Transcription
How Newell BrandsBoosted Applies 69%with a New Career Site
Phenom case study Newell BrandsTheChallengeNewell Brands is home to many of the world’s most recognizedbrands — Sharpie , Graco , and Rubbermaid , to name afew. With more than 40 consumer-based brands spanning adiverse range of industries, it’s important to distinguish each linewhile also integrating them under the Newell Brands name. Thecommon denominator? Newell’s commitment to innovation andsuperior product performance.The talent acquisition (TA) team wanted to showcase thosevalues on their career site to reflect the work culture at Newelland inspire job seekers to apply. To deliver, they needed a sitethat could be updated in-house to keep up with companychanges and developments. Lag time between updates wascosting the company valuable career site apply clicks.At the same time, the team lacked a clear strategy to marketto best-fit talent. Running highly segmented campaigns acrosspopular job boards wasn’t producing the number of hires theyneeded, considering the team recruits for all brand positionsfrom the factory floor to the executive level. With low ROI and nohiring or applicant flow analytics to drive optimization, the teamknew something had to change.PHENOM PEOPLE, INC 2022 “We move quickly atNewell and need ourHR technology to helpus keep that pace.With Phenom, weknow our tech willalways be cutting edge.”Ashley BlackmoreDirector, North America Talent Acquisition & OperationsNewell Brands1
Phenom case study Newell BrandsTheSolutionIn 2018, Newell announced its Accelerated TransformationPlan: A series of strategic initiatives designed to improveoperational performance and evolve the portfolio to a groupof more consumer-facing brands, powered by innovation,eCommerce, and international deployment. According toBlackmore, it was the perfect time to align themselveswith a like-minded company that could help them deliverbest-in-class talent experiences with the latest technology.More specifically, the TA team wanted a solution that wouldenable them to: Control the career site in-house to ensure consistentmessaging and on-the-fly flexibility Market to job seekers through integrated, highlytargeted campaigns View intuitive analytics to improve recruiting strategiesIt was the artificial intelligence behind the Phenom TalentExperience Management (TXM) platform that reallypiqued the team’s interest. As they learned more aboutthe platform’s robust targeting and hyper-personalizationcapabilities, they felt confident they could not only convertmore candidates, they could also leverage the technologyto streamline and elevate their employee, recruiter andmanagement experiences.“Being able to relate to the people behind the product ispriceless,” shares Blackmore. “We prioritize the samevalues, which means working together is easy. Phenom ismore like an extension of our own team, so we don’t feellike we’re always being sold on something. Rather, [they]know what we need and are there to help.”Throughout implementation and beyond, frequent phonecalls and live trainings have ensured customer service thatgoes above and beyond. In fact, collaborating with thePhenom team was pivotal in successfully restructuring theircareer site and leveraging their new technology to its fullestpotential.Much of the strategy involved building out their landingpages for hard-to-fill roles and then focusing emailcampaigns to drive candidates to those pages. For example,to promote jobs within Newell’s Connected Home andSecurity division, they used the Phenom CMS to add acustomized featured jobs widget and placed it front andcenter on their career site for maximum visibility.After meeting onsite with Phenom, Blackmore says theteam could check off two more important priorities:partnering with a fast-paced company that could keepup with constantly evolving technology and that shared asimilar work culture as Newell.PHENOM PEOPLE, INC 2022 2
Phenom case study Newell BrandsTheResultsThe creative control afforded by the Phenom CMS has helpedthe team transform its once stagnant career site into anengaging, up-to-date reflection of Newell Brands. “I didn’trealize how much content can affect applicant flow,” revealedBlackmore, who marvels at the speed with which their talentcommunity has grown since using the CMS to attract jobseekers with video, animated images, employee testimonials,and other easily refreshable content.In addition, the brand-specific marketing campaigns theTA team is utilizing through the Phenom CRM have been sosuccessful that they’ve been able to reduce their agencyspend with outside vendors and increase job leads andshares instead. “Now we can get really creative, do as manycampaigns as we want, learn how they perform, and switchthem up,” shared Blackmore.For example, to hire store managers in hard-to-fill locationswithin their home fragrance division, they engaged their talentpipeline with a contest to win a trip and a fun survey to findtheir favorite scent.PHENOM PEOPLE, INC 2022 The campaign performed extremely well, revealed Blackmore.“Instead of just sending links to jobs, we’re giving candidatescontent they want to interact with,” she continued, whichenhances the experience and helps convert leads.Driving more applies and conversions are the AI-driven searchresults that serve up the kind of tailored job recommendationscandidates really want. And within just 4 months of deployingPhenom Chatbot, the team witnessed a considerable uptick inactivity that unlocked a highly motivated talent pool they didn’teven know existed. In fact, more than 96% of job seekers viewingopportunities through the bot clicked apply.Pulling everything together are robust analytics that provide a360-degree view of the team’s recruitment strategies — fromcareer site traffic, job shares, and unsubscribes to insightfulchatbot data the team can use to adjust recruitment strategiesand update content. Weekly email updates also provide real-timefeedback in a digestible format so team members can see what’sworking and what needs optimization.“Since implementing TXM,our talent communityskyrocketed from 300to 13,000 members.”Ashley Blackmore3
Phenom case study Newell BrandsSuccess bythe NumbersIn 1 year on the Phenom TXM platform:Number of campaignsApply clicksJob seekersIn just 1 month, Phenom Chatbotdrove incredible results:58,124 96%InteractionsPHENOM PEOPLE, INC 2022 of chatbot users who viewed ajob clicked apply17%of total apply clicks on the careersite came from chatbot users15%of job seekers usedthe chatbot4
Phenom case study Newell BrandsTheFutureAs Newell continues to expand on the TXM platform, Blackmorelooks forward to using and promoting Phenom EmployeeExperience (EX) with Phenom Talent Marketplace and PhenomReferrals. “It’s built-in internal networking that can openpeople’s minds to different positions and growth opportunities,”she notes. “That’s an amazing capability to share withemployees.”Another goal: rolling out the CRM to senior staff and theentire team of recruiters to increase efficiency and strategicawareness for the recruiter and management experiences.“We have so much value at our fingertips now,” says Blackmore.“Thanks to the Phenom TXM platform, we’re able to attract theright talent and position ourselves as a true market expert.”PHENOM PEOPLE, INC 2022 5
Phenom case study Newell BrandsNewell Brands is a leading global consumer goods company with a strong portfolio ofwell-known brands. For hundreds of millions of consumers, Newell Brands makes lifebetter every day, where they live, learn, work and play.IndustryConsumer goodsCareer sitecareers.newellbrands.comHeadquartersAtlanta, GAEmployees30,000 ATSTaleoPHENOM PEOPLE, INC 2022 6
Phenom case study Newell BrandsGet your personalized demoand see Phenom TXM in actionBook a DemoPHENOM PEOPLE, INC 2022 CX Candidate ExperienceRX Recruiter ExperienceConnect the right talent to the right job.Attract best-fit candidates and broaden talentwand an intelligent career site.Discover and engage top talent with AI.Put tedious tasks on autopilot, boostproductivity, and maximize your team’sability to streamline workflows.EX Employee ExperienceMX Manager ExperienceUpskill, evolve, and retain your workforcewith intelligence and personalizedopportunities, while fostering an engagedemployee community.Make stronger data-driven decisions andbuild your future teams faster with real-timeanalytics, insights, and collaboration tools.IX Integration ExperienceAI Artificial IntelligenceSeamlessly integrate with your HR techstack, including ATS, HCM, BusinessIntelligence, and LMS tools using a“no-code” interface.Deliver hyper-personalized experiences andinsights to help candidates find the right job,employees grow and evolve, recruiters discovertop talent, and managers build teams faster.7
Helping a billion peoplefind the right job.Phenom has a purpose of helping a billion people find the right job. Through AI-powered talent experiences, HRteams are using Phenom to hire employees faster, develop them to their full potential, and retain them longer. ThePhenom Talent Experience Management (TXM) platform seamlessly connects candidates, employees, recruiters,and managers — empowering over 500 diverse and global enterprises with innovative products including PhenomCareer Site, Chatbot, CMS, CRM, AI Scheduling, Video Assessments, Campaigns, University Recruiting, TalentMarketplace, Career Pathing, Gigs, Mentoring, and Referrals.
The talent acquisition (TA) team wanted to showcase those . Taleo Newell Brands is a leading global consumer goods company with a strong portfolio of well-known brands. For hundreds of millions of consumers, Newell Brands makes life . Phenom Talent Experience Management (TXM) platform seamlessly connects candidates, employees, recruiters, .
