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Redesigning the role of 
Talent Acquisition from 
transactional to strategic 
“Begin with the end in mind” 
-Stephen Covey 
October 2014
Who is John?
Why did United Airlines Talent Acquisition need to change? 
Key talent. Faster 
Overall quality of 
applicants lacked 
Change. Or? 
3
DISCLAIMER! 
We are not completely there yet, 
but “the plane is moving down the runway.”
A transactional Talent Acquisition team 
What does that look like? 
1. Too many requisitions for one person to handle 
5
A transactional Talent Acquisition team 
What does that look like? 
2. “Post and pray” 
6
A transactional Talent Acquisition team 
What does that look like? 
3. Talent Acquisition only hears about the vacancy the day the 
7 
person leaves
A transactional Talent Acquisition team 
What does that look like? 
4. Focus on time to fill and other quantity metrics 
8
A transactional Talent Acquisition team 
What does that look like? 
5. Hiring managers expect Talent Acquisition to do all of the 
9 
leg work with attracting talent
A transactional Talent Acquisition team 
What does that look like? 
6. “Hurry up and wait.” Hiring managers want resumes 
10 
yesterday, but then they don’t respond back about which 
candidates they want to interview
A transactional Talent Acquisition team 
What does that look like? 
7. Too hard to fill? Let’s try posting on a job board… 
11
A transactional Talent Acquisition team 
What does that look like? 
8. Process driven team – great at administration 
12
A transactional Talent Acquisition team 
What does that look like? 
9. Our careers page is our top source of hire 
13
A transactional Talent Acquisition team 
What does that look like? 
10.What do our hiring managers and new hires think of us? 
14 
Are they satisfied?
A transactional Talent Acquisition team 
What does this mean overall? 
…like we’re order takers. 
15
…but simply being transactional isn’t good enough anymore. 
 Hiring manager 
assumptions are not 
always correct 
 Time to challenge the 
status quo 
 Warm pipelines are a 
must 
 Company brand does 
not equal talent brand 
16
Get a “seat at the table” 
• Proactive versus reactive 
• Gives credibility when Talent Acquisition truly understands and can 
speak the “language” of the business 
• Generates authority when challenging hiring manager assumptions
A strategic Talent Acquisition team 
What does that look like? 
1. Comfortable volume of requisitions for the type(s) of role 
18 
being hired
A strategic Talent Acquisition team 
What does that look like? 
2. Strong understanding of data mining and pipeline 
19 
techniques versus “post and pray’
A strategic Talent Acquisition team 
What does that look like? 
3. Attend meetings with the business to gain insight into 
20 
workforce planning and forecasting needs
A strategic Talent Acquisition team 
What does that look like? 
4. Focus on quality of hire – retention, promotion, 
21 
performance reviews are all a factor
A strategic Talent Acquisition team 
What does that look like? 
5. Hiring managers are recruiters, too – their networks and 
22 
alumni organizations, especially
A strategic Talent Acquisition team 
What does that look like? 
6. Expectations are clearly outlined and agreed upon during 
23 
the intake meeting
A strategic Talent Acquisition team 
What does that look like? 
7. Too hard to fill? Look at supply & demand data, utilize 
24 
SEO/SEM more, gain help from a dedicated sourcer, ask 
the marketing division for ideas
A strategic Talent Acquisition team 
What does that look like? 
8. Process is not our largest focus – now turning to pipeline 
25 
management and becoming a strategic advisor
A strategic Talent Acquisition team 
What does that look like? 
9. Our careers page is our top source of hire – make it a true 
26 
destination site
A strategic Talent Acquisition team 
What does that look like? 
10.Survey hiring managers, new hires, and non-hires for 
27 
satisfaction and attraction
A strategic Talent Acquisition team 
What does that mean overall? 
…like we’re decision influencers. 
28
“…but how do we get there?” 
29 
Build a business case Educate and train Invest in tools and resources 
 
Convince senior leadership 
about your intent and vision 
 
Gain buy-in from your Talent 
Acquisition management team 
 
Be prepared for some leaders in 
various departments/divisions to 
not agree with this model – work 
to gain support from “up top” 
 
Educate your team on why this 
is critical for your company and 
ask for their ideas on how to get 
there 
 
Train, train, train and measure 
performance (surveys and 
quality of hire (over time)) - 
Some of your team might leave 
– that’s ok! For both you and 
them. 
 
Continue training and educating 
– making sure the team attends 
professional development 
events/webinars/conferences 
 
Celebrate individuals on the 
team that have small and large 
wins – especially to gain buy-in 
and role-modeling 
 
Get the right tools that support a 
strategic model 
 
SEO/SEM 
 
CRM 
 
employment brand 
 
passive outreach 
 
Explore options for dedicated 
sourcing specialists – maybe a 
team of sourcers 
 
Possibly engage a 3rd party 
recruitment consultant 
organization to help, but it’s not 
necessary
Be a visionary. 
• Less stress on the Talent Acquisition team, promoting better 
retention 
• Strengthen the critical need for Talent Acquisition within the 
company 
• Better talent means a better business – period.
“Begin with the end in mind.” 
-Stephen Covey

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Redesigning the Role of Talent Acquisition From Transactional to Strategic

  • 1. Redesigning the role of Talent Acquisition from transactional to strategic “Begin with the end in mind” -Stephen Covey October 2014
  • 3. Why did United Airlines Talent Acquisition need to change? Key talent. Faster Overall quality of applicants lacked Change. Or? 3
  • 4. DISCLAIMER! We are not completely there yet, but “the plane is moving down the runway.”
  • 5. A transactional Talent Acquisition team What does that look like? 1. Too many requisitions for one person to handle 5
  • 6. A transactional Talent Acquisition team What does that look like? 2. “Post and pray” 6
  • 7. A transactional Talent Acquisition team What does that look like? 3. Talent Acquisition only hears about the vacancy the day the 7 person leaves
  • 8. A transactional Talent Acquisition team What does that look like? 4. Focus on time to fill and other quantity metrics 8
  • 9. A transactional Talent Acquisition team What does that look like? 5. Hiring managers expect Talent Acquisition to do all of the 9 leg work with attracting talent
  • 10. A transactional Talent Acquisition team What does that look like? 6. “Hurry up and wait.” Hiring managers want resumes 10 yesterday, but then they don’t respond back about which candidates they want to interview
  • 11. A transactional Talent Acquisition team What does that look like? 7. Too hard to fill? Let’s try posting on a job board… 11
  • 12. A transactional Talent Acquisition team What does that look like? 8. Process driven team – great at administration 12
  • 13. A transactional Talent Acquisition team What does that look like? 9. Our careers page is our top source of hire 13
  • 14. A transactional Talent Acquisition team What does that look like? 10.What do our hiring managers and new hires think of us? 14 Are they satisfied?
  • 15. A transactional Talent Acquisition team What does this mean overall? …like we’re order takers. 15
  • 16. …but simply being transactional isn’t good enough anymore.  Hiring manager assumptions are not always correct  Time to challenge the status quo  Warm pipelines are a must  Company brand does not equal talent brand 16
  • 17. Get a “seat at the table” • Proactive versus reactive • Gives credibility when Talent Acquisition truly understands and can speak the “language” of the business • Generates authority when challenging hiring manager assumptions
  • 18. A strategic Talent Acquisition team What does that look like? 1. Comfortable volume of requisitions for the type(s) of role 18 being hired
  • 19. A strategic Talent Acquisition team What does that look like? 2. Strong understanding of data mining and pipeline 19 techniques versus “post and pray’
  • 20. A strategic Talent Acquisition team What does that look like? 3. Attend meetings with the business to gain insight into 20 workforce planning and forecasting needs
  • 21. A strategic Talent Acquisition team What does that look like? 4. Focus on quality of hire – retention, promotion, 21 performance reviews are all a factor
  • 22. A strategic Talent Acquisition team What does that look like? 5. Hiring managers are recruiters, too – their networks and 22 alumni organizations, especially
  • 23. A strategic Talent Acquisition team What does that look like? 6. Expectations are clearly outlined and agreed upon during 23 the intake meeting
  • 24. A strategic Talent Acquisition team What does that look like? 7. Too hard to fill? Look at supply & demand data, utilize 24 SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas
  • 25. A strategic Talent Acquisition team What does that look like? 8. Process is not our largest focus – now turning to pipeline 25 management and becoming a strategic advisor
  • 26. A strategic Talent Acquisition team What does that look like? 9. Our careers page is our top source of hire – make it a true 26 destination site
  • 27. A strategic Talent Acquisition team What does that look like? 10.Survey hiring managers, new hires, and non-hires for 27 satisfaction and attraction
  • 28. A strategic Talent Acquisition team What does that mean overall? …like we’re decision influencers. 28
  • 29. “…but how do we get there?” 29 Build a business case Educate and train Invest in tools and resources  Convince senior leadership about your intent and vision  Gain buy-in from your Talent Acquisition management team  Be prepared for some leaders in various departments/divisions to not agree with this model – work to gain support from “up top”  Educate your team on why this is critical for your company and ask for their ideas on how to get there  Train, train, train and measure performance (surveys and quality of hire (over time)) - Some of your team might leave – that’s ok! For both you and them.  Continue training and educating – making sure the team attends professional development events/webinars/conferences  Celebrate individuals on the team that have small and large wins – especially to gain buy-in and role-modeling  Get the right tools that support a strategic model  SEO/SEM  CRM  employment brand  passive outreach  Explore options for dedicated sourcing specialists – maybe a team of sourcers  Possibly engage a 3rd party recruitment consultant organization to help, but it’s not necessary
  • 30. Be a visionary. • Less stress on the Talent Acquisition team, promoting better retention • Strengthen the critical need for Talent Acquisition within the company • Better talent means a better business – period.
  • 31. “Begin with the end in mind.” -Stephen Covey

Hinweis der Redaktion

  1. Various divisions were starting to ask for talent at a much faster rate than we could deliver. And the quality of applicant applying to our jobs simply didn’t have enough depth. Even being a well-known brand, we weren’t seeing exceptional talent “knock down our door” as much as we would like – forcing to us post the job longer and sometimes settle for a weak batch of applicants. If we can’t deliver top talent to our hiring managers, there was fear of what might happen to our department?
  2. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  3. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  4. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  5. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  6. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  7. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  8. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  9. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  10. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  11. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  12. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  13. Hiring manager assumptions may be incorrect – key characteristics of person for the role, labor market trends, and from where to source, effectively. Satisfaction is important, but we need to make an impact and challenge the status quo. Constant pipelining of talent, especially for harder-to-fill roles, is an absolute must. Your TALENT competitors are starting to invest.
  14. Proactive versus reactive Gives credibility when Talent Acquisition truly understands the business and how to speak the “language” of the business Creates authority when challenging hiring manager assumption
  15. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  16. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  17. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  18. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  19. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  20. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  21. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  22. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  23. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  24. Comfortable volume of requisitions for the type(s) of role being hired Strong understanding of data mining and pipeline techniques Attend meetings with the business to gain insight into workforce planning and forecasting needs Focus on quality of hire – retention, promotion, performance reviews are all a factor Hiring managers are recruiters, too – their networks and alumni organizations, especially Expectations are clearly outlined and agreed upon during the intake meeting Too hard to fill? Look at supply & demand data, utilize SEO/SEM more, gain help from a dedicated sourcer, ask the marketing division for ideas Process is not our largest focus – now turning to pipeline management and becoming a strategic advisor Our careers page may still be our top source of hire – make it a true destination site Survey hiring managers, new hires, and non-hires for satisfaction and attraction
  25. Too many requisitions for one person to handle “Post and pray” Talent Acquisition only hears about the vacancy the day the person leaves Focus on time to fill Hiring managers expect Talent Acquisition to do most of the leg work with attracting talent “Hurry up and wait.” Hiring managers want resumes yesterday, but then they don’t respond back about which ones they want to interview Too hard to fill? Let’s try posting on a job board… Process driven recruiting team – great at following directions Our careers page is our top source of hire What do our hiring managers and new hires think of us? Are they satisfied?
  26. Less stress on the Talent Acquisition team, promoting better retention Strengthen the critical need for Talent Acquisition within the company Better talent means a better business – period. “Begin with the end in mind.”
  27. Less stress on the Talent Acquisition team, promoting better retention Strengthen the critical need for Talent Acquisition within the company Better talent means a better business – period. “Begin with the end in mind.”