Where people make pubs
Tracking cost per hire is the “holy grail” for many large hospitality employers in the UK. In a fiercely competitive market, finding the right candidate first time is extremely challenging.
Effectively filling vacancies requires a multi-channel approach, leveraging various platforms like social media, email, SMS, and online job boards. However, tracking the entire candidate journey from initial advertisement to successful hire proved a significant hurdle for Marston’s.
Working alongside digital marketing specialists Web Marketer and Visit Digital we created a careers website for Marston’s that provided them with measurable insights, an improved candidate flow and experience and high-performing landing pages. Fused together all these aspects have given Marston’s the ability to track performance, increase the quality of conversion and have created a competitive edge in the hospitality job market.
Tracking cost per hire is the “holy grail” for many large hospitality employers in the UK. In a fiercely competitive market, finding the right candidate first time is extremely challenging.
Effectively filling vacancies requires a multi-channel approach, leveraging various platforms like social media, email, SMS, and online job boards. However, tracking the entire candidate journey from initial advertisement to successful hire proved a significant hurdle for Marston’s.
Working alongside digital marketing specialists Web Marketer and Visit Digital we created a careers website for Marston’s that provided them with measurable insights, an improved candidate flow and experience and high-performing landing pages. Fused together all these aspects have given Marston’s the ability to track performance, increase the quality of conversion and have created a competitive edge in the hospitality job market.
Ensuring candidates see the jobs most relevant to them
To significantly boost the website's conversion rate, we integrated Algolia's powerful search technology. This enhancement allowed us to deliver location-based, personalised search results to every user on the site. We were also able to highlight those jobs that were new since they last visited the site. Enabling candidates to find openings that are most relevant to their situation as soon as the vacancy is released.
"I appreciate this has been months in the making, but for what we now have, all that work has been well worth it. We’ve found wonderful partners in you all, you clearly get us and what’s been produced is exceptional, leading edge, and beyond our expectations! Such exciting times! Thank you for making our new site happen!"
Head of Communications and Engagement, Marston's PLC
The entire project prioritised meticulous tracking of the candidate journey, from initial job advertisement to successful hire. This comprehensive data collection allows Marston's to:
A custom dashboard within Google Data Studio provides real-time access to the most critical data points. This empowers Marston's to:
High-performing job pages
High-performing job pages are crucial for driving candidate applications. Drawing inspiration from e-commerce best practices, these pages incorporate several key elements:
Marston’s use an Applicant Tracking System (ATS) and Human Resources (HR) software. We took the XML feed provided for both job and run a pub vacancies and then used it to automatically populate the job and pub listings. The listings are synched from the ATS to the website on a regular basis to ensure the candidate is continually presented with the most up-to-date information.
To improve brand consistency and user experience we also created a UI interface for the ATS that seamlessly complimented the frontend candidate experience.
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