From source tracking to employer branding initiatives, you rely on data every day to guide and optimize your recruiting strategy. But could your data contain a recruitment revelation waiting to be uncovered? Hear how employers sparked dramatic changes in their talent attraction programs by creatively mining their own data. They’ll discuss trends they found and share insights into candidate behavior that helped them make crucial decisions. You’ll leave ready to refocus your measurement efforts, inspired by what you can learn if you know how to look. More people find jobs on Indeed than anywhere else. Indeed is the #1 job site in the world and allows job seekers to search millions of jobs on the web or mobile in over 60 countries and 28 languages. 180 million people each month search for jobs, post resumes and research companies on Indeed, and Indeed is the #1 source of external hires for thousands of companies. (sources: SilkRoad & iCIMS). For more information about how Indeed can help you hire, visit indeed.com/hire.

1. #indeedinteractive
When Data Drives Transformation:
Insights From Talent Leaders
Alex Cooper
Manager, Employer Brand
and Channels
Starbucks
Susan Russell
National Recruiting Operations
Manager
Nestlé Waters
Fernando Delgado
Vice President, Global Talent
Acquisition
Johnson Controls

2. Johnson Controls, Inc. —2
Alex Cooper
Manager, Employer Brand and Channels
Starbucks

3. #indeedinteractive
By watching how we shop, we learned to
focus on our products and how we think
about promotion

4. #indeedinteractive
4
Understand your products (jobs) and your product mix
Product Line Derivative
Prioritize efforts and resources against those

5. #indeedinteractive
Focus exclusively on how we promote our job product
and how we measure it
Target that audience and evaluate how they help your conversion
Identify Products:
Retail Leadership Jobs
Promote jobs to appropriate audiences
Owned Channel:
Career Site
Paid Channels:
Indeed, LinkedIn, Snag A Job

6. #indeedinteractive
6
40%
from career site
30%
from Indeed
15%
from referrals
15%
from other job boards
Evaluate effectiveness of paid channels and products we
promote on them
Retail management has 3 products to distribute

7. #indeedinteractive
Learn from our applicants and focus on the
platforms that drive conversions
Follow the audience for your roles
• Indeed performed incredibly well for our ASM and SM roles
• Focus spend on roles that need the most sponsored support
Be clear about the conversion and number of conversions needed
• Understand how many applicants per hire
• Use sponsorship to close the gap on applications needed for hire
Ruthlessly prioritize against the roles that need the most help
• With a fixed budget, we had to prioritize in the areas that matter the most
• Avoid the concept of “fairness,” lean on efficiency

8. #indeedinteractive
8
Scrutinize the performance of every job so we
can forecast effectively
Understand how each
organic click leads
to an application
Identify segments not
receiving enough
applicant to historic
app/hire ratios
Sponsor to get to
the right number of
applicants
Use monthly budget
to drive the right
number of clicks and
applications

9. Johnson Controls, Inc. —9
Susan Russell
National Recruiting Operations Manager
Nestlé Waters North America

10. We help people lead healthier lives by drinking better.

11. Create and implement an employer value
proposition and brand with associated
collateral for Nestlé Waters North America
that accurately reflects:
• Our culture and values"
• The commonalities between all our brands"
• A connection to Nestlé Waters and Nestlé SA
while reflecting what makes NWNA unique
• A dedication to healthy hydration
Challenge

12. Research
Areas of focus:
Values
Support
Empowerment
Innovation
Performance
Status
Development
Career
Methods:
Leadership interviews
Employee perception surveys
Employee focus groups
Non-employee focus groups
Brand workshop
Burning ears audit

13. • Company success
• Part of the Nestlé family
• Healthy products / healthy hydration
• Family culture
• Respect
• Competitive pay and benefits
• Winning spirit
• Values based culture
• Collaborative
Themes

14. Foundation for performance
I am confident that I will receive the support I
need to perform at my best.
Pillars
Together we’re better
I know that I can depend on my coworkers and
manager to help me get the job done. And they
know that they can depend on me.
A product to be proud of
I can feel good that our products help to "
promote a healthy lifestyle.
Meaningful participation
My contributions are recognized, my "
development is encouraged, and I know that "
both help to drive the success of Nestlé Waters.

15. The Elements of Success Campaign

16. The campaign:
!
• Chemistry metaphor
• Words that we heard in the research
• Mission culture EVP
• Reoccurring themes
• Quantitative data and qualitative data

17. Consistent branding and messaging
across all platforms
Indeed Company page: 63% increase in
followers
Facebook: 441% increase in followers
Twitter: 1,340% increase in impressions

19. Johnson Controls, Inc. —19
Fernando Delgado
Vice President, Global Talent Acquisition
Johnson Controls

20. “Talent Acquisition Sucks.”

21. #indeedinteractive
Our business demands more

22. Agency Cost Avoidance
Start at the top – own executive search
Cycle Time
Total Fills – YoY
Pay Grade
FY14 Q1
FY15 Q1
FY16 Q1
178+
11
35
23
179+
7
14
20
FY13*
FY14**
FY15***
$1.8M
$4.7M
$5M
*Scope included BE only
**Scope expanded to include AE, PS & Corp
***Scope shifted from PG178+ to PG179+, effective 3/1/15
Team
Time-to-Fill
Positions
Filled
In-House
65.5 days
97
Agency
143.8 days
12
JCI does not yet measure these
indicators
Decreased
Cycle Time
Reduced
Cost
Decreased
Turnover
Increased
Diversity
Increased
Hi-Po
Nominees
1
4
3
5
2

23. #indeedinteractive
Recruiter scorecard –
giving recruiters focus

24. #indeedinteractive
Business unit scorecard – driving
accountability and transparency
125
80
Business
Unit #1
Business
Unit #2
47 days
57days
FY’15 Hiring
Forecast
Time to
Fill
91
95
Current
Open Reqs
Req Age Distribution
<30 days
31-60 days
61-90 days
91-120 days
>120 days
<30 days
31-60 days
61-90 days
91-120 days
>120 days
45
19
7
4
16
33
22
10
13
17
49%
21%
8%
4%
18%
35%
23%
11%
14%
18%
18%
18%
% Reqs
120+ days
396
299
Reqs
Cancelled

25. #indeedinteractive
4. Data tells the best story
1. In the absence of data, one-off anecdotes become truth
2. Data empowers your team to take control
3. You can’t manage what you don’t measure
Our learnings thus far

26. Good. Now change it.

27. #indeedinteractive
When Data Drives Transformation:
Insights From Talent Leaders
Alex Cooper
Manager, Employer Brand
and Channels
Starbucks
Susan Russell
National Recruiting Operations
Manager
Nestlé Waters
Fernando Delgado
Vice President, Global Talent
Acquisition
Johnson Controls