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Unlocking Business Value by Going Back to Basics with Data Analytics in Recruitment


In an increasingly competitive market and with a shortage of skilled candidates to choose from, recruitment agencies are under increasing pressure to fill vacancies, stand out from the crowd and increase profitability. On top of this, having a highly motivated, dedicated and fast-paced team and the right processes in place is essential.

With over 2.5 quintillion bytes of data and countless data sources now commonly used within organisations across many different sectors, the question is now not if data is being used, but if it is being used correctly. Not only this, but one of the biggest challenges faced by the recruitment sector is having large amounts of data from disparate systems. In reality, this makes creating meaningful performance reports that can quickly and easily highlight where to focus attention and resources not only extremely time consuming, but sometimes near impossible; leaving many recruitment agencies trying to boil the ocean to get any sort of meaningful outcome. To make it worse, by the time reports have been created, the information is often out of date – leaving little, if any, value to be gained.

Can having too much data really become a business disadvantage? How can an organisation use its data in an intelligent and strategic way? As Andy Richardson, CEO, Dynistics, explains, organisations in the recruitment sector need to go back to basics and start by focusing on their people, understanding how data can drive consultant performance, improve operations and create a winning formula for success.

Putting people first

Good recruitment consultants are the lifeblood of any recruitment company. They’re the window into the organisation and it’s their skill in consistently securing new candidates, clients and placements that keeps the business successful. Benchmarking consultant and team performance is essential to motivate teams and hit targets; recognising ‘star billers’ or the most candidates placed by a team within a month will create healthy competition.

However, typically recruiter performance gets reviewed on a weekly, monthly or quarterly basis, which just isn’t enough. Key to consistent performance is keeping consultants engaged, motivated and included on a daily basis. Celebrating and sharing new placements, individual and team successes across the business with dynamic visual and audio displays helps create a positive environment of inclusion. This ensures everyone understands how their contribution is directly aligned to company goals and how their individual achievements impact on business-wide success.

Replicating success 

Yet, it’s important to remember that not all consultants will work in the same way. By understanding what they do differently you can duplicate their performance across your business; and when they need support, you want to ensure they receive the right help at the right time to minimise lost revenues and build morale.

Additionally, comparing and highlighting recruiter performance on basic KPIs and revenues can knock the confidence of new recruiters – especially if they’re doing the leg work but still can’t make their numbers. Giving individual consultants the specific feedback needed to perform effectively can mean the difference between a mis-hire and a mega money maker; and seeing this data in real time enables any issues to be spotted without wasting precious time. After all, the aim is large volumes of high-quality wins in the shortest time: recognising that the business drivers that underpin your success will contribute to a winning formula.

Start at the beginning  

People are at the heart of recruitment. After all, connecting the right people with the right role in the right organisation is the aim. Understanding what data is needed to really help an organisation achieve its business goals and excel consultant performance is the first step, without trying to use every possible data source and report on every insight generated.

The formula for recruitment success really is simple: focus on people first. By identifying individual and team successes, putting a seamless yet robust process in place for employee onboarding and continuously look at data to know where improvements can be made, recruitment organisations can not only meet, but excel their targets and be confident that they are using data to really create organisational advantage.


Over the past 3 years, Rachel has been working specifically within the digital marketing space and has worked with some of the country’s top brands. Drawing on her knowledge and experience, Rachel has developed a genuine understanding of how content can engage and compel an audience.

Rachel is responsible for every aspect of web management, marketing and overall production of the Recruitment Buzz brand and is often called upon for her skills and knowledge of WordPress, email marketing software and social media tools.

Rachel works closely with the Recruitment Buzz editorial team and certainly recognises a good story when she sees one!


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