Sales Training for Recruiters: Key Learnings from DaVita's Sales Training Pilot Program
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©2009 DaVita Inc. Sales Training for Recruiters: Key Learnings from DaVita’s Sales Training Pilot Program Presenters: Karla Mervin, Recruiting Manager Nancy Parks, Ph.D., Consultant HRPartnersplus Breakout Session: Wednesday October 27, 2010 2:15pm – 3:30pm 1
description
Presentation from the ERE Expo 2010 Fall in Florida, presented by Karla Mervin and Nancy Parks.
Transcript of Sales Training for Recruiters: Key Learnings from DaVita's Sales Training Pilot Program
©2009 DaVita Inc.
Sales Training for Recruiters: Key Learnings from DaVita’s Sales
Training Pilot Program
Presenters:
Karla Mervin, Recruiting Manager
Nancy Parks, Ph.D., Consultant
HRPartnersplus
Breakout Session: Wednesday October 27, 2010
2:15pm – 3:30pm
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©2009 DaVita Inc.
Our Mission Today…
• Learn about DaVita
• Current Recruiting Climate
• Why Sales Training?
• Customized Model for DaVita
• Compelling Results…..
• Our Future…
• Q&A
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Who is DaVita?
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©2009 DaVita Inc.
Our Mission…become the greatest dialysis kidney care company the world has ever seen!
• Second largest provider of dialysis services in the U.S.
• 34,000 “teammates” working in a “village”
• 120,000 patients in 43 states
• 1,500 outpatient facilities; 700+ acute care units in hospitals
• #355 on Fortune 500; HQ moved to Colorado
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©2009 DaVita Inc.
Just some of 2009’s external recognition for the DaVita Village
TOP COMPANIES FOR LEADERS
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©2009 DaVita Inc.
Our Recruiting Strategy:Balancing execution, innovation and speed
Alignmentwith Ops
• Ops-Driven Org Structure
• Prioritize Openings for High-Risk & High-Impact Areas
Key Attributes
TopPlayers
• Highly-Competent Recruiters
• Committed to Continuous Learning & Improvement
Clear Brand Differentiation
• Brand DaVita & Brand Jobs (segmentation)
• Consistency
RelentlessSourcing
• Referrals, Grow Our Own, Boomerangs, Max the Web
• Pipeline vs Reactive – Reduce Time-to-Find
Service Excellence
• Top 10 on Department Forced-Ranking
• Improve Hiring Mgr & New Hire Surveys
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©2009 DaVita Inc.
8,000Hires/Year
7Managers
50Recruiters
2Project
Managers
3Coordinators
1InternationalCoordinator
5Systems/Analytics
DaVita’s Recruiting Engine:
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Top Talent at DaVita
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©2009 DaVita Inc.
DRIVINGRECRUITEREXCELLENCE
Pay forPerformance
SecretShops
Scorecards& Metrics
TalentReviews
Manager& Applicant
Surveys
CompetencyModel& IDPs
Applying Talent Management Fundamentals to Recruiting
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©2009 DaVita Inc.
Core Skills: • Profile & Plan
• Source & Contact
• Assess
• Present & Close
AIRS Recruiter Competency Model:Sorting out A-B-C-D players
Performance
Traits:
• Drive for Results
• Inquisitiveness
• Sales & Service• Relationship Builder
• Flexibility
• Passion
Strategic
Skills:
• Market Intelligence
• Business Savvy
• Organization Management
• Candidate Management
• Network Building 10
©2009 DaVita Inc.
Feedback from the First Secret Shops…
• “Slow or no response”
• “Screening but no selling”
• “Some illegal questions”
• “Didn’t honor confidentiality”
• “Desperate” to fill jobs
• One competitor kicked our tails
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©2009 DaVita Inc.
“Sales” Thoughts from Our Recruiting Summit
• Weaknesses highlighted during secret shops
• The best sales people don’t sound like “sales people”
• It’s not all about us, it’s about them (the applicants), too
• Practice makes perfect…
• More training to come…
• Internal “cold call” competition…
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DaVita’s Sales Training for Recruiters
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©2009 DaVita Inc.
The DaVita Personal Trainer(Pilot Project 2010)
A “high touch” approach
to sales training for recruiters
Sales Skill Assessment (pre-test)
Individual Development
Plans
Personal Training
Sales Skill Assessment (post-test)
Post-Training Support
April August Sept Nov
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©2009 DaVita Inc.
Measuring outcomes and impact
3-LevelEvaluation Model
Level 3: RESULTS
• Production
• Service
• Sourcing
Level 2: ACTIONS
On-the-job performance/behaviors (based on assessment & IDP)
Level 1: PERCEPTIONS
• Move from “dissatisfied to “satisfied” (recruiters)
• Move from “needs development” to “at or above expectations” (RM)
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©2009 DaVita Inc.
% of recruiters reporting “satisfied” or “very satisfied”
48%
53%
59%
60%
68%
73%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Overcoming Objections
Gaining Commitment & Influencing
Managing a Sales Funnel
Planning a Sales Call
Questioning
Presenting
Establishing Rapport
Recruiters
Recruiting Manager
Sales Skill Assessment(pre-test)
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©2009 DaVita Inc.
Individual Development Plans
• Recruiters met with Recruiting Manager to discuss results from SSAT
• Each recruiter selected two skillsto develop, based on scores
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©2009 DaVita Inc.
Personal Training
Inside the numbers…
185 total hours of training
153 calls recorded
52 days of training
21 training hrs /recruiter
17 average number of calls recorded/recruiter
10 average time for each training module
9 recruiters trained
6 online courses developed & delivered
5 job aids developed
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©2009 DaVita Inc.
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Sales Skill Assessment (post-test)
PRE-TRAINING POST-TRAINING
1 out of 9
9 out of 9
89% INCREASE in level of SATISFACTIONwith ability to perform the skill
SATISFACTION LEVEL…(self-reported)
* Data source: End-of-training survey (Level 1 Evaluation)
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©2009 DaVita Inc.
Sales Skill Assessment (post-test)
54%
97%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Observation #1 Observation #2
43% INCREASE in skill performance level
*skill test scores
SKILL PERFORMANCE…(3rd party scored)
* Data source: Skill tests, using behavior checklists (Level 2 Evaluation)20
©2009 DaVita Inc.
Sales Skill Assessment (post-test)
81%
98%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Observation #1 Observation #2
17% INCREASE in skill performance level
*voicemail test scores
VOICEMAIL PERFORMANCE…(3rd party scored)
* Data source: Skill tests, using behavior checklists (Level 2 Evaluation) 21
©2009 DaVita Inc.
Sales Skill Assessment (post-test)
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©2009 DaVita Inc.
Sales Skill Assessment (post-test)
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Decreased Stayed the Same Improved
Since the completion of training,
my ability to perform this skill has...
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Very Dissatisfied
Dissatisfied Somewhat Satisfied
Very Satisfied
My current level of satisfaction
for the skill(s)…
* Data source: Recruiter responses (n=9) to written survey – Oct. 2010
Responses to 30-day Checkpoint Survey *
©2009 DaVita Inc.
Post-Training Support
3-month post-training support phase
Includes 30-60-90 day post-training skill assessments (3rd party scoring)
DaVita Recruiting Manager to do post-trainingassessment (30-45 days out)
Exploring use of social networks
Sept Nov
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©2009 DaVita Inc.
• Develop a knowledge base• For recruiters to continue to share learnings and
receive “refresher” training. (e.g., social networking, collaboration, Wiki, etc.)
• Adopt a standard sales process• That would complement (and enhance) DaVita
value chain & current recruiting process.
Where is DaVita going from here?...
Our Future…
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©2009 DaVita Inc.
Q&A
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©2009 DaVita Inc.
Sales Training for Recruiters: Key Learnings from DaVita’s Sales
Training Pilot Program
Presenters:Karla Mervin, Recruiting Manager
Nancy Parks, Ph.D., ConsultantHRPartnersplus
Breakout Session: Wednesday October 27, 2010
2:15pm – 3:30pm
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