• Analytics and data in recruiting: Don’t let competitors steal your talent

    September 07, 2016 by
    Group of businesspeople at work

    Group of businesspeople at work. Photo courtesy of Shutterstock.

    Five years ago, Steven Rothberg, founder of CollegeRecruiter.com, rarely heard employers talk about using analytics or data when making hiring decisions.

    “Now I can hardly walk down the hall at a recruiting conference or spend 30 minutes on a call with a client and not hear some reference to it,” says Rothberg. “There is no doubt that HR professionals recognize the value in using data-driven decisions, but probably fewer than one percent of employers are good at it.”

    Ian Cook, Head of Workforce Solutions at Visier, a company that develops cloud-based applications that enable HR professionals to answer workforce strategy questions, talked about the impact of analytics, specifically to campus recruiting and the hiring of recent college grads, in the College Recruiter article Analytics, data changing way employers recruit, hire college graduates.

    “This is no longer a nice to have,” Cook said in that article, referring to the use analytics and data to drive recruiting and hiring decisions. “Everyone knows the game has changed, and if you are not using analytics to play the best you can then you will be left behind.”

    The reality is, if you are not using analytics and data, your competitor who already is using analytics to recruit and hire recent college grads and entry-level job seekers probably has already interviewed or hired that candidate that may have once been interested in your company.

    “If you don’t dive into analytics, then you are increasing the likelihood that your competitor will be able to scoop up all the great talent that you need,” says Cook.

    The move to using big data and analytics for campus recruiting, hiring recent college grads or entry-level employees has been met with resistance by both small and large employers. Many of those employers believe their campus recruiting efforts, combined with a strong social media outreach, and robust campus careers page, drives success recruiting recent college grads or entry-level job seekers.

    “We do hear the ‘our college recruiting program is a well-oiled machine’ from some employers,” says Rothberg.

    But at the same time, both small and large employers are now successfully using analytics and data to drive hiring decisions. That list includes these three well-known companies:

    Enterprise Rent-A-Car: Dylan Schweitzer of Enterprise Rent-A-Car spoke publicly about how they use data to track their sources of hire and that allows them to reduce their spend on schools, job boards, and other sources which are more expensive than their other sources.

    Lockheed Martin: Alton Fox of Lockheed Martin mentioned at TalentBlend 2016 that they’re shifting more and more of their university relations budget toward job boards and other virtual sourcing tools because the cost-of-hire is far lower AND the employees are far more productive.

    Uber: Uber tests, tests, and tests some more with different job titles, geographic targeting, job descriptions, landing pages, and more. They work with a wide variety of media partners and many of those partners are paid on a performance basis, so if the ads they run work well then Uber keeps working with the media partner and probably increases how much they spend with that partner, says Rothberg. If the ads don’t work well, Uber shifts those resources to better performing sourcing tools.

    Using analytics and data to make recruiting and hiring decisions should be viewed as a way to bridge the gaps that can be cause with human oversight or human error. Analytics and data also provide a unique insight that has never been available before. So why not use analytics and data when making hiring decisions?

    Many organizations are focused on analyzing candidates, such as by resume parsing or extended social profile analyses, in order to improve their likelihood of landing a great hire, says Cook. Others are taking a more strategic approach and attempting to analyze the workflow and outputs of the recruiting function.

    They are looking at questions such as:

    • Can we recruit faster?
    • Are we spending our sourcing dollars in the right place?
    • If we change up our process, do fewer people abandon their applications?
    • Which sources consistently produce employees who stay and perform?

    These are complex questions involving multiple data sources, but they are all are aligned to ensuring the function is delivering what the business needs.

    “Predominantly, we see industries that need to recruit a lot of high value talent being early adopters or ahead of the game when it comes to talent analytics,” says Cook. “Organizations that hire lots of software engineers or technical medical staff or specialists with financial skills understand the value that comes from being data-driven as opposed to following the old ‘post and hope’ model.”

    College Recruiter has been using analytics and data for years, providing employers with specific and organized reports to help achieve their recruiting and hiring goals. But many recruiters and HR professionals simply fear change, or the challenge of implementing analytics into the decision-making process.

    “The biggest reason that I see employers resisting the use of data and analytics is the fear of math,” says Rothberg.

    Here is an example: Rothberg recently asked the head of HR for a 5,000-employee company if they would like a detailed proposal that walked through the outcomes of the various recruitment advertising packages being considered. This proposal included projections on the number of candidates that would be sent to that company’s applicant tracking system from College Recruiter, how many would apply, how many would be hired, time-to-hire, and cost-per-hire.

    “She asked what I needed and I asked her how many people she wanted to hire and over how many months,” recalls Rothberg. “She didn’t know. I asked how many applications she would expect to generate for every 1,000 clicks we sent to her ATS. She didn’t know. I asked how many hires she would make for every 100 applications. She didn’t know. As unfortunate as all of that was, she didn’t want to know. She was the head of HR for a 5,000 person company and she didn’t want to admit that math scared her.”

    Don’t let analytics scare you. Employers, both large and small, are using analytics to drive talent decisions. Dive in, before your competitors steals your next great hire.

    “We can always find ways to save a little money, hire a little faster, diversify a little more, and hire people who perform a little better and are retained for a little longer,” says Rothberg. “Data and analytics help us identify those areas where we can improve, whether there is only minor or vast room for improvement.”

    Wondering how analytics can help drive your recruiting decisions and successes? Contact College Recruiter today to learn more, and be sure to Check out our blog and follow us on LinkedInTwitterFacebook, and don’t forget to subscribe to our YouTube channel.

  • Analytics, data changing way employers recruit, hire college graduates

    September 02, 2016 by
    Business training at office

    Employers are using analytics to make hiring decisions. Photo courtesy of Shutterstock.

    Workforce analytics are transforming human capital strategy, said Mark Schmit, Ph.D., SHRM-SCP, executive director of the SHRM Foundation. That’s why it’s more important than ever for employers to understand how analytics and data will drive recruiting and hiring decisions. Schmit’s comments were part of the Society of Human Resource Management’s release of the Use of Workforce Analytics for Competitive Advantage Report in June of 2016.

    The report stated: “For HR practitioners, it will be increasingly important to understand analytics and to be able to present the findings to senior executives. In a data-driven world, organizations will establish specialist HR teams and recruit data-oriented personnel.” In that same report, Schmit highlighted a 2015 Economist Intelligence Unit survey that found 82 percent of organizations recognize the importance of talent-related data in managing recruitment, retention, and turnover, and increasingly see workforce analytics “as a critical tool to shape future business strategy.”

    That’s no secret to Ian Cook, Head of Workforce Solutions at Visier, a company that develops cloud-based applications that enable HR professionals to answer workforce strategy questions.

    “If you don’t dive into analytics, then you are increasing the likelihood that your competitor will be able to scoop up all the great talent that you need,” says Cook.

    College Recruiter has been using analytics and data for years, providing employers with specific and organized reports to help achieve their recruiting and hiring goals. Active in industry organizations and events, the team at College Recruiter helps employers identify strategies that leads to  success recruiting and hiring recent college graduates and entry-level employees.

    Remember this: Analytics aren’t just used to make decisions on executives. Forward-thinking organizations are already using analytics and data to drive campus recruiting efforts and to recruit and hire recent college graduates and entry-level job seekers. For example, Visier delivers a workforce intelligence solution that makes the management of data, the formulation of analysis, and the sharing of business insights simple. And it can be customized. If campus recruiting is important to your organization, analytics and data can be used to identify which schools deliver graduate hires that stay with the organization the longest, and that progress upward in the organization.

    “We understand that campus hiring is a unique process and have analytic content specifically related to this type of hiring,” says Cook. “We enable organizations to track the true costs of their campus work and then relate this back to the successful – and not so successful – hires that come through this channel.”

    Cook points out that it is becoming more common knowledge for employers to move away from hiring from specific schools and to instead look more broadly at the profile of the individual. Cook knows of some organizations that did a longitudinal study of the performance of their graduate hires. They found that work experience prior to and during school time, athletic achievement, and extracurricular activities, such as committees or volunteering, were more predictive of a future good hire than the specific school or the candidates grade point average (GPA).

    “This completely changed their approach to campus recruiting,” says Cook. “Previously, they over-spent to chase the students with the top GPA’s from the best schools. Now, they would source more broadly, and reduce the weight given to school and GPA in their overall selection process. This has increased their retention of graduate hires and reduced the overall cost of their campus recruitment program.”

    The SHRM report also noted that “Organizations wanting to exploit ‘big data’ to gain a competitive advantage are setting up small specialist teams of data analysts, training their existing staff in the use of big data, and recruiting college graduates with skills in workforce analytics.”

    Employers should focus on finding recent college graduates with a background in analytics, perhaps through an internship, and start implementing analytics as an important part of their recruiting and hiring plans.

    Data, and more specifically, analytics, should be seen as a decision support mechanism, says Cook. “No analysis can remove the need for a decision, nor replace the human judgement within the decision,” he says. “However, analytics has been shown to improve the speed and quality of the human decision-making process such that substantial business value is gained.”

    And, the benefit of analytics over intuition or ‘gut-instinct’ is the removal of bias, indecision, and all the other factors that are known to cloud human judgement.

    “This is no longer a nice to have,” says Cook. “Everyone knows the game has changed, and if you are not using analytics to play the best you can then you will be left behind.”

    For more advice and tips on how employers are using analytics to drive hiring decisions, stay connected to College Recruiter. Check out our blog and follow us on LinkedIn, TwitterFacebook, and don’t forget to subscribe to our YouTube channel.

    Ian Cook of Visier

    Ian Cook of Visier

    About Ian Cook
    Ian Cook heads up the workforce domain for Visier, which develops cloud-based applications that enable HR professionals to answer workforce strategy questions. Ian has been involved in driving forward the datafication of HR and is a speaker and blogger on the subject. Prior to Visier, Ian built Canada’s leading source of HR benchmark data. His expertise has also been developed through years of international experience solving strategic HR problems for brands in the Fortune 500 and FTSE 100.