Alex Cooper, Starbucks Matthew Kennedy, Starbucks Neha Sinha, Starbucks How do you attract the best talent? On a fixed budget? With a process that feels high touch but can still scale? Sounds a lot like consumer marketing, doesn’t it? Starbucks has been on a journey to build out a team that can do just that. Borrowing frameworks and strategies from e-commerce, we are looking at recruiting differently. Jobs now equal SKUs, candidates are customers, and applications are transactions. With data as the source of truth. We’ll walk you through how to apply e-commerce to HR by ensuring you bring the right message to the right person, at the right time. Check out the best of Talent Connect: http://bit.ly/2e5ojNe

1. ADD TO CART
How Starbucks uses ecommerce principles to
track, measure, and improve
the pre-apply process

3. PRE-APPLY RECRUITING
RECRUITER MAGIC
APPLY

4. PRE-APPLY RECRUITING
RECRUITER MAGIC
APPLY

5. Strong Brand
Applicants =
TIME
TALENT
BUDGET
X +

6. I WANT:
EFFECTIVE EMPLOYER BRAND +
EFFICIENT APPLICANT SPEND

8. TALENT LIVES &
TRANSACTS ONLINE

9. MANAGE,
MEASURE,
& MESSAGE
YOUR DIGITAL PRESENCE

11. ADD TO CART

12. Apply the ECOMMERCE FRAMEWORK
to the pre-apply process

13. JOB FAMILIES
=
PRODUCT LINE
APPLICATION
=
CONVERSION
JOBS
=
SKUs

14. JOB FAMILIES
=
PRODUCT LINE
APPLICATION
=
CONVERSION
JOBS
=
SKUs

15. JOB FAMILIES
=
PRODUCT LINE
APPLICATION
=
CONVERSION
JOBS
=
SKUs

16. JOB FAMILIES
=
PRODUCT LINE
APPLICATION
=
CONVERSION
JOBS
=
SKUs

17. Organize your tools
+ KNOW WHAT OUTCOMES THEY DRIVE

18. BRAND CONVERSION INFLUENCE
Recruitment Marketing Spectrum

19. BRAND CONVERSION INFLUENCE
Free Channels, Broad Reach
Social and broad reach media
build
brand equity in the long-term.

20. BRAND CONVERSION INFLUENCE
Your
career site
Owned channels
influence
the reason to buy.

21. BRAND CONVERSION INFLUENCE
Job
Paid channels
drive
measurable application volumes.

22. BRAND CONVERSION INFLUENCE
Free Channels, Broad Reach
Your
career site
Job
Drive your outcomes with the right tools. Not all tactics achieve the same objectives!

23. HOW DO I OPTIMIZE PAID CHANNELS?

24. We’ve seen this before…

25. A UTM will give you the exact source of every applicant.
https://starbucks.taleo.net/careersection/job=160006697&src=JB-12147

26. We all know every applicant is NOT a referral. UTM codes provide truth.
referrals
referrals
referrals

27. We all know every applicant is NOT a referral. UTM codes provide truth.
referrals
referrals
referrals
referrals

28. Capture source
directly from the
channel, not from
the applicant

29. NO HUMANS REQUIRED

30. Know your mix of free and paid applications.
60
applicants
per hire
for our financial analyst roles (product line)

31. Know your mix of free and paid applications.
60
applicants
per hire
35% free 65% paid

32. Know your mix of free and paid applications.
60
applicants
per hire
35% free 65% paid
Career Site
Referrals
Sourced
LinkedIn
Indeed
CareerBuilder
Workopolis
Monster

33. As you increase your ‘free’ apps you can decrease your ‘paid’ apps.
60
applicants
per hire
45% free 55% paid
Career Site
Referrals
Sourced LinkedIn
Indeed
CareerBuilder
Finance Career Page

34. COST PER APPLICATION (CPA) =
TOTAL COST FOR JOBS
TOTAL APPLICATIONS

35. $ 6.75
LINKEDIN CPA BOARD 1 CPA
$ 7.25
BOARD 4 CPA
$ 11.25
BOARD 3 CPA
$ 8.50
COMPARE THE CPA FOR EACH CHANNEL

36. $ 6.75
LINKEDIN CPA BOARD 1 CPA
$ 7.25
BOARD 4 CPA
$ 11.25
BOARD 3 CPA
$ 8.50
COMPARE THE CPA FOR EACH CHANNEL
…and invest where you see the best performance

37. $ 6.75
LINKEDIN CPA BOARD 1 CPA
$ 6.95
BOARD 3 CPA
$ 11.50
Break down the cost by product line
FINANCIAL ANALYST ROLES

38. $ 5.00
$ 5.50
$ 6.50
Drill down to
geographic
differences

39. Let’s talk results.

40. 2X
2X
$0
average applicants
brand followers
increase in spend

41. ecommerce as your framework
organize your tools across the spectrum
use UTM codes for your source of truth
CPA as your guide to invest

42. One last thought.

43. ANY QUESTIONS?

44. MATT KENNEDY
director, TA
Programs
NEHA SINHA
program manager, TA
Brand & Channel
ALEX COOPER
manager, TA
Brand & Channel
CONNECT @StarbucksJobs starbucks.com/careers