ConnectIn Amsterdam 2014 - Beter beslissen met data - Booking.com & Netwerven
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Transcript of ConnectIn Amsterdam 2014 - Beter beslissen met data - Booking.com & Netwerven
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It’s a capital mistake to theorize before one has data
Danielle van Alewijn | June 2nd , 2014
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Hi, I’m Danielle
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And this is Booking.com
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WE TAKE SMALL STEPS
Go for one step at a time. That way, it’s easier to find your footing again if
you take a wrong turn. It’s also worth remembering that it takes many small steps to cover
a lot of ground
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And this is Booking.com
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WE ARE DATA DRIVEN
You can’t get around the facts. Base decisions on hard evidence. Facts and figures are your friend.
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And this is Booking.com
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WE ARE SCALABLE
As a global company, new ideas have to work globally as well as locally.
If something is adopted in Amsterdam it also has to be useful in Jeddah, Kuta, Zagreb
and everywhere in between.
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And this is Booking.com
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WE DON’T RELY ON GUESSWORK
What works better, idea A of B? To move forward and innovate, we constantly
test progress. It’s the best way to find out What is the most effective
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And this is Booking.com
WE ARE INTO INDEPENDANCE
With so much expertise on hand, why look further? That means insourcing where others may outsource.
It’s the best way to guarantee quality.
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And this was Booking.com recruitment…
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Think big, act small, learn fast!
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Think big: best spannend
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Conversie
Taleo
EVP
Sourcin
g
Assessment
Referral
recruitmen
t
Red
carpet
XML
High
volume Data
Glocal
Media
Mobile
Intern
Extern
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DONE
is better than PERFECT
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Act small: overzichtelijk
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Conversie
Taleo
EVP
Sourcin
g
Assessment
Referral
recruitmen
t
Red
carpet
XML
High
volume Data
Glocal
Media
Mobile
Intern
Extern
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The most important one?
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So we can track applicants Start analyzing them & learn
to design a better process
Data
We needed a simple process
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How to start this?
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Minimum viable product:
goed, gebruiksvriendelijk, eenvoudig, snel te ontwikkelen
Duur product met
lange ontwikkeltijd Slecht product dat
niemand wil gebruiken
A simple, bare bone site Homepage, department, search job, job detail
Apply
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Designed and built in 8 weeks…
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DATA
We are driven by
HUNCHES rather then by
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Conversion funnel
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Conversions per vacancy
19
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Conversions per source
20
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Conversions per country
21
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Dashboard per recruiter
Accept minor errors
Measure everything
Learn and adapt quickly
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It is a capital mistake to
THEORIZE before one has
DATA
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MVP - % completed applications
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Completed 38%
Not completed 62%
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Next sprint: Taleo XML
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+25,4%
conversie
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1% rule?
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Yes, we are painting the world blue Use 38 different browsers
Speak 192 languages Own 844 different mobile devices
Which have 1.253 screen sizes Worst of all, it changes daily
No time to make it perfect for everybody
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DONE
is better than PERFECT
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Online time span?
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Bedraagt ongeveer 8 seconden
Is daarmee korter dan die van een goudvis
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Site speed is crucial
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Meer laadtijd = minder ‘overtuigingstijd’
Gaat om milliseconden
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Applicant journey
AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
Paid Media
Owned Media
Earned Media
Jobboards, SEA,
Social Ads, TV,
Radio, Print
Website, e-mail,
content, social
platforms
SEO, social, referrals & RSS
Vacature alerts
ONDERSTEUNENDE CONVERSIES | KANALEN
LAATSTE CONVERSIE | KANALEN
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Explanatory sources
32
Booking.com 33%
Direct 23%
Google 15%
LinkedIn 14%
Facebook 11%
Twitter 2%
Monster 2%
AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
ONDERSTEUNENDE CONVERSIES | KANALEN
LAATSTE CONVERSIE | KANALEN
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Exploratory sources
33
Booking.com 41%
Google 16%
Direct 14%
Indeed 10%
LinkedIn 9%
Facebook 5%
Twitter 3%
Dribble 1%
Stepstone 1%
Glassdoor 0%
Monster 0%
AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
ONDERSTEUNENDE CONVERSIES | KANALEN
LAATSTE CONVERSIE | KANALEN
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Converting sources
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LinkedIn 23%
Booking.com 19%
Direct 14%
Google 12%
Indeed 11%
Refurls 6%
Monster 5%
Facebook 5%
Twitter 2%
Glassdoor 2%
Stepstone 1%
Stackoverflow 0%
Dribbble 0%
AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
ONDERSTEUNENDE CONVERSIES | KANALEN
LAATSTE CONVERSIE | KANALEN
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AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
ONDERSTEUNENDE CONVERSIES | KANALEN
LAATSTE CONVERSIE | KANALEN
Influential sources
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Email 73%
Facebook 16%
URL 10%
LinkedIn 1%
Google+ 0%
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All things related to Working at Booking.com
happen at workingatbooking.com
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37
Internal vacancies
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38
Referral recruitment
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39
Relocation information