Ere Moneyball Deck 12 15 2011 Deck For Slideshare

Moneyball Sourcing
Looking at Sourcing Through
the Lens of Moneyball

The Recruiting Version
of Sabermetrics
TalentBrew Dashboard Jobs2Web Dashboard

• Use data in new ways
• Move from “a gut feeling” to data driven
decisions
• Both presentations are on ERE site

VISITS 2 FOLLOWS
SEARCHES SEES JOB
CAREER ON
GOOGLE THEY LIKE
1 SITE TWITTER

3 4
SENDS SEES WORK JOINS
GOES TO APPLIES TO
FRIENDS WITH ME TALENT
LINKEDIN JOB #1
INMAIL JOB ON LI COMMUNITY 5

6
FRIEND #2 FRIEND #1 GETS JOB APPLIES TO
SAYS STAY REFERS TO 7 ALERT JOB #2 ON 8
AWAY RECRUITER FROM TC MOBILE

FRIEND #1 GETS EMAIL
SAYS OK FROM RECRUITER
TELLS ABOUT 9 SEES JOB
PLACE RECRUITER
JOB #3 TWEET
10

WHO GETS GETS HIRED APPLY TO #4
CREDIT? FOR JOB #4 VIA TWITTER

Source: ERE Recruiting Innovation Summit 2011

WIIFM
1. A different way of thinking about
data—metrics that are useful
2. A great way to impact current
hiring needs and pipeline for
future
3. A little clarity in the complex
world of sourcing & recruiting

1.Challenge Conventional
Wisdom
2.The Science of Winning
3.Adapt or Die

Call to action:
Courage to Believe the Data

Challenge Conventional Wisdom
1. Job Boards Are
Dead
2. Passive Candidate
Are Best
3. Lost Faith in “Post
& Pray”

Job Boards Are Dead

1 Career Site
2 Industry
Groups
3 Job Boards

Source: Job Seeker Attitudes effective source Mastering Internet
Job Board is the fourth most and Behaviors; source of hire
Jobvite: Job Board is the 2nd most effective of hire
Recruiting Staffing.org 2009

Passive Candidate Are Best

Source: Corporate Executive Board-The Benefits of Passive Sourcing and
Candidate Relationship Management Systems 2009

Review Moneyball Lesson #1
Challenge Conventional
Wisdom The Science of Winning
• Job Boards Are Dead • Data driven decision
• Passive Candidates • Same data, different
Are Best lens
• No Post & Pray • Clarity on the other
side of complexity

The Science of Winning
1. Move from “a gut
feeling” to data driven “Paul DePodesta concluded it
decisions would take 95 wins to make
the playoffs. He then
2. Sabermetrics (Use
calculated how many runs
same data in new
the A’s an important as a score
Walk is would have to hit.
ways) • The more hitters avoid
than they allowed; 135. (The
3. Clarity on the other striking out and force the
team would need to a pitch to
pitcher to give them
score
side of complexity: between 800 and the more
hit or walk them, 820 runs
Scoring was a and give up base.
runners on between 650 &
process, not a talent 670 runs).” players on base, the
• The more Moneyball; Michael
(RBI); Get on base and higher the likelihood or of
Lewis
create conditions for runs and wins.
• Walk turns out to be as
the next step
valuable as a hit.

The Science of Winning
1. Move from “a gut
feeling” to data
driven decisions
2. Recruiting data &
metrics--Use data in
new ways
3. Clarity within the
complexity

How many visitors will
it take to meet the
demand of our
workforce plan & what
is the best source

Jobs2Web Dataset
• 51 million visitors
• 3.7 million applications
• 63,660 hires
• Notice how many visitors, applies are
actually taking place—799; 77; 57; 10
• >1% begin the application process; .07
actually apply for a job; and .01 will
interview

Science of Winning-Job2Web
Benchmark Metrics
Metric Result
# visitors 799
# apps 77.2
starts
# apps 57.6
completed
# qualified 10.3
# 3.6
interviews
# offers 1.2
made
# hires 1.0

Ranking the Sources of Hires

# #
# Interviews
Qualified# qualified # interviews efficiency
Prospects
Source Visitor Source
Visitors Per Hire intervie Source
qualified
s /hire ws Per Hire Per Hire
Facebook 400 Facebook 4.8 2.2 Facebook 4.8 2.2 45
Career Site 407 Search Engines 6.9 2.9 Search Engines 6.9 2.9 42
1

Industry Groups 472 Career Site 8.2 3.3 Industry Groups 10.1 3.1 30
5

Major Boards 621 Industry Groups 10.1 3.1 Career Site 8.2 3.3 40
2
Niche Boards 880 Social Media 15.8 5 Job Aggregators 19.3 4.3 22

Social Media 899 Major Boards 17 4.8 Major Boards 17 4.8 28

Search Engines 1224 Niche Boards 18.1 5.9 Social Media 15.8 5 4
31

LinkedIn 1354 Job Aggregators 19.3 4.3 Niche Boards 18.1 5.9 3
32

Job Aggregators 2186 LinkedIn 31.4 9.1 LinkedIn 31.4 9.1 28

Science of Winning-Clarity

First Base might
be signing up
for an email
list, an RSS blog
feed or
Jobs2Web
talent network


Second base
might be
following us
on Twitter, or
a “like” on
Facebook


Third base
might be
joining a
community or
downloading
whitepaper


Crossing
“home plate” is
the result of
several smaller
moves

Science of Winning Adapt or Die
• Data driven decision • Source efficiency”-
evaluated the source of
• Same data, different talent
lens • Knew who was
available-developed
• Clarity on the other own database
side of complexity • Built a “farm system”-
•
immediate needs, but
also strategic about
the future

Adapt or Die
• “Source efficiency”-
evaluated the source
of talent
• Knew who was
available-developed
own database
• Built a “farm
system”-immediate
needs, but also
strategic about the
future

Adapt or Die
• Consistent Message: Brand
Message must be consistent as
the audience is always changing
(remember who our audience
is…..)
• Social Contract Broken:
People naturally break into
affinity—no employer loyalty
• Strategic Sourcing: Need to
think immediate, as well
as, long term

Marketing Axiom

“only 10% of website visitors or searchers are
ready to engage, make a purchase decision, or
opt-in right away; but over the course of the
subsequent 12 months, with the right value-
added communication, that number
skyrockets to 87%
Sent 4 email 39% audience > 2.5 times > 3.5 times
invitations over click through more visitors more prospects
6 months rate

Source: BtoB magazine, 2004

Target Audience Behavior
% Audience

Once Per Year Less than once
9% per year
Once Every Six 14%
Months Once Per Week
16% 60% of passive candidates 11%
want to hear about jobs at
Once Every least every 3 months
Several Times
Three Months Per Month
14% 15%
Once Every Once Per
Two Months Month
9% 12%

Source: CLC Recruiting 2010

Target Audience Behavior

Source: 2011 Corporate Recruiting Reports Candidate Attitudes and Behaviors
Staffing.org

Social Contract Broken
Our data shows that candidates have
increasingly accepted the inherent
uncertainty of the working world and are
programming their careers accordingly.
They don’t believe in the old social
contract any more than employers do. For
both parties “forever” is a conditional
term: nice to hear but undependable.

Source: 2011 Corporate Recruiting Reports Candidate Attitudes and Behaviors
Staffing.org

Strategic Sourcing
Jobs2Web Dataset
1. 10 large customers with 8800 hires during 2011
from their talent network
2. This data illustrates that while 57% of
applicants that are hired apply for a job on the
first day, 43% of hires actually at some point in
the future.
3. The data also documents that in many cases, it
is the “job alerts” (drip marketing) that trigger
the apply.
4. Conclusion: theory, research maps to reality.
• theorem says drip marketing works.
• people want iterative messages
• data shows results

Source 0 days 1-30 31-60 61-90 >90 Total >1 >30
Career 3105 729 339 250 827 5250 41% 27%
Site
Career 469 105 49 30 77 730 36% 21%
Site
Services
Direct 677 168 105 78 327 1335 50% 34%
Search 332 129 43 24 136 664 50% 31%
Engine
Email 135 36 4 10 34 219 38% 22%
Job 107 53 12 11 60 245 56% 34%
Aggregat
or
Total 5050 1288 566 417 1533 8854

% total 57% 15% 6% 6% 17% 100% 43% 28%

Apply Starts vs. Apply Completed
Metric Result
# visitors 799
Great way to market
# apps 77.2
starts
to the 2% of applies
# apps 57.6 that do not complete
completed the process
# qualified 10.3
# 3.6
interviews
# offers 1.2
made
# hires 1.0

What Is A Talent Community?
Capture Passives
Drive Boomerang & Apply Drop Offs
Hires & Viral Magnets to
Referrals attract prospects

Automate Drip
Re-Recruit Past
Marketing To
Applicants & Drive
Prospects
Viral Referrals

Automate Drip
Centralize & Automate
Marketing To
Recruiter Contact
Prospects
Marketing

Talent--Community of Communities

1. Talent Network (community) has become the 4th largest
source of hire
2. Over 17 months, the number of applies by the members of
the talent community grew significantly
3. Not only did the # of applies grow, the number of
candidates that it takes to make a hire decreased

Adapt or Die Courage to Believe the Data
• Consistent Message: Brand
Message must be consistent
as the audience is always
changing (remember who
our audience is…..)
• Social Contract Broken:
People naturally break into
affinity—no employer
loyalty
• Strategic Sourcing: Need
to think immediate
•

Courage to Believe the Data
• Taking action
on data

Resources
• Jobs2Web—Doug Berg, Jon
Greene, & Steve Shaffer
• David Earle of Staffing.org
• The Corporate Executive Board
Company—CLC Recruiting

Ask Questions Talent Communities

Join Talent Community Development Group on LinkedIn

Thank you to ERE Media
Sponsor: ICIMS

Marvin.smith@gatesfoundation.org

http://www.facebook.com/#!/marvin.smith

http://www.linkedin.com/in/marvsmith
@talentcommunitiy

Talent Community Development Community
http://www.linkedin.com/groups?gid=1148747&home=

Ere Moneyball Deck 12 15 2011 Deck For Slideshare

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Ere Moneyball Deck 12 15 2011 Deck For Slideshare