The challenge
Long-standing digital infrastructure company Equinix has more than 220 data centers and ten thousand employees around the world. It connects enterprises, networks and services for industry-leading organizations.
To meet the demands of its business growth goals and secure great talent globally, the company recognized its HR function needed to transform. They needed to move from reactive to proactive recruitment.
At the heart of this challenge was their tech stack.
Equinix had an ATS, Workday, that captured candidates when they applied for roles. But there was no marketing capability that sat on top of Workday to capture, and nurture leads before they applied.
The team also lacked infrastructure that would allow them to create strategic marketing campaigns, own marketing activities and grow and source talent on a global scale. They needed ownership of their careers site to to amplify their new employer brand messaging. They also wanted to empower their team to share content that would resonate with prospective candidates.
This called for better recruitment marketing, automation, and tech capabilities to build robust, sustainable talent pipelines.
The focus
To create a world-class talent attraction strategy, Equinix wanted to expand its tech stack and use recruitment marketing techniques to improve HR and talent acquisition.
Director Global Talent Marketing, Jessica Rose chose Clinch as their top-of-the-funnel, pre-application recruitment marketing tool. This would enable her team to attract and communicate with strategic talent, manage their career site, and use heat maps and metrics to track content performance.
Most importantly: it would help them grow talent communities, one of the biggest benchmarks for her team.
“Using our ATS, Workday and Clinch would allow us to fish from two ponds: applicants, and new leads we introduced through events, webinars, paid media activities, expressions of interests and referrals,” said Rose.
Equinix finally had the tech it needed to build diverse talent pipelines and nurture qualified leads who matched their target candidate personas.
The solution
Equinix implemented Clinch, allowing them to track campaign performance and send automated messaging to candidates with incomplete applications. This has had a huge impact on application rates.
The career site has received over 100,000 visits since going live in June —and the team is excited to see visitors aren’t bouncing. Instead, they’re converting these visitors into leads by joining talent communities, signing up for job alerts and making referrals. Behind the scenes automation nurtures leads around the clock, requiring no additional effort for the team.
Equinix used automation to invite past candidates to join their talent community —and received an overwhelming response. Of those who joined, 50% signed up for job alerts.
Now, recruiters are reaching out to warm leads who are familiar with Equinix’s culture and business. This allows recruiters to be more efficient in their use of time.
Through building brand awareness early in the recruitment funnel, driving qualified leads to specific roles, and nurturing talent communities, Equinix is achieving real results.
The TA team continues to gain support, secure investment and demonstrate value to the leadership team.
“There’s nothing complacent about recruitment marketing and talent acquisition. It’s a dynamic space, so you need a partner that’s agile to continue to scale and stay relevant,” says Jessica Rose, Director of Global Talent Marketing at Equinix.
“With Clinch, our partnership and improved capabilities are giving us credibility in the business. It shows how we’re making a difference as marketers. My team loves it! It’s putting us on the map.”
