There are no more excuses, Recruitment Advertising should be - PowerPoint PPT Presentation

There are no more excuses, Recruitment Advertising should be data-driven. Eric Holwell SVP, Strategy – Bayard erich@bayardad.com

Quick Introduction Sheila Spinner Eric Holwell VP, Client Strategy SVP, Strategy SheilaS@bayardad.com EricH@bayardad.com

Washington is projected to have a shortage of 7,000 nurses by 2025, ranking 45th among the 50 states for available nurses Lund Report 2016

Today: Registered Nurses • The number of registered nurses with addresses in Washington state and holding active Washington licenses is 71,386 , up by 2,729 or 4% from 2016. • The average age of RNs has gone down from 47.1 two years ago to 45.7 today. • The number of male RNs continues climbing and is at 11.9% , a slight increase from 11.3% in 2016. • RNs are distributed in rural and urban areas fairly similarly to the overall population: 6.1% of RNs are in rural settings, compared with 8.3% of the state population. WSNA

Today: LPNs • The number of licensed practical nurses (LPNs) continues to decline. Currently, Washington has 9,859 LPNs with Washington addresses, which has dwindled each year since reaching a peak of 13,751 in 2008. In 2018, this translates to about 135 LPNs per 100,000 people in Washington. - Just want to move on and become RN • LPNs, like RNs, are distributed in rural and urban areas similar to the overall population: 7.6% of LPNs have addresses in Washington’s rural areas, home to 8.3% of Washingtonians, compared with just over 92.4% of LPNs in urban areas, where 91.7% of the state’s population lives. • The percentage of LPNs who are male is 13.6% , staying roughly the same since 2014. WSNA

Today: Medical Billing & Coders Will increase 13% between 2016 and 2026. This industry’s growth rate is faster than the national average for all occupations, and approximately 27,800 new positions will be added by 2026. Keeping up with those ICD-10s States with the Highest Levels of Employment in this Occupation • California: 21,900 employed • Texas: 17,620 employed • Florida: 12,460 employed • New York: 9,590 employed • Ohio: 9,200 employed BLS

And We’re Still Not a Compact State

Not all gloom and doom You’re held accountable despite these challenges. The only way to combat these obstacles is to use data driven results

What We Will Cover • Data-driven defined • Programmatic (data-driven) recruitment advertising • Data-based discoveries

Comparing Cost-Per-Click (CPC)

Comparing Cost-Per-Click (CPC)

A Little About Bayard

We’re a Recruitment Marketing Agency Full-Service Employer Brand Analytical & Perceptive Award Winning & Many Transparent On All & Problem Solving Industry Firsts Solutions & Tech Recruitment Marketing (No Canned Solutions) Agency Offices & 250 15 97 Privately Held Great Year Global People History Partners

With Expertise In… Storytelling Advertising Relationships ü Programmatic ü EVP ü TA Tech Advisory ü Digital ü Employer Brand ü Vendor Management ü Traditional ü Custom Career Sites ü Active Candidates ü Design & UX RPO ü Passive Candidates ü Social Media Reputation Campaign Performance Supplier Review ANALYICS & & & Brand Impact ROI Analysis Recruitment Analysis

Our Work Spans a Wide Range of Industries Retail/ Manufacturing Healthcare Marketplace Staffing Call Center Corporate Tech

What is Data-Driven?

Data-Driven: Defined Data-driven is an ability to make strategic decisions based on data analysis and interpretation.

Data-Driven: Defined (more specifically) Data-driven is an ability to use past, present, and future KPIs to make strategic decisions in candidate attraction investments. (or pivot away from decisions already made)

Data Timeline PAST PRESENT FUTURE + + Historical Real-time data Predictive models performance data every day using past and present data.

Data Timeline PAST PRESENT FUTURE + + Historical Real-time data Predictive models performance data every day using past and present data.

Data Timeline PAST PRESENT FUTURE + + Historical Real-time data Predictive models performance data every day using past and present data.

Data Timeline PAST PRESENT FUTURE + + Historical Real-time data Predictive models performance data every day using past and present data.

Data Timeline PAST PRESENT FUTURE Predictive models We need to make 285 additional hires in 6 months: using past and present data. • Based on historical data, our apply conversion rate = 11% • Which means we need 55,000 job clicks (visits) to generate 6,800 applications . • We need 6,000 apps because of we need 24 apps on average to make one hire . • With a YTD average CPC of $0.81 , we need $33,000 for the top of the funnel to make 185 hires. • Why only 185? Because we consistently make 35% of these hires organically.

Data Timeline PAST PRESENT FUTURE Predictive models using past and present data. Investment $33,000 Top of Funnel Top of Funnel Conversion Unit Funnel (Media) (Including Organic) Rate Cost Clicks 40,364 61,818 $0.81 Applications 4,440 6,800 11.0% $7.36 Hires 185 285 4.2% $176.73

Common Online Journey Media/Source Career Site ATS & CRM Hiring Process Screen Interview Offer Hire

Within the Journey: Recruitment Marketing Data YIELD METRICS CONVERSION METRICS DIMENSIONS • Clicks • CTR • By Device • Visits • Click-To-Apply • By Location • Actions • Apply-To-Interview • By Job Category • Applications • Apply-To-Offer • By Job Title • Hires • Interview-To-Offer • By • CPC • Time-To-Interview • CPA • Time-To-Hire • CPQA • CPH

Tracking The Journey - Where do you fall? Basic Intermediate Advanced + + • Google Analytics • Vendor Data • Cross-domain tracking • ATS Data • Media Tagging • Attribution models • Full funnel view • Impressions • Apply conversions • Source of influence • Clicks • Source of app • Source of quality app • CPC • CPA • Source of hire • Self Selected Sources • CPH

Data-driven territory Tracking The Journey - Where do you fall? Basic Intermediate Advanced + + • Vendor Data • Google Analytics • Cross-domain tracking • ATS Data • Media Tagging • Attribution models • Full funnel view • Impressions • Apply conversions • Source of influence • Clicks • Source of app • Source of quality app • CPC • CPA • Source of hire • Self Selected Sources • CPH

Programmatic Advertising The Epic Center of Data-Driven Advertising

Programmatic Job Ads Data-Driven Advertising Improve ROI with Programmatic. How? Daily auto-data-driven decisions based on performance goals you set. • CPA • Application Cap • Spend Cap • When not to spend • When to try other job boards • Down-funnel signals (qualified)

The Convergence of software, data and human intelligence Advanced Develop an Real Time, Enhanced Media Buying Media Trading Algorithmic Live, Team & Reporting Application Understanding Analysis of Your Data