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
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. We had to develop a 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 details
The first and most important task was to define the EVP with the client to support recruitment goals. EVP, the employer value proposition determines a company’s competitive advantage in the marketplace and makes the company’s communication authentic. We created the employer value proposition by understanding the needs of our target group.
It was important to create a quick and easy-to-implement and also compelling visual framework, which we could use on social media platforms. This is how the slogan “Start your greenfield career in Komárom” was created, which we used in both external and internal communications on purpose.
Increasing the efficiency of a four-step online recruitment process with employer branding tools
The main pillar of our strategy was to increase our online recruitment efficiency with employer branding tools. To do this, we built a 4-pillar online recruitment system in just 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. The SKBM – Greenfield Career in Komárom online recruitment pages have been launched on Facebook and Linkedin.
The Facebook and Linkedin corporate recruitment platforms were primarily used to highlight EVPs, employer value promises and benefits, as well as to share job ads. We work with a pre-planned social media content plan for each month, which resonates with the needs of the target group. It was important to show different faces of the company and what the SKBM employee experience is like while increasing online recruitment efficiency.
2. The secret of successful recruitment: landing page instead of career site
We dreamed and created the career landing page of SKBM, adding another pillar to the online recruitment process. The advantage of the landing page over a career site is that it provides a quicker and smoother experience for the candidate. We are not expecting the candidate to scroll through hundreds of job ads searching for the one he/she wanted to apply for. Instead he/she can apply on a single, easy to use one-pager platform, with spot on messages tailor made for him/her. The idea behind was that anyone who wanted to work at SKBM could easily find their ideal position, so the site has been segmented based on education criteria. The application takes only a few clicks and uploading your resume is optional, it can be added later. The results speak for themselves, one in five visitors are submitting their application. 82% of them even upload a CV, without being compulsory.
3. Retargeting career page visitors
The experience might be familiar to most of us, seeing Ads on Facebook and Google for 90 days about products we previously checked on a particular webshop. To put it in a simple way, we built a similar online recruitment system behind SKBMkarrier.com. It is targeting those people who visited the career site but never completed their application for some reason. This way, we can increase conversion rates of a visitor becoming an applicant.
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 goes to the career landing page and submits an application. Using UTM parameter tracking codes help us to understand which are the best performing channels, how many visitors do we generate and how many actually submit an application. We also calculated the value of an applicant, and based on that we can calculate ROI (Return on Investment). Having these metrics in a daily updated report, managers can make instant data-driven decisions about their online recruitment strategy.
What are the results of the online recruitment strategy of SK Battery Manufacturing?
In three months we received 3,000+ applications from SK Battery Manufacturing’s career site and social media pages, like Facebook and LinkedIn. This number is more than 11% of Komárom’s total population. Our social media content has been published more than a hundred thousand times, and our career landing page has been visited by more than thirteen thousand people. We have successfully recruited 200 new colleagues without the need for involving an agency. We also filled in roles, which can be difficult to hire for, like technician positions. Thanks to the four-pillar online recruitment system, nearly 22.8% of the career page visitors submit their applications, which means almost one in five becoming an applicant.
And we won’t stop! 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. 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.