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ADD TO CART How Starbucks uses ecommerce principles to track, measure, and improve the pre-apply process
| Date post: | 06-Jan-2017 |
| Category: |
Recruiting & HR |
| Upload: | linkedin-talent-solutions |
| View: | 171 times |
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ADDTOCARTHowStarbucksusesecommerceprinciplestotrack,measure,andimprovethepre-applyprocess
PRE-APPLYRECRUITING
RECRUITERMAGIC
APPLY
PRE-APPLYRECRUITING
RECRUITERMAGIC
APPLY
StrongBrand
Applicants=TIME
TALENT
BUDGET
X +
IWANT:
EFFECTIVEEMPLOYERBRAND+EFFICIENTAPPLICANTSPEND
TALENTLIVES&TRANSACTSONLINE
MANAGE,MEASURE,&MESSAGEYOURDIGITALPRESENCE
ADDTOCART
ApplytheECOMMERCEFRAMEWORK
tothepre-applyprocess
JOBFAMILIES=
PRODUCTLINE
APPLICATION=
CONVERSION
JOBS=
SKUs
JOBFAMILIES=
PRODUCTLINE
APPLICATION=
CONVERSION
JOBS=
SKUs
JOBFAMILIES=
PRODUCTLINE
APPLICATION=
CONVERSION
JOBS=
SKUs
JOBFAMILIES=
PRODUCTLINE
APPLICATION=
CONVERSION
JOBS=
SKUs
Organizeyourtools
+KNOWWHATOUTCOMESTHEYDRIVE
BRAND CONVERSIONINFLUENCE
RecruitmentMarketingSpectrum
BRAND CONVERSIONINFLUENCE
FreeChannels,BroadReach
Socialandbroadreachmediabuild
brandequityinthelong-term.
BRAND CONVERSIONINFLUENCE
Yourcareersite
Ownedchannelsinfluence
thereasontobuy.
BRAND CONVERSIONINFLUENCE
Job
Paidchannelsdrivemeasurableapplicationvolumes.
BRAND CONVERSIONINFLUENCE
FreeChannels,BroadReach
Yourcareersite
Job
Driveyouroutcomeswiththerighttools.Notalltacticsachievethesameobjectives!
HOWDOIOPTIMIZEPAIDCHANNELS?
We’veseenthisbefore…
AUTMwillgiveyoutheexactsourceofeveryapplicant.
https://starbucks.taleo.net/careersection/job=160006697&src=JB-12147
WeallknoweveryapplicantisNOTareferral.UTMcodesprovidetruth.
referrals
referrals
referrals
WeallknoweveryapplicantisNOTareferral.UTMcodesprovidetruth.
referrals
referrals
referrals
referrals
Capturesourcedirectlyfromthechannel,notfromtheapplicant
NOHUMANSREQUIRED
Knowyourmixoffreeandpaidapplications.
60applicantsperhire
forourfinancialanalystroles(productline)
Knowyourmixoffreeandpaidapplications.
60applicantsperhire
35%free 65%paid
Knowyourmixoffreeandpaidapplications.
60applicantsperhire
35%free 65%paidCareerSite
ReferralsSourced LinkedIn
Indeed
CareerBuilderWorkopolis
Monster
Asyouincreaseyour‘free’appsyoucandecreaseyour‘paid’apps.
60applicantsperhire
45%free 55%paidCareerSite
ReferralsSourced LinkedIn
Indeed
CareerBuilder
FinanceCareerPage
COSTPERAPPLICATION(CPA) =TOTALCOSTFORJOBS
TOTALAPPLICATIONS
$6.75
LINKEDINCPABOARD1CPA
$7.25
BOARD4CPA
$11.25
BOARD3CPA
$8.50
COMPARETHECPAFOREACHCHANNEL
$6.75
LINKEDINCPABOARD1CPA
$7.25
BOARD4CPA
$11.25
BOARD3CPA
$8.50
COMPARETHECPAFOREACHCHANNEL
…andinvestwhereyouseethebestperformance
$6.75
LINKEDINCPABOARD1CPA
$6.95
BOARD3CPA
$11.50
Breakdownthecostbyproductline
FINANCIALANALYSTROLES
$5.00
$5.50
$6.50
Drilldowntogeographicdifferences
Let’stalkresults.
2X
2X
$0
averageapplicants
brandfollowers
increaseinspend
ecommerceasyourframework
organizeyourtoolsacrossthespectrum
useUTMcodesforyoursourceoftruth
CPAasyourguidetoinvest
Onelastthought.
ANYQUESTIONS?
MATTKENNEDYdirector,TAPrograms
NEHASINHAprogrammanager,TA
Brand&Channel
ALEXCOOPERmanager,TA
Brand&Channel
CONNECT @StarbucksJobs starbucks.com/careers
