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Case Study 
Panasonic Automotive

Goal: Hire 100+ embedded software engineers and improve the candidate experience in talent acquisition.

Panasonic’s Automotive Division had limited online employer presence and it took an average of 180 days to fill a job.  The candidate application process was 8+ clicks to apply. The career site was hosted by Panasonic’s North American headquarters, which impacted job visibility among a larger pool of jobs.

strategies

Candidate Surveys
Focus Groups
Data Analysis

 

Deliverables

Employer Value Proposition
Talent Acquisition Strategy
Referral Program
Marketing Assets
Career Site Content
Videos
Photography

 

Project overview

SPLICE developed an employer brand focused on futuristic innovation, “start up style,” and ideal location – state of the art facilities in an Atlanta suburb.  One challenge that was identified through the data collection process was a public perception of Panasonic as producing outdated technology. This was addressed and overcome with video footage shared via social media, job postings, and hiring campaigns.

A loyalty-based talent acquisition program was implemented as part of the employer branding strategy and focused on social sharing and employee referrals. The recruiting team processes were revamped with a new emphasis on marketing. FacebookTwitter and YouTube accounts were created to highlight culture, technology, and hiring departments.

A redesigned responsive career page improved the application process and an online talent community improved the candidate experience. The division utilized Taleo as their applicant tracking system (ATS) and took advantage of advanced reporting, analytics, and integration with the CRM platform. In addition to guiding the employer branding process, SPLICE provided supplemental recruiting staff to facilitate the adoption of the new recruiting strategies. 

THROUGH THEIR PARTNERSHIP WITH SPLICE,
PANASONIC AUTOMOTIVE EXCEEDED HIRING GOALS BY 31%.

Results

Within year one, Panasonic Automotive hired 148 engineers and decreased the time to fill positions by 210% (from 180 days to 58 days per hire). Participation and engagement on Glassdoor led to an increase in overall ratings, jumping from 3.2 to 4.0. This is partially attributed to targeted social media engagement among employees and creating social ambassadors to share authentic content among peers.

Mobile access played a critical part in the new application process accounting for 38% of career site traffic. The CRM allowed for applicants to apply utilizing a social profile (LinkedIn dominated). Social media resulted in an average of 25 likes per Facebook post and 766 impressions per tweet. LinkedIn gained 5,000 followers over six months and videos averaged 700+ views per feature.

Panasonic Automotive’s Talent Acquisition team went on to win a Game Changer Award due to the results of employer branding.

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