Increasing Candidate Interest and Reducing Dropout Rate through Targeted Employer Branding

Introduction

Recruitment challenges can often seem insurmountable, but with the right strategy, even the toughest issues can be addressed effectively. This case study explores how one of the leading pharma companies tackled a significant recruitment challenge within their product engineering division. The story provides valuable insights into the power of strategic employer branding and its impact on attracting and retaining top talent.

The Challenge

Despite its strong position in the pharma industry, the company faced a major hurdle: a high dropout rate in their product engineering division. Out of every 10 candidates who were extended offers, 7 declined. Additionally, there was a noticeable lack of interest from potential applicants. This presented a clear problem: the company was struggling to attract the right talent for this critical area.

Analyzing the Issue

To address these challenges, the company undertook a thorough analysis of their recruitment data and gathered feedback from candidates who had declined offers or showed initial interest. The findings revealed a significant issue: the company’s online presence did not adequately highlight the opportunities within product engineering. Their content was predominantly focused on their successes in the pharma sector, leaving potential candidates unaware of the exciting prospects within their engineering teams.

Strategic Solution

Recognizing the need for a shift, the company’s recruitment and marketing teams collaborated to revamp their approach. The key steps included:

1. Creating Microsites: They developed dedicated microsites to showcase the product engineering division, including its projects, culture, and career growth opportunities.
2. Updating Content Strategy: The company refreshed their social media channels and online platforms with targeted content about product engineering, emphasizing the innovative work and potential career paths available.

Results Achieved

The impact of this strategic overhaul was immediate and remarkable. The dropout rate dropped from 7 out of 10 to 3 out of 10, and there was a notable increase in both the number of applicants and traffic to the company’s career website. This success story highlights the effectiveness of a comprehensive employer branding strategy.

Key Learnings

1. Holistic Branding: It is crucial to reflect all aspects of your company’s opportunities, not just the more prominent sectors.
2. Engaging Content: Developing and sharing content that highlights career opportunities and innovative projects can attract top talent.
3. Collaborative Approach: Working with various internal teams to create a cohesive branding strategy can lead to significant improvements in recruitment outcomes.

Conclusion

This case study from one of the leading pharma companies illustrates the transformative power of strategic employer branding. By addressing gaps in their content and showcasing all aspects of their company, they successfully improved their recruitment results and set a new standard for attracting and retaining top talent.