Ann Barrett  Director, eRecruitment & Social Media Strategy

Why Recruiting Leaders Should Learn to Love Data

  Gordon Davidson  Director, Talent Acquisition, Teradata

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Building Metrics

Data

Metrics

Analysis

Data: Raw data points from a variety of sourcesMetrics: What and who are we measuring?Analysis: What are the metrics telling us?

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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

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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

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Choosing What to Measure

Our Dashboard

Engagement: Followers, In Mail acceptance, views

Branding: Reach, Number of employees, shares

Operations: #Hires, CPH, #applications, #searches, #InMails

To understand the true impact of social recruiting, we had to include new measures to give us the big picture.

Traditional measures in a changing recruitment landscape would only tell part of the story.

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Measuring Engagement & Branding

Takeaway: Consider including the following measures to see the bigger picture

Engagement: Followers, In Mail acceptance rate

Branding: Reach, shares

Candidates want to get to know your company so they can form an option.

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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.

Q1 Q2 Q3 Q40

5,000

10,000

15,000

20,000

25,000

30,000

Number of Sun Life Followers on LinkedIn 2012 Takeaway:Use your company pages as way to build brand awareness

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Creating Candidate Pipelines via Manager Engagement

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 cross promoting opportunities and identifying people in their network on LinkedIn.

ROI Increase if 330% in LinkedIn application volume in 2012.

Takeaway: Encourage Managers and employees to use LinkedIn to identify potential candidates.

Q1 Q2 Q3 Q4

# of LinkedIn Applicants

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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.

ROI Over 600K+ Work with Us Ad impressions; cost worked out to 4₵ per impression.

Takeaway: Develop a LinkedIn Profile Standard for Recruiters to build a consistent look and feel.

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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.

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Recruitment Operations Metrics

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

2012 LI Cost per Hire by Recruiter Canada

Q1 Q2 Q3 Q4

# of Searches Performed

# of InMails Sent

LinkedIn Sourcing 2012

LinkedIn Sourcing 2012

• 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.

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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.

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2,400+ Customers

10,000+ Employees

Top 10 U.S. Software Company

DataWarehousing

Big Data Analytics

IntegratedMarketing

ManagementConsulting/Support Services

SaaS/Cloud

Teradata Unified Data Architecture™/Workload-Specific Data Warehouses

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• Targeted recipients (location, title, job function, key words)

• Create message• Conduct InMail

campaign • Build talent pipeline

Why We Love Data

Talent Direct Campaigns Performance EMEA/Nordics 1.32% CTRUS Sales & IT 1.34% CTR California Software Engineers 2.85% CTR SouthEast Asia 2.81% CTR

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Leverage Media Interest & Company Brand

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Communicate your brand…passionate about our work and communities

With 3 of every 5 hiresattributed to employee networking and referral,

communicating brand is key

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Targeted e-mail communication to employees to market openings Recruiter messaging customized for audience

Understand employees’ as brand ambassadors

Target the message, audience and jobs Track the results

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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

LinkedIn Brand Index Actions

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LinkedIn as a Source

4x increase

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Teradata’s Talent Brand Index has nearly tripled in past year, exceeding peers

Teradata’s Talent Brand Index

LinkedIn Confidential ©2012 All Rights Reserved

=Talent Brand Engagement Talent Brand Reach

1,423,510

Members

461,001

Members

Engaged

32%

• 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

32% Talent Brand Index

Employer of choiceWeaker employer brand

#1 of 10 Peers

Reach

Engaged followers are 78% more likely to accept recruiter InMails and 6x more likely to view our LinkedIn Career Page

Teradata Brand Index Trends

Teradata was among the top 10 brand movers for mid-sized companies

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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

Key Take Aways

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Thank You

Questions?