vdab employment services

Best practice in campaign management including on-line matching pushed to target customer groups

[email protected]

Master Principal Solutions Consultant

EMEA Public Sector

Flemish Department

for Labor and

Professional

Development

Copyright © 2009. Oracle Confidential. All rights reserved.

Employment Services in BelgiumBelgium: Regional Public Employment Services

Flanders

Brussels

WalloniaVDAB

• Main public employment service provider

in Flanders (Belgium)

• 5000 employees, 4 million customers

• Partners with public and private

employment service providers


VDAB statistics 2008* November 2009, VDAB website

• Total budget € 520 million/year, € 49 million through partners

• Customer Contact: € 50.5 million/year– 32+ million contacts

– 10 million requests through public kiosk terminals

– 60.000 daily visitors at www.vdab.be

– 271.000 calls on free info number

– 400.000+ jobseekers registered

• Vacancies: € 25.6 million/year– 31.000 employers registered 1.1 million vacancies

– Active mediation by consultants: 80% successrate

– 300.000 jobseekers received matching vacancies

– 119.000 jobseekers forced to apply for a job

• Active, custom Job coaching: € 76.2 million/year– 188.000 jobseekers

– 57+ % active in job after 6 months

• Training: € 187 million/year– 135.000 trainings

Vdab.be is jobsite of

the year 2008

Clickx elections


VDAB statisticsNon employed job seekers – moving average* November 2009, VDAB website


Classic Multi Channel approach does not meet all business needs of VDAB

• Reaching the customers in a more intelligent way– Segmentation

–Multi channel (the cheaper the better)

– Decentralized campaign management

• Capturing feedback from targets–Mail opened ?

– Click through on our website vdab.be ?

– SMS-Bounces (hard & soft) ?

• Statistical insight into job-seeker’s behavior and responsiveness

• Better leveraging the operational systems (legacy) with little replication of data


Job matching logic applied across all core business processes

• Job offers in multiple channels– VDAB officers in face to face contacts

– VDAB call center officers by telephone

– VDAB employment officers to propose candidates to an employer

• Self Service for Jobseekers– VDAB website + VDAB self service stations

–Matching with personal jobseeker file

• Automatic job matching at registration or re-inscription

• Automatic weekly job matching and dissemination by e-mail or mail

• Service level determination for a vacancy– the number of suitable candidates determines the degree of difficulty and

the approach the VDAB-officer has to deliver

No jobseeker

will leave

VDAB without

a proper

joboffer,

irrespective

of the

choosen

channel


Job matching - dramatic improvements in core business process – since 2003Elise solution of WCC

• Every job vacancy is characterized by several requirements– occupation offered, educational level, linguistic knowledge, required mobility, place of employment etc.

• Every jobseeker has a file at VDAB, which describes his– competencies, aspirations, expectations etc.

• Elise solution compares the requirements of the job vacancies to the competencies, studies etc. of the jobseeker– This results in a matching score, which indicates the extent to which the profile of the jobseeker meets the requirements of the job vacancy

• If the matching score is sufficiently high, the job vacancy will be communicated to the jobseeker entirely automatically


Automatic Jobmatching integrated with Siebel Campaign Management

• Goal: offer job vacancies to youngsters quick, efficient and in way that matches their world

• Supporting additional business needs of VDAB– “Ad hoc” campaigns to all customers (Jobseekers + Employers)

– Intensively activating jobseekers

• Started as a Pilot project (Ostend region)– Part of the Flemish “youth work-plan”, target group

• Young jobseekers under 25 years old, low/average skilled

– For a selection of vacancies

• Normal employment sources in the region

• Vacancies of labeled Temporary Work Agencies: as a step to

permanent jobs for youngsters

• Operational september 2006

• Currently generalised all over Flanders for young jobseekers


Online automatic Job matching Solution overview

Job seekers Employers

Vacancies

Matching engine

Elise

Query tool

eMail

SMS

letter

Campaign Management

Partner Portal

Correspondence

Click Through Daemon

Bounce Daemon

Operational Customer SystemCRM / Campaign Management

Integrationfeedback feedback


Online automatic Job matching Solution overview

• Immediate online matching at registration of the vacancy

• All candidates with a good matching score (+80%)

– are transferred to the Campaign Management solution and

– contacted immediately for this joboffer in a communication cascade

• 1. by e-mail (if they have an e-mail adress)

• 2. by SMS (if no e-mail, but a GSM)

• 3. by letter (if no e-mail or no GSM)

• Responses are captured and followed up– Communication & responses registered for follow-up in the jobseeker file

– Job result is followed up individualy / globally with help of the Campaign

Management solution


VDAB Campaign Management statistics* Oracle fact sheet September 2009

• Volume per month– 110,000 e-mails containing job vacancies to job seekers

– 40,000 text messages

– 4,000 letters

• When running ad hoc campaigns VDAB sends an additional

– 115,000 e-mails

– 40,000 text messages

– 20,000 letters.

“As a result of the current economic crisis, we are expecting a rise in

youth unemployment,” Danneels said. “Over the coming year, the use

of the job-matching tool will, therefore, rise sharply. We are expecting

a three-fold increase. With Oracle, we have a scalable solution,

allowing us to address these growing volumes and eventually

decrease the unemployment rates.”


Advantages & Lessons Learned

ADVANTAGES

• Better exploitation of organization’s data sources

• Faster and more communication

• Exploitation of “cheap”communication channels

• Adaptation of communication channel according to the target groups

• Follow up of multiple communications and initiatives

• Now possibilities to “trigger” the jobseeker’s behavior

• Good integration with existing applications & procedures

LESSONS LEARNED

• Announce new approach clearly to target group to set expectations right and avoid negative reactions

– This remains a sensitive topic

• This changes your organization!

– Prepare your officers and your procedures for the inbound reactions of target group

• Follow up of the campaign perception of the target group is necessary, as well as the evaluation of effectiveness of content and channels

• A new step in process improvement


Tangible innovation

• Modern culture independent communication technologies (email, SMS) reaching out to

jobseekers of foreign descent

• Increased output: more job vacancies offered to jobseekers: “Doing more with less”

• Better functioning of the Flemish labor market

• Public Private partnership between VDAB and the private temporary employment sector

• Solution improved job counselors support

• Improved service to employers and jobseekers

–Quicker, more concrete and targeted offers

– Raising customer satisfaction

– Extra time for other jobseekers

“Oracle provides us with the

infrastructure and the

applications that make it possible

for us to provide job-seekers with

rapid and specific information on

the availability of suitable jobs.

We now reach three times more

people than before and have

reduced the time spent looking

for work.”

Paul Danneels,

Chief Information Officer, Flemish

Job-finding and Vocational

Training Service (VDAB)


VDAB– organizational strategy through 2011

• Targeting entire active population of Flanders (2.5+ million), rather than just the unemployed people

• Aim of strategy is to enable VDAB to effectively manage a person’s

entire career dossier, from positions offered, to training undertaken

and support provided

• Requires different communication channels– Personal web portals launched

– Linked to Siebel Campaign Management

• New enterprise IT architecture based on Oracle applications–Oracle CRM On Demand to facilitate a multichannel approach to contact

job seekers quickly and in a personalized way

– IT processes into Oracle’s PeopleSoft applications

–Oracle’s service-oriented architecture

–Oracle Business Intelligence to ensure visibility into information


Architectural advise from Oracle

• 3 year IT roadmap created between Oracle and VDAB

• Roadmap validated by existing consulting partner

• Business and IT aligned around the roadmap

• Justification for enterprise effort


Oracle across 2500+ VDAB employees

“The combination of Oracle Business Intelligence and

Oracle’s Siebel Public Sector Case Management has

significantly increased the informative value of the data,

resulting in a clear increase in productivity.”

Paul Danneels,

Chief Information Officer VDAB

vdab employment services

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