connectin amsterdam 2014 - beter beslissen met data - booking.com & netwerven

It’s a capital mistake to theorize before one has data

Danielle van Alewijn | June 2nd , 2014

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

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.

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.

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.

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

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

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

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

Designed and built in 8 weeks…

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DATA

We are driven by

HUNCHES rather then by

Conversion funnel

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Conversions per vacancy

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Conversions per source

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Conversions per country

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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

MVP - % completed applications

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Completed 38%

Not completed 62%

Next sprint: Taleo XML

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+25,4%

conversie

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

Online time span?

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Bedraagt ongeveer 8 seconden

Is daarmee korter dan die van een goudvis

Site speed is crucial

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Meer laadtijd = minder ‘overtuigingstijd’

Gaat om milliseconden

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

Explanatory sources

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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

Exploratory sources

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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

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

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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Internal vacancies

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Referral recruitment

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Relocation information