How Colgate-Palmolive Gained Insights Into Their Diversity Hiring Funnel
November 2, 2020

How Colgate-Palmolive Gained Insights Into Their Diversity Hiring Funnel

Lauren Dana

The Colgate-Palmolive Recruiting Team

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.” 

Colgate-Palmolive Had Three Main Challenges

Before partnering with WayUp, Lewis recognized three significant challenges for Colgate-Palmolive:

  • The organization needed to develop their employer branding to speak directly to Gen Zers so that they could learn more about the company, its corporate culture, and open roles. “Gen Z is a super digital, super Internet-forward group of folks, and we wanted to make sure that they saw Colgate as an employer of choice,” Lewis said.    
  • Colgate-Palmolive was mainly focused on recruiting from core schools near the company’s headquarters. This, of course, limited the amount of qualified and diverse Gen Z talent the company was attracting.
  • Lewis and her team  did not have the capabilities to analyze every stage of the recruitment funnel. In turn, it was difficult for the Colgate-Palmolive recruiting team to pinpoint precisely where diverse candidates would start to drop off in the organization’s recruitment funnel. 

The Path Forward 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. 


  • Colgate-Palmolive gained access to source from WayUp’s database of 5.7 million students and recent grads from over 7,100 colleges and universities, 71 percent of whom are Black, Hispanic, or female. 
  • WayUp created a custom Colgate-Palmolive CRM landing page for early-career programs, strategically designed to attract qualified diverse applicants—with no engineering work.
  • Colgate-Palmolive utilized WayUp’s Automatic Concierge Sourcing to target specific candidates based on self-reported data and proactively message them. 
  • Every candidate who applied to Colgate-Palmolive on the WayUp platform went through an automatic digital screen based on their qualifications and got a reply within 24 hours.
  • WayUp’s dashboards provided real-time analytics to Colgate-Palmolive through each stage of the recruiting process to track how diverse candidates moved through the funnel  — and where exactly the drop-off took place. 

The Results:

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.  

“We’ve learned a lot through our partnership with WayUp, it’s been very insightful. Oftentimes, I think, in recruiting, we can get so caught up in the right candidate that we’re not even looking at the funnel or the pipeline as a whole.”

1) Developed a More Digital-First Employer Branding Strategy to Attract Gen Z Applicants.

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. 

2) Expanded Their Recruitment Strategies to Target More Qualified 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.   

3) Gained Visibility Into How Diverse Candidates Moved Through Their Recruitment Funnel, Along with Candidate Drop-Off Patterns.

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. 

Are you interested in learning more about our partnership with Colgate-Palmolive? Watch the full webinar below.

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