How a One-Person Recruitment Marketing Team Drove a 700% Increase in Applications

The Challenge

The telecommunications industry is defined by rich, connected experiences. For this networking systems, services, and software company, delivering on experience is paramount — and having HR technology that scales with the business makes all the difference in finding and hiring the right talent.  

This is especially true for the company's one-person talent marketing “team” whose day-to-day consisted of so many cumbersome manual processes that candidate outreach efforts were spread thin — and often too broad — to resonate.

“What candidates will find value in boring, impersonal content?” she asked. Between juggling disparate content needs and cross-functional branding requests across their career site and internal and external communications, she noted: “It was a struggle for my efforts to remain relevant, especially in today’s war for talent.”

Tasked with creating a more efficient, consistent global recruitment marketing program, she had four primary goals:

• Increase global reach. Get open positions in front of more people around the world.

• Maintain brand integrity. Eliminate significant branding inconsistencies across departments and markets while allowing message flexibility.

• Automate tasks. Use AI to complete objectives impossible for one person.

• Eliminate agency outsourcing. Remain a strong one-person team without relying on outside agencies.

The Solution

Leveraging multiple aspects of the Phenom Intelligent Talent Experience platform — including Phenom Career Site, Phenom Content Management System (CMS), Phenom CRM, Phenom Campaigns, and Phenom Talent Marketplace — enables the company to connect with external candidates and employees faster and better.

On the front end, their AI-powered global career site delivers a modern, hyper-personalized candidate experience that’s more likely to convert job seekers into hires with recommended jobs based on their skills, experience, location, and more. On the back end, the CMS helps easily create, edit, and manage new pages with consistent branding while simultaneously tracking traffic and engagement for real-time optimization. This means that work typically outsourced to an agency — or performed by a bigger team — can be completed by one talent marketer alone in less time and without the extra spend. 

Expanding the depth of their candidate pipeline and the reach of their campaigns is facilitated by Phenom’s seamless integration with their Workday Recruiting ATS. With it, their TA team can quickly post jobs and avoid missing any applications.

This talent marketer finds the most value, however, in the CRM. Its capabilities enable her to create localized, targeted, and personalized email templates that the sourcing team can then use to amplify efforts. Team members can also schedule automated drip campaigns to external candidates, as well as new hires, current employees, and even departing employees. “With the CRM, I can build templates with consistent branding, accurate wording, appropriate tone of voice, and assets for a particular audience,” she explained. “I’m then able to schedule these communications in advance, and fully track their results so I can adjust accordingly.” 

At the same time, sourcing and recruiting teams can use the CRM to build, engage, and track talent pipelines while boosting their own productivity with Phenom Fit Score, dynamic lists, and actionable insights.  

The Results

In the company's first year with Phenom, they ran 420 campaigns across the globe for different audiences and skill sets — driving a 700% increase in applications. The combination of automated system emails and more targeted campaigns that the sourcing team could also leverage to build a quality talent pipeline proved invaluable to this effort. Between email and social media campaigns, they gained 920% more new signups to their talent community and saw a 220% increase in job visits to their career site. 

“With Phenom’s tools, I’m able to reach more people in a more personalized way. Plus, I can help with one-off scenarios, like a campaign in Germany where I embedded videos and local language that really drove engagement,” said the talent marketer. “Those job visits were, at their core, built on the foundations of what we've done with Phenom.”

She credits Phenom as being critical to her success for generating leads and creating branded assets for sourcing, pipelining, and nurturing candidates. “If I didn’t have Phenom, I don't think I could operate as a one-person talent marketing team and cater to a global audience — especially with the number of hires that we have,” she revealed. “It not only allows me to create things easily, but it’s also easy for our team to amplify my efforts for their own specific requirements.”

• 700%

  Increased applications

• 920%

  Increased talent community

• 220%

  Increased career site job visits

The Future

In the future, she plans to expand her Phenom use to grow with the company's needs. A priority? Strengthening their talent community even further by leveraging automated drip campaigns and Phenom Talent Analytics to optimize engagement metrics. 

Even more important is expanding platform use across their other HR stakeholders. “Phenom allows better synergy between different teams — whether it’s talent acquisition or talent management,” she said. “Recruiting is such an important part of any company, and HR teams need tools like Phenom to operate more efficiently.” 

Being able to show the business impact of a comprehensive solution that replaces point solutions and scales to a company’s future needs secures buy-in from the C-suite so the company can continue investing in people-first technology, she shared. “With automation, I can focus on the more strategic aspects of my role instead of manual work. Technology like Phenom allows me to operate quicker and more efficiently, so I can truly invest in our people.”