Despite the benefits, many organizations still struggle with data-driven talent acquisition. How do you put the right data at the core focus of your organization? And, what can you do to ensure your data-driven approach will be successful? In our Signify client case, we show you a data-driven approach can improve your overall recruitment strategy.
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In May 2018 Philips Lighting changed their rebranded to Signify. The new name is the manifestation of the ongoing transformation within the company. The talent acquisition department was faced with the challenge of recruiting people who can adequately support this transformation.
As a global corporation, Signify has a significant number of open vacancies and they knew their hiring rate was way below ideal. They needed a new strategy, which helped them improve the application rates by attracting the right people.The new, measurable career website proved to be the starting point of this new, data-driven recruitment strategy.
Improving the quality of hire
In order to start improving their recruitment process, Signify needed to understand what was and wasn’t working in their recruitment process. This is why their first priority was to gather data. We created a career website that is fully measurable, up until the "intention to apply" stage: up to the moment that a potential candidate clicks the “apply” button. By measuring every action on the website, we’re able to identify which steps generate the most intention to apply. We optimized those steps for maximum conversion. As a result, the application rate increased significantly.
Attract the right talent
You can only attract the right target audience if you know who they are. As the first step, Signify identified their target audiences and created personas.
Signify created buyer personas for each group and made sure that they can find all information on the vacancy pages that is needed to make an educated decision about whether or not to apply for a position. Signify tells persona-specific stories on their vacancy pages now - this is how they attract the right audience.
“Since we have our new career website, we are able to measure the impact of our recruitment marketing efforts globally, identifying e.g. the most successful sources that generate most traffic and evaluating social campaigns. As a result, we receive more relevant visitors. The people at Endouble are knowledgeable, engaged and are customer oriented. It’s a real partnership.”
- Alice van der Vliet, Global Head of Employer Branding & Recruitment Signify
Image received special attention because of the company’s recent name change.
- Branding: We made sure that the new company name and look-and-feel is prominent on the recruitment website.
- Vision: Signify’s vision and mission is an integral part of the website content. It ensures that the candidate is a good fit for the company culture.
- Employer Value Proposition (EVP): Each target audience gets their own EVP, which tells them how their role will contribute to the company. Which helps in managing the expectations of candidates.
After 3 months of publishing the new Careers at Signify website:
- The Intention-to-apply rate increased from 7,51% to 47,60%
- Bounce rate decreased from 60% to 15,53% (industry benchmark: 19%)
- Hire rate increased significantly and is on its way to reaching the ideal value
Want to find out how data driven recruiting helps you to take control over your own recruitment process?