Ton Sluiter: Breaking Barriers and Leveraging Data
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Ton Sluiter's presentation at Textkernel's conference Intelligent Machines and the Future of Recruitment that took place on 2 June 2016 at the Beurs van Berlage in Amsterdam. In this presentation Ton Sluiter discusses the way CV Search! from Textkernel has contributed to make the candidate databases of Star Brands and USG People accessible to one another. Furthermore, he takes a look at the extra insights USG People has gained from the parsed CVs.
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Ton Sluiter: Breaking Barriers and Leveraging Data
- 1. Ton Sluiter, Manager Corporate Marketing Amsterdam, 2 June 2016
- 2. Around 100,000 people are employed via USG People every day with around 15,000 clients through our network of 4,800 employees in 725 branches in 4 countries. This makes USG People one of the largest players in the EuropeanHR market with a turnover of € 2.6 billion in 2015.
- 7. crawlers freemuim jobboards specific jobboards search engines direct own websites social media
- 10. The results of the introduction of GUS : • A major reduction on our expenses for job ads on the traditional job boards • More than 200,000 visitors every month, 43% returning visitors • Between 16,000 and 20,000 applications every month; • Our Star Brands placed approximately 7% to 10% of these candidates • Relevant insights on the labor market
- 11. • The Star Brands still make costs for subscriptions to job boards for the access of resumes • The use of our own front office application for search and match is poor • Handling the enormous amount of applicants in an efficient, effective and fast way • The scarcity of high qualified personnel • The full embracement of management to share databases between Brands
- 12. • Every applicant applies on 2.6 different vacancies of 1.5 different brands • Applicants use 6 different job boards in there search for a new job. Two-thirds is doing that daily 0% 20% 40% 60% 1 brand 2 brands 3 brands 4 brands 64% 22% 12% 2% Cross brand applications • The willingness to share is improved by providing insights
- 13. Based on a requirement list generated by a group of heavy users of job boards and Linkedin ,Textkernel’s CV Search was selected on: • Intuitive and user friendly interface • Quick implementation • Semantic search
- 15. After introduction mid February these are the numbers • 350,000 resumes available • 1,200 users • 15,000 searches a week • 2,500 to 3,000 new resumes every day • 1,800 placements so far • Most searched function: Callcenter agent • Cross label placements: 227 versus 225
- 16. 16% 66% 14% 3% 1% Usability very well well reasonable poor very poor
- 17. • The use of CV Search provided USG People with additional data, such as career paths Process operator previous job procesoperator 43% Machinebediende 18% productiemedewerker 12% magazijnmedewerker 7% teamleider 3% logistiek medewerker 3% Reparatie- en onderhoudsmonteur 2% heftruckchauffeur 2% manager proces en productie 2% chauffeur 2% administratief medewerker 2% voorman bouw 2% kwaliteitsmedewerker 2% verkoper 2% Callcenter agent previous job medewerker callcenter 19% administratief medewerker 14% medewerker klantenservice 11% verkoper 8% productiemedewerker 4% medewerker bediening 3% receptionist/telefonist 3% receptionist 3% secretaresse 3% caissière winkel, supermarkt, warenhuis 3% helpdeskmedewerker automatisering 2% magazijnmedewerker 2% medewerker schoonmaakbedrijf 2% medewerker commerciële binnendienst 2% Salesclerk next job verkoper 39% administratief medewerker 10% caissière winkel, supermarkt, warenhuis 6% medewerker bediening 5% productiemedewerker 4% medewerker callcenter 4% secretaresse 3% magazijnmedewerker 3% receptionist 2% medewerker schoonmaakbedrijf 2% vakkenvuller 2% medewerker klantenservice 2% receptionist/telefonist 2% bedrijfsleider 2%
- 18. Further development of CV Search with for example: • Pre matching on vacancies of the branches; • Create an interface with our front office application to add the selected candidates automatically; • Adding extra relevant internal data sources; • Connecting external data sources such as Indeed or Linkedin’s public profile.
Editor's Notes
- USG People is one of the largest HR companies in the Benelux, with a revenue of 2.6 billion euro Our main markets are the Netherlands, Belgium, France and Germany Our main products are temping, secondment and Recruitment and Selection
- After a big restructuring of our many brands in 2014 we created 4 Star Brands Start People for General Staffing Unique and Secretary Plus for specialist staffing And USG Professionals for secondment Since 2015 USG People has started to build up a portfolio of online business solutions with Adver Online, Endouble, Blue Carpet and Connecting Expertise They are all topplayers in their specific market.
- Why did we start with Gus in 2010 At that time we had 17 different brands with a total of 6.000 up to 7.000 vacancies online High costs and heavy reliance on paid job boards (at the start of Gus our spend was over 2.5 million) We noticed changing habits of candidates, more and more they started to use Google as starting point for their search instead of job boards The smaller brands had need for More and better candidates We also wanted to create a platform for testing innovations Basic Assumptions at the start of GUS Simplicity for the user: 1 search Simplicity for search engines: only HTML, no frills Based on the science of how people search Gus stands for Google us Here you see the homepage. After creating Gus we were one of the bigger job boards in the Netherlands. And as in others market as well, size matters.
- This is the result page after a search
- This is the vacancy detail page On the left side you’ll see similar jobs based on affinities
- At first we tried to get a high ranking in Google, in line with the strategy of GUS. But we noticed that it was very difficult to get passed Indeed and other crawlers or freemuims So, we changed the strategy to join these jobboards. From big generic sites and crawlers to very specific niche sites like jobs in IT or Transportation And now our vacancies are available on more than 50 different job boards
- We used the GUS platform to introduce and test new features Such as speech to search It was the first job board with autosuggest and instant search We enabled for our candidates on mobile devices to put in an application with a resume via dropbox and Linkedin. 35% of the traffic is from mobile devices. And we put in the feature for web reading, this mainly used on mobile devices The possibility to draw your own search area instead of the traditional zip code with a radius
- Based of the enormous amount of information we have gathered over the past years, we have created a tool for local labor market information. The tool gives insights on scarcity in a function, salaries, education levels, age gender etc. Our consultants use this information in conversations with our clients about the difficulties to fulfill a vacancy. With this information we also support our customers for instants at localization of a new callcenter
- In 2010, at the start of GUS, our yearly expenses for jobboards was around 2.5 million euros Nowadays the spend for jobs adds is reduced to zero In 2015 the revenue on the placed candidates for the GUS Platform was approximately 50 million euros These results were very nice but for 2016 we are facing new challenges
- Not only were we still dependent on job boards, but 50% of the résumés found on these job boards were already in our systems The front office application used at the branches is more focused on the administrative process then in search and match. That means also that a consultant only puts in the system what he needs. For instance if a consultant needs a call center agent, he doesn’t put in that the candidate has a driving license Customers demand more for less, that means we have to increase our efficiency In total all the Star Brands within USG People receives 40.000 up to 50.000 applications per month stored in all different systems. That calls for one central database that contains all the resumes USG People receives. But our management was very afraid that consultants would loot candidates from each other. They still thought that the database was a goldmine. So how did we cope with this situation?
- How did we cope with these challenges. We used information gathered on the platform On Gus we saw the one third of the candidates applied for vacancies of more then one Brands, so there is no exclusivity on these candidates We’re conducting continues survey’s among the applications on there a application behavior So, we know that every application on our jobboard is also visiting 6 others jobboard. Two-thirds is doing that on a daily basis And only a small percentage of the online applications is placed on a job. After an intensive board meeting and other discussions on open databases we finally got a go for a USG People central CV Database platform
- So we started to organize workshops with heavy users of CV databases and Linkedin within our company. And asked them to design their ideal platform for CV Searching Based on these requirements we looked at 3 different tools and eventually choose for Textkernels’ CV Search There should be no extensive training needed, consultants can work with it right away Semantic search: providing consultants not only with candidates the thought about but also providing them with useful suggestions For instance if you look for a office manager the platform also provide you with resumes of executive assistants.
- And the looting of each others candidates hasn’t happened yet. Start People made 227 placement with candidates that applied on a vacancy of Unique And 225 Start People applications were placed by Unique. Also the smaller brands and specialties took advantage of the many easy accessible resumes available
- We have held a survey by the consultants in which we asked questions about the usability. Also in comparison with the CV databases they use today such as Monsterboard And nearly 75% find the usability of CV Search very well. So far we are very satisfied with CV Search
- Besides a good search tool on our resumes we also got al lot of data available for instants about the carreer paths of more then half a million people. So, if we are searching for a call center agent and they are very hard to find, perhaps we could start looking for other suitable candidates by looking at the previous jobs of call center agents. Here are the examples of call center agents and process operators But we can also help candidates who are looking for a next job opportunity based on their current job. We are started a pilot with a few of our branches.
- The wish of our branches is that CV Search matches relevant CV’s directly on the vacancies the want to publish online The final conclusion is that CV Search has been an accelerator for the discussion on open databases. The willingness to share has grown and fear of looting unfounded. Thank you for listening and if there are any questions, please let me know