1) The document discusses how measuring recruitment metrics from data can help optimize recruitment efforts and measure return on investment (ROI). 2) It provides examples of metrics that were measured, such as engagement on LinkedIn through followers and message response rates, branding metrics like reach and shares, and recruitment operations metrics including number of hires and cost per hire. 3) Tracking these metrics revealed that focusing efforts on LinkedIn increased applications by 330% and followers by 46% with no cost, and cost the company only $0.04 per impression for advertising, helping reduce sourcing costs by 25%.

2. Why Recruiting Leaders
Should Learn to Love Data
Ann Barrett
@annzaliebarrett
Director, eRecruitment & Social Media Strategy

4. Building Metrics
Data:
Raw data points from a variety of sources
Metrics: What and who are we measuring?
Analysis: What are the metrics telling us?
Analysis
Data
Metrics

5. 2012 Opportunities
Sourcing
• Tracked staffing agency spend consistently in ATS
• Shift to a pro-actively recruitment model
• Expand sourcing to social media channels (e.g. LinkedIn,
Facebook, Twitter, etc.)
Branding
• Update our branding images
• Market employment branding messages
Metrics
• Set expectations with Recruiters on what channels we wanted
them to use to ensure channels were being used effectively
• Measure Recruiter performance using our new strategy
• Evaluate yield, spend and ROI of our sourcing channels

6. Using Metrics to Measure ROI
Our goal was to consolidate our recruitment efforts through
LinkedIn as our primary sourcing channel.
 ROI was measured in a number of different ways:
 Engagement
 Branding
 Recruitment Operations:
 Recruiter Performance
 Recruitment Operational Results

7. Choosing What to Measure
Traditional measures in a changing recruitment landscape would only tell part
of the story.
To understand the true impact of social recruiting, we had to include new
measures to give us the big picture.
Our Dashboard
 Engagement:

Followers, In Mail acceptance, views
 Branding:

Reach, Number of employees, shares
 Operations:

#Hires, CPH, #applications, #searches, #InMails

8. Measuring Engagement & Branding
Candidates want to get to know your
company so they can form an option.
Takeaway: Consider including the following measures to see the bigger picture
 Engagement: Followers, In Mail acceptance rate
 Branding:
Reach, shares

9. Building Followers Through Engagement
 As we began 2012, we focused on engagement through our
LinkedIn company and careers pages.
 Promoting our employment brand and posting regular company
updates helped to foster engagement and build relationships.
 ROI  Increased number of followers by 46%. Cost $0.
Number of Sun Life Followers on LinkedIn 2012
Takeaway:
Use your
company pages
as way to build
brand awareness
30,000
25,000
20,000
15,000
10,000
5,000
0
Q1
Q2
Q3
Q4

10. Creating Candidate Pipelines via Manager Engagement
# of LinkedIn Applicants
 Recruiters started to imbed
discussions about social
media into their intake
conversations.
 Managers now had an
active way to participate in
the recruitment process by
Q1
Q2
Q3
Q4
cross promoting
opportunities and identifying
Takeaway: Encourage Managers and
people in their network on
employees to use LinkedIn to identify potential
LinkedIn.
candidates.
ROI Increase if 330% in LinkedIn application volume in 2012.

11. Measuring Brand Effectiveness
 Our LinkedIn career pages promoted our
regional content and built brand
consistency.
 Recruiters acted as front line brand
ambassadors.
 Employees acted as secondary brand
ambassadors. They provided insight into
our environment and people.
Takeaway: Develop a LinkedIn Profile Standard for
Recruiters to build a consistent look and feel.
ROI Over 600K+ Work with Us Ad
impressions; cost worked out to 4₵ per
impression.

12. Recruiter Operational Metrics
We had to ensure our Recruiters were also committed to using the
tools we invested in:
 Identified metrics to hold Recruiters accountable to.
 Communicated metrics and guidelines around what will be measured and how
and frequently they would be measured
 Build transparency by communicating results. Address those who are not
performing and reward those who exceed.
Takeaway:
Set expectations on
Recruiter performance
and hold them
accountable for their
results.

13. Recruitment Operations Metrics
• Setting expectations on tool usage
and imbedding them into
performance measures helped to
increase our yield.
• Our lowest cost per hire (Recruiter
Seat) on LinkedIn was $104/hire.
Cheaper than any paid advertising
or Staffing Agency.
LinkedIn
Sourcing
# of Searches
Performed
# of InMails Sent
Q1
Q2
Q3
2012 LI Cost per Hire by Recruiter Canada
$1,800
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200
$0
Q4

14. Analysis
• Understanding our source channel performance provided us with the
tangible data to adjust our sourcing strategy and dollar spend in 2013.
• ROI Reduced tangible sourcing dollar spend by 25%.
• Takeaway: Analyze data to understand trends. Make decisions based on
trending.

15. Thank You
Questions?