Three standout metrics
250%
increase in started applications year-on-year
188%
increase in completed applications year-on-year
25%
applications from career site
The voice of the customer
“Candidate experience is number one. At Ancestry, we’re always looking for ways to improve the hiring process so it’s not frustrating for candidates. A poor experience can negatively impact a candidate’s impression of our brand, so it’s important we provide a great experience.”
Kristen Jacobs, Talent Acquisition Marketing Manager, Ancestry
What wasn’t working
Ancestry is the global leader in family history and consumer genomics. With over 40 billion online records and the world’s largest consumer DNA network, its mission is to empower journeys of personal discovery to enrich lives.
Building on its prominent external brand, the recruitment team created a new EVP to help attract a talented, diverse workforce. But then they faced a new challenge:
- Needed to activate the new EVP and bring it to life across all candidate touchpoints;
- Wanted to create consistent, outstanding candidate experiences while leveraging their high-profile external brand;
- Had nearly 100,000 individuals enrolled in Ancestry’s talent community but needed better ways to engage them.
The turning point
Kristen Jacobs, Talent Acquisition Marketing Manager, knew that creating a consistent, outstanding candidate experience across every touchpoint was essential. With innovation and technology at the core of Ancestry’s growth, they needed the right tools to activate their employer brand.
Ancestry partnered with PageUp to bring their new EVP to life and put candidates at the heart of their talent acquisition strategy.
The shift began in three phases:
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Building career sites quickly
Using PageUp’s career site builder enabled the team to create internal and external career sites, with custom landing pages live in just half a day.
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Seamless candidate experiences
Connecting PageUp with Ancestry’s existing ATS allowed jobseekers to apply quickly and easily.
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Activating talent communities
Using PageUp’s CRM functionality to build and segment talent communities helped recruiters engage nearly 100,000 warm candidates.
The solution in action
Ancestry successfully activated their new EVP, created seamless candidate experiences and transformed their career site into a high-ROI sourcing channel using PageUp.
Key initiatives included:
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Self-service career site builder
The talent acquisition team could build complete internal and external career sites without relying on external technical experts, giving them full control over recruitment marketing.
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Creating custom landing pages at speed
Creating custom landing pages to speak to target talent segments took just half a day, allowing the team to publish candidate-centric content at speed.
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Seamless ATS integration
Integrating PageUp with the existing ATS enhanced the candidate experience, allowing jobseekers to apply quickly while providing in-depth insights into visitor-to-hire journey.
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Talent community engagement
Using PageUp’s CRM allows recruiters to segment and engage nearly 100,000 active candidates enrolled in Ancestry’s talent communities, making it a high-ROI sourcing channel.
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End-to-end analytics
Complete visibility into the whole recruitment process helped the team see clearly what’s working and where to adjust their sourcing and talent attraction approach.
The impact
Hard ROI
- 250% increase in started applications year-on-year
- 188% increase in completed applications year-on-year
- 25% of application volume now comes from career site
- 36% increase in career site traffic since launch
Soft ROI
- Nearly 100,000 individuals enrolled in Ancestry’s talent community.
- New EVP activated and brought to life across all touchpoints.
- Self-service career site builder empowered team to take control of employer brand and optimiseoptimize content on the fly.
- Consistent, outstanding candidate experience on a par with Ancestry’s external customer experience.
What surprised us the most
“I am pretty technical but have never built a complete website before, so working with PageUp on building the new career site has been fantastic, and very, very easy. The team was thinking: ‘How long will it take her to build this page? Probably weeks!’ And it took me half a day.”
Kristen Jacobs, Talent Acquisition Marketing Manager, Ancestry
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