How Brother International Corporation Reinvented Its Employer Brand with Phenom Career Site, CMS & Hosted Apply
“When it comes to job seekers, your employer brand is everything,” says Anthony Prudente, Senior Specialist of Employer Branding, Recruitment Marketing & Social at Brother International Corporation.
He should know.
Prudente just successfully led the premier provider of home office and business products through a highly anticipated rebrand of their career site. In just three weeks, their talent analytics showed a major lift in key success metrics—including total job seekers, page views, and completed applications—used to validate the rebrand and their decision to choose Phenom’s AI-powered Talent Experience Management (TXM) platform in the first place.
The Need for an All-In-One Solution
Despite a long history of making innovative and diverse products for homes and businesses, most job seekers either never heard of Brother, or only loosely associated the brand with its printers, fax machines and now retired typewriters, says Prudente.
The consumer electronics company needed a solution provider that could quickly—and expertly—support an employer rebrand and their end goal: to attract, engage and convert more job seekers with industry-leading AI technology. Prerequisites included:
- Workday Certified Select Partner
- Hyper-personalized career site with intelligent search
- CMS to easily edit and manage their employer brand
- Insightful talent analytics for continuous optimization
For Prudente, the choice was an easy one. A big selling point was the fact that the TXM platform was certified to integrate with their Workday Recruiting ATS to provide candidates with a seamless application experience. In addition, the ability to manage their own content and easily make edits to the career site without coding knowledge or an outside agency was important. “Being able to maintain the website internally was a huge piece of what sold us,” Prudente notes.
“Phenom was the only provider that was able to do everything we needed—nobody else really compared” — Anthony Prudente, Brother International Corporation
In just three weeks after launching their rebranded career site, Brother saw a major lift in key success metrics:
Prudente wasn’t surprised. The career site Brother launched (check it out here!) is exactly what he and Brother’s Director of Talent Marketing and Employee Engagement, Darius Smith, had in mind when planning the rebrand. Between visuals and content, the site impactfully articulates everything a candidate wants to know when considering employment at a company: mission, values, social initiatives—and of course, targeted job opportunities, benefits, and FAQs. “Our new career site brings our ‘at your side’ philosophy to life, allowing us to communicate our employer brand and attract talent to our organization in the best way possible,” says Smith.
“Phenom’s AI is brilliant for recruitment marketing—the personalized job recommendations based on skills, interests and browsing history, the website and chatbot remembering visitors’ names—it delights candidates instead of making them feel like they’re just another number.”–Anthony Prudente
Happy Candidates & Recruiters
Prudente credits numerous features of the Phenom AI-powered career site with Hosted-Apply, CMS, CRM, and Analytics for the success. Efficiency strides can also be attributed to Brother’s chatbot “Ays” (short for “at your side”). Since the rebrand, Brother is experiencing a 20% lift in unique job seekers engaging with their chatbot. In addition, completed applications from chatbot users is up from 40% to 69%.
Want the details on how Brother is using Phenom features? Read the case study!
“Our recruiters are over the moon with the platform,” says Prudente. “Without it, they wouldn’t be capturing any leads from the chatbot, similar job subscriptions, or partial applications,” he explains. In addition to using the Phenom CRM to screen passive candidates—which more than doubles the talent pool to put in front of hiring managers, he says—they’re also using it to proactively source for future positions. Before a position is even posted, recruiters can quickly produce a list of qualified candidates to contact. “This type of efficiency is extremely helpful, especially for our higher volume positions in sales and marketing,” Prudente notes.
Today, it’s clear to see that Brother is an innovative and forward looking company with a diverse set of products and services. And Prudente drives home an important point for all employer brand professionals:
“The truth is that when you’re hiring for one position, 99 percent of people will walk away without the job,” he says. “But by giving every applicant an amazing candidate experience, they won’t forget your company or their desire to work for you if a future opportunity arises. That’s the heart of employer branding—and thanks to Phenom, we’re able to deliver.”