Ann Barrett @annzaliebarrett Director, eRecruitment & Social Media Strategy

Why Recruiting Leaders Should Learn to Love Data

Building Metrics

Data

Metrics

Analysis

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

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

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

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.

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.

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.

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

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

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.

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.

Recruitment Operations Metrics

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2012 LI Cost per Hire by Recruiter Canada

Q1 Q2 Q3 Q4

# of SearchesPerformed

# of InMails Sent

LinkedIn Sourcing LinkedIn Sourcing

• 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.

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.

Thank You

Questions?