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.

0

1

2

3

4

5

6

7

8

9


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.


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.


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.


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©2009 DaVita Inc.


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2

7

0

1

2

3

4

5

6

7

8

9

Decreased Stayed the Same Improved

Since the completion of training,

my ability to perform this skill has...

1

8

0

1

2

3

4

5

6

7

8

9

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

[email protected]

Breakout Session: Wednesday October 27, 2010

2:15pm – 3:30pm

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mailto:[email protected]