After relying heavily on job boards and receiving little ROI, Bendigo and Adelaide Bank turned to PageUp to maximisemaximize sourcing channel effectiveness.
The Challenge
A proud regional and community-focused bank, Bendigo and Adelaide Bank employs 7,000 people and helps over 1.9 million customers achieve their financial goals.
After shifting recruitment responsibility from individual divisions to a centralisedcentralized function, the hiring team was busier than ever before. Increased demand for roles and a decrease in suitable applicants meant proactive recruitment strategies were being put on the backburner.
“We increased our spend on job boards, but we weren’t seeing conversion rates,” says Belinda Leon, Employer Brand Specialist at Bendigo and Adelaide Bank.
“We needed accurate recruitment data to see what was working, what wasn’t, and compare apples with apples.”
Leon and her team did a complete assessment of critical recruitment functions, including sourcing channels, applications, hiring processes and workflows. A deep dive into the data revealed job boards made up 59% of applications, but only 2% of these applications resulted in an actual hire.
The Focus
Savvy recruiters understand that in today’s tight labour market, candidates discover and connect with organisationsorganizations through a number of different channels: careers sites, review sites, social media, word of mouth, and more. Bendigo and Adelaide Bank knew they could attract top talent through these underutilisedunderutilized channels and wanted to put their best foot forward on every platform. The team also undertook detailed employee value proposition (EVP) research to ensure the content, values and benefits it was promoting was attractive to its target talent segments.
“We re-validated our EVP to ensure it still spoke to the market and used PageUp data to understand our baseline,” says Leon. “From there, we built candidate profiles and created editorial calendars. This would ensure we had the right content to speak to these personas and told a consistent story across recruitment channels.”
The Solution
Using PageUp’s easy-to-edit careers site builder, the team launched a new internal careers site featuring personalisedpersonalized job recommendations and content, as well as launching landing pages on their external career site for key business areas. With many business units experiencing exciting, major transformations, Bendigo and Adelaide Bank are now able to sell the vision and story behind these changes to create a personalisedpersonalized candidate journey.
“This offered a better candidate experience, particularly for internal mobility. We also looked at conversion rates, drop-off rates, and the type of content potential candidates were engaging with across landing pages,” explains Leon.
Bendigo and Adelaide Bank used multiple calls to action on its careers site to capture candidate details, then relied on PageUp’s talent pooling functionality to segment different talent groups.
The team is partnering closely with the business and HR to understand business needs and requirements and pipeline candidates ahead of vacancies arising. Sharing the dedicated landing pages, which include the calls to action, helps ensure that key talent is engaging with the brand and being captured, even when jobs aren’t live.
The Talent Pipeline work is also being linked to their internal talent mobility efforts. This ensures internal candidates are given development opportunities and included in the Talent Pipeline.
Leon’s team created an employee ambassador program, encouraging employees to participate in photoshoots and share their stories on social media (including employees who had made successful lateral career moves). Beyond day-to-day activities, these stories promoted the intangible benefits of working in the organisationorganization, to get quality candidates over the line.
By relying on data and investing in alternative sourcing channels, Bendigo and Adelaide Bank showcases their EVP with consistent branding, has established a strong recruitment process, and created a more effective process for sourcing talent from internal and external networks. The payoff is reduced cost and time to hire, greater personalisationpersonalization, and a more engaged pool of talent.
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