The Challenge
Compass Group is Australia’s largest food and support services company, with over 11,000 employees nationwide. The company’s services extend across fine dining establishments in the CBD to Australia’s most remote towns. No matter where Compass Group operates, people are at the heart of everything they do.
The COVID-19 pandemic has not slowed Compass Group’s growth. Instead, it’s given the company even more drive to nourish bodies, minds and souls through its health and wellbeing-focused food and support services. With the goal of welcoming 8,000 new hires in 2021, Alissa Patoulios, General Manager, Talent at Compass Group needed a way to proactively attract candidates at scale by increasing brand awareness in the market. The competitiveness of the hospitality landscape posed challenges for high-volume recruiting.
Previously, Compass Group lacked visibility over the number of candidates visiting their careers site, what landing pages they came in through, and what content they were engaging with. “We had no analytics; that was one of the biggest challenges,” says Kristyn Maslog-Levis, Marketing Specialist at Compass Group.
The Focus
Compass Group wanted to incorporate recruitment marketing strategies – like creating targeted and engaging careers site content – into their broader talent attraction efforts.
In a tight candidate market, Patoulios and her team realized that their current careers site was not going to differentiate the Compass brand. They needed an intelligent careers site that would allow them to easily create and update landing pages, job description and campaigns, while also delivering a personalized candidate experience.
The team also needed a system that could engage visitors with relevant job alerts and calls to action (CTAs), capture their details, and keep them interested for future roles.
The Solution
Already a PageUp Recruitment Management customer, Compass Group leveraged the flexibility of PageUp Recruitment Marketing to create an intelligent careers site with engaging, targeted landing pages. The new solution allowed Park’s team to target specific candidate personas across its distinct business groups with purpose-built content. This content includes videos of team members, day in the life snippets, and highlights the company’s beliefs and benefits.
“Behind the scenes, it is very user-friendly. It’s made it easier for us to keep changing things as we go along, if there’s any additions that we need. Previously, the system we were using was very static and hard to tinker with,” says Maslog-Levis.
To capture high volumes of passive talent, Compass Group’s careers site features prominent CTAs across each landing page, including relevant location-based job alerts and chatbots. Automated nurture campaigns underpin each CTA, helping to regularly engage prospective hires and amplify Compass Group’s unique employee value proposition and benefits. This high-touch communication differentiates the brand in a competitive market, with minimal effort from the team.
“The biggest win and big success for us is the CTAs, the ability to capture that talent, whether it be through a live role or for our consideration for future roles,” says Patoulios.
Since January, Patoulios’s team has captured over 31,000 passive candidates that are warm and interested in the Compass Group brand. “We are looking to send out targeted communications to 16,000 of these passive candidates on how we are supporting our team members during the pandemic. Traditionally, we would not have had 16,000 candidates in our talent pipeline. These are a direct result of the CTAs on our careers site,” says Patoulios.
With PageUp Recruitment Marketing, Patoulios’s team can track careers site visitors and interactions. Since launching in January, over 65,000 candidates have visited the site, and PageUp’s heat map functionality highlights what content visitors are engaging with the most. “I really like the colour block analysis: I love seeing where the candidates are going, what they are clicking on. Looking at our career site block analysis, it’s all green,” says Maslog-Levis.
Compass Group also uses PageUp Recruitment Marketing to support careers fair hiring, seamlessly capturing talent to nurture and ultimately convert into hires. A two day careers fair saw 354 candidates placed into roles within months.
Moving forward, Compass Group will continue to leverage recruitment marketing functionality to proactively source talent and achieve its goal of 8,000 hires in 2021.
“If organizations aren’t considering recruitment marketing as an option, there needs to be a pretty good business case around ‘why not’ given the current market. For those who are looking to increase their brand awareness and all the benefits that come with that, then this is the bolt-on that I would recommend,” says Patoulios.
