0%
of the candidates in their talent network go on to complete an application
0%
of time back in the recruiter day to focus on strategic activities
0
hires made from following up on incomplete applications
University of Central Florida (UCF) is an R1 public institution in Orlando, has almost 70,000 enrolled students and employs 12,000 staff and faculty members. Their passionate talent acquisition team manages an astounding 12,000 yearly requisitions and receives approximately 70,000 applications.
The challenge
Amidst COVID, UCF was experiencing significant change, including moving their recruitment model to a centralisedcentralized approach and transitioning to Workday HCM and Finance.
“It was a huge transition and a steep learning curve in moving to the more centralisedcentralized approach. Knowing that we wouldn’t be able to do everything, we committed to focusing on what we call the three S’s- sourcing, screening, and shortlisting candidates. It didn’t take us long to realize Workday Recruiting was a very different experience than having our previous ATS that we had come to know and love, over which we had complete control.”
Renee Grigor, Assistant Vice President of Talent Management at UCF
In Orlando, UCF faced stiff competition from large, well-known organisationsorganizations within the local market, such as Disney and Universal Studios. These companies excelled at storytelling, had larger recruitment budgets, and could offer more competitive salaries.
To stand out as an employer of choice, UCF needed to build brand awareness as an employer, generate interest, and engage and nurture top talent. However, after transitioning to Workday Recruiting, the team quickly discovered they lacked the functionality needed to achieve their goals, leading to several challenges, including:
- Unimpressive candidate experience on their careerscareer site, impacting their employer brand
- No access to jobseekers with incomplete applications in Workday
- HR had no control over their careerscareer site and updating content
- Lacked the functionality needed to increase recruiter productivity under their new centralisedcentralized model
- Unable to customisecustomize the candidate experience based on areas of interest
- No option for candidates to express interest at the pre-apply stage, allowing UCF to proactively build their talent network
- UCF couldn’t communicate through SMS to candidates through the system
- No access to sourcing effectiveness data and candidate behavioral analytics
Overall, the impact on UCF’s talent team was hindering their ability to attract, engage and convert talent with the lack of recruitment marketing capabilities within their Workday system.
The focus
UCF sought top-of-funnel recruitment technology to expand their candidate reach, deliver a best-in-class candidate experience, support their lean team, accelerate time-to-hire, and improve their quality of hires. Below are the top four focus areas for UCF as they searched for the best solution to meet these needs:
1. Self-service careerscareer site
The recruitment team at UCF aimed to take complete control of their careerscareer site with a solution that allowed easy updates and changes to candidate-facing content without delays or reliance on others. They needed a solution that would reassure their marketing team, by adhering to brand guidelines and meeting all styling requirements.
“We needed it to be easy. We wanted control – but we aren’t programmers. We need a solution that was intuitive and easy to make changes anytime.”
2. Automation, AI, and personalisedpersonalized candidate experience
To solve their lack of visibility, UCF sought an intelligent solution to engage and capture visitors on their careerscareer site, regardless of whether they were ready to apply. They needed to automate nurture workflows to deliver a seamless, personalisedpersonalized candidate experience, reducing the need for extensive intervention from their team.
3. Tools to increase productivity and effectiveness of recruiters
UCF wanted a candidate relationship management (CRM) system that integrated seamlessly with LinkedIn Recruiter to enhance recruiter productivity and track candidates in one place. They were seeking greater automation to drive efficiencies and easily build talent pipelines. They also needed the capability to quickly analyze data and demonstrate ROI.
4. Sourcing effectiveness data & candidate behavior analytics
UCF were looking for accurate, self-service sourcing effectiveness data. Most ATS systems rely on candidates to self-report how they found a job, but UCF wanted data to make informed decisions on sourcing strategies and job board investments. Additionally, they needed analytics to understand which content resonated with candidates and be able to pinpoint any areas for improvement.
The solution
Implementing the PageUp Recruitment Marketing solution enabled UCF to create a visually engaging, on-brand careerscareer site that seamlessly transitions from the UCF website. The intuitive self-service functionality enabled their team to take control easily-strengthening their messaging and candidate experience by tailoring content for different employee types.
“The PageUp team was great; they have an inhouse implementation team and it’s not outsourced. They really brought our creative vision to life.”
UCF can now capture visitors on their careerscareer site with CTA’s, including signing up for their talent network. To keep candidates engaged, they use personalisedpersonalized nurture workflows that require minimal effort from their team. This new capability has resulted in 62% of candidates in their talent network that received automated emails, texts and job alerts going on to complete an application.
“Not only are we now capturing the individuals who don’t complete their application, but we’re also able to catch people at various stages – there might not be a position they’re interested in or they might not have time – the system creates a pop-up CTA to capture them before they leave.”
Recruiters now have access to more communication channels, like SMS, to reach candidates at any time, provide reminders of upcoming interviews, or background checks. 56% of candidates who received a reminder about completing an application returned to the application and 44% completed it, resulting in 21 new hires that may not have happened without PageUp Recruitment Marketing.
Key results
0%
of the candidates in their talent network go on to complete an application
0%
of time back in the recruiter day to focus on strategic activities
0
hires made from following up on incomplete applications
UCF’s new CRM allows the team to track every candidate interaction on their careerscareer site, from signing up for job alerts, joining the talent network or submitting an application. Once candidates are visible in the system, recruiters can easily build talent pipelines by tagging candidates and placing them into automated workflows.
The LinkedIn CRM Connect integration has streamlined processes by eliminating the need to switch between systems, improving ROI and giving recruiters 15% more time to focus on strategic initiatives.
Heatmap technology and analytics enable UCF to track which content and pages resonate most with jobseekers and identify what drives the highest conversions from visitors to candidates. This data allows them to make informed decisions, optimiseoptimize processes, and refine content for even better results.
The analytics revealed impressive performance, with UCF engaging visitors at levels that surpass industry benchmarks: 30% of visitors return, exploring an average of three pages and spending two minutes on the site.
PageUp continues to partner with UCF for their ongoing success and ensuring that they always get the most out of their solution.
“For me the differentiator with PageUp are the people, the people are phenomenal, and you’re not just a number. Yes, we have a knowledge portal. Yes, we have a ticketing system. But we haven’t even used the ticketing system yet because we have people constantly checking in to see how we’re doing.”
Interested in hearing UCF’s full story? Watch the on-demand webinar here and discover more about how PageUp Recruitment Marketing can transform your talent acquisition strategy.
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