This document provides an outline for a training on fundamentals of recruitment analytics. It covers topics such as defining recruitment analytics, assessing an organization's current use of analytics, key recruitment metrics to track, finding the right data, applicant tracking systems, using big data and business intelligence in recruiting, and making data-driven decisions. The training agenda includes an overview of trends in the Philippine recruitment industry and a self-assessment of an organization's analytics culture. It emphasizes using data to understand factors like employee retention and satisfaction.

1. Fundamentals of
Recruitment Analytics
Class Outline
Prepared by Daniel Meyer
President & Founder of
DMAI – Decision Making, Analytics & Intelligence

2. Agenda
Topics covered in the training include:
• What is Recruitment Analytics?
• Recruitment Analytics in the Philippines
• Self-Assessment of your Recruitment Analytics
• Finding the Right Data at the Right Time
• Applicant Tracking Systems
• Big Data and Recruiting
• Business Intelligence and Data Visualization
• Making Data-Driven Decisions

3. What is Recruitment
Analytics?

4. Recruitment Analytics
A definition of recruitment analytics is simply
the metrics and analysis that relates to
recruiting.
However, we all know its actually a lot more
challenging in practice.
When did you start first thinking about
analytics in your recruitment process?

5. Recruitment Analytics
So where do we start?
Some of the typical questions we all start out with when
we think about analytics and recruitment include:
• What metrics are important to my organization?
• What are the metrics which enable me to measure my
team’s effectiveness?
• Which tool should I use to have better analytics?
• How can I understand the ROI (return on investment)
of my recruiting efforts?
Today we will use analytics to learn how to make
data-driven decisions in our recruitment efforts!

6. Top Recruiting Trends
Job Hoppers – The number of people who just walk
away from one job and sign up for another is quickening
at a terrifying rate. Fully half of call center agents hired
here in the Philippines in 2015 have already left their
jobs. This trend is similar across most industries here.
Skills Mismatch – 95% of applicants for call center
jobs do not make it past the first interview. The
mismatch goes well beyond BPOs as more and more
jobs stay open longer due to lack of qualified applicants.
Are you looking at the demographic data of your
applicants to look for patterns in who does/doesn’t hop
and who you hire and who you turn away?

7. Top Recruiting Trends
Compelling Brands – In this buyer’s talent market,
candidates are looking for compelling brands. They want
to work somewhere they fell valued and appreciated.
Analyzing employee data on morale and satisfaction
should give you plenty of good marketing points to
make your brand stand out.
Focus on Retention – Knowing why people leave has
never been more important. Identifying and correcting
the causes is as an important analytics exercise as
knowing where to attract new talent.
Are you sourcing data on why people decide to come to
work with you as well as why they leave?

8. Top Recruiting Trends
Social Media – All of us are trying hard to use social
media to attract candidates attention, but how many of
us are looking at the data to see how effective we are?
There are numerous analytics tools available to us to
help us understand the effectiveness of our social media
efforts and most of them are free.
Mobile – An ever increasing percentage of candidates
hear about us via social media. However very few of us
have a mobile application for recruitment. We still
require them to send an email. That’s a dinosaur plan.
How many of us effectively integrate social media and
mobile applications into our recruitment efforts?

9. Top Recruiting Trends
Big Data – Everyday we add significant amounts of
data to the our business. The data come faster, more
frequently and in bigger amounts. Companies that are
successful are the ones who know how to use this Big
Data to drive their recruitment efforts.
Analytics – A good analytics solution is a key indicator
of how serious recruitment is to your business. If you
have an ATS that allows your identify data you need to
make decisions then you have more then most. There
are so many recruitment analytics tools out there,
knowing what works best for you is super important.
Do we have the Big Data and Analytics we need?

10. The Current State of
Recruitment Analytics in
the Philippines

11. Talented Philippines
One of the few books I have
seen that is specifically
designed for the Filipino
market.
Talented Philippines provides
readers with insights into
challenges facing HR and
Recruitment teams today.
And it also offers a lot of
suggestions and solutions as
well.

12. Talented Philippines
“Filipinos have lofty expectations of their employers.
Beyond providing great jobs and working environments,
Filipino talent is attracted to organizations that
(1) embody the spirit of community values
(2) including a social conscience and
(3) a familial atmosphere and
(4) that create opportunities for their careers
(5) to flourish and grow.“
This is a tall order to fill and helps us understand the
challenges we all face.

13. The BPO Industry
“The world is currently
witnessing a fundamental
reorganization in the way
services are delivered to
customers. This is what is
behind the movement to
outsource. It’s a lot more
than just saving money by
shipping jobs overseas.” -
Harvard Professor Robert E.
Kennedy

14. The BPO Industry
The globalization of services, in which different tasks
are being carried out by different individuals in
different locations, is about gaining access to the best
combination of talent, resources and markets.
• Technological Innovations like easy access to the internet
and stored data.
• Emerging Market Growth in traditionally closed markets
• Global Macroeconomic Liberalization of government polices
toward trade
• The Corporate Imperative to both reduce costs and improve
quality
• The Convergence of a Global Business Culture based on the
English language and American business models.

15. Self-Assessment of
Recruitment Analytics
In Your Business

16. The next step is to assess the analytics culture of your
organization. Which of the following best describes the way
analytics is utilized where you work.
• Level 1 – No analytics at all.
• Level 2 – Only a few people use analytics and most key
management decisions are not made based on data, but on
experience
• Level 3 – Some people use some analytics to make some
decisions, but its generally inconsistent across the organization.
• Level 4 – Most decision makers have access and generally use
analytics. Several key team members have strong analyst
backgrounds.
• Level 5 – Every team member from top down knows analytics,
has access to the data they need and are empowered to take
action on it.
Analytics Assessment

17. Recruitment Metrics
Cost-per-hire
Cost-per-hire, only looks at the initial cost
associated with hiring.
Focusing purely on initial cost will drive
recruiters to place a ‘butt in a seat’ without
regard to the quality of hire or the long-term
production the candidate will or will not deliver.
How do you track this metric? How important is
in your current reporting?

18. Recruitment Metrics
Time-to-fill
Time-to-fill measurements look at the cost
associated with positions remaining unfilled.
Although this cost can be significant, this metric
does not take into consideration the long-term
cost associated with greater turnover
percentages and additional recruitment costs
for hiring the wrong candidates.
How do you track this metric? How important is
in your current reporting?

19. Recruitment Metrics
Cutting-edge recruitment efforts focus
much more on the ”metrics of the now”.
Manager Satisfaction: % of managers who
are satisfied with the hiring process. Provides
important, easily tracked data to determine a
hiring manager’s preferences before recruiting
begins, and then to evaluate staffing
performance post-hire.

20. Recruitment Metrics
Source of Hire: % of new hires from each
defined candidate source. Tracking source of
data information allows management to better
understand the quality of their sourcing
strategy.
This metric also helps recruiting managers see
sourcing channels in terms of outcomes, not
just sheer numbers.

21. Recruitment Metrics
Referral Rates: % of hires from referrals
generated by the recruiter.
Referrals generated by recruiters directly
soliciting them from prospective candidates and
new employees will have a measurable and
positive impact on the quality of hire (studies
show referrals make better performing hires),
cost-per-hire (little to no cost for these
referrals), and time-to-fill ratios.

22. Recruitment Metrics
Candidate Satisfaction: % of new hires who
are satisfied with the hiring process as judged
by a candidate survey. Candidate satisfaction
surveys drive recruiting organizations to have a
greater focus on the quality, which has a
positive impact on the branding of the
company. Additional candidate metrics may also
be valuable from candidates who were not
selected, and candidates who declined offers.
These last two groups are often overlooked, but
they can provide valuable information about
your recruiting operations.

23. Finding the Right Data at
the Right Time

24. Finding Data
Step #1 . Identify. Finding the Data or
Writing Requirements. - Raw numbers
have to be filtered for the most part the data.
Take numerous pieces of data and extract
what you need. Solid requirements help
maximize the time to focus on analysis.
In recruiting this really means knowing the
data elements you have available and
creating a process of analysis to keep your
reporting actionable.

25. Finding Data
Step #2 Inventory > Analyzing the Data
or Crunching the Numbers. You started
with a problem or a question in your
recruitment process, you compiled candidate
data, now you need to find the answer and
come up with potential solutions.
There is not sure fire way to do this.
It’s a combination of training, knowing the
data, understanding the recruitment business
and most importantly knowing what your
audience is looking for.

26. Finding Data
Step #3 Integrate > Adding Narrative
and Visuals or Telling the Story. This is
where being an analyst takes science and
turns it into art.
Now that you have the data and your analysis
is complete and you have answered the
original question, you need to turn the data
into something that tells a story.
Leaders, Owners and Managers will make
decisions based on your data based on how
you present it.

27. Management Reporting
Another critical factor in the success of a
recruitment process is how well they are able
to communicate successes to management.
• According to eHow.com, management reporting has evolved
along with technology. What traditionally occurred as verbal
reports to leadership within companies has grown into ever-
more sophisticated analysis and statistical work product
prepared to dig deeper into business operations.
• Providing your management team with the information they
need to drive business strategy is crucial as recruiters are
often on the front lines so to speak.
What technology and communication methods are
involved in your management reporting?

28. Management Reporting
• Typically, Excel and PowerPoint are the primary
tools used to provide management reporting to a
company's leadership. In the past few years there
have been major technology innovations in
business intelligence applications and data
visualization software that have taken
management reporting to a whole new level.
• Recruiting has seen a huge increase in number and
types of reporting tools available to deliver very
fast and very detailed recruitment analytics.
• This leads up to the concept of a business
dashboard… which we will get to later.

29. Applicant Tracking
Systems

30. Applicant Tracking Systems
Per Wikipedia, applicant tracking systems
(ATS), are software systems used by
recruiters and talent acquisition professionals
to keep track of candidates.
What are some of the ATS’s you are
using now or have worked with in the
past?

31. Bullhorn and Bullhorn Reach
Bullhorn provides cloud-based
CRM solutions for companies
in business services
industries.
Its data capture and customer
insight technology puts the
most up-to-date and powerful
information at users' fingertips
to give them everything they
need to win customers and
keep them happy.
Video >>>

32. Bullhorn and Bullhorn Reach
Bullhorn Reach is the social recruiting platform of
Bullhorn, an industry leading provider of web-based
recruiting software and applicant tracking system
technologies.
Video >>>

33. Applicant Tracking Systems
Here are something's to consider when
choosing an ATS solution.
If your company is looking to upgrade to a new ATS
or looking to use an ATS for the first time, there are
several things to consider.
• Number of users
• User-friendly
• In-house data storage or off-site data storage
• Support features
• End to end or just applicant tracking
• IT Development requirements
• Management reporting
• Total $ Cost (upfront and annual)

34. Big Data & Recruiting

35. Big Data & Recruiting
Big Data is the buzzword of the year.
Every leader — whether they’re managing a
small team or are at the helm of a multinational
corporation with thousands of employees — is
wondering how they can use Big Data to better
get to know their people, to create a setting
that better suits their needs and, in turn, drive
recruitment and retention.
What do you know about Big Data and how its
being used in recruitment?

36. Every company has untapped analytical
resources. Every company has the
potential to be Decoded.
Data has become such a plentiful resource that
many companies are producing many streams
of data already without capturing any useful
insights. In that respect, identifying data
sources and analytical resources can provide
guidance in understanding your organization’s
needs and capability to adopt a talent-centric
data-driven approach.
Big Data & Recruiting

37. The types of data that recruiters are using to
identify the best candidates and talent include:
• Social Media
• In-House Data
• Tests and Games
• Consumer Data
• Demographic Data
• Competitor Data
Big Data & Recruiting

38. Challenges
Recent discussions about Big Data are showing
that about 80-90% of data currently being
captured by businesses is unstructured.
Just two year ago it was 50% and five years ago
about 20%.
The boom is unstructured data storage is
fundamentally changing recruitment analytics as
we know it.

39. Business Intelligence and
Data Visualization

40. Business Intelligence
Business intelligence (BI) refers to computer-
based techniques used in identifying, extracting,
and analyzing business data, such as sales
revenue, market opportunity or product
performance.
Some of the BI market
leaders include:
• IBM-Cognos
• Microsoft Objects
• Tableau
• Qlikview
• Yellowfin
• Oracle

41. How DMAI Uses Analytics
DMAI uses Tableau Public and Piktochart
http://www.tableausoftware.com/public/
Video >>>

42. How DMAI Uses Analytics
Business Need: Working with a client whose small business is located in the
same location for 25 years, but the demographics of the community around him
has changed.
Location Dr. Zylker Pleasant
Hill
Martinez Concord Concord
ZIP Patients 94523 94553 94518 94520
Population 100 33,569 47,065 26,778 37,208
Median Age 45.0 40.7 41.9 40.6 31.1
% Male 50% 48.5% 49.3% 49.4% 51.7%
% White 100.0% 74.9% 76.8% 67.7% 53.1%
% Black 0% 2.1% 3.4 3.2 5.1
% Asian 0% 13.7% 7.6 12 8.6
% Filipino 0% 3.0% 2.9 4 3.7
% Hispanic 0% 12.0% 16.3 23 52.9
HH's 100 13,881 18,607 10,121 12,494
Avg HH Size 2.50 2.38 2.45 2.61 2.95
% Single Mom 10% 9.9% 12.7% 12.2 14.9
% w/ Child 33% 28.4% 30.2% 31.4 39.3
% w/ Senior 33% 24.3% 22.7% 26.2 17.9
% Renting 25% 38.4% 31.3% 32.2 60.9
% Unemployed 9.2% 9.2% 9.4% 9.8% 9.8%
Median HH
Income
$75,000 $78,999 77,162 64,665 64,665
% w/ SS Income 23.9% 23.9% 21.1% 23.5% 23.0%
w/ Health In 91.4% 94.4% 90.8% 85.6% 85.6%
Demographic
Observations
1. The Median Age of
the zip codes around
Dr. Zylker's location
are younger then his
customer base
2. The ethnic makeup
of the Dr. Zylker's
potential customer
base is not reflected
in his cliental
3. The population
around Dr. Zylker is
less likely to have
health insurance

43. How DMAI Uses Analytics
Business Need: Show the client the number of other chiropractors and overlay
data with household income to show where the clients have moved too.

44. Data Visualization
Data visualization is simply taking data and
converting it to visuals like pie charts, line graphs,
sales charts, etc.
However in the hands of a good analysts you can build systems
and processes by turning raw data into a visual tool. That
makes the decision making quicker and with less error.
Best analysts are the ones who can visualize data and use tools
to add a story telling component to their analysis.
A picture is worth a 1000 words, just like a good pie
chart is worth 1000 rows of excel data.

45. How DMAI Uses Analytics
Let map out the
competition for a
client who
wants to set
up a new Call
Center.
We want to take
this address
information,
load it into
Tableau and
create a map
that shows by
location the #
of other Call
Centers.

46. How DMAI Uses Analytics
Trend #4 – Data Visualization
The main goal of data
visualization is to
communicate
information clearly and
effectively through
graphical means. They
say a picture is worth a
thousand words.

48. How DMAI Uses Analytics
Wikipedia definition of a business dashboard: "An easy to
read, often single page, real-time user interface, showing a
graphical presentation of the current status (snapshot) and
historical trends of an organization’s Key Performance Indicators
(KPIs) to enable instantaneous and informed decisions to be
made at a glance."
1. Easy to Read
2. Singe Page
3. Real Time
4. Graphical Presentation
5. Current Status
6. Historical Trends
7. KPIs
8. Make Decisions

49. Additional Resources
Keys to Decision Making
Most decision are made in an instant and are often just a choice
between two options.
In the book the Decisive, the authors list four tips:
1. Widen Your Options.
2. Reality-Test Your Assumptions.
3. Attain Distance Before Deciding.
4. Prepare to be wrong.

50. Enchantment – The Art of Changing
Hearts, Minds and Actions by
GUY KAWASAKI
~He was the chief evangelist at Apple and was behind
the success of the Macintosh line in the 1980’s
~He defines ENCHANTMENT as the “state of
transformation in ones perception of things”.
Enchantment is not about manipulating people,
but in altering the way they relate to you and
whatever it is you are selling.
• bring about a voluntary,enduring and delightfulchangein the people you
interactwith.
• need to do more thanjust relay facts and offer datapoints.