Transforming Employer Branding for Enhanced Candidate Engagement
Situation
A global industrial leader approached us to revamp their recruitment marketing strategy to make the most of their employer brand. They had recently implemented a Talent CRM but weren’t fully utilizing its features. With locations across the world and stiff competition for top-tier skilled candidates, they needed a fresh, bold approach to boost their brand’s presence and attract the right talent at scale. More than just filling roles, their goal was to create a recruitment marketing strategy that genuinely reflected their company culture, engaged employees, and improved their ability to retain top talent.
Solution
We kicked things off by zeroing in on key hiring personas in retail, manufacturing, digital, sales, and safety sectors. Our approach focused on building strong talent communities through automated drip campaigns, personalized content, and engaging touchpoints that kept candidates interested. By automating communication and delivering relevant messages, we aimed to shorten hiring cycles, increase offer acceptance rates, and lower employee turnover.
To keep things organized, we developed a content roadmap for each talent community, outlining strategies and communications to stay aligned with company goals. This included creating hundreds of pieces of custom content—like imagery and videos—that showcased the company’s culture and could be shared across corporate channels and by employees.
We also put together email marketing templates to target key personas, building out an easy-to-use content library that lived in their CRM system. This way, their internal team could effortlessly engage potential candidates, while we used marketing automation to nurture talent from leads to active candidates with well-timed, relevant messages. On top of that, we rolled out an SEO strategy to boost the visibility of their careers site, ensuring more eyes on their job openings.
Everything was backed by data, with performance reports highlighting key wins like faster hiring times and higher offer acceptance rates. Plus, we trained their team to take the reins on recruitment marketing strategies moving forward, ensuring long-term success.
Results
The transformation was a game changer. With tailored talent communities, automated campaigns, and a well-organized content library, the company saw significant improvements across the board. Hiring times were cut down, offer acceptance rates went up, and turnover rates improved—especially in those key sectors we targeted. In the end, their recruitment process became more efficient, engaging, and aligned with their business goals.
450+
Developed 450 unique pieces of tailored content to drive candidate engagement.
Alignment
Fostered stronger alignment between recruitment efforts and business goals through personalized communications and data-driven insights.
Content library
Built a user-friendly content library accessible to recruiters, managers, and stakeholders for streamlined access and use.
12 months
Created 12 months of segmented content, including key talent communities and company-wide monthly newsletters.
“I was so impressed with the quality and detail of the work. The team nailed my vision spot on!”
—Head, Global Talent Acquisition Center of Excellence