Results at a glance:
- 86% open rate for personalized job alerts, compared with the industry standard of 8-12%.
- 77% lead to completed application rate thanks to custom Calls to Action (CTAs)
The Challenge
Finding skilled workers during a pandemic has proven to be a challenge for many healthcare and medical organizations. One world-leading healthcare provider in particular was facing staffing challenges as its business grew. Built on a history of excellence in medical innovation and service, the hiring team knew that hiring the best people was the foundation of its success.
Finding skilled healthcare and medical manufacturing workers was imperative for its continued growth, but with demand for talent at an all-time high, the organization had to get strategic to win great people.
The organization needed a better way to get its brand story in front of the right kind of candidate, while also engaging passive candidates for future roles. But it didn’t just want more candidates. Its Senior Employer Brand Manager wanted higher quality applications.
“I want to make sure that I’m bringing in the right people for the recruitment team, not more applications,” says the organization’s Senior Employer Brand Manager.
The focus
The HR team had a mission to amplify the organization’s already strong employer brand, and engage passive candidates to build high-quality talent pipelines.
They went to market for a recruitment marketing solution that would deliver easy-to-use career site content management (CMS), powerful analytics, marketing automation and candidate relationship management (CRM) capability. Having used Clinch in previous roles, the Employer Brand Manager knew any solution she chose had to add value from both an employer brand and a recruiter perspective. She also needed a vendor that would partner with the organization on its recruitment marketing journey.
“I spent months doing demos of different tools and asking friends in the community. It was really a no-brainer for me that I was going to keep Clinch,” she says.
The Solution
With Clinch, the HR team built an intelligent career site that showcases its culture and values, increases brand presence and broadens talent networks. The team created key landing pages, job search pages, and targeted calls to action to capture potential candidate details. Automated nurture workflows are set up to engage new prospects, nurturing potential talent with minimal effort.
The HR team can now access actionable insights to track conversion ratios, sourcing channel effectiveness and content interaction scores. From a content perspective, the team can see what’s working – and what’s not – and adjust their approach accordingly.
The new career site even has dedicated landing pages per business unit and location with specific videos, content and jobs for each team. This detailed information is served to jobseekers based on their location and browsing history. It lets them self-select in – or out – of the recruitment process, reducing recruiter intervention.
“You can make the job descriptions look beautiful and include content, and I love that you can segment for different departments. For example, in Germany they have one page with German content, which is different to our US offices,” says the organization’s Senior Employer Brand Manager.
‘What I like about Clinch is that I can change things on the fly myself, which is so convenient. If something changes, I can go on our careers website or job search template pages and change the messaging.”
For example, as the organization’s employer brand evolved, and with COVID-19 taking center stage, there was an opportunity to create a more targeted and personalized experience for jobseekers. Using Clinch’s dynamic content management system, the team showcased the organization’s unique benefits across multiple departments, and strategically amplified its community commitment during the pandemic.
The hiring team uses Clinch to ensure each website visitor is served relevant, engaging content. The results speak for themselves.
- Personalized job alert emails have an 86% open rate, compared with the industry standard of 8-12%.
- Custom calls to action (CTAs) convert career site visitors into new leads. The lead to completed application rate is 77%, highlighting the effectiveness of automated nurture workflows with personalized content.
Engaging internal talent
Following Clinch’s success engaging external candidates, the organization used a similar recruitment marketing approach to deliver the same personalized experience to internal employees. The goal was to attract diverse candidates, improve the employee experience, and leverage internal brand ambassadors to promote and share stories to their referral network.
In the first 5 months since launch, the hiring team received 212 referrals through its internal career site, of which 9 were hired. Previously, an average of 140 referrals would be received in an entire year. With Clinch, the organization is achieving its goal of increasing workforce diversity, while also reducing sourcing spend, recruiter time and effort.
Taking a flexible, partnership approach means that the Clinch solution continues to evolve and grow with the organization.
“Clinch is fantastic, and I am such a fan,” says its Senior Employer Brand Manager.
3 things she loves about Clinch:
- “The customer service has been beyond unbelievable. I just knew I was going to have a great experience.”
- “Recruiters can use the tool as well. It’s not just for me, the whole team can use it”
- “The landing page builder: In half an hour, I can make something beautiful that increases quality candidate conversion.”
