Equinix

Three standout metrics

100,000+

career site visits since launch

50%

talent community members signed up for job alerts

two

owned talent pools: applicants and warm leads

The voice of the customer

“There’s nothing complacent about recruitment marketing and talent acquisition. It’s a dynamic space, so you need a partner that’s agile to continue to scale and stay relevant. With PageUp, our partnership and improved capabilities are giving us credibility in the business. It shows how we’re making a difference as marketers.”

Jessica Rose, Director of Global Talent Marketing, Equinix

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What wasn’t working

Equinix is a long-established digital infrastructure company with more than 220 data centers and 10,000 employees around the world. It connects enterprises, networks and services for industry-leading organisationsorganizations.

With ambitious business growth goals driving the need to secure great talent globally, Equinix recognisedrecognized it needed to reshape its recruitment process. HR needed to move from a reactive to proactive recruitment approach; to do so, the company needed to re-evaluate its tech stack:

The existing ATS captured candidates when they completed an application, but there was no way to capture visitors’ interest and nurture them pre-application;
There was no infrastructure to create strategic marketing campaigns, own recruitment marketing activities and grow talent pools globally;
The recruitment marketing team didn’t own their careers site, preventing them from amplifying new employer brand messaging and sharing content with prospective candidates.

The turning point

Jessica Rose, Director of Global Talent Marketing, wanted to create a world-class talent attraction strategy. To do this, Equinix needed to expand its tech stack, adopt recruitment marketing techniques and actively foster talent communities.

They chose PageUp based on its ability to integrate with their existing ATS, manage their career site, track content performance and grow talent communities.

The shift began in three phases:

Building two talent pools

Using PageUp enabled Equinix to build two talent pools: applicants, and new leads introduced through events, webinars, paid media activities and referrals.
Creating owned marketing infrastructure

Gaining control of their careers site empowered the team to amplify employer brand messaging, create strategic campaigns and share candidate-centric content.
Growing talent communities

Building diverse talent pipelines by converting visitors into prospects through talent communities, job alerts and referrals, then nurturing them with automation.

The solution in action

Equinix successfully transformed their recruitment approach from reactive to proactive, building robust talent pipelines globally and meeting headcount growth goals using PageUp.

Key initiatives included:

Automated incomplete application follow-up

Sending automated messaging to candidates with incomplete applications had a huge, positive impact on application rates.
Establishing global talent communities

Inviting past candidates to join talent communities received an outstanding response, with 50% of those who joined signing up for job alerts.
Tracking and optimizing content performance

Using heat maps and metrics to track content performance helped the team understand what resonated with prospective candidates and optimiseoptimize accordingly.
Around-the-clock nurturing

Behind-the-scenes automation nurtures prospective candidates continuously, requiring no additional effort from the team whilst keeping talent engaged.
Reaching out to warm leads

When new roles go live, recruiters can now reach out to warm leads who are already familiar with Equinix’s culture and business, making more efficient use of their time.

The impact

Hard ROI

100,000+ career site visits since launch
50% of talent community members signed up for job alerts
Two talent pools: applicants and warm leads from campaigns
One integrated recruitment marketing solution

Soft ROI

Transformed from reactive to proactive recruitment approach.
Built diverse talent pipelines with qualified leads matching target candidate personas.
Improved capabilities give the talent acquisition team further credibility in the business.
Recruiters make more efficient use of time by engaging warm, familiar leads.

What surprised us the most

“Using our ATS and PageUp allows us to fish from two ponds: applicants, and new leads we introduced through events webinars, paid media activities, expressions of interest and referrals. My team loves it! It’s putting us on the map.”

Jessica Rose, Director of Global Talent Marketing, Equinix