Tracking and utilizing recruitment data can be a challenge for even the largest of companies, including Colgate-Palmolive.
Nia Lewis, the organization’s Global Talent Acquisition Senior Specialist, is responsible for developing recruitment strategies to meet diversity and inclusion goals. However, like many other organizations, Colgate-Palmolive’s TA team was met with a handful of challenges when analyzing and assessing recruitment data — starting with the fact that these insights can be incredibly difficult to track.
“One of my major goals when I assumed this role was ensuring that we were hiring more diverse talent, that we were elevating our employer brand so that it resonated with people of color as well as Gen Z. When I reached out to WayUp, we found that this would be a perfect partnership to do a lot of those things.”
Before partnering with WayUp, Lewis recognized three significant challenges for Colgate-Palmolive:
To achieve Colgate-Palmolive’s hiring goals, Lewis and her team needed to expand their recruitment efforts and elevate their digital branding. Utilizing WayUp’s employer branding, automated sourcing, candidate screening, and data and analytics dashboard, the Colgate-Palmolive TA team was able to track candidate drop-off, identify recruitment trends, and, ultimately, meet their diversity and inclusion hiring goals.
HOW IT WORKED
The WayUp partnership allowed Colgate-Palmolive to identify trends and evaluate candidate performance at each stage of the funnel based on specific insight and demographics. As a result, Lewis and her team can make data-driven decisions to achieve their goals of increasing brand awareness, attracting Gen Z candidates, and hiring more diverse talent.
Featuring a mix of branded content (which was distributed directly to the target audience) and a custom landing page for early-career programs, WayUp helped Colgate-Palmolive expand its digital reach to engage Gen Z candidates.
WayUp’s dynamic employer branding and data-driven sourcing solutions allowed Colgate-Palmolive to reach and attract more qualified diverse talent. Colgate-Palmolive gained access to WayUp’s database of 5.7 million users nationwide, which allowed its TA team to target candidates based on self-reported data, including major, location, campus, graduation, gender, ethnicity, and more.
With new visibility into their recruitment funnel, Colgate-Palmolive was able to attract — and keep — diverse talent moving through the recruitment funnel. Lewis and her colleagues were also able to make real-time adjustments to their recruiting strategies by utilizing actionable analytics. “This has been so helpful, and it’s definitely been great in grounding some of my instincts in data,” Lewis says.
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