinical ResultsY

TD

Top

10

Sou

rces o

f Q

uality Clinical

X Total Apps

X Qualit

y

X Hires

Job Aggregator 5,630

DaVita Careers 5,376

Davita.com 4,472

Teammate Referral 3,169

Diversity Job Aggregator 2,694

Word of Mouth 1,398

Intranet 1,100

Received through Email 783

Job Aggregator 780

Other Online Career Sites 384

• 20.7 quality apps per hire• 29,000+ quality apps in Taleo

85,083 Total Apps

29,283 Quality

(35%)

1,415 Hires (5%)

1.7% hired


Leadership ResultsY

TD

Top

10

Sou

rces o

f Q

uality DaVita Careers 290

Job Aggregator 231

Teammate Referral 200

Davita.com 181

Intranet 145

Word of Mouth 102


Diversity Aggregator 77

Job Board 40

Job Board Resume Search 36

Social networking site 36

• 19.6 quality apps per hire• 1,600+ quality apps in Taleo

Leadership

X Total Apps

X Quality

X Hires

7,620 Total Apps

1,684 Quality

(24%)

86 Hires (5%)

1.1% hired


CBO/Programs Non-LeadershipY

TD

Top

10

Sou

rces o

f Q

uality Job Aggregator 1,116

DaVita Careers 804

Teammate Referral 682

Davita.com 387

Diversity Aggregator 372

Intranet 334

Word of Mouth 236

Job Aggregator 177

Job Board 175


• 15.4 quality apps per hire• Nearly 5,000 quality apps in Taleo

Corporate

X Total Apps

X Quality

X Hires

22,362 Total Apps

4,937 Quality

(22%)

323 Hires (6%)

1.4% hired


STATE OF THE SOURCE

EXAMPLE VENDOR MEDIA REVIEW

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Job Board’s Data: Competitive Analysis

• In reviewing our Supply & Demand portal, we have identified the following company’s competing for the same type of Health Care positions as DaVita: July 2011 Competitive Breakdown

Avg. Searches / View Avg. Views / App

Healthcare Industry Avg. 31.54 6.12

DaVita 27.62 8.69

Competitor 1 30.48 6.96



July 2011 Competitive Summary

Company NameIndustry Average

Jobs Posted 60 236

Applications per Job 19.71 17.26

Searches per Job 4,733 3,266.94

Views per Job 171 111.03

Ratios

Number of Searches to yield a View

27.62 29.42

Number of Views to yield an Application

8.69 6.43


What we shared

16,473

10,009

9,420

8,018

4,522

3,675

2,633

Job Board 2,629

2,354

1,515

2011 Y

TD

Top

10 S

ou

rces o

f Q

uality

Est. YTD Cost/Popular Job Board Hire: $688Average for all media combined: $353

Overall

211,195 Total Apps

70,890 Quality (34%)

5,711 Hires (8%)

Job Board

8,132 Total Apps

2,629 Quality (32%)

123 Hires (5%)

2.7% hired 1.5% hired


State of the Source – typical format

• Share your data- “He/she who has the best numbers, wins”

• What’s working

• What’s not

• Share goals - Whenever possible pay for performance, not

product

• Assign homework - Give partner a couple weeks to come back with

ideas to optimize27


TEACH FROM WITHIN

28


Recruiter ‘Did You Know’ slide

• Our DaVita careers site had almost 1M unique visitors in 2011?- 996,473 to be exact

• The average job gets 37 applications- Your recruiter screens and sends just the top ones

to you

• There are 106,000 RN’s in our own database

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Job Seeker 101

• Total U.S. monthly unique visitors to Job sites 7M Indeed 13M Monster (includes HotJobs) 8M CareerBuilder 40M LinkedIn

• Total monthly searches on search engines 189M job searches on Google alone s.

Major Job SitesSource: Quantcast


Our Results

Topic 2012 Results

Career Site VisitsTime Reviewing Content

100,000-150,000 per month3.3 minutes (external benchmark 0.6 min)

Social MediaDVA Careers Viral Reach on Facebook

11,000 followers via DaVita Careers2,500,000 people

Applications Completed in Taleo 30,000-50,000 per month

Taleo Candidate DatabaseRN Candidates

925,000 unique candidates106,000 unique RNs

Clinical Cost-Per-HireOverall Village Cost-Per-Hire

$1,070 (industry-leader)$2,677

2011436,000 applications12,000 positions filled


Thank You!

• [email protected]

• 303.876.6685

• Kristen DesPalmes Neubert

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mailto:[email protected]


Appendix

Full example vendor review

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VendorMid Year Checkpoint


YTD Dashboard (Village Wide)Y

TD

Top

10 S

ou

rces o

f Q

uality

Cost/Tools Quality Applicant: $xx.xx

Overall Tool

Total Apps

Quality (x%)

Hires

Source Quality Apps

Quality

239,041 Total Apps

81,593 Quality (34%) 5147 Hires (6%)

*Data shown is 3/1-6/26

Tool x x

#3

0


Dashboard for key segmentY

TD

Top

10 S

ou

rces o

f Q

uality

Overall Tool

278 Total Apps

78 Quality (26%)

Hires

Source Quality Apps

Quality

189,880 Total Apps

69,765 Quality (37%) 4,197Hires (6%)

Tool 78 28%

#3

4


A Note About Quality

*Quality is defined as:

Meets Minimum Quals,

Recruiter Phone Screened

Not Reviewed, Shared with Others

Minus specific “knock out” outcomes.


What’s working

• Recruiters said increased capacity• Trainings have gone well• DVP hired• Customer service from rep was awesome


What’s not working

• #1 spend for the year, not performing in Top 10

• We have an overall volume problem (146 quality apps total), and a low percent of quality problem to address

• We expected to see tool be a Top 5 source of leadership quality

• Not a slam dunk ROI over free product tool

• Next Step: Optimize – rest of the year to pilot changes to see if we can get this tool where we want it to be

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