Social Enterprises Code
The process of complying with the Social Enterprises Code as a Social Enterprise ensured that we could better articulate our social objectives and our social impact. We were also able to use the results to refine business operations, impact measurement and internal communication. The guiding principle of PlaytoWork to have a real impact - for us to serve the large group of MBO students with a more suitable job market mediation service - shows a natural correspondence with the objectives of the code. We were already on the right track, but now we can explain it better with the right words and the right concepts.
Theory of change
More information about our target group, MBO students and their position on the labor market, here.'
PlaytoWork is an HR tech company. As a tech company, we have developed a gamified job placement platform, where job seekers are matched to vacancies by means of technology / smart algorithms. Job seekers are mainly found and recruited online. The vacancies are submitted by employers whom we actively approach online and offline (with account managers). As a tech company, measuring what we do is in our DNA. We measure:
- Marketing: Finding, recruiting and onboarding job seekers
- Sales (office / field service): Finding, approaching and selling our services to employers
- Technology Recruitment: Matching job seekers to vacancies (via platform)
- Supporting the Recruitment technology: Finding, approaching and matching job seekers to vacancies (through our recruiters)
Of course we measure turnover as generated by employers (it is free for jobseekers). In addition, we measure both input and output in absolute terms and in terms of costs for the organizational units / functions described above.
The KPIs for the clusters are:
- Marketing: number of candidate leads, number of sales leads, number of new players in the database
- External sales force: number of leads, number of quotations, number of deals
- Sales back office: number of customers contacted, number of offers made, number of appointments made (for field service)
- Technology Recruitment: number of matches, number of responses via platform, number of placements without human intervention.
- Recruitment technology support: number of candidates contacted, number of candidates interviewed, number of candidates placed.
Measurement on candidates
We measure how many candidates find a suitable job through PlaytoWork. This starts with online marketing activities that encourage people to download the app, then we measure whether people have played enough games to have a brokerable profile, after which the technology matches them as efficiently as possible. The technology ensures that candidate and employer come together. In some cases there is personal support afterwards, so that we can measure whether they actually find a job. Part of these figures are presented on the website and once a year we present these figures in our social impact report.
Measurement on employers / market share
In order to achieve our mission, we want to reach many candidates. For this we need a wide range of vacancies in the app. To this end, we measure how many employers engage with us, we keep track of how many initiating customer contacts take place, the number of quotations we send out and we ultimately close. Part of these figures are presented on the website and once a year we present these figures in our social impact report.
The PlaytoWork technology platform works as a marketplace where supply and demand are brought together (such as Marktplaats, Relatieplanet or Ebay). Two databases, one with a demand for work (candidates) and one with a supply of work (vacancies) that are related to each other. Without one you don't have the other and vice versa. Chicken egg. PlaytoWork originated in a period of high (youth) unemployment, when vacancies were scarce and the supply was too large and we were able to help employers find the right people in the wide range. Now, in a period of scarcity, the demand is high and the supply too small, and we help candidates from the wide range to find the right employer. However, the platform needs to find the right balance in the number of players / candidates versus the number of vacancies in times of low economic growth or even recession and in times of economic growth or even overheating.
Measurement in schools
The measurement of the impact of schools will not yet be included in the report in 2019. Currently there are 3 schools that actively offer the app to their students. Corona has forced schools to find ways to provide study advice online, which has led to a significant increase in demand for the app.
Measure our vision on impact
Measuring impact is a process, especially for us as a startup in which our internal processes are constantly changing. PlaytoWork is working on the following developments to better measure our impact.
PlaytoWork is in talks with the SEO (Economic Research Institute), which is conducting research into the underlying mechanisms in the labor market, including career paths, which already start with the choice of an internship. With studies that SEO conducts into the key figures in the general job market, PlaytoWork can make a comparison with how the PlaytoWork candidates perform compared to the general market.
The application to hire (AtH) ratio is an important part of PlaytoWork's impact measurements. The AtH ratio is the number that indicates how many candidates must be interviewed to hire a person. The AtH ratio can vary widely by sector or size of the employer; we measure with clients that we are up to 5 times more efficient than traditional recruitment processes that have AtH ratios of 1:16 or 1:18. We measure much more than just the conversion from “on interview” to “hired” because this conversion is only the conversion of the last steps of the candidate journey.
In addition to the existing measurements, 2 new measurements will be performed to measure the long-term impact:
- PTW itself will email the placed candidates once a year to ask whether they still work for the employer concerned. In this way, data is built up about the long-term effectiveness of the match. This data is then compared with the data from SEO about the “standard” length of time that a candidate remains in a job.
- For PlaytoSchool, candidates will also be emailed annually (for 4 years) regarding the progress of their studies
- Whether they are still following the same study (so switch less than average)
- Whether they finish their studies
These measuring points are also kept by the schools themselves, so PTW can compare this data with the data kept by the school for all students, including those who have not used the PTS app.
The social impact that PlaytoWork measures is in line with 4 goals of sustainable development goals (SDG):
- SDG 1 No poverty; access and guidance at work. We open up the labor market for lower and practically educated people by providing free and playful insight into their soft skills.
- SDG 5 Gender equality; Matches take place without gender playing a role; the algorithm only matches hard and soft skills and thus prevents labor market discrimination.
- SDG 8 Fair work and economic growth; we are there for the candidates who we match on the basis of their hard and soft skills to the most suitable job without taking their own income into account.
- SDG 10 Reduce inequality; men or women receive the same remuneration for the same work, are treated equally and have the same access and rights.
Below you can download a full version of the articles of association. The core of the articles of association is contained in Article 2b, which is set out in full below:
a. in order to have a material positive influence on the society.
b. being a social organization where impact and commerciality go hand in hand to go;
c. to form a sustainable and inclusive bridging function between pre-vocational education and pre-vocational education MBO education and employers in business, non-profit and governments; given that the labor market and the instruments used in the labor market are predominantly aimed at higher educated people, which means that a large part of the the labor market is not well served;
d. to apply the dividend and remuneration policy accordingly;
e. for the Social Enterprises Code, a copy of which is attached to this deed attached, to apply to all aspects of the company.
PlaytoWork has developed an innovative matching platform. To help candidates effectively, a sufficiently large candidate and job database is also required on the platform. All this means that PlaytoWork as a company is not initially profitable.
If PlaytoWork becomes profitable, at least 50% of the profit will always be reinvested for the growth of the company and thus growth of the intended social impact.
With regard to the remuneration policy pursued by the company, as long as no profit is made, the remuneration for the management and employees will be restrained. For board members, two members from the shareholders are responsible for the remuneration portfolio. Proposals for adjusting the remuneration are submitted to the shareholders' meeting per calendar year.
For employees, the salary is in line with the market and gender neutral. The ratio between the lowest and highest paid employee (including the management) is a factor of 3,51.
When it comes to parts of legal annual reports that PlaytoWork publishes or deposits (Chamber of Commerce), a button has been placed below to be able to download these documents. You can ask questions regarding the annual accounts via email@example.com.
The shareholders below represent an interest of more than 50% in PlaytoWork BV
- Stingray Beheer BV
- Eagle Science BV
- Schoemanoeuvre BV
- IJsfontein Holding BV
The other shareholders are private investors.
You can ask questions regarding shareholders via firstname.lastname@example.org
Stakeholder analysis and dialogue
Below is a description of the stakeholders who play a role in achieving PlaytoWork's strategic objectives.
|Candidates||Target audience||Guidance to work, thinking along with content, advising|
|Employers / recruiters||Customers||Creating vacancies, contributing substantively, advising|
|Schools / teachers||Influencers of the target group, customers of Play to School||Creating a candidate offer, contributing substantively, advising|
|Investors / Shareholders||Financial||Growth, generate more reach, approach maximum reach faster|
|Parents||Influencers of the target audience||Create candidate offer|
|Staff members||Employment practices||Execution|
We conduct dialogues with the above stakeholders that are arranged as follows:
|stakeholder||Mode of dialogue||Frequency of dialogue||Topic of conversation|
|Candidates||Online evaluations, offline with workshops in schools||Online evaluations 1 to 2 times a year, workshops at the request of schools, 20 to 30 times a year||User-friendliness and efficiency|
|Employers / recruiters||Bilateral consultation||Depending on the size of the company and the business potential, at least twice a year, max. Once a month||Sales and after sales|
|Schools / teachers||General consultation with multiple schools / teachers at the same time, as well as bilaterally||1 to 2 times a year||How we can use soft skill assessments and games in educational process, and job / internship mediation|
|Investors / Shareholders||Shareholders' consultation||3 to 4 times a year||Monitoring|
|Parents||n / a, it is an ambition to reach them online||na||na|
|Staff members||Differentiated consultation structure, distinction between your work cluster or the company, and between strategic / operational||Periodically, 1 x per week / 1 x per quarter||Strategy or operation|