High Volume Recruiting Strategic Sourcing + CRM Best Practices

SourceCon October 12-14, 2011 – Santa Clara, Ca

Helping Companies Achieve Competitive Advantage Through Talent

People - Process – Technology – Strategy - Compliance

About talentRISE

talentRISE Carl Kutsmode, Partner

A management consulting firm that helps employers gain competitive advantage through talent

• Founded in 2008 - Growing consistently every year

• Re-align clients changing business strategies with their operational capabilities needed to address future talent needs

• Assess HR / Talent Management related operational gaps related to systems, processes, strategies and compliance

• Implement scalable, sustainable solutions that optimize corporate talent acquisition, talent management and retention practices

• Provide “On-Demand” contract recruiting and Retained Executive Search services to address strategic internal recruiting capability gaps

Over 18 years experience helping employers optimally leverage the Internet and technology to recruit and retain “top talent”

• Extensive recruitment process and technology re-

engineering experience.

• Early adopter / pioneer in online recruitment

• Industry expertise in Professional Services, Financial Services, Energy, Healthcare, CPG, Hospitality, Retail and Mfg.

• Managed hundreds of project based outsourced recruiting projects for companies ranging from startup to global organizations

• Nationally known speaker and writer on online “ Top Talent” acquisition, management and retention best practices

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What are YOUR Common CHALLENGES in High

Volume Recruiting?

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+

Hiring Managers

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Full Life Cycle Recruiter Sourcing Team Support

Centralized Sourcing

Team

What Sourcing / Recruiting Model Do You Have?

- Centralized Sourcing Vs. Full Life Cycle Recruiters

Centralized Sourcing Vs. Full Life Cycle

Full Life Cycle Model Centralized Model

• All recruiters are not equally good at sourcing and most spend less than 15% on proactively sourcing the best talent – Highly impacted by Req Loads

• Most spend the majority of their time screening unqualified APPLICANTS out of consideration

• When multiple recruiters recruit as a team to fill the same positions, they are more likely to redundantly source AND contact the same candidates

• May have to time-share resources to keep resume database license costs low and some may not use the tools optimally ( Saved searches, etc)

• Multiple recruiter contacts impacts ability to form a solid candidate referral relationship

• Sourcing recruiters become experts at sourcing and spend 100% of their time focused on it and can easily be scaled or re-deployed to focus on more challenging needs or assist with spikes

• More time available to creatively identify new sources and target top talent at competitors

• No redundancy in sourcing time spent as each sourcer is dedicated to support recruiters by geography, profile or dept

• Fewer resume database licenses needed and the tools are used optimally ( Saved searches, etc)

• There is only one person contacting them about new opportunities –As relationship is created, referrals build over time

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What Sources Do You Rely on MOST to fill High

Volume, Ongoing Need or Difficult to Fill Jobs FAST?

• Mainly ACTIVE Candidates – No time to source passive candidates out of competitors ▫ Employee Referrals

▫ Job Board Postings (FREE and PAID)

▫ College Alumni and Recent Grads

▫ Job fairs /Open Houses

▫ Daily Resume Database Mining

▫ Email blasts via college and job board resume databases

▫ Craigslist Posting and Resume Mining

▫ Local outreach – churches, job networking groups

▫ Unemployment office postings

▫ Social Media Status Updates and Postings (Facebook, Linkedin , Twitter )

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Anyone also using…print; direct mail; billboards, mall kiosks and movie theatre

advertising; radio and TV; temp to hire through third parties?

What’s Your EEO + OFCCP Compliance Strategy

To Reach a Diverse Pool of Candidates Who May

Not Be Online?

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“Only 45% of households with

income less than $50,000 have

internet access in their home”

MAXOutreach® targets hard-to-

reach applicants, who often rely on

community-based organizations for

job assistance and referrals, rather

than internet job boards.

Understanding Strategic “Relationship Centric”

Social Sourcing & Networking:

A MAJORITY of people

report they have found

jobs on social networks

by being FOUND and

approached with a job by

a recruiter

Less than 5% report they

have found a job by

clicking on a banner ad or

job posting link posted on

a social network

How Do People Use Social Networks to Find Jobs?

Your Company Top Talent

Are You Leveraging the Power of SEO

to Make Your Company a MAGNET

for Top Talent Online!

What are your Hardest to Fill and Ongoing High

Volume Hiring Needs?

Do They Come up on the FIRST PAGE Results

of a Google Job Search?

Current ? Best Practice

• Redundant Candidate Contact Effort

• Inconsistent Candidate Experience

• Poor Employment Brand Use

• Recruiter Owned Network / No Metrics

• Loss of Recruiter Rolodex / Turnover

• Strategic and Integrated Approach

• Consistent Candidate Experience

• Consistent Company Branding

• Company Owned Network / Metrics

• Network Retention / Turnover

What is Your Social Network Referral Networking

and Direct Sourcing Strategy?

“Relationship” Sourcing Best Practice

- Build & Leverage Talent Communities

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Competitor Key Execs

Direct Competitor Top Sales Managers

Retail Industry

Inside Sales Reps

CRM

Starting Point: Engaging Top Talent

On Your Company Website or Talent Community

Source: Corporate Recruiting Benchmark

Study – Staffing.org 2010

Think like a job seeker!

1. Do a keyword job search on Google to test the

search engine ranking of your jobs

2. Compare your current online job posting and

website messaging to your top 3 TALENT

competitors

3. Search and apply to one of your own jobs and a

competitors job

Targeted Sourcing

- Talent Supply / Demand and Competitor Analysis

Central NJ ( Trenton-Ewing-Princeton)

Engineering Managers

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Your Strategic Sourcing and Talent Community Goal - Build Talent Pipelines AND Relationships in Advance of Need

What About Mobile?

- The Benefits of Mobile to Build Talent Communities

• 91% of Americans are now wireless subscribers

• Mobile is personalized and private

• Mobile is timely and flexible – goes with you everywhere !

• Mobile SMS has a 95% read rate

• SMS campaigns have a 15-20% response rate vs 1% for traditional media and marketing campaigns

• Easy to do group broadcast – events, notifications, jobs

• Easily measured

• Very cost effective over traditional mediums

Source: Michael Marlatt – Slideshare / “Mobile Recruiting – Are we there?” 2010

Are You Using predictive “Job Fit” Assessments”

to ensure consistent Talent Quality?

www.profilesinternational.com

Hourly Hire Sample Assessment Output

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www.degarmogroup.com

Traditional Recruiting Workflow

vs. CRM Sourcing Workflow

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Define Target Candidate Population

Engage Interest Targeted

Advertising & Sourcing

Capture Passive

Candidate Info Segmented

Talent Communities

Build Relationships Campaigns to

Network Current Job Openings

Invite to Apply

Website + ATS

CRM – Proactive / “Relationship” Centric Approach

Strategic Pipeline Sourcing = Fill FUTURE and Current Needs

Traditional “ATS” Centric / Just in Time Approach

Reactionary = Fill Open Jobs

(Optional) Job Fit

Assessment Hire / Reject

Phone Pre-Screen

NOTE – Post online application

status steps are typically tracked

in your ATS to maintain OFCCP +

EEO compliance.

Interview

Open New Job

Req

Mass Post + Source

Review ACTIVE Job Applicants Website +

ATS

Phone

Pre- Screen

for Job Fit

Interview Hire / Reject

(Optional)

Job Fit Assessment

ATS CRM

Just-in-Time, Reactive Model – Fill current needs only Strategic, Targeted Pipeline Model – Fill Current and FUTURE needs

Formal, (Compliance driven) Hiring Process Pre-Formal Hiring Process – Sourcing -No EEO needed

Requisition centric – processing people linked to requisitions

Relationship centric - an intense and constant focus on understanding, servicing, and communicating with candidates

Candidates linked to open positions Candidates linked to segmented talent pools or communities (Internal and External)

Metrics compared to historical data around time and cost reduction

Metrics forecasting future hire readiness (pipeline health), aligned to WF plan

Used by full lifecycle recruiters Used by sourcing recruiters and full lifecycle recruiters

Designed to “Process” mainly active candidates responding to job postings / ads or mined in resume databases

Designed for proactively finding and engaging passive candidates and engaging both passive and active candidates in a relationship

Attraction - Company Career Portal for posting open jobs

Attraction – Outreach sourcing tools, role/skill specific micro-sites, and quick registration portal pages into talent communities

Short term goals based on filling current needs Short and Long term goals are balanced

Managing the Process

- ATS vs CRM Key Differences

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Multiple Job Board

Postings + Resume DB

Mining

Multi-Page Online

Application with EEO

Interested Applicants

in ATS

Typical “Active” Candidate

- High Volume “ATS” Centric Process Results

Company Website

•Apply Now ?

• Not looking but

Interested in future?

Only about 10% of

Site Visitors start

the application

process

Search Jobs?

Learn About

Company?

Interested in Future

Opportunities?

Avg 50% Drop Off

in Site Visitors

Clicking to Search

Jobs

Most Recent

Postings Get Most

Applicants

Highly Competitive

Not Targeted

Mainly Active Job

Seekers

•Complete

Application

• Waiting for a

Response

Generally less than

5% of Site Visitors

complete the

application process

Best Practice Example

“Active”Job Board Candidate

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Viral Referrals to

Passive Candidates

http://jobs.nalco.com

Active Job Seekers

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Sourced Contacts

Referral Networking

(Job Postings)

Push Emails To Talent

Community

- Networking

-Targeted Open Jobs

Interested Applicants

in ATS

Typical “Passive” Candidate

- High Volume “Relationship” Centric Process

Talent Community

Micro-Site / Registration

Page

Regular email

communications to build

relationship or network

jobs

Emails have link to jobs

on company website/ATS

50% will complete the

brief Profile Request of

Future Interest

Engage Interest

Capture email and

optionally some basic

Info and Future

job/Career Interests

Info

100% Register an

email with the Site

Targeted Candidates

Sourced By Recruiters

Supplement with

Postings

Improved Quality

Mainly Passive

Candidates

Complete Application

Waiting for a Response

20-30% Complete

online applications

when invited to apply

for an actual

opportunity in future

Talent Community

+ CRM Relationship

Mgmt

Best Practice Example

“Passive Talent Community”

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http://jobs.nalco.com

Active Job Seekers

Passive Job

Seekers “Register”

future Interest +

Setup Job

“Agents”

No Need to Track EEO

Compliance Stats!

Reported ROI of Employers using a “Talent

Community” + CRM Sourcing Strategy

• Cost reduction against retained and contingent search compared to internal costs reduced by 79%

• Marketing and advertising, including job board spend, reduced by 65%

• Time to fill dropped by 25%

• Average age of requisitions reduced by 7%

• Agency use down 50%

• Application to interview conversion ratio increased by 70%

• Interview to hire ratio decreased by 40%

• Candidates were 33% more likely to be diverse as opposed to agency hires

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Source: 2009 Avature CRM customer survey

The Big Picture

Building Talent Communities Strategically

Passive Candidates Are Invited to Apply

for Future Open Jobs WebsiteATS

Build and Cultivate Relationships

Using a CRM System

Engage Top Talent - Register in

Talent Communities

Managed by an

Online Social

Recruitment

Marketing

Vendor + CRM

Tool

Online Social Recruitment Marketing Platform + SEO Vendor

Website Careers Pages ATS/Online Application/ EEO = Qualified / Interested Job Applicant

Register in Talent Communities / CRM Source Metrics Tracking / Analytics

Targeted Job Marketing

Recruiting Events

Branding & Campaigns

College, Diversity

Recruiting Campaigns

Industry Experienced

Talent

Shared Referrals

Talent Communities

Critical / Hard to Fill

Roles

College & Interns

Job Boards

Search Engine SEO

Channels & Platforms

Mobile Recruiting

Social Recruiting

Job Posting Distribution

Job Publishing

Job Feeds

(RSS/XML)

Job Aggregators

Niche Job Boards

Social Pages

Social Networks

Relationship Mgmt

Social Apps

Social API Integration

Your New “Talent Magnet” Sourcing Model - Key Components

Job Advertising & PR / Awareness

Leveraging Contacts & Cultivating Relationships / Communities

Employment Branding – Media & Content Sharing

SEO Optimized Content + Metrics Tracking + CRM

Distribution Conduits

Your NEW “Strategic Pipeline Sourcing Toolbox”

Measuring Success:

- Sourcing & Pipeline Dashboard & Metrics

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Pipeline & Source Metrics Tracking

- What the REAL Metrics Tell You!

Visit # of Visitors:

Click to Apply

Complete Application

Qualified Applicant

Interview

Offer Made

Career Site

Hire

Search Engines

Job Aggregators

Major Boards

Niche Boards

# of Applications Started:

For Every Hire 1.0

# of Offers Made: 1.2

# of Interviews: 4.6

# of Qualified Applicants: 9.1

# of Applications Completed: 75.5

Based on 2010 results for select key clients providing ATS applicant status full year data. Includes 14.3

million visitors, 1.3 million completed applications & 26,000 hires.

90.6

826.0

Social Media

BE

NC

HM

AR

K

1.0

1.2

2.4

4.7

33.0

43.3

337.2

1.0

1.2

2.2

4.2

32.1

45.8

464.5

1.0

1.2

3.7

11.2

115.9

166.7

1,740.4

1.0

1.2

5.4

18.5

219.3

288.5

1,054.8

1.0

1.2

4.0

9.9

120.9

163.4

633.9

1.0

1.2

3.5

10.4

116.0

139.5

785.3

Full Line of Sight Source Analytics are Key to Success! (Drill Down to Specific Sources by Job Category)

Metrics by Source Employer ATS Applicant Status Source Costs

Having access to this level of data helps you

strategically shift your sourcing budgets to

those sources generating the highest number of

applicants ( Apply’s) and Hires, at the Best ROI

(NOT LOWEST) cost per hire!

Most Hires = Career Site Services

Most Applies = Pay Per Click SEO

Best ROI = Career Site Services

(635 Hires / $12.35/hire)

Measuring Centralized Sourcing Success - What Metrics Matter Most?

• Quality of candidates – Funnel ratios and volume of candidates through the recruiting funnel by source

• Sourcer & Recruiter accountability – Activity in the system (Login time); Avg. time candidate is in status steps – makes recruiters and sourcers mutually accountable for their role in the process for steps they respectively own.

• Quality and number of candidates hired by source – Measured by ratios of candidates interviewed to hired and first year retention and performance ratios by source

• Talent Pool Growth and Quality Reporting - # of identified, qualified, high potentials, short term availability vs. long term availability

• Recruiter Sourcing Activity Score Card – New records created, emails sent, phone screens completed – workflow, timely step updates

• Source Usage, Cost and Performance Tracking – manage ROI by source used – Applies to Hires

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Recap: Building a Strategic, Targeted, “Relationship

Centric” High Volume (and Critical Hire)

Pipeline Sourcing Strategy

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Identify + Connect: Build talent communities by leveraging

blogs, website content, SEO, Mobile & social media technology

to target, attract and engage TOP TALENT

Pitch: Leverage email campaigns and online content to foster

regular communications, “Profile” your talent communities

interests and create long term candidate relationships through

engagement

Qualify: Invite formerly Passive candidates you have already

begun to establish a relationship with to consider new

opportunities as they open up by asking them to review the

opportunity and forward on to others if not interested OR click the

link to the job and your online application if they are interested.

Measure: Using a CRM tool to track quality of talent

communities, source funnel metrics, conversion readiness and

conversion ratios and costs from application to interview and hire.

Case Study

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High Volume Sourcing – Entry Level Sales

- Case Study Overview • Our client’s full life cycle recruiting team were struggling to meet their hiring goal to fill

scheduled training classes every 6 weeks with entry level sales hires in 3 critical markets during the year end holiday season.

• Nearly 50% of positions are typically filled with employee referrals. Most external sourcing was targeting ACTIVE and IMMEDIATELY AVAILABLE candidates from postings, recent grads or referrals who were immediately available

• Weak candidate pool quality – interview to hire ratio ranged from 5-10:1 depending upon market.

• Hiring Managers revenue forecasts and income was heavily weighted on all training classes being filled

• 2 of the 3 markets were located in non-major metro locations with a small talent pool and/or poor quality entry level talent

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TalentRISE was first engaged 3 weeks prior to the hiring cutoff dates to provide

targeted, centralized sourcing assistance to the clients full life cycle recruiters where

needed so that the hiring goals would not be missed

Activity / Candidate / Metrics Tracking

-Before talentRISE Dedicated Sourcing + CRM

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Recruiters manually tracking all candidates in Excel and send to sourcing team

lead each night

Daily am spreadsheet merge by Sourcing Team Lead before 9am status calls

Lots of data normalization and clean up by client team lead daily

Pipeline metrics not real-time or 100% accurate

Targeted Online Sourcing, Email

Networking + Posting

Tracked in CRM

TR Recruiter Phone Screen & Sell Oppty

Invite Qualified Candidates to Apply

on Career Site

Job Preview Video

Online Application + “Sales Fit” Assessment

Client Recruiter Phone Interview

PASS

Manager Interview

Hire 2:1

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talentRISE Solution Centralized Sourcing + CRM Process Overview

- Dedicated, centralized

sourcing team: 2 recruiters

assigned to focus 100% on

sourcing to assist recruiters

where needed

- Focused on 3 challenging

markets with smaller talent pools

or lower talent quality

- Close partnership with client

recruiters

- Eliminated duplicate sourcing

efforts using a source/screen

and handoff to FLC client

recruiter

- Real-time pipeline metrics via

CRM generated reports

- Shared success in 100% filled

classes

- Growing Pipeline of candidates

moved forward to next class;

accelerated initial hires

- Source tracking & refinement

ongoing + Optimized recruiter time

View Into Talent Pipeline Sourcing Metrics

Real-time Tracking / CRM Reporting

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Case Study

- Results / Hiring Metrics

• First classes were filled at 98% of goal (53/54 Hired)

- Prior client full life cycle team approach filled classes in difficult markets at 70-85% on average depending upon market

• Second round of classes 6 weeks later were filled at 96% of goal (101/105) = Consistent fill ratio

• Over 1200 previously sourced talent pipeline candidates were able to be re-contacted in the CRM by a single email blast for the second class following the cutoff dates to fill the first class.

▫ The first 7 of the initial second class hires came from the first class candidate pool pipeline and email blasts = value of the talent pipeline and original relationships built during the first class recruiting effort.

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The Final Numbers:

- Cumulative Metrics (Both Classes)

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Source Analysis

20% TalentRISE Sourcing Team

+47% Employee Referrals

+33% Client Recruiting Team

- Ad postings

- Website Career Site

- ATS Past Candidates

- College relationships

- Local referral networks

1. First Class strategy focused more heavily on driving awareness and applicant volume due to urgency & timing

2. Second Class strategy changed to focus more on quality over quantity:

3. Improved invite to apply / passed assessment ratio indicates improved quality ( From 21% to 43%)

4. Consistent hiring manager interview to hire ratios = 2:1 is significantly better than best practice for entry level hiring = 5:1

The Final Numbers

- Metrics Analysis / Quality

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2

3

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Dedicated Sourcing + CRM Approach

Intangible Value Add • Consistent and targeted company branding driving passive and active candidates to

the CLIENT website – Over 8000 candidates sourced + nearly 7500 contacts attempted

• Recruiter bandwidth scalability to redirect more resources or underutilized bandwidth as needed to address more difficult to fill markets – High income, less populated, lower quality pool

• 100% dedicated focus on high volume, creative sourcing, email and phone outreach to passive and active candidates - supplements Client recruiters available sourcing time so they can focus more on employee referrals and driving the interview to hire process forward

• Sourcers provide additional points of contact communications with all top, potential candidates creating possible current and future interest, referrals and hires for sales and other opportunities as they arise. -- Nearly 100 candidates were flagged too experienced and recommended to apply for experienced sales positions and 75 candidates were flagged to be considered for future opportunities.

• Sourcer proactive candidate phone follow up on invitations to apply and resolving issues with broken assessment links or online application glitches creates a positive Client employment experience

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Corporate Sourcing Strategy Future Trends

Past or Current

First Step

Goal

2-3 Year Evolution

Re

du

ce

Tim

e T

o F

ill & C

os

ts

S

E

O S

E

O

What Is Your 2012 Strategic

High Volume Recruiting Plan?

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Questions

Carl Kutsmode

Partner

Ph 773 509 6801

carlkutsmode@talentrise.com

www.talentRISE.com

“Helping employers achieve competitive advantage through talent”

We Align People, Processes, Strategies and Technologies to

Meet Changing Business Talent Needs

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