Talentnet live - johnson and beygelman dallas september 13 2013

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Mike Beygelman and Lisa Johnson presented at TalentNet Live conference at Pizza Hut HQ in Dallas, TX 9/13/13 Datafication of Recruitment: Measuring and quantifying relevant information

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Slide 1

Datafication of Recruitment:

Measuring and quantifying relevant information1To start a new presentation, insert the title information on the slide above.To create subsequent pages, click on Insert on the menu bar and then choose New slide. Do this for each new slide you want to create. Various text/graphic layouts will appear in a window to the right for you to choose.To apply this PowerPoint style and layout to an existing presentation, select the slides you want from the existing presentation and choose the Copy command. Then paste the slides into the new template. An alternative is to choose the Insert command on the menu bar and then select Slides from File. NOTE: If the old presentation was created using a Master View, it should copy over with minimal fixes needed. If, however, the old presentation was custom created, you may need to make manual changes to each slide.To duplicate the title slide later in your presentation, select it, then from the Insert command on the menu bar, choose Duplicate slide and then move it to the desired location.IntroductionsDatafication of Recruitment: Dallas September 20132North America RPO President (Pontoon)More than 100 client engagements in North America, EMEA, and APACTeam is responsible for >73,000 hires per annumOne every 7 minutes of a business dayPrior: Executive Director, HR Outsourcing AssociationDirector of Recruiting, North America (Gate Gourmet)Responsible for the talent acquisition of more than 10,000 employees across North America16 years of Recruiting & HR leadership experience

A collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications (wikipedia).

2Datafication of recruitment: some context for big dataNot looking for a needle in a haystack, but rather looking for a unique piece of hay in a moving field of millions of haystacks

Attributes differ from traditional data in three main ways:Volume, Velocity, Variety

Stands apart from traditional analysisNot organized in tables and rowsUses data flow versus stockBest used by process owners instead of data analysts or IT (e.g. owned by the business process/function/operations)

Datafication of Recruitment: Dallas September 20133A collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications (wikipedia).

3VolumeData will be measured in Exabytes very soon (1,000 petabytes)Wal-Mart handles a million customer transactions per hour and has c 2.5 petabytes of disparate data, Google has 24 petabytes (24,000 terabytes)

VelocityData is flowing in real-time, not staticBlogs, Twitter, Facebook, LinkedIn, etc.Real-time data extremely valuable, but degrades in value very quicklyData may be fleeting if not captured

VarietyMyriad possible sources of dataData is unstructured, in multiple systems, in different back-end formats, etc.

Datafication of Recruitment: Dallas September 20134The three Vs1 Petabyte = One Quadrillion Bytes (1,000,000,000,000,000 Bytes) equivalent to 20 Million filing cabinets worth of text or a 45 mile high stack of CDs

1 Exabyte = 1,000 petabytes

Weve already come up with the next-generation of data terms a Zettabyte is 1,000 Petabytes and a Yottabyte is 1,000 Zettabytes

Every 24 hours300 billion emails are sent22 billion text messages are sent3 billion videos are viewed on YouTube480 million people log to Facebook30 Billion pieces of facebook content added per month250 million pictures are uploaded to Facebook250 million tweets are sent1 million pictures are uploaded to Flickr58,630 websites are added to the Internet

Example: The MIT Media Lab used cell phone location data to infer number of shoppers in Macys parking lots on Black Friday estimating sales before Macys had even recorded the sale.Real-time data extremely valuable, but may degrade in value very quickly as time passesData may be fleeting if not capturedBlogs can be changed, postings can be un-postedWeb visitor data may be purgedSources of data:

Social networksData from POS systemsGPS readings from cell phonesWeb browser dataData from downloaded and used smartphone appsData from club loyalty cards

4Datafication of Recruitment: Dallas September 20135

Growth of Big DataMonetary value of big data by industry

Datafication of Recruitment: Dallas September 20136The promise of Big Data in everyday life

Your grocery store knows what brand of soda you buyNetflix knows what shows you watchYour credit card company knows where you shopAmazon knows what products you consider before you buy what you ultimately buyMany companies know your name, age, address, number of children, gender and average household incomeYour smartphone knows where youve been and who youve been talking withYour smartphone apps know what you ate yesterday, what movies you considered seeing and which you bought tickets for, where you got your morning coffee, and what flight you are on tomorrowGiving anyone who can aggregate all this data a FRIGHTENINGLY accurate picture of you as a consumer, and as a human being

6Datafication of Recruitment: Dallas September 20137

The promise of Big Data in recruitment?Your grocery store knows what brand of soda you buyNetflix knows what shows you watchYour credit card company knows where you shopAmazon knows what products you consider before you buy what you ultimately buyMany companies know your name, age, address, number of children, gender and average household incomeYour smartphone knows where youve been and who youve been talking withYour smartphone apps know what you ate yesterday, what movies you considered seeing and which you bought tickets for, where you got your morning coffee, and what flight you are on tomorrowGiving anyone who can aggregate all this data a FRIGHTENINGLY accurate picture of you as a consumer, and as a human being

7The three Vs applied to recruitmentVariety Internal Systems ATS, HRIS, Performance Review Systems, POS data, Sales performance and comp systemsExternal Systems - Compensation, Demographics, Recruiting informatics, Traffic and transportation, Social Media , Employment SocialVolumeUp to 2,520 data points per candidateContact and profile informationHistory and status informationEach candidate dataset has a different set of data pointsVelocityHundreds of applicants per day, different requisitions, statuses, hiring managers, locations etc.

Datafication of Recruitment: Dallas September 20138Per Annie: We are capturing all of the standard data points such as name, e-mail, phone, source, address, previous employers, education, etc. on each candidate. In addition, applicant tracking systems and CRMs are tracking numerous other data points related to a single candidate. For example, the status they were given in an ATS (i.e. Schedule Phone Screen), date they were moved into an individual status, the user that moved that candidate into a status, the source status that the candidate was coming from before being moved into the current status, the e-mail that was generated when they were moved into the status, whether or not the candidate opened an e-mail that was sent to them, the date of which the applicant updated their profile, the note that was added to the candidates profile, the date of the note, the recruiter that added the note, etc.So, to arrive at the 2,520 number, Luke looked at the Peoplefluent and Avature database fields to determine how many data points are related to a single candidate. Although Peoplefluent is robust, it doesnt track quite as many data points as Taleo, so we felt it was a solid representation, especially since its our preferred ATS.

5,000 employee company hiring 500 jobs a year for the last 5 yearsEach job yields 50 applicants

315 Million data points (5,000*500*5*2520)Multiple systems ATS, HRIS, CRM, Multiple formats Databases, paper applications, resume documents

8With the data that sits in your current systems, right now, you could probably answer the following questions:

What is the relationship between the compensation of a position and the distance candidates are willing to commute?What is the interaction between posted job title and number of applicants?What is the maximum ideal number of interviews for a candidate? (btw, its 4)Does using the phrase proactive and detail oriented drive a higher quality candidate slate?What is the relationship between spelling errors on a resume and a candidates ultimate success on the job?

Do you think having access to this kind of information can make you more actionable around your approach?

Datafication of Recruitment: Dallas September 20139Example: Big Data opportunity in context of recruitmenthttp://www.slate.com/articles/technology/technology/2013/01/google_people_operations_the_secrets_of_the_world_s_most_scientific_human.single.html - answer that the ideal number of interviews at Google was found to be --- 4

910Case Study:

How Gate Gourmet Datafied Recruitment in SFODatafication of Recruitment: Dallas September 201310To start a new presentation, insert the title information on the slide above.To create subsequent pages, click on Insert on the menu bar and then choose New slide. Do this for each new slide you want to create. Various text/graphic layouts will appear in a window to the right for you to choose.To apply this PowerPoint style and layout to an existing presentation, select the slides you want from the existing presentation and choose the Copy command. Then paste the slides into the new template. An alternative is to choose the Insert command on the menu bar and then select Slides from File. NOTE: If the old presentation was created using a Master View, it should copy over with minimal fixes needed. If, however, the old presentation was custom created, you may need to make manual changes to each slide.To duplicate the title slide later in your presentation, select it, then from the Insert command on the menu bar, choose Duplicate slide and then move it to the desired location.

Gate Gourmet is the core business behind gategroupWorlds largest independent provider of catering and provisioning for the Airline & Railroad IndustriesGate Gourmet serves over 250 million meals per year out of our 120 airport locations around the globeGlobal HQ in Zurich, Switzerland and North American HQ in Reston, VA

11

Datafication of Recruitment: Dallas September 2013About Gate Gourmet10,000 union hourly employees preparing food, 1500 people supporting1112Datafication of Recruitment: Dallas September 2013A shameless infomercial about Gate Gourmet

10,000 union hourly employees preparing food, 1500 people supporting12Situation before leveraging Big Data insights and analysis

626 employees working 24/7/365 shiftsHourly workforce understaffed by 20% driving 15.7% OTWages and transportation costs barriers to staffing optimization

Goal: focus sourcing to overcome these challenges

Data in three sources:CRM (Avature) for candidate outreach, source, and location dataATS (Taleo Business Edition) for applicant location data HRIS (Oracle) for retention/turnover dataBig data sets:CRM 156,022 candidates 31,204,500 data pointsATS 108,252 candidates 29,769,300 data pointsHRIS 35,226 records 3,522,600 data pointsImplemented proprietary data visualization technology

Datafication of Recruitment: Dallas September 201313Case study: San Francisco International Airport (SFO)Per Annie: Here are the number of candidates for slide 21.CRM 156,022ATS 108,252If you want to quote in data points instead of candidates of the 2,520 data points associated with the candidate, approximately 200 are in Avature and 2,320 are in the ATS. So the numbers for Gate would come out to (approximate):CRM 31,204,400 data pointsATS 251,144,640 data points

13Red dots represent all candidates who were sourced and we connected withGreen dot in middle represents the job location (SFO)Notice candidates pulled from all directions North, South, East, WestPredominantly South and Southeast14

Datafication of Recruitment: Dallas September 2013Logically we were sourcing candidates from a wide areaInclude discussion of what initiatives are being taken14Yellow dots represent all applicants who applied to the jobNotice the applicants are heavily clustered to the NORTH of SFO, much fewer willing to come from the SOUTH and across the San Mateo Bridge15

Datafication of Recruitment: Dallas September 2013Big Data analysis of applicants revealed new insights15And when it came to actual hires, the visual is self-evidentBlue dots represent applicants who were hired for the jobNotice the applicants are heavily clusteredMost hires resulted from NORTH of the job location with heaviest concentration on the peninsula 16Datafication of Recruitment: Dallas September 2013

16After launching this location with our RPO partner in 2012:

We became much more productive: effective and efficient

We stopped wasting time and money sourcing people from areas that did not bring good results and the business results were profound!

Increased candidate attraction by 408%

Net Headcount growth increased 21%

Interview to offer ratio improved from 1.6 to 1, now is at 1.1 to 1

Reduced overtime and temporary labor expense by over $2 Million

Achieved fully staffed status for first time everDatafication of Recruitment: Dallas September 201317ResultsProblem: Traditional sourcing directly around the airport was not generating many applicants or hires.Solution: Started more passive outreach in the footprint near the airport where we werent getting people

Problem: A lot of applicants from certain areas would make it to interview, but not the hireSolution: Changed screening process to be more transparent about schedules and allow people to consider transportation options (public transportation etc.)

Problem: High turnover Solution: Evaluated turnover - identified specific zip codes where retention was higher by analyzing attrition data and targeted those zip codes for sourcing

1718Practical AdviceDatafication of Recruitment: Dallas September 201318To start a new presentation, insert the title information on the slide above.To create subsequent pages, click on Insert on the menu bar and then choose New slide. Do this for each new slide you want to create. Various text/graphic layouts will appear in a window to the right for you to choose.To apply this PowerPoint style and layout to an existing presentation, select the slides you want from the existing presentation and choose the Copy command. Then paste the slides into the new template. An alternative is to choose the Insert command on the menu bar and then select Slides from File. NOTE: If the old presentation was created using a Master View, it should copy over with minimal fixes needed. If, however, the old presentation was custom created, you may need to make manual changes to each slide.To duplicate the title slide later in your presentation, select it, then from the Insert command on the menu bar, choose Duplicate slide and then move it to the desired location.What business problem can you tackle and solve that might produce real bottom line impact?What are some of the assumptions in your current recruitment and talent management process that you might validate or disprove?Who owns your data (or access to it)?Can you make a business case for investment?What system are you going to normalize the data into?

Datafication of Recruitment: Dallas September 201319Points to considerDatafication of Recruitment: Dallas September 201320Lets action our learning

LinkedIn knows when you last updated your profile and where youve workedMonster knows what jobs youve applied for Google knows what job searches you have done and what pages youve visited (e.g. How do I format my resume)Equifax knows where you live and about what you earnSpotify knows what music you listen toYour credit card company knows how much you travel

Theoretically, I could identify a Sales Manager making 80k who lives in Minneapolis, has worked in the printing industry, who is actively looking for work right now, or likely to start looking soon, who is used to traveling at least 10 days a month, and likes the Foo Fighters.

20Michael BeygelmanNorth America RPO President, Pontoonmichael.beygelman@pontoonsolutions.comLisa JohnsonDirector of Recruiting, North America, Gate GourmetLjohnson@gategroup.com

Datafication of Recruitment: Dallas September 201321Questions, follow up contact

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