Compass Group

Three standout metrics

65,000

careers site visitors since launch

31,000

passive candidates engaged

354

hires from one careers fair

The voice of the customer

“If organisationsorganizations aren’t considering recruitment marketing as an option, there needs to be a pretty good business case around ‘why not’ given the current market. For those who are looking to increase their brand awareness and all the benefits that come with that, this is the bolt-on I’d recommend.”

Alissa Patoulios, General Manager, Talent, Compass Group

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What wasn’t working

Compass Group is Australia’s largest food and support services company, with over 11,000 employees nationwide. The company’s services extend across fine dining establishments in the CBD to Australia’s most remote towns.

COVID-19 didn’t slow Compass Group’s growth – in fact, it unlocked bigger ambitions, with the goal to hire 8,000 new employees in 2021. But in a tight talent market the Group faced challenges:

Current careers site didn’t differentiate the Compass brand from competitors;
No analytics or visibility over careers site visitors or content engagement;
No way to capture and nurture passive candidates for future roles at scale.

The turning point

Alissa Patoulios, Compass Group’s General Manager, Talent and her team realisedrealized their current careers site wouldn’t differentiate Compass Group in a tight candidate market. They wanted to incorporate recruitment marketing strategies like targeted careers content and personalisationpersonalization into their broader talent attraction efforts.

Already a PageUp customer, they chose PageUp Recruitment Marketing based on its ability to engage candidates with intelligent careers sites, capture passive talent, and provide actionable analytics.

The shift began in three phases:

Creating tailored content for key talent

Building landing pages for specific candidate personas, featuring videos of team members, day in the life snippets, and company benefits helped bring Compass’ EVP to life.
Capturing passive talent at scale

Featuring prominent CTAs across landing pages, including location-based job alerts and chatbots, captured 31,000 passive candidates interested in future roles.
Nurturing with automation

Implementing automated nurture campaigns underpinning each CTA engaged and nurtured prospective hires with minimal team effort.

The solution in action

Compass Group successfully attracted quality applicants in a tight talent market, captured 31,000 passive candidates and reduced their time to hire using PageUp Recruitment Marketing.

Key initiatives included:

Prominent CTAs for talent capture

CTAs across landing pages capture talent for live roles or consideration for future opportunities, building a strong pipeline that previously hadn’t existed.
Heat map analytics

Colour block analysis shows where candidates are going and what they’re clicking on, allowed the team to finesse and optimiseoptimize content in real time.
User-friendly content management

Behind the scenes, the system is easy and intuitive to use, making it simple to keep changing content, CTAs and landing pages as needed.
Targeted nurture communications

Sending the story of how Compass supported team members during the pandemic to 16,000 passive candidates demonstrated its brand value of putting people first.
Supporting careers fair hiring

The team used PageUp to seamlessly capture talent from careers fairs, resulting in 354 candidates placed from one two-day event.

The impact

Hard ROI

65,000 careers site visitors since launch
31,000 passive candidates captured
16,000 candidates receiving targeted communications
354 candidates placed from one careers fair

Soft ROI

Robust analytics and visibility over careers site performance allows the team to evaluate content performance and adjust as necessary.
PersonalisedPersonalized candidate experiences differentiate Compass brand in competitive market.
High-touch communication with minimal effort from the team.
Proactive sourcing supports goal of 8,000 hires in 2021.

What surprised us the most

“The biggest win and big success for us are the custom calls to action, the ability to capture that talent, whether it be through a live role or for our consideration for future roles. Traditionally, we would not have had 16,000 candidates in our talent pipeline. These are a direct result of the CTAs on our career site.”

Alissa Patoulios, General Manager, Talent, Compass Group