VDAB Employment Services

Flemish Department
for Labor and
Professional
Development

Best practice in campaign management including
on-line matching pushed to target customer groups
iemke.idsingh@oracle.com
Master Principal Solutions Consultant
EMEA Public Sector

Employment Services in Belgium
Belgium: Regional Public Employment Services

Flanders

Brussels

VDAB
• Main public employment service provider Wallonia
in Flanders (Belgium)
• 5000 employees, 4 million customers
• Partners with public and private
employment service providers

Copyright © 2009. Oracle Confidential. All rights reserved.

VDAB statistics 2008
* November 2009, VDAB website

• Total budget € 520 million/year, € 49 million through partners
• Customer Contact: € 50.5 million/year
– 32+ million contacts
– 10 million requests through public kiosk terminals
– 60.000 daily visitors at www.vdab.be
– 271.000 calls on free info number
– 400.000+ jobseekers registered
• Vacancies: € 25.6 million/year
– 31.000 employers registered 1.1 million vacancies
– Active mediation by consultants: 80% successrate
– 300.000 jobseekers received matching vacancies
– 119.000 jobseekers forced to apply for a job
Vdab.be is jobsite of
• Active, custom Job coaching: € 76.2 million/year
– 188.000 jobseekers the year 2008
– 57+ % active in job after 6 months Clickx elections
• Training: € 187 million/year
– 135.000 trainings


VDAB statistics
Non employed job seekers – moving average
* November 2009, VDAB website


Classic Multi Channel approach does not
meet all business needs of VDAB

• Reaching the customers in a more intelligent way
– Segmentation
– Multi channel (the cheaper the better)
– Decentralized campaign management
• Capturing feedback from targets
– Mail opened ?
– Click through on our website vdab.be ?
– SMS-Bounces (hard & soft) ?
• Statistical insight into job-seeker’s behavior and responsiveness
• Better leveraging the operational systems (legacy) with little
replication of data


Job matching logic applied across all core
business processes

• Job offers in multiple channels No jobseeker
– VDAB officers in face to face contacts will leave
VDAB without
– VDAB call center officers by telephone
a proper
– VDAB employment officers to propose candidates to an employer joboffer,
• Self Service for Jobseekers irrespective
– VDAB website + VDAB self service stations of the
choosen
– Matching with personal jobseeker file
channel
• Automatic job matching at registration or re-inscription
• Automatic weekly job matching and dissemination by e-mail or mail
• Service level determination for a vacancy
– the number of suitable candidates determines the degree of difficulty and
the approach the VDAB-officer has to deliver


Job matching - dramatic improvements in
core business process – since 2003
Elise solution of WCC

• Every job vacancy is characterized by several
requirements
– occupation offered, educational level, linguistic
knowledge, required mobility, place of
employment etc.
• Every jobseeker has a file at VDAB, which
describes his
– competencies, aspirations, expectations etc.
• Elise solution compares the requirements of
the job vacancies to the competencies,
studies etc. of the jobseeker
– This results in a matching score, which indicates
the extent to which the profile of the jobseeker
meets the requirements of the job vacancy
• If the matching score is sufficiently high, the
job vacancy will be communicated to the
jobseeker entirely automatically


Automatic Jobmatching
integrated with Siebel Campaign Management

• Goal: offer job vacancies to youngsters quick, efficient and in way
that matches their world
• Supporting additional business needs of VDAB
– “Ad hoc” campaigns to all customers (Jobseekers + Employers)
– Intensively activating jobseekers
• Started as a Pilot project (Ostend region)
– Part of the Flemish “youth work-plan”, target group
• Young jobseekers under 25 years old, low/average skilled
– For a selection of vacancies
• Normal employment sources in the region
• Vacancies of labeled Temporary Work Agencies: as a step to
permanent jobs for youngsters
• Operational september 2006
• Currently generalised all over Flanders for young jobseekers


Online automatic Job matching
Solution overview

CRM / Campaign Management Operational Customer System

eMail
Matching engine
Elise
Campaign Management
Partner Portal Job seekers Employers
SMS
Correspondence
Click Through Daemon
Bounce Daemon Query tool
Vacancies
letter

feedback feedback
Integration


Online automatic Job matching
Solution overview

• Immediate online matching at registration of the vacancy
• All candidates with a good matching score (+80%)
– are transferred to the Campaign Management solution and
– contacted immediately for this joboffer in a communication cascade
• 1. by e-mail (if they have an e-mail adress)
• 2. by SMS (if no e-mail, but a GSM)
• 3. by letter (if no e-mail or no GSM)
• Responses are captured and followed up
– Communication & responses registered for follow-up in the jobseeker file
– Job result is followed up individualy / globally with help of the Campaign
Management solution


VDAB Campaign Management statistics
* Oracle fact sheet September 2009

• Volume per month
– 110,000 e-mails containing job vacancies to job seekers
– 40,000 text messages
– 4,000 letters
• When running ad hoc campaigns VDAB sends an additional
– 115,000 e-mails
– 40,000 text messages
– 20,000 letters.
“As a result of the current economic crisis, we are expecting a rise in
youth unemployment,” Danneels said. “Over the coming year, the use
of the job-matching tool will, therefore, rise sharply. We are expecting
a three-fold increase. With Oracle, we have a scalable solution,
allowing us to address these growing volumes and eventually
decrease the unemployment rates.”


Advantages & Lessons Learned

ADVANTAGES LESSONS LEARNED
• Better exploitation of organization’s • Announce new approach clearly to
data sources target group to set expectations
• Faster and more communication right and avoid negative reactions
• Exploitation of “cheap” – This remains a sensitive topic
communication channels • This changes your organization!
• Adaptation of communication – Prepare your officers and your
channel according to the target procedures for the inbound
groups reactions of target group
• Follow up of multiple • Follow up of the campaign
communications and initiatives perception of the target group is
• Now possibilities to “trigger” the necessary, as well as the evaluation
jobseeker’s behavior of effectiveness of content and
• Good integration with existing channels
applications & procedures • A new step in process improvement


Tangible innovation

• Modern culture independent communication “Oracle provides us with the
technologies (email, SMS) reaching out to infrastructure and the
jobseekers of foreign descent applications that make it possible
for us to provide job-seekers with
• Increased output: more job vacancies offered rapid and specific information on
to jobseekers: “Doing more with less” the availability of suitable jobs.
We now reach three times more
• Better functioning of the Flemish labor market people than before and have
• Public Private partnership between VDAB reduced the time spent looking
for work.”
and the private temporary employment sector Paul Danneels,
• Solution improved job counselors support Chief Information Officer, Flemish
Job-finding and Vocational
• Improved service to employers and Training Service (VDAB)
jobseekers
– Quicker, more concrete and targeted offers
– Raising customer satisfaction
– Extra time for other jobseekers


VDAB– organizational strategy through 2011

• Targeting entire active population of Flanders (2.5+ million), rather
than just the unemployed people
• Aim of strategy is to enable VDAB to effectively manage a person’s
entire career dossier, from positions offered, to training undertaken
and support provided
• Requires different communication channels
– Personal web portals launched
– Linked to Siebel Campaign Management
• New enterprise IT architecture based on Oracle applications
– Oracle CRM On Demand to facilitate a multichannel approach to contact
job seekers quickly and in a personalized way
– IT processes into Oracle’s PeopleSoft applications
– Oracle’s service-oriented architecture
– Oracle Business Intelligence to ensure visibility into information


Architectural advise from Oracle

• 3 year IT roadmap created
between Oracle and VDAB
• Roadmap validated by existing
consulting partner
• Business and IT aligned around
the roadmap
• Justification for enterprise effort


Oracle across 2500+ VDAB employees

“The combination of Oracle Business Intelligence and
Oracle’s Siebel Public Sector Case Management has
significantly increased the informative value of the data,
resulting in a clear increase in productivity.”
Paul Danneels,
Chief Information Officer VDAB


VDAB Employment Services

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