SK Battery Manufacturing Case Study: Greenfield Employer Branding-Engaging Online Recruitment
Partner: SK Battery Manufacturing (SKBM)
Hungarian market presence: 2019
Number of people: 100 -> 1500
Target group: blue and white collars
Location: Komárom, Hungary
Project duration: May 2020 – August 2020
Engaging Online Recruitment in 4 Steps
– employer branding in the fast lane: from 0 to 100
Aim of the employer branding strategy at SKBM Manufacturing
Our cooperation with SKBM started in the early stages, therefore the objective was quite simple and tangible: to set up a greenfield factory, recruiting 1400 blue and white collar employees and to onboard 200 new colleagues by August 2020 in order to start production on time. At first, we had to develop an engaging, quick and easy application process with effective recruitment tools. Needless to say, it was also important to increase the awareness of the employer brand.
Our employer branding strategy and online recruitment in detail
The first and most important task was to define the EVP with the client to support recruitment goals. Firstly, EVP, the employer value proposition, serves to determine a company’s competitive advantage in the marketplace and authenticates its communication. To achieve this, we began by thoroughly understanding the needs of our target group.
Furthermore, it was crucial to create a quick, easy-to-implement, and visually compelling framework that could be utilized across various social media platforms. Consequently, we devised the slogan „Start your greenfield career in Komárom,” strategically incorporating it into both external and internal communications.
Moreover, our strategy aimed at enhancing the efficiency of the four-step online recruitment process through the integration of employer branding tools. Thus, we implemented a comprehensive 4-pillar online recruitment system, completing it within a remarkably short span of 30 days.
1. Online recruitment on social media platforms (Facebook, Linkedin)
The first pillar of the online recruitment system was the launch of social media channels that generate traffic and drive visitors to the career side. SKBM – Greenfield Career in Komárom online recruitment pages have been launched on Facebook and Linkedin.
The corporate recruitment platforms of Facebook and LinkedIn played a pivotal role in our strategy, primarily utilized to showcase EVPs (employer value promises) and the associated benefits, alongside sharing job ads. To ensure a targeted approach, we implemented a meticulously planned social media content plan for each month, carefully aligning with the needs and interests of our target audience. Our objective was to present diverse facets of the company and provide insights into the SKBM employee experience, all while enhancing the overall efficiency of our online recruitment efforts.
2. The secret of successful recruitment: landing page instead of career site
We created the SKBM career landing page as an efficient addition to the online recruitment process. Unlike a traditional career site, the landing page offers candidates a quicker and smoother experience. Rather than scrolling through numerous job ads, candidates can apply easily on a single, user-friendly platform tailored to their needs. The landing page is segmented based on education criteria, ensuring that anyone interested in working at SKBM can easily find their ideal position. Moreover, the application process is streamlined, requiring only a few clicks, and uploading a resume is optional. The results are impressive, with one in five visitors submitting their applications. Surprisingly, 82% of them choose to upload their CV, even though it’s not mandatory.
3. Retargeting career page visitors
The experience might be familiar to most of us, as we often encounter Ads on Facebook and Google repeatedly for 90 days, promoting products we have previously checked on a particular webshop. Similarly, we have implemented a comparable online recruitment system for SKBMkarrier.com. Specifically, our system targets individuals who have visited the career site but have not completed their applications for various reasons. By doing so, we aim to enhance the conversion rates of visitors into applicants.
4. Measuring the effectiveness of the online recruitment system
The effectiveness of the entire online recruitment system can be measured from the moment someone sees a social media post, receives a Profession.hu newsletter, searches on Google, or visits the career landing page and submits an application. By using UTM parameter tracking codes, we gain insights into the performance of each channel, such as the number of generated visitors and the conversion rate of submitted applications. Additionally, we have calculated the value of each applicant, allowing us to determine the ROI (Return on Investment). With these metrics available in a daily updated report, managers can make instant data-driven decisions regarding their online recruitment strategy. Therefore, armed with this information, they can confidently optimize their efforts and achieve optimal results.
What are the results of the online recruitment strategy of SK Battery Manufacturing?
In just three months, we received over 3,000 applications from SK Battery Manufacturing’s career site and social media pages, including platforms like Facebook and LinkedIn. Remarkably, this number accounts for more than 11% of the total population of Komárom. Moreover, our social media content has been published over a hundred thousand times, creating significant exposure. Additionally, the career landing page has attracted over thirteen thousand visitors, indicating strong interest in our offerings. Notably, we achieved remarkable success by recruiting 200 new colleagues without the involvement of an agency, even for challenging roles like technician positions. The efficacy of our four-pillar online recruitment system is evident, as nearly 22.8% of career page visitors submit their applications, meaning that almost one in five visitors become applicants.
And we won’t stop! So the goal is to hire another 1,000 candidates. In addition to further developing and optimizing the online recruitment system, we have also launched flyers, PR, radio and billboard campaigns. Therefore this will further increase SKBM’s employer brand awareness in the region.
If you are interested in more employer branding case studies, which help increase recruitment efficiency, read Accor’s example of activating university relationships. If you would like to read about integrated employer branding strategies, we recommend the H1 Systems case study.