manage your media
DESCRIPTION
Presentation from ERE Expo 2012 Fall, presented by Kristen DesPalmes-NeubertTRANSCRIPT
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
A Brand Story
Author: Kristen DesPalmes Neubert
Manager, Recruiting & Employment Brand
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 2
Preface
Transparency: Show Real Examples and their results
Enlighten: Give you at least one idea you can
use/adapt for YOUR organization. Or, a new
better idea inspired by ours
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Table of contents for our time today
• Acknowledgments
• Chapter One – About Us
• Chapter Two – Five Brand Examples
• Chapter Three – Managing and Measuring Media
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Great teachers along the way…
• “Leadership is a function of behavior, not position” Kent Thiry, Mayor/CEO
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Tony Blake, VPBorn to Boldness
Hudson, Awesome ChildFrequent Napper
Tracey Parsons, PSCMedia Mastermind
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 5
About
• Leading clinical outcomes- YOY improvement 12 years in a row
- Bottom-Line: Our patients live longer
• We are a “Village”- “Mayor” and CEO- “GSD” = Getting Stuff Done- “Teammate” not employee
• Fortune #359- $7B revenue in 2011
- Over 40,000 teammates globally
- 1,800+ clinics and 800+ acute operations
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
What’s working for us? The Culture
• Key Differentiator - Culture- 62% Culture- 33% Patients/Outcomes
• We just need to tell the stories
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FIVE BRAND EXAMPLES
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Story One: Social Media - Messaging
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Authentic Messaging
Did You Know?
Resume/Interview Advice
Audience Questions
Core Value Quotes
Key Role Branding
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Facebook Facebook LinkedIn LinkedIn Twitter Twitter
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Story One: Social Media - Results (YTD)
Reach 6,006 (14%) 2,026 (36%) 3,183 (13%)
Engagement 2,918 593 6
Traffic 2,459 1,410 9
747 Applicants
15 Hires
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Story Two: Live Recruiter Chat
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• Hosted five live chats• 28% of FORTUNE 100 have a live chat (Source:
CareerXRoads)
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Story Three - Nephrology Note
GoalConsider Nephrology
Results4,012 members
Open Rate: 15%
Constant Contact used for distribution & click through rate
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Story Four: FA ‘Day In the Life’ Blog
GoalShare story of the FA role/RJP
ResultsOver 30,000 page views
Time on page 25% higher than average
33% readers search for a job next
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Story Five: The Power of Invitation
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MANAGE YOUR MEDIA, DON’T LET IT MANAGE YOU
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Begin with the End in Mind
•“No one washes a rental car”• When it comes to Media, act like you own it.
Your money. Your ROI to prove.- Data-driven strategy
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A look back
• Former media pie chart
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Oh the places you will go…
Today’s media plan covers over 24,000 sites!
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Fish where the fish are
• Strategic shift in 2012- Putting the power of the candidate relationship in the hands
of recruiters – Name Generation!- More SEO- Less postings
• Drive down recruiter drain
• Do more with quality performers
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
“More is not always better”
• Our Mission: Try to make some sense of the imperfect world of media data- We segmented- We created a “Quality Applicants” metric- We found a tool aligned with our vision, Smashfly
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Top Ten Sources of Quality Candidates:Ranked by Volume
Source Quality Apps % Quality
Job Aggregator 6,782 30%
DaVita Careers 6,246 30%
DaVita.com 4,877 30%
Teammate Referral 3,894 36%
Diversity Aggregator 3,080 29%
Word of Mouth 1,661 38%
Intranet (Internals) 1,455 48%
Job Aggregator 965 30%
Received through Email 956 29%
Popular Job Board 559 27%YTD
Top
10 S
ou
rces o
f Q
uality
*
*Quality is defined as: Meets Minimum Quals or Recruiter Phone Screened or Shared with Others
Total
109,581 Total Apps
34,588
Quality (32%)
1,757 Hires
(5%)
1.6% hired
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Clinical ResultsY
TD
Top
10
Sou
rces o
f Q
uality Clinical
X Total Apps
X Qualit
y
X Hires
Job Aggregator 5,630
DaVita Careers 5,376
Davita.com 4,472
Teammate Referral 3,169
Diversity Job Aggregator 2,694
Word of Mouth 1,398
Intranet 1,100
Received through Email 783
Job Aggregator 780
Other Online Career Sites 384
• 20.7 quality apps per hire• 29,000+ quality apps in Taleo
85,083 Total Apps
29,283 Quality
(35%)
1,415 Hires (5%)
1.7% hired
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 22
Leadership ResultsY
TD
Top
10
Sou
rces o
f Q
uality DaVita Careers 290
Job Aggregator 231
Teammate Referral 200
Davita.com 181
Intranet 145
Word of Mouth 102
Received through Email 80
Diversity Aggregator 77
Job Board 40
Job Board Resume Search 36
Social networking site 36
• 19.6 quality apps per hire• 1,600+ quality apps in Taleo
Leadership
X Total Apps
X Quality
X Hires
7,620 Total Apps
1,684 Quality
(24%)
86 Hires (5%)
1.1% hired
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CBO/Programs Non-LeadershipY
TD
Top
10
Sou
rces o
f Q
uality Job Aggregator 1,116
DaVita Careers 804
Teammate Referral 682
Davita.com 387
Diversity Aggregator 372
Intranet 334
Word of Mouth 236
Job Aggregator 177
Job Board 175
Received through Email 155
• 15.4 quality apps per hire• Nearly 5,000 quality apps in Taleo
Corporate
X Total Apps
X Quality
X Hires
22,362 Total Apps
4,937 Quality
(22%)
323 Hires (6%)
1.4% hired
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
STATE OF THE SOURCE
EXAMPLE VENDOR MEDIA REVIEW
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Job Board’s Data: Competitive Analysis
• In reviewing our Supply & Demand portal, we have identified the following company’s competing for the same type of Health Care positions as DaVita: July 2011 Competitive Breakdown
Avg. Searches / View Avg. Views / App
Healthcare Industry Avg. 31.54 6.12
DaVita 27.62 8.69
Competitor 1 30.48 6.96
Competitor 2 24.74 4.64
Competitor 3 34.70 14.58
July 2011 Competitive Summary
Company NameIndustry Average
Jobs Posted 60 236
Applications per Job 19.71 17.26
Searches per Job 4,733 3,266.94
Views per Job 171 111.03
Ratios
Number of Searches to yield a View
27.62 29.42
Number of Views to yield an Application
8.69 6.43
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What we shared
16,473
10,009
9,420
8,018
4,522
3,675
2,633
Job Board 2,629
2,354
1,515
2011 Y
TD
Top
10 S
ou
rces o
f Q
uality
Est. YTD Cost/Popular Job Board Hire: $688Average for all media combined: $353
Overall
211,195 Total Apps
70,890 Quality (34%)
5,711 Hires (8%)
Job Board
8,132 Total Apps
2,629 Quality (32%)
123 Hires (5%)
2.7% hired 1.5% hired
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
State of the Source – typical format
• Share your data- “He/she who has the best numbers, wins”
• What’s working
• What’s not
• Share goals - Whenever possible pay for performance, not
product
• Assign homework - Give partner a couple weeks to come back with
ideas to optimize27
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TEACH FROM WITHIN
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Recruiter ‘Did You Know’ slide
• Our DaVita careers site had almost 1M unique visitors in 2011?- 996,473 to be exact
• The average job gets 37 applications- Your recruiter screens and sends just the top ones
to you
• There are 106,000 RN’s in our own database
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Job Seeker 101
• Total U.S. monthly unique visitors to Job sites 7M Indeed 13M Monster (includes HotJobs) 8M CareerBuilder 40M LinkedIn
• Total monthly searches on search engines 189M job searches on Google alone s.
Major Job SitesSource: Quantcast
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Our Results
Topic 2012 Results
Career Site VisitsTime Reviewing Content
100,000-150,000 per month3.3 minutes (external benchmark 0.6 min)
Social MediaDVA Careers Viral Reach on Facebook
11,000 followers via DaVita Careers2,500,000 people
Applications Completed in Taleo 30,000-50,000 per month
Taleo Candidate DatabaseRN Candidates
925,000 unique candidates106,000 unique RNs
Clinical Cost-Per-HireOverall Village Cost-Per-Hire
$1,070 (industry-leader)$2,677
2011436,000 applications12,000 positions filled
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Thank You!
• 303.876.6685
• Kristen DesPalmes Neubert
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Appendix
Full example vendor review
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VendorMid Year Checkpoint
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 35
YTD Dashboard (Village Wide)Y
TD
Top
10 S
ou
rces o
f Q
uality
Cost/Tools Quality Applicant: $xx.xx
Overall Tool
Total Apps
Quality (x%)
Hires
Source Quality Apps
Quality
239,041 Total Apps
81,593 Quality (34%) 5147 Hires (6%)
*Data shown is 3/1-6/26
Tool x x
#3
0
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 36
Dashboard for key segmentY
TD
Top
10 S
ou
rces o
f Q
uality
Overall Tool
278 Total Apps
78 Quality (26%)
Hires
Source Quality Apps
Quality
189,880 Total Apps
69,765 Quality (37%) 4,197Hires (6%)
Tool 78 28%
#3
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
A Note About Quality
*Quality is defined as:
Meets Minimum Quals,
Recruiter Phone Screened
Not Reviewed, Shared with Others
Minus specific “knock out” outcomes.
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
What’s working
• Recruiters said increased capacity• Trainings have gone well• DVP hired• Customer service from rep was awesome
©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
What’s not working
• #1 spend for the year, not performing in Top 10
• We have an overall volume problem (146 quality apps total), and a low percent of quality problem to address
• We expected to see tool be a Top 5 source of leadership quality
• Not a slam dunk ROI over free product tool
• Next Step: Optimize – rest of the year to pilot changes to see if we can get this tool where we want it to be