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How Transport for London transformed their recruitment strategy with data

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We recently held a webcast with Charlotte Johns, Head of Recruitment Operations, at Transport for London where she told their story of transformation and how they evolved their recruiting approach from traditional to strategic.

She discussed:

- The programmes they put in place to move to a direct sourcing model
- How to use data to measure success
- Results they have seen from this partnership

Publicada em: Tecnologia
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How Transport for London transformed their recruitment strategy with data

  1. 1. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Charlotte Johns Head of Recruitment Operations Transport for London
  2. 2. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Transport for London 2 Day-to-day operation of the Capital’s public transport network We also control 580km network of main roads and all of the city's 6,000 traffic lights Every day around 24 million journeys are made across our network. Buses London River Services Tube network Victoria Coach Station Docklands Light Railway Emirates Air Line Overground London Transport Museum Tramlink Congestion Charging Scheme Barclays Cycle Hire Taxi and Private Hire regulation
  3. 3. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 3 Team Hires 2014/15* Operational** 1,200 Head Office 2,500 Temporary Labour 1,800 Graduates / Apprentices 250 Total 5,750 * Projected January 2015 ** Operational recruitment services are provided by a 3rd party
  4. 4. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS £2.4 billion savings target 4
  5. 5. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 5 Transport for London Internal transformation initiatives were identified to derive both Financial and non-Financial benefits • Recruitment Processes and Systems • Talent Acquisition • Performance Management • Stakeholder Engagement
  6. 6. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 6 Recruitment Processes and Systems REPORTING
  7. 7. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 7
  8. 8. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Strategic: Low cost Efficient Quality of hire focus Proactive pipeline-based process Reactive: High cost Labour-intensive Applicant quantity focus Req to req process Developing Foundational Strategic Traditional 8 Talent Acquisition
  9. 9. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Developing Foundational Strategic 9 Talent Acquisition Data Established metrics and benchmarks Data driven decision making Jobs Post-and-pray Targeted engagement to attract highly qualified candidates Talent segmentation and prioritization Jobs on niche boards and social platforms Sourcing Reactive, over-reliant on agencies Engage with strong pipeline of leads and ‘silver medalists’ Team-wide pipelining with engaged talent communities Build internal capabilities to focus on passive talent Traditional Defined employer brand strategy Understanding of employee value proposition Brand Influential talent brand engaging employees and candidates
  10. 10. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 10 Direct Sourcing Solutions • 25 Recruiter Licenses • 120 Job slots (flexible) • Job wrapping Direct Sourcing LinkedIn Solution Employer Branding Solutions • Dynamic Careers Page • Employee Profile Ads • 3 million Traffic Drivers • 6 x Lead Generation InMail campaigns
  11. 11. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 13 Job Applications Data 2,251 Jobs Job Applications Average Monthly Applications* Average Applications per Job* 11 Data includes all job applications initiated on LinkedIn.com (includes applies and apply clicks) *Average for time period shown in graph
  12. 12. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 12
  13. 13. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 13
  14. 14. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS InMail campaigns create 354 leads for TfL - £67.80 per lead IM Talent Campaign • Deployed 2500 InMails • Open rate above industry average (~30%) • Response rate above industry average (5%) • 224 leads in recruiter folder PPD Talent Campaign • Deployed 2500 InMails • Open rate meets industry average (~30%) • Response rate above industry average (5%) • 130 leads in recruiter folder
  15. 15. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 15 Impact of Investment
  16. 16. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS You are influencing hires through your investment 16
  17. 17. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 17
  18. 18. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS  Political / Cultural Barriers to LinkedIn – Business case for Investment – Resistance to use of Social Media – ‘Old boys’ network – Employee Relations  Team Barriers to LinkedIn – Resistance to change – Capability 18
  19. 19. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 2013/14 targeted financial savings and productivity improvements 2014/15 has been all about completing the triangle and we have concentrated on the Quality of service provision. 3 Key improvement objectives  Candidate Experience  Hiring Manager Involvement & Satisfaction  Quality of Hire 19 Moving Forward
  20. 20. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 20 SMART Recruitment Year 2 - SMART Recruiting
  21. 21. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 21 • Longer term investment in a ‘fit for purpose’ solution • Improved Recruiter license usage • Business ownership of Careers Pages and updates • Demand planning for Lead Generation Campaigns • Updates on the market and the business How does LinkedIn support
  22. 22. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS  Don’t be afraid to start the journey - there’s never a perfect time!  Use your data to define next steps and support your business case  Work with your resources and ask for help and input 22 3 Key Take Aways
  23. 23. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Questions 23

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