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1. #intalent
Recruiting metrics that really work
for you
Tim Pike, Dave Mann
Global Recruitment Consultant, Global Recruitment Manager
L-3 Communications

2. #intalent
“If we have data, let’s look at
data. If all we have are opinions,
let’s go with mine.”
- James L. Barksdale – CEO: AT&T Wireless/Netscape

3. #intalent

4. #intalent
Metrics need to drive action…
“What gets measured gets done”
- Peter Drucker – Management Consultant, Educator, and Author

5. #intalent
Our challenges
No common direction for recruitment programs
No strategy
No consolidation of spend

6. #intalent
Our story…
Our environment
• Founded in 1997
• Publicly traded
• A prime contractor in aerospace
systems and national security
solutions
• A provider of a broad range of
communication and electronic
systems and products used on
military and commercial platforms

7. #intalent
Background…
A diverse recruiting organization
• 90+ divisions across 4 distinct business segments
• 160+ people recruiting (ranging from HR
Generalists to dedicated Recruiters)
• Historically recruitment budgets held at the
division level
• Minimal centralized recruitment programs or
analytics in the past
• Recruiting for a wide variety of skills across US
and the world
• Heavily focused on STEM roles

8. #intalent
This was our roadmap
1. Determine the strategy
2. Sell the strategy
3. Optimize performance

9. #intalent
First…
Looked to the data to determine what was and wasn’t working...
Ran pilots and monitored results in real time
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
Monthly applications by source
2013 - 12 013 - 22 013 - 32 013 - 42 013 - 52 013 - 62 013 - 72 013 - 82 013 - 290 13 - 1200 13 - 1210 13 - 120 14 - 1
CareerBuilder
LinkedIn
Monster
LI Ad
Impressions
Sourcing
Accelerator
Pilot
LI Job
Wrapping

10. #intalent
Second…
Sell the proposal
1. At the macro level (right overall
strategy)
2. At the micro level (where the
strategy works/doesn’t)

11. Volume, quality and hires by source
0 10000 20000 30000 40000 50000 60000 70000 80000 90000 Quality - ACE %
#intalent
We had to demonstrate what was working…
Both from a macro level…
76 Hires
500 Hires
251 Hires
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Applicant Volume

12. And we were able to use some of LinkedIn’s metrics to help us too
#intalent
We had to demonstrate what was working…

13. #intalent
We had to demonstrate what was working…
And from a micro level
12000
10000
8000
6000
4000
2000
0
Applications by source by location
Career Builder
LinkedIn
Monster

14. #intalent
We had to demonstrate what was working…
And from a micro level
25000
20000
15000
10000
5000
0
Applications by source by job function
Career Builder
LinkedIn
Monster

15. #intalent
Once we implemented our plan
We needed to optimize performance

16. We therefore looked at data with direct implications on recruiter behavior
#intalent
Optimize…
Achieving ROI involves changing behavior
Average volume of applications
40
35
30
25
20
15
10
5
0
250
200
150
100
50
0
by # of shares
0 1 2 3
Avg # of apply
Avg # of views clicks
45%
44%
43%
42%
41%
40%
39%
38%
37%
36%
Quality index by # of shares
Zero Shares One or more shares

17. We measured and communicated the effectiveness of
#intalent
what we were doing…
Recruiter seat usage report

18. #intalent
We linked ATS data and performance data…
and sliced it in multiple ways to find interesting correlations
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3
2.9
2.8
Performance ratings for hires by source
Career Section Employee Referral LinkedIn Other College or
University
Other Website
3.9
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3
Performance rating by application
browser for IT support jobs - sample
Firefox Chrome IE Safari Opera Other

19. In summary…
1. Ensure your strategy is based on fact, not opinion
2. Take a data driven approach to sell the strategy, cover your bases
3. Continuously monitor your results to ensure that you are maximizing your return –
#intalent
optimize performance wherever possible

20. Creating connections: making metrics
#intalent
work for any organization
Jennifer Hill
Lead Recruiter
Bigcommerce

21. #intalent
The path to becoming the next big thing in e-commerce
Fastest growing
e-commerce platform
in the world
300+ employees in
Sydney, Austin and
San Francisco
50,000+ clients have sold
close to $4B
using our platform

22. #intalent
Making headlines
TechCrunch, 7/25/2013
Yahoo Finance, 7/2/2014
Forbes, 3/19/2014
Fortune, 8/15/2014

23. #intalent
2013-2014 big recruiting challenges
Connecting Data with
Decision Making
Connecting Executives
with Data
Connecting Activity to
Results

24. #intalent
Big challenge 1:
Connecting Executives with Data

25. #intalent
Bigcommerce executive team

26. #intalent
Building an executive dashboard

27. #intalent
Benefits of building an executive dashboard
Streamline communications
Allows us to focus on recruiting
Provide data to make Roadmap decisions
Sets realistic expectations
Improve headcount planning process
Allows for calibration of HR and recruiting teams

28. #intalent
Creating the executive dashboard
Applicant Tracking System Report
Job title
Department/division
Recruiter
Status (filled/open)
Time to fill
Formulas
AverageIF(Range of cells with Recruiter name, “Recruiter Name”, Range of cells with TTA numbers
AverageIF(Range of cells with Department name, “Department Name, Range of cells with TTA numbers
Graphs
Stacked bar chart

29. #intalent
Big challenge 2:
build and measure the funnel

30. #intalent

31. #intalent
Competing with the giants

32. #intalent

33. #intalent
Using Google Analytics
54% increase in site traffic narrowed by geography

34. #intalent
Spreading the brand

35. Site visit analysis
1. Customize branding strategy
2. Calibrate spend to optimize visits
3. Provide real time analytics for
#intalent
source spend

36. Applicant visits analysis
1. Determine candidate quality level
#intalent
from branding sources
2. Measure career site effectiveness
3. Evaluate spend to applicant
conversion

37. #intalent
Hires analysis
1. Make informed decisions for
sourcing strategy
2. Speak to results with hiring
managers and executives
3. Have informed negotiations with
vendors

38. #intalent
Measuring ROI
Google Analytics
Visits by source
ATS Reports
Applicants by source
Hires by source
Finance
Spend by source
Formulas
=CountIF(Range of cells with applicant name, “Source name”,range of cells with source name)]
=$/#of applicants
=CountIF(Range of cells with hired name, “Source name”, range of cells with source name)
=$/#of hires
Graphs
Pie chart

39. #intalent
Big challenge 3:
measure team results

40. #intalent
Avoiding metrics mistakes
BofA Bigcommerce
Time to Accept
Hiring Manager Satisfaction
Business Value
Number of Hires
Time to Accept
Retention
Hiring Manager Satisfaction
Business Value - a measurement of the seniority of a position and its impact on the company

41. #intalent
Building recruiter KPIs
Applicant Tracking System Report
Recruiter
Time to fill
Tier level (business value)
Formulas
TTA - AverageIF(Range of cells with Recruiter name, “Recruiter Name”, Range of cells with TTA
numbers*
Business value - SumIF(Range of cells with recruiter name, “Recruiter Name”, Range of cells
with Tier Numbers)
Hiring manager satisfaction - Average of HM Sat scores

42. #intalent
Adjust KPI focus to match business needs
Business goal KPI focus
Quick ramp # of hires, time to accept
Hiring slowdown Retention, business value
Strategic hiring initiative Business value, time to accept
BAU – high volume # of hires, time to accept
BAU – IC and exec hires Business value, retention

43. #intalent
Achieving big

44. #intalent
250
200
150
100
50
0
2013-2014 challenges met
From a start-up to a speed-up
Jan - July 2012 Jan - July 2013 Jan-July 2014
50 hires in SFO office in 60 days
Top executive talent
200 hires in 1H
15 lbs of stress eating

45. #intalent
Make the connection
Data can drive decision making regardless of the size of an organization
Data doesn’t have to be complex to be actionable
Data and reporting should be aligned to the changing needs of the business

46. #intalent

47. #intalent