Driving 140% Increase in Completed Applications

The Challenge

Despite a long history of making innovative and diverse products for homes and businesses, most job seekers either never heard of the company or only loosely associated the brand with its printers, fax machines, and now-retired typewriters. The small snippet about careers on their corporate site was hardly doing the electronics company justice. 

The company’s talent acquisition team needed to reach as many candidates as possible and educate them on its unique employee value proposition, philosophy, and mission. 

But how do you sell an employer brand with no place to showcase it? The team knew that a new and improved career site designed to engage passive leads and drive applies with an easy online application process would help build strong talent pipelines and quality candidates.

The Solution

The company began researching Applied AI providers that could expertly yet quickly equip them with a career site and meaningful analytics that would inform important talent marketing decisions — and eventually justify the purchase. 

Prerequisites included: 

• Seamless Workday integration

• Hyper-personalized career site with intelligent search capabilities

• Content Management System (CMS) to easily edit and manage their employer brand

• Insightful talent analytics for continuous optimization

Phenom was the only provider that was able to do everything they needed, the team shared. A big selling point was the fact that Phenom easily integrates with their Workday Recruiting Applicant Tracking System (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 was important. 

“Being able to maintain the website internally was a huge piece of what sold us,” they said.

The Results

The Phenom Career Site they launched is exactly what their Director of Talent Marketing and Employee Engagement 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 company philosophy to life, allowing us to communicate our employer brand and attract talent to our organization in the best way possible,” he said. “Now, it’s clear to see that this global organisation  is an innovative and forward looking, with a diverse set of products and services.” 

The combination of engaging, transparent content such as employee testimonials and videos, coupled with personalized job recommendations and a seamless apply process, is driving traffic, engagement, and conversions across the board. 

“In just three short weeks, we’re seeing a huge lift in total job seekers, page views, completed applications, and more,” he noted. In addition, people are spending significantly more time on the company’s About Us and Employee Experience pages, with only 5% leaving the career site from those pages. “This shows us that the content on these pages is really being consumed and keeping people interested in learning more.” 

In addition to using Phenom Talent Analytics to refine career site content, this global organization is able to apply data insights to optimize apply options for candidates. For example, the team noticed that a majority of applicants for their manufacturing roles come from Indeed, rather than LinkedIn. Although Phenom offers candidates the ability to prefill applications by linking various social profiles, the organization was only accommodating LinkedIn on their career site. The new information gleaned from analytics informed their decision to give applicants the ability to apply through their Indeed account as well. The addition of this option decreased apply times for manufacturing applicants and is meeting them where they feel comfortable.  

One of the most impactful capabilities of all? Phenom’s Hosted apply. “When we decided to run the application process through Phenom, our conversion rates skyrocketed,” he revealed, reporting an average application completion rate of 85% since the rebrand.

Speaking to Phenom’s powerful AI capabilities, the team had this to say: “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, all delight candidates instead of making them feel like they’re just another number.” 

And it’s not just job seekers who are providing positive feedback. It’s their recruiters, too.

Without it, they wouldn’t be capturing any leads from the chatbot, similar job subscriptions, or partial applications. In addition to using the Phenom Talent CRM to screen passive candidates — which more than doubles the talent pool to put in front of hiring managers — 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 their higher volume positions in sales and marketing. 

Efficiency strides can also be attributed to their Phenom Chatbot. Since the rebrand, they’re 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%. Apparently, job seekers aren’t the only people taking advantage of the chatbot. The team also noticed an uptick in users looking for customer service and product support — and the Phenom chatbot helped guide the company in launching a chatbot for their corporate site. 

The Future

Moving forward, the company is eager to start leveraging Phenom Campaigns to engage and nurture more candidates through targeted emails and SMS messages. Considering two-thirds of their chatbot traffic is coming from mobile, the team plans to do more with Phenom’s texting capabilities to reach even more people as they build out their new employer brand.

On a larger scale, they also see extreme value in Phenom’s Employee Experience to give employees the same experience they give candidates.

Today, it’s clear to see the company is innovative and forward-looking with a diverse set of products and services. And their success story drives home an important point for all employer brand professionals: 

When you’re hiring for one position, 99 percent of people will walk away without the job. 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,” their team shared. “And thanks to help from Phenom, we’re able to deliver.”