Francesca Campalani, Deloitte Richard Badley, SMRS Topic: The Importance of Data in Finding your Graduate Talent

THE IMPORTANCE OF DATA IN FINDING YOUR GRADUATE TALENT

Head of Candidate Attraction & Employer Branding FRANCESCA CAMPALANI Head of Candidate Attraction & Employer Branding RICHARD BADLEY HEAD OF PLANNING @deloittecareers @smrsLTD

WHAT WE’LL COVER Our market and data Bringing data to life: Deloitte and diversity The results

Our market and data

THE graduate TALENT MARKETPLACE

WHY DO WE CARE ABOUT DATA? + – It helps us answer our questions Our market is ideal for it The three Vs It’s very powerful The fourth V It’s data Gap in abilities / Our personalities Consistency Systems rarely talk to each other

DATA ALLOWS US TO DO TWO THINGS OPTIMISE GROW Segment and target our current audiences Identify, locate and target a boarder or differentiated talent pool

THE MAIN DATA SOURCES z z YOUR DATA SHARED DATA MARKET DATA

Where should we look for data? DATA SOURCES HOW TO USE IT Talent pools Your website traffic Candidate sign ups Historical hire data Strategy Retargeting Custom audiences Programmatic Segmentation Profiling Mapping YOUR DATA SHARED DATA Media partnerships Industry bodies Schools/HEIs Research panels Direct comms Enhanced targeting Partnerships Events Programmatic Look a like MARKET DATA Published data Competitive data Insight tools Demographical Geographical Behavioural Contextual

Bringing data to life: Deloitte & diversity

RESPECT and inclusion within deloitte NORM You Not Me Me Near me Like Me Us Together CULTURE & IDENTITY 1 2 3 MINORITY

WHAT we set out to achieve TARGET A DIVERSE AUDIENCE INCREASE CANDIDATE EVENT ATTENDANCE INCREASE APPLICATIONS OPTIMISE ON CAMPUS PRESENCE IMPROVE CONVERSION RATES

The process UNDERSTAND PLAN ANALYSE STRATEGISE

UNDERSTAND What we did: Analyse all current sign ups, applications, offers and acceptances Present data as simply as possible What we got: Full diversity information by business area, job family, and by university The benefit: Where we are now What’s needed Where to optimise

PLAN What we did: Set strategic targets based on true business demand (not historic) Ensured all targets were clear, communicated and understood What we got: Clear diversity targets Regional, role and sector KPIs The benefit: Clarity on priorities Engagement with teams Accountability of success

ANALYSE - MARKET DATA What we did: Used market data UCAS / HEFCE / Experian What we got: Understanding of market size Identified ‘defend’ or ‘grow’ territories The benefit: Increased efficiency Optimised on-campus presence Focused digital targeting Strategies based not only on Deloitte's data

ANALYSE - MEDIA DATA What we did: Full tagging, from media to ATS Link all reporting to KPIs Deep dive media analysis What we got: Full message, channel and media insight Diversity insight by all measures The benefit: Full knowledge of what worked Optimised media investment Agile media optimisation

STRATEGISE What we did: Overlaid all data (own, shared and market) into one model What we got: Comprehensive, data led insights for all in the business Redeveloped strategies for on-campus, role and media investment The benefit: A deeper understanding of recruitment and targeting Accurate, lower risk strategies Improved ROI

The results

Did it work for Deloitte? UNIVERSITY PROGRAMMES Applications +11% (FY17) and +55% (FY18) Progression (cultural fit) +86% (FY17) and +173% (FY18) APPRENTICESHIPS Applications +230% (FY17) and +63% (FY18) Progression (cultural fit) +295% (FY17) and +158% (FY18)

Did it work for Deloitte? EVENTS Events attendance reduced by 81% Saved the business £3.6m DIVERSITY BAME applications +104% Gender +52% Non-Russell Group applications 60%

Did it work for Deloitte? AWARDS Best Graduate Campaign IHR Awards 2018 Shortlisted RAD and TARGETjobs Awards #6 in The Times Top 100 Graduate Employers 30% APPLICATIONS CONVERSION RATE

IN SUMMARY Data works Don’t limit yourselves The 4 Q’s to ask: Keep it simple What information will answer my question? Have a go Does data exist? Can I access it? What’s the quality like?

Some DATA TIPS to take away Focus only on KPIs, eliminate metrics Focus only on KPIs that have pre-assigned targets Focus on the outliers, not the expected Cascade the analysis and responsibility for data Get people hooked on text (no one wants data)

info@smrs.co.uk smrs.co.uk

Roundtable Discussion (30 mins) Do you currently use data to make better student recruitment decisions? What are the challenges you face in accessing/using data? Are there any tools or technologies that you think could help?