BACK TO SCHOOL:
THE ABCS OF CAMPUS
RECRUITING METRICS
Get your unfair share of new graduate talent by building your
campus recruiting program on a foundation of best practice
metrics.
Webinar Takeaways:• How to set campus recruiting goals that align with your overall talent acquisition strategy.
• How to measure and benchmark your program’s success to remain competitive.
• How to analyze your results and make adjustments that drive program excellence.
TODAY’S GUEST STEVE TIUFEKCHIEV
• Chief Evangelist at Yello
• Has spent 20+ years working in the
recruiting space with a focus on university
recruiting
• Led college recruiting programs at SRA,
Deloitte, CompuCom and EDS
AGENDA
• High Level UR Landscape Fly-by
• Metrics – They’re Good For You
• Metrics - Measure Twice, Cut Once: The Importance of Planning
• Why Invest The Time
• Strategic Goals & Metrics – They’re Were Meant For Each Other
• Metrics – A Deeper Dive• Characteristics
• Benchmarking
• Audience Consideration
• Measuring The Formerly Un-Measurable - A New Frontier
• Helpful Resources
UNIVERSITY RECRUITING LANDSCAPE
Campus Hiring is Up, Up, Up• 2,175 hiring managers surveyed (CareerBuilder Survey)
• 65% will hire 1 or more grads
• 162 employers surveyed (NACE Survey)• Will hire nearly 10% more
• 2014 = 8.3% vs. 2015 = 9.6%
• 50% more jobs posted in 2015 than 2014
• More than 30% offering higher salaries
• Most willing to negotiate
SOURCES: CareerBuilder’s Survey, April 23, 2015NACE: Job Outlook for College Class of 2015 Hiring to Increase 9.6%
HIGHLY IN DEMAND SKILLS
• Accounting
• Computer Science
• Engineering
• Finance
SOURCES: NACE: Job Outlook for College Class of 2015 Hiring to Increase 9.6%
“Last fall’s recruiting went later than I’ve ever remembered it going. We finally had to shut it down before the holidays”
--Garth Motschenbacher, Dir., Employer Relations & Career Engagement, College of Engineering, Michigan State University
IN SUPPORT OF METRICS
“Don’t trust your gut: use data to
predict and shape the future”- Laszlo Bock, SVP People Operations
IN SUPPORT OF METRICS
The Language of Business• Sets you on equal footing with your departmental peers
Leadership Prefers Numbers• Especially at the “C” level, metrics are critical to capturing leadership’s
attention
Hard to Argue with Facts
• Increases the chances for success when support if necessary
Keeps Focus on What’s Important• Signals when it’s time to move on
IMPORTANCE OF PLANNING
"Would you tell me, please, which way I ought to go from here?”
"That depends a good deal on where you want to get to," said the Cat.
"I don't much care where—" said Alice.
"Then it doesn't matter which way you go," said the Cat.
"—so long as I get SOMEWHERE," Alice added as an explanation.
"Oh, you're sure to do that," said the Cat, "if you only walk long enough."
- Lewis Carroll’s Alice in Wonderland
IMPORTANCE OF PLANNING
“If you don’t know where you’re going,
how will you know you’ve arrived?”
STRATEGIC PLANS
Why Invest in Strategic Planning
• Framework for decisions or for securing support/approval
• Assists in benchmarking & performance monitoring
• Keeps focus when distractions arise
• Provides a basis for more detailed planning
• Stimulates change and becomes building block for next plan
STRATEGIC PLANS
Key Component: Strategic Goals
• They are intrinsic to planning
• Create the ideal measurement (metrics) opportunity
• Lends insight into actual vs. desired results
It’s How You’ll Know You’ve Arrived
STRATEGIC PLANS
Strategic Goals: Components
• Defining Goal = “The What”
• Defining Execution Strategy= “The How”
• Defining Measureable Metrics = “The End Game”
Define Strategic Goals
The “What”
Define The Execution Strategy
The “How”
Establish Measureable Metric
The “End Game”
STRATEGIC PLANS
STRATEGIC PLANS
Strategic Goal: Sample Goal
• Strategic Goal (The What)• Increase the number of interviewers certified to conduct interviews from
the current state of 20%
• Execution Strategy (The How)• Sponsor monthly interviewer training sessions
• Measureable Metric (The End Game)• Increase trained interviewers to 60% by year-end
METRICS - DIVING DEEPER
The Point Is….
Utilizing Metrics for the sake of metrics = Objective
Objective = Establish higher credibility within organization
METRICS - DIVING DEEPER
Metrics Should Ideally:
• Clearly relate to goals and objectives
• Be self-generating and provide a leading or predictive indication of performance
• Integrate into a normal part of the business process
• Be unambiguous, actionable, and in your control
• Provide baseline from year to year
METRICS - DIVING DEEPER
Retention Rate Promotion Rate Performance Rate
Applicant Interview Rate Applicant-to-Hire Ratio Interviews-per-Hire (Avg.)
Interview-to-Hire Ratio Interview Offer Rate Offer Accept Rate
Progress-to-Goal Rate Hire Rate Co-op/Intern Conversion Rate
( NACE’s Professional Standards for University Relations & Recruiting)Benchmarking Metrics
METRICS - DIVING DEEPER
Benchmarking Metrics
Business Impact & Performance Process Efficiency & Internal Program
Observed Job Performance * Stakeholder Satisfaction
Retention Applicant Quality
Diversity Offer /Decline % (qualify missed hires)
% to Plan Intern Conversion Rate
Termination Rate Cost Per Hire
Training Failure Rate % of Hires From Tier 1,2,3
Ascension Rate Goals Met
Training Scores ROI (Benefits – Costs)
% of College Hires in Top 50% Website Stats
Average 360 Scores Critical Incident
Plan vs. Actual Staff Engagement
Source: ERE.net Article, Metrics for Assessing College-hire Effectiveness and ROI, March 23, 2009, Dr. John Sullivan
METRICS - DIVING DEEPER
Sample Client Metrics
METRICS – TARGETING YOUR AUDIENCE
IMMEDIATE STAFF/TEAM
“Informational”
Cost Per Hire
Invites/Interview Ratios
Acceptance/Decline Rate
Conversion Rate
Tactical Strategic
HIRING MGRS. / LEADERSHIP
“Predictive”
Pipeline
Retention
Quality of Hire
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Source: Webinar, Recruiting Metrics: Quality of Hire, November 29, 2007, Dr. John Sullivan
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METRICS – NEXT FRONTIER
Measuring the Formerly Un-Measureable
• Event Centric Metrics• Utilize data captured at career events (career fairs)
• Enabled by mobile recruiting solutions
• Provides predominantly real-time data
• Capable of providing “Aha” insights
• Encourages and allows for course corrections
• Campaign Metrics• Utilizes data captured from communication campaigns
METRICS – NEXT FRONTIER
Benchmarking Metrics
“Ghosts” Cost-Per-Candidate % Resumes Collected
% Candidate Evaluated % Candidates Recommended Candidate Sign-up Source
Candidate Interactions Section 503 Compliance Diversity
Cost Pe r Candidat e Total cost of an event divided by the candidates attended
$ 1 3 .2 9 CPC
$2139.00
Total Cost
161
Candidates Attended
$ 0 .7 5 Average Effective CPC
All Classifications
Re sum e Colle ct ion Pe rce nt age Number of resumes collected divided by the candidates attended
Tot a l % of Resum e s Collect ed
■ Resumes Collected
7 5 .1 6 % RCP
121
Resumes Collected
161
Candidates Attended
Candidat e Evaluat ion Percent age Total number of candidates evaluated divided by the candidates
attended
Tot a l % of Candida t es Eva lua t ed
■ Candidates Evaluated
55 .28%
CEP
All Evaluation Forms
89
Candidates Evaluated
161
Candidates Attended
Recom m ended Candidat es Total number of candidates recommended divided by the
candidates attended
Tot a l % of Candidat es Recom m ended
■ Strongly Recommended
■ Recommended
5 5 .2 8%
Recommended %
Career Fair
89
Candidates Recommended
161
Candidates Attended
Sample Event Metrics Report
University of Colorado - Boulder
METRICS – NEXT FRONTIER
Candidat e Signup Source A graphical representation of how each candidate signed up for
the event
Signup Source
■ Mobile Apps - 118
■ Collect - 36
■ Convenience - 4
■ Self-Registration - 3
161
Candidates Attended
Candidat e Int eract ions A graphical representation of how many times a candidate has
atttended an event up to and including the date of the event
Int e ract ions
■ 20 Interactions - 1
■ 17 Interactions - 1
■ 11 Interactions - 2
■ 10 Interactions - 3
■ 9 Interactions - 3
■ 8 Interactions - 1
■ 7 Interactions - 3
161
Candidates Attended
Sum m ary St at ist ics Event Classification: All Cla ssif ica t ions
As Compared to events from July 01 , 2 0 14 - June 30 , 2 0 15
161 Total Candidates Attended
174 Total Candidates Registered
90 Total Candidates Evaluated
1 /29 Attendance Event Rank
1 /29 Registration Event Rank
1 /2 9 Evaluation Event Rank
METRICS – REALITY CHECK
American Indian/Alaska
Native1
1%Asian
9247%
Black/African American
5930%
I do not wish to provide
21%
Two or More Races
63%
White34
18%
American Indian/Alaska Native
Asian
Black/African American
I do not wish to provide
Two or More Races
White
Diversity Metrics
METRICS – REALITY CHECK
American Indian/Alaska
Native1
1%Asian
9247%
Black/African American
5930%
I do not wish to provide
21%
Two or More Races
63%
White34
18%
American Indian/Alaska Native
Asian
Black/African American
I do not wish to provide
Two or More Races
White
Diversity Metrics – National Black MBA Conference
METRICS – REALITY CHECK
METRICS – REALITY CHECK
44% of Attendees
Walked Away? Why?
METRICS – REALITY CHECK
GoalEncouraged Students to
Visit The Employer’s Booth
GoalEncourage Students to Visit
Employer’s Career Page
Note: Significantly higher % of students viewed the message and clicked through to career
website
Note: Open rate > than 50% HIGHER compared to pre-event marketing
METRICS - REALITY CHECK
Lessons Learned• 21% indicated an interest in products and services = possible revenue opportunities
• Nearly 83% had between zero to 4 years of sales experience (NBMBAA = 80%)
• Nearly 24% had at least 5 years of management experience or more (NBMBAA = 40%)
• 3.7 in 10 students will require sponsorship (NBMBAA = 4 in 10)
• Only 8% fell into “Agency” related recommendations, with only 6 strongly recommended
• Only 6% were identified for on-site interviews; 10% identified for recruiter or discovery conversations
• Nearly 44% did not receive a recruiter evaluation. Possible causes:• Attendees left before visiting with a recruiter
• Recruiter spoke to a student but did not complete an evaluation
• Attendees may have only visited for prize registration
METRICS – RESOURCES
• Metrics for Assessing College-hire Effectiveness and ROI
• HR Ranks at the Bottom - Reasons to Adopt Metrics
• What’s Wrong With Metrics? Pretty Much Everything!”,
• Metrics For Executives
• NACE’s Professional Standards for University Relations & Recruiting
• Dr. Sullivan’s Webinar Slides
• High-impact Strategic Recruiting Metrics for WOWing Executives
• The Future of Predictive Analytics – The Next Generation of Talent Metrics To Consider
THANK YOU!
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