Driving Applicants Into The Recruitment Funnel
Situation
A privately-held, regional hospitality company needed recruitment support for one of their brands, a niche food service provider serving higher education and corporate clients. The roles require that candidates have a specific skillset, and the positions are located in areas where the talent pool is limited. While the hospitality company has an in-house HR and recruiting team, they don’t have the bandwidth required to successfully find candidates who have a very specific skillset and live in or are willing to relocate to the college or vacation towns where these positions are located. Because of the nuances associated with these roles, the company knew they needed an external partner to help them source and engage candidates.
Solution
We immediately got to work understanding the roles, requirements, and locations for each position, then conducted market research, including both role and geographic market analysis to help inform our strategy for targeting and attracting candidates. Because of the geographies where these positions are located (mostly college or vacation towns), the available talent pool is incredibly limited and requires creative thinking and approaches to capturing their attention.
We are focused solely on driving people to apply, and each 30-day candidate engagement campaign consists of:
- Optimizing the job posting
- Recommending an advertising budget based on our market research
- Creating and managing a recruitment campaign, and
- Campaign reporting
The client is responsible for all steps of the process as applications are received. We track and analyze source performance, campaigns and overall process, and we use the data to refine, and continuously improve performance and results.
Results
We have successfully driven applications for all candidate engagement campaigns to date which has resulted in the client quickly filling each position with qualified individuals. For one campaign, we increased the number of applicants by 159% based on our custom title and geographic expansion approach.