Whether you work in a seasoned data-driven organization or are just starting to track your hiring metrics, by now you know data is the new currency of modern business. By asking the right questions and deploying the right measurement tools, you can unlock powerful insights from your recruitment data — eureka moments that can transform your talent strategy.
Three industry leaders who have done just that joined us at Indeed Interactive to share their stories of using data to make smarter decisions. Their efforts in patiently measuring, digging and analyzing led to big changes to their hiring practices. Read on for tips to adapt their approaches to your own talent organization.
Starbucks hones the art and science of recruitment advertising
Alex Cooper, manager of employer brand and channels at Starbucks, has begun to think about the company’s jobs as products, applying ecommerce principles of promotion and conversion to sharpen his team’s recruitment efforts.
His team broke out the company’s job mix into product categories, for example, “retail leadership jobs.” They used hiring data to identify historically hard-to-fill roles, and for each job product, they determined the best-performing promotional channels, such as Starbucks’ career site and Indeed Sponsored Jobs. By targeting the audience for particular job types on the channels that mattered most, the team was able to drive more conversions.
With a fixed recruitment advertising budget, Cooper says it’s important for his team to fully understand how many applicants are needed to make a hire for each role. Team members scrutinize the performance of every job so they can forecast their budget effectively and get the most out of their investment.
His tips for employers:
Build candidate personas to better target your audience
Determine which roles have the greatest impact and where that audience lives online
Prioritize ruthlessly to focus budget on the roles that matter most
Nestlé Waters turns in-depth research into a potent employer brand campaign
Nestlé Waters North America is the largest bottled water company in the US, encompassing 12 water brands and three tea brands. Susan Russell, national recruiting operations manager, was tasked with developing a compelling employer brand campaign that would communicate the company’s overarching culture, values and mission of healthy hydration to prospective employees.
Russell and her team conducted focus groups, leadership interviews, a branding workshop and employee perception surveys to identify the key themes and messaging pillars that went into the company’s Elements of Success campaign. Through a coordinated launch across all of Nestlé Waters’ owned channels, the campaign resulted in a 63% rise in Indeed Company Page followers, a 441% increase in Facebook followers and a 1,340% increase in Twitter impressions.
Her tips for employers:
Use quantitative and qualitative data to inform your employer brand
Echo candidates’ and employees’ own words back to them in your campaigns
Reinforce consistent branding and messaging across all channels
Johnson Controls uses data to drive organization-wide improvements
Fernando Delgado, vice president of talent acquisition for industrial manufacturer Johnson Controls, knows the impact talent acquisition challenges can have on an entire business. He turned to his hiring data to better understand organizational decision-making and efficiencies.
Delgado recognized that recruiters must know where they stand before they can impact key hiring metrics, so his team implemented recruiter scorecards to drive toward goals like shortening time to fill and increasing offer acceptance rates. They also created business unit scorecards to give leaders the information they needed to influence budgets, and to hold business units accountable to organizational goals.
This increased transparency shed light on inefficiencies and helped build trust in Delgado’s hiring organization as stakeholders throughout the company began to rely on the data insights his team provided.
His tips for employers:
Look to your data to prioritize and take back control of key business outcomes
Track key performance metrics to give recruiters increased focus
Use data to make your requests to executives and decision-makers more meaningful
To learn more about how Indeed can help you measure your hiring success and find more top talent, visit indeed.com/hire.