How Transport for London transformed their recruitment strategy with data

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

Charlotte Johns Head of Recruitment Operations

Transport for London



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Day-to-day operation of the Capital’s public transport network

We also control 580km network of main roads and all of the city's 6,000 traffic lights

Every day around 24 million journeys are made across our network.

Buses London River Services

Tube network Victoria Coach Station

Docklands Light Railway Emirates Air Line

Overground London Transport Museum

Tramlink Congestion Charging Scheme

Barclays Cycle Hire Taxi and Private Hire regulation

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 3

Team Hires 2014/15*

Operational** 1,200

Head Office 2,500

Temporary Labour 1,800

Graduates / Apprentices 250

Total 5,750

* Projected January 2015

** Operational recruitment services are provided by a 3rd party


£2.4 billion savings target

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Internal transformation initiatives were identified to derive both Financial

and non-Financial benefits

• Recruitment Processes and Systems

• Talent Acquisition

• Performance Management

• Stakeholder Engagement


Recruitment Processes and Systems

REPORTING


Strategic:

Low cost

Efficient

Quality of hire focus

Proactive pipeline-based process

Reactive:

High cost

Labour-intensive

Applicant quantity focus

Req to req process

Developing

Foundational

Strategic

Traditional

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Talent Acquisition


Developing

Foundational

Strategic

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Talent Acquisition D

ata

Established metrics

and benchmarks Data driven decision

making

Jo

bs

Post-and-pray

Targeted engagement

to attract highly

qualified candidates

Talent segmentation

and prioritization

Jobs on niche boards

and social platforms

So

urc

ing

Reactive, over-reliant on

agencies

Engage with strong

pipeline of leads and

‘silver medalists’

Team-wide pipelining

with engaged talent

communities

Build internal capabilities

to focus on passive talent

Traditional

Defined employer

brand strategy

Understanding

of employee

value proposition

Bra

nd

Influential talent brand

engaging employees

and candidates


Direct Sourcing Solutions

• 25 Recruiter Licenses

• 120 Job slots (flexible)

• Job wrapping

Direct Sourcing

LinkedIn Solution

Employer Branding Solutions

• Dynamic Careers Page

• Employee Profile Ads

• 3 million Traffic Drivers

• 6 x Lead Generation InMail campaigns


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Job Applications Data

2,251

Jobs

Job Applications

Average Monthly

Applications* Average Applications per

Job*

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Data includes all job applications initiated on LinkedIn.com (includes applies and apply clicks)

*Average for time period shown in graph


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InMail campaigns create 354 leads for TfL - £67.80 per lead

IM Talent Campaign • Deployed 2500 InMails

• Open rate above industry average (~30%)

• Response rate above industry average (5%)

• 224 leads in recruiter folder

PPD Talent Campaign • Deployed 2500 InMails

• Open rate meets industry average (~30%)

• Response rate above industry average (5%)

• 130 leads in recruiter folder


Impact of Investment


You are influencing hires through your investment

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Political / Cultural Barriers to LinkedIn

– Business case for Investment

– Resistance to use of Social Media

– ‘Old boys’ network

– Employee Relations

Team Barriers to LinkedIn

– Resistance to change

– Capability

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2013/14 targeted financial savings and productivity improvements

2014/15 has been all about completing the triangle and we have

concentrated on the Quality of service provision.

3 Key improvement objectives

Candidate Experience

Hiring Manager Involvement & Satisfaction

Quality of Hire

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Moving Forward


SMART Recruitment Year 2 - SMART Recruiting


• Longer term investment in a ‘fit for purpose’ solution

• Improved Recruiter license usage

• Business ownership of Careers Pages and updates

• Demand planning for Lead Generation Campaigns

• Updates on the market and the business

How does LinkedIn support


Don’t be afraid to start the journey -

there’s never a perfect time!

Use your data to define next steps and

support your business case

Work with your resources and ask

for help and input

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3 Key Take Aways


Questions

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How Transport for London transformed their recruitment strategy with data

Technology

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