Measuring Your Apply-Chain

CONFIDENTIAL | Copyright ©2010 of Jobs2Web. All rights reserved. jobs2web | Copyright ©2011 of jobs2web. All rights reserved.

Measuring Your Apply Chain -‐ Doug Berg, Jobs2Web


WHO IS JOBS2WEB?


WHY MEASURE?

∂


WHAT WE DON’T WANT


HOW MANY OF YOU…


WHAT WE DON’T WANT

RECRUITER MANAGER WHERE’S SOME CANDIDATES?

I TWEETED YOUR JOB

I’D TWEET YOUR JOB BUT…


EVOLUTION OF THE HR/RECRUITING PROFESSION

Benefits & Payroll

Legal & Risk (DiscriminaPon)

Social Media Expert

Workforce Planners

Metrics & AnalyPcs

MarkePng & Branding

Process & Six Sigma Guru’s

1980 1990 2000 2010 2020


WHAT DO YOU WANT?


ADVANCED TECHNOLOGY

SONAR

GPS/Maps Tracking

VIDEO

WEB/SOCIAL


WHAT WE INVEST IN


WHAT WORKS?


WHAT DO YOU WANT? •  Sonar Returns (Signal Clarity) •  Advanced Signal Processing •  Alarms (Don’t Stare Screen)

•  Color Lines (Fish Vs Cover) •  Fish Symbol ID (Fish Type)

•  Fish Reveal (Fish in Cover) •  Noise Filter (Bad Signals) •  Skimmer (Moving Fast) •  Thermocline (Temp Changes) •  CavitaPon (Bubbles/Bait Fish)


WHAT DO YOU WANT?


WHAT WE DO WANT


THE DIFFERENCE CAN BE…

, ### . ## ,


OLD THINGS TO MEASURE

=

Newspaper Print Ad Stack Of Resumes


OLD THINGS TO MEASURE

=

Job Board PosWng Applicants In ATS


EVOLUTION OF RECRUITING MARKETPLACE

18

LocaWon Print RequisiWon/Resume Search Social/RelaWonship


THE PROBLEMS WITH THESE METHODS

•  Facebook? •  TwiYer? •  YouTube? •  Linked In? •  RSS Feed? •  Job Aggregator? •  Email Referral? •  Text Message? •  Search Engine? (What Keyword?)


THE PROBLEMS WITH CURRENT METHODS

ATS System

Sets Default Only Or Hides QuesPon

JOB URL Tags: Job Feeds

? Search Engine? Social Network?

RSS Feed? Twiêr?

Email Referral?


SEARCHES GOOGLE

VISITS CAREER SITE

SEES JOB THEY LIKE

GOES TO LINKEDIN

SENDS FRIENDS INMAIL

SEES WORK WITH ME JOB ON LI

JOINS TALENT COMMUNITY

APPLIES TO JOB #1

FRIEND #1 REFERS TO RECRUITER

FRIEND #2 SAYS STAY AWAY

GETS JOB ALERT

FROM TC

APPLIES TO JOB #2 ON MOBILE

FOLLOWS ON

TWITTER

SEES JOB TWEET

FRIEND #1 SAYS OK PLACE

GETS EMAIL FROM

RECRUITER

APPLY TO #4 VIA TWITTER

1

6

3

2

10

4

5

7 8

9 RECRUITER TELLS ABOUT

JOB #3

GETS HIRED FOR JOB #4

WHO GETS CREDIT?


COMMON CANDIDATE Candidate: Brian 1st Apply: 1/05/2011 Hired: 7/31/2011

Career Site Job Alert Twiêr Job Board Job Alert Direct: ATS Job Central Job Aggregator Job Alert Twiêr Career Site Job Alert ATS 31 Applies From

8 Different Sources


WE ARE BOOSTING THE COMPLEXITY


WE MAKE MISTAKES FACTS: May Searches = 2,900 Cost-‐Per-‐Click = $2.16 Total Possible Cost = $6,264


WE MAKE MISTAKES


WE MAKE MISTAKES


HOW CAMPAIGNS ARE TYPICALLY DONE

RESULT GOOD

ACTIVITY

BAD ACTIVITY


HOW CAMPAIGNS SHOULD BE DONE

RESULT BAD

ACTIVITY

GOOD ACTIVITY


WHEN THE APPLY CHAIN BREAKS DOWN

Great Ad/Brand

Average Career Site

Broken Apply Process

Repulsive Recruiter

Horrible Hiring Manager

Bad Comp

RadioacPve Referrals


THE NEXT LEVEL OF METRICS

Career Site Campaigns

Social Mobile Sourcing

Referrals Off Line Events

ATS

Spend (Hard & Som Costs)

Business Impact (Cost Of Not Filling)

AcPonable Intelligence


SILO’S OF DATA

31

Career Site ATS Social Media Sources (Media)

CRM/Sourcing

Job Boards

Campaigns

Aggregators

Events

Messages

Use Paths

Resume

Sourcing Tools

Sourcing Sites

Messaging

Response Rates

Call To AcPon

Converts

Recruiter Use

Visitors

Page Views

Bounce Rates

Exit Points

Landing Pages

Search/Tools

Capture/Convert SEO/PPC

Referrals

Job Reqs

Applicants

Candidate Intro’s

Candidate Status

Hired

Fans, Followers

Social Apps

Posts, Tweets

Feeds/Streams

Friends

Referrals/Shares

Likes, +’s

Hiring Sources

Cook Time SenPment

Drop Off’s

Time To Fill

#’s #’s #’s #’s #’s

???


SILO’S OF DATA

32

Career Site ATS Social Media Sources (Media)

CRM/Sourcing

Job Boards

Campaigns

Aggregators

Events

Messages

Use Paths

Resume/Data

Sourcing Tools

Sourcing Sites

Messaging

Response Rates

Call To AcPon

Converts

Recruiter Use

Visitors

Page Views

Bounce Rates

Exit Points

Landing Pages

Search/Tools

Capture/Convert SEO/PPC

Referrals

Job Reqs

Applicants

Candidate Intro’s

Candidate Status

Hired

Fans, Followers

Social Apps

Posts, Tweets

Feeds/Streams

Friends

Referrals/Shares

Likes, +’s

Hiring Sources

Cook Time SenPment

Drop Off’s

Time To Fill

Spend

Cross Silo MarkePng & Tracking Plaqorm

AnalyPcs/Metrics


BRIDGING DATA BETWEEN SYSTEMS

Recruitment MarkeWng Plaaorm

ATS

Career Site

Job Board

Referral

Social

Mobile

Search

Talent Community

Apply

Apply

Apply

Apply

Join

Sources


CPH $10,000


CPH $10,000 CPH

$5,000 CPH

$2,500 CPH

$1,250 CPH $750


OTHER ASPECTS TO BE MEASURED

Campaign Codes

MulP Referral Splits

MulP-‐Source Applicants

Post Apply Source Changes

CRM Outbound Tracking

Start/Complete Apply Rates

Job Boards (Quality, Type,

Geo’s)

Mobile Use & Capture

Heat Maps & Candidate Use


EVOLUTION OF METRICS Good BeYer Best

Career Site Visitors, Page Views Entry/Exit Points Heat Maps, Use Paths, Post CTA

ATS Candidate Asked Source Hard Coded (Changeable) Pre-‐Tagged (No Ask), All Apply

Social Fans, Followers, Groupies Career Site Visits Hires By Channel/Type

Search # Visitors SEO Rankings (Keywords) Captured, Apps, Hires

Boards/Aggr Job Views/Apps Quality Apps (Types) Cost Per QA, CPH

Campaigns Clicks, Cost Captured (AcPve/Passive) CPA/CPH, A/B Tests

Events Visitors To Event Captured Leads Apps, Interviews, Hires

Sourcing Outbound Messages Visits/Captured Offers/Hires By Source-‐Rec

Referrals # Of Referrals Who/Who Hires, Good/Bad Ref

Mobile Mobile Users (Types) Captured Users Apps, Hires

Branding Visitors, Page Views Time On Site, Keywords Heat Maps, Usage

Off Line Responses Captured Hired

CRM/Tal Com # Of Members Alerts, Repeat V/A, Viral Hires, Pipe View, Predictable


WHAT’S COMING IN THE FUTURE?

Qualified Applicants Per

Manager

Real Time Cand Experience Feedback

Talent Pipeline Demographics

CompePtor Hiring Stats

# Of CompePPve

Offers

CompePtor Employee Visits To Career Site

Offer To Hire RaPos (Win/Loss Data)

Social Influence Of Employees

Time To Reply, Interview, Offer, Hire


RecruiWng Dynamics -‐  Comp, Culture -‐  Brand, M&A, Events

Supply Of Talent Market Dynamics Salaries, Cost, CompePPon

TOP LEVEL VIEW

RecruiWng Need RecruiWng Budget

The Formula (Spend = Results)


DIY TOOLS FOR YOU: Career Site

Stats & AcWvity Social Media

Mobile Job DistribuWon CRM


POWERING & MEASURING ALL ONLINE CHANNELS

RecruiWng Plaaorm

Social

Search

Campaigns

Referrals Events Mobile Internal

Job Sites Sourcing Career Site

ATS RecruiWng Metrics

•  Brand/Visitor Traffic •  Campaigns/AcWvity •  Converts/Captures •  Cost Per Apply/Hire •  Time To Fill/Quality •  Key Perf Indicators

Spend Data

$$$$

BI Tools




GETTING PREDICTABLE RESULTS

44


GETTING END TO END VISIBILITY

45

jobs2web Client ATS Source Costs


0 10,000 20,000 30,000 40,000 50,000

Sourcing Social Network Industry Groups

Major Boards Niche Boards

Other Search Engine

Email Aggregators

Direct Career Site

SOURCES OF HIRES

* Data: 2011 Hires To Date, Sample: 60,000+ Hires From Jobs2Web Client Network

2nd Lowest IniPated Source


0% 5% 10% 15% 20% 25% 30% 35%

Search Engine

Email

Direct

Aggregators

Career Site

Social Network

Industry Groups

Sourcing

Niche Boards

Major Boards

Visit To Apply

AcPve

Passive

* Data: 2011 Hires To Date, Sample: 60,000+ Hires From Jobs2Web Client Network

Who’s Driving AcPve/Passive


GROUP MARKETPLACE INTELLIGENCE


“If we pull this off, we change the game. We change the game for good.” -‐ Billy Beane


QuesWons? Post On LinkedIn


Measuring Your Apply Chain -‐ Doug Berg, Jobs2Web

Technology

Measuring Your Apply-Chain