SPLICE | Yellow Pages
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Yellow Pages

century old rebrand

Situation

YellowPages consumer rebrand experienced difficulty attracting technical talent, especially in the Los Angeles area. People were unaware of the open source technology environment or the mobile app.

Employer and corporate brand was regarded as “dated”, “antiquated” and “old school”. There were 28 jobs for every developer within a 10 mile radius, which led to an employee driven market.

Synopsis

YellowPages (YP) rebranded after a century of dominance in the print world.  The strategy for employer brand focused around open source technology, desirable programming languages and an invigorated digital platform.  Key competitors (Google, Yahoo and Disney) had well established employer reputations and YP was competing for the same talent.

After revamping the internal application process and dissecting process for each job family, we designed a minimalist, responsive, mobile optimized career page to focus on critical company hiring areas of technology and sales.  By condensing 12+ job families into 4 key categories, visitors were not overwhelmed by “job titles” from internal venacular.

A talent community was created to manage sourced talent through targeted drip campaigns by job family and function. Negative Glassdoor reviews for other areas of the organization had an impact on the technology team and a response strategy was developed.

Lastly we designed a video centric career page to highlight innovation, work culture and high levels of employee engagement.  Social Media was utilized to engage and distribute weekly content focused on career and culture on platforms including; Facebook, Twitter, LinkedIn, YouTube and Instagram.

Applicants increased by 28% and career site visitors by 37% 

Results

Developed a campaign around “Come for a Cocktail, Stay for a Career” which resulted in 50+ attendees to in-house sales career fairs in 35+ cities.   The talent community grew by 225% per quarter allowing for deeper talent pools to fill 1,200+ annual openings.  Glassdoor jumped from a 2.5 to 3.0 rating within 3 months and page views increased by 167% while job clicks on Glassdoor grew by 84% week to week.

The revamped career site averaged 25k visitors per week, and targeted campaigns reached 5,000 community members monthly.   Applicants grew from 10k to 76k per month and the “Why Work Here” video (highlighted above) accounted for 65% of YouTube viewership.

The 35+ dispersed talent acquisition team worked from an Employer Brand Guide designed to provide guidelines for campaigns, utilizing Jobs2Web, SuccessFactors and all social platforms.  

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