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Case Study 
Panasonic Avionics

Goal:  1,000+ new hires in 4 distinct markets: America’s, Asia Pacific, Europe and the Middle East, all while creating a singular employer brand with cross-cultural appeal.

Before partnering with SPLICE, internal corporate co-branding efforts resulted in less than desired results. The existing career site had a 60% drop-off rate within the first 2 minutes and 97% of visitors only viewed the first page.

strategies

Candidate Surveys
Focus Groups
Data Analysis

 

Deliverables

Employer Value Proposition
Talent Acquisition Strategy
Recruitment Training
Ambassador Program
Campus Recruiting
Social Media Content
Career Site Content

 

Project overview

SPLICE created a global employer brand strategy with an emphasis on unified messaging, employee engagement, and a positive candidate experience. One key deliverable was the design and release of a responsive, mobile-optimized career page with a CRM component for talent communities.

Preliminary data revealed the local candidate pools perceived Panasonic as “large,” “structured,” and “corporate.” In reality, Panasonic Avionics’ culture was much more personal than that. Our teams developed an authentic message that communicated the employer brand of “entrepreneurial mindset, mixed with a history of innovation and achievement.”

The recruitment strategy included several campaigns, hashtags, themes, and a campus recruiting plan. It also utilized employee-generated content – engaging employees and their personal networks while boosting referrals. Finally, our team designed and co-managed Panasonic Avionics’ social media accounts, including Facebook and Twitter.

An employee ambassadors program was designed for social media sharing and creating social content, to be used by recruiters during campus visits and key recruiting events. Our team trained the global recruiting team (20+) how to successfully utilize employer branding techniques.

HIRING GOALS WERE EXCEEDED BY 40% WITHIN 3 MONTHS. 

REVAMPED CAREER SITE RANKED #1 MOST VISITED PAGE COMPANY-WIDE.

Results

Panasonic Avionics hired a record number in one month (115). Their Glassdoor rating climbed from 3.3 to 3.7 and the “Recommend a Friend” ranking increased from 63% to 78%.

The career site had 5.6 pages visited per person and an average of 50,488 visitors per month within the first 3 months. The total page views reached 283,171 per month and average time on site jumped to nearly 4 minutes per visitor (3:44).

The focus on social media resulted in 9,000 new LinkedIn followers. 29% of Facebook fans were identified as women (a tough demographic in technology) and women also accounted for 31% of their reach. The page garnered 596 internal likes within the first 45 days, thanks to employee-generated content. Month over month, Facebook reach increased by 68% (per post) and likes increased by 788%.

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