SPLICE | Panasonic Automotive
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Panasonic Automotive

creating an employer brand from scratch

Situation

Goal:  hire 100+ embedded software engineers in Peachtree City, GA and improve the human experience in talent acquisition.

Panasonic Automotive had limited on-line employer presence and it took an average of 180 days to fill a job.  Candidate application process was 8+ clicks to apply.  The career site was hosted by the North American headquarters and part of a larger pool of jobs.

Synopsis

Developed an employer brand focused on futuristic innovation, “start up style” and state of the art facilities in an Atlanta suburb.  The idea of “outdated technology” was addressed with footage shared throughout social media, job postings and campaigns.

Our loyalty based talent acquisition program was core for the employer branding strategy and focused on employee social sharing, employee referrals and a revamped recruiting team with an understanding of marketing.  Focus on social sharing included creation of Facebook, Twitter and YouTube pages to highlight culture, technology and hiring departments.

The newly designed responsive, mobile optimized career page with a talent community focused on the candidate experience improved the application process. Taleo was their ATS and we were able to enhance many of the features to provide advanced reporting, analytics and integration with the CRM platform.  Our augmented recruiting staff provided guidance  for the newly adopted format. 

Panasonic Automotive exceeded hiring goals by 31%

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Results

Within year one, Panasonic Automotive hired 148 engineers and decreased the time to fill 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 engagement of employees and creating social ambassadors who share authentic content among peers.

Mobile played a critical part in the new process with 38% of career site traffic delivered from a mobile device.  The CRM allowed for applicants to apply utilizing a social profile (LinkedIn dominated while Facebook was an option).  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 average 700+ views per feature.

Panasonic Automotive’s Talent Acquisition team won the coveted 2015 Game Changer award due to the results of employer branding.

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