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

2. THE IMPORTANCE OF DATA IN FINDING YOUR GRADUATE TALENT

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

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

5. Our market and data

6. THE graduate TALENT MARKETPLACE

7. 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

8. 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

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

10. 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

11. Bringing data to life:
Deloitte & diversity

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

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

14. The process
UNDERSTAND
PLAN
ANALYSE
STRATEGISE

15. 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

16. 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

17. 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

18. 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

19. 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

20. The results

21. 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)

22. 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%

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

24. 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?

25. 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)

26.
smrs.co.uk

27. 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?