Generating the employer brand love ♥
I helped make Cornerstone a place top talent wanted to join. A place employees were proud of.
Cornerstone was an awesome company, all the employees loved it–but the org lacked expressing the value externally. The company lacked a cohesive, integrated employer brand and as a company whose mission is anchored in developing organizations’ people (realizing their potential), it was important to show that we “ate our own dogfood” and led with a top-notch employer brand ourselves.
Sharing employee stories
We identified a core group of engaged employees to tell their story which I then aligned with our company story. Cornerstone’s main brand anchors in providing education to the world which helps unlock potential. Top talent today is not only interested in perks and incentives but also looks to be aligned to a larger purpose-focused organization. These advocates helped to increase brand awareness and recruit top talent by communicating their more emotional stories of development.
Results: We promoted our video on multiple channels from the website to email signatures to a tablet at in-person events. Our reach of the video content was 3,789 views within the first year. Our engagement was also strong as the majority of the viewers watched the entire video through (67% engagement).
I designed a quick and painless application process to stand out and get more candidates
First I SEO optimized our career site to help the pages rank higher in search results. I added a prominent button on the website homepage to the careers page to help ease finding the career info. Then created the UI and UX of the careers site including reskinning the recruiting software experience. I added details about our company culture, and work environment, and shared our brand advocate stories. I wanted to show personality and communicate in an engaging, authentic way.
Results: Average traffic the two months prior to launch went from 978 to 3178 in a month–an increase of 224%. The average session duration went from .30 seconds to 2.15 seconds and the bounce rate decreased from 74.6% to 49.37%
We created recruiting event booth experiences, social media ads, blog posts, email signature ads, swag, billboards, and more.
We increased exposure in LA to target local talent and elevate our brand awareness as the place for tech professionals to be employed. We targeted junior role levels in these fields: engineering, product management, and sales. We then drove by and picked locations where the billboards would be clearly visible on a drive from nearby college campuses; UCLA, USC, and Southern Cal. We launched the campaign during summer, the busiest time for recruiting, and the end of the school year.
We tracked metrics two months prior to launch through to two months post-launch.
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↑ 168% ATS APPLICANTS
Prospects who successfully submitted a job application increased from 82 to 220.
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↑ 224% CAREERS PAGE VIEWS
Total page views to /Careers went from 978 to 3178 in a month.
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880 VIDEO VIEWERS
Total video viewers in the month after the campaign launch.
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27 Days TIME TO HIRE
The average time to fill a new role went from 65 days to 27.