Hoe kan je data gebruiken om beter te beslissen? Booking.com werkt samen met Netwerven en vertelt hoe je met data je beslissingsproces kan verbeteren.Think big, act small.

1. It’s a capital mistake to theorize
before one has data
Danielle van Alewijn | June 2nd , 2014

2. Hi, I’m Danielle
2

3. And this is Booking.com
3
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

4. And this is Booking.com
4
WE ARE DATA DRIVEN
You can’t get around the facts.
Base decisions on hard evidence.
Facts and figures are your friend.

5. And this is Booking.com
5
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.

6. And this is Booking.com
6
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

7. 7
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.

8. And this was Booking.com recruitment…
8

9. Think big, act small, learn fast!
9

10. Think big: best spannend 
Conversie
Taleo
EVP
Sourcin
g
Assessment
Referral
recruitmen
t
Red
carpet
XML
High
volume Data
Glocal
Media
Mobile
Intern
Extern

11. 11
DONEis better than
PERFECT

12. Act small: overzichtelijk 
Conversie
Taleo
EVP
Sourcin
g
Assessment
Referral
recruitmen
t
Red
carpet
XML
High
volume Data
Glocal
Media
Mobile
Intern
Extern

13. The most important one?
13

14. So we can track applicants
Start analyzing them & learn
to design a better process
Data
We needed a simple process

15. How to start this?
15
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

16. Designed and built in 8 weeks…
16

17. 17
DATA
We are driven by
HUNCHES
rather then by

18. Conversion funnel
18

19. Conversions per vacancy
19

20. Conversions per source
20

21. Conversions per country
21

22. 22
Dashboard per recruiter
Accept minor errors
Measure everything
Learn and adapt quickly

23. 23
It is a capital mistake to
THEORIZE
before one has
DATA

24. MVP - % completed applications
24
Completed
38%
Not completed
62%

25. Next sprint: Taleo XML
25
+25,4%
conversie

26. 1% rule?
26

27. 27
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

28. 28
DONEis better than
PERFECT

29. Online time span?
29
Bedraagt ongeveer 8 seconden
Is daarmee korter dan die van een goudvis

30. Site speed is crucial
30
Meer laadtijd = minder ‘overtuigingstijd’
Gaat om milliseconden

31. 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

32. Explanatory sources
32
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

33. Exploratory sources
33
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

34. Converting sources
34
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

35. AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
ONDERSTEUNENDE CONVERSIES | KANALEN LAATSTE CONVERSIE | KANALEN
Influential sources
35
Email
73%
Facebook
16%
URL
10%
LinkedIn
1%
Google+
0%

36. 36
All things related to
Working at Booking.com
happen at
workingatbooking.com

37. 37
Internal vacancies

38. 38
Referral recruitment

39. 39
Relocation information