SmashFly Transform: How Great Clips Turned Recruitment Marketing Into a Discipline
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To turn recruitment marketing into a discipline at Great Clips, Talent Acquisition Director Jared Nypen started with brand first. He focused on created personalizing content and nurturing their talent network to build brand advocacy and interest.
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SmashFly Transform: How Great Clips Turned Recruitment Marketing Into a Discipline
- 1. HOW GREAT CLIPS TURNED RECRUITMENT MARKETING INTO A DISCIPLINE
- 2. J ar ed N ypen TALENT ACQUISITION DIRECTOR, GREAT CLIPS INC.
- 3. • Family owned • Privately held • Minneapolis, MN • Started in 1982
- 4. • Over 4,000 salons • Canada and U.S. • 1200 owners • 100% franchised
- 7. Recruiting Strategy 1. Schools 2. In-salon & Community 3. Online
- 12. Our Mission 1. Employer Brand and Content 2. Licensed Stylist Network
- 13. Employer Brand Pillars • Creativity • Development • Family or Team Environment • What Great Clips Offers
- 18. Content Strategy • Industry • Career • Great Clips
- 27. • Scrub the data • Enhance career site • Automate message
- 29. Levels of Recruitment 3 2 1 Advertising Engaging Relationship Building
- 31. Recruitment Marketing • Employer brand • Content strategy • Talent Community/Network • Engagement strategy • Candidate relationship
- 34. B O S T O N | 2 0 1 6
Editor's Notes
- Simple model – haircuts only Today, many competitors
- Largest haircare brand in the world Fasted growing
- You face hiring challenges – so do we. Licensed Hours range from 1000-2300 Cosmetology itself faces challenges
- Industry projects 30% closure 70% graduation rate 70% licensure rate Working for ease and consistency Salon owners under pressure Recruiting Services – not the employer Deliver leads
- Teach to recruit - taking small business owners Focus on RM – better than competitors Unfair share of licensed stylists
- GCI had Talent Network with 200k Didn’t have info – looked the same Had IP address Zees had their own mess
- Salon owners gathered contacts via paper recruiting cards paper applications in the salons Had own mess
- So we had a problem. Even though we had all these contacts, we still had no network to market to.
- we had nothing to market! No employer brand. Job description
- So we had two problems: no content and no network to market to. In other words, recruitment marketing was impossible. Our mission was clear.
- We started with the brand. We engaged a marketing firm who helped us develop our employer brand pillars – creativity, development, family/team environment and what Great Clips offers, like flexibility and instant income.
- Photo shoot Focused on the four pillars. Creativity brand that would resonate with stylists – where they could see themselves working with the individuals in the pictures. Tattoos, which are popular with stylists – remember, creativity is important to them.
- We made up words to ignite a feeling, like Stylisthood, which we’ve now trademarked.
- And we created a family feel, which we knew would resonate with stylists.
- We launched the new brand on a new career site hosted by SmashFly, effectively replacing our consumer branded career site.
- Once we created a brand, it was time to create content. So, what did we do? We created a content strategy to deliver information that was relevant to stylists and content that we were experts in. We made it really easy by putting content into three buckets – industry-related content, career- related content, and content that showed Great Clips as a great place to work (without directly saying it).
- Next, we needed a place to house the content. The obvious choice was Facebook, so we created a Facebook Careers page. We’re in the process of adding channels – think of the fun things we can do in the hair stylist world with Instagram and even Pinterest. Okay, now one problem was solved – we had the brand and the content. Next, we needed to connect stylists to this content.
- remember, we had this database with almost 200,000 contacts. implemented recruitment marketing platform including the CRM. Ported, engaged, and gave prizes
- Made it easy to gather lead information
- ….or student information that they could collect at the numerous events they host in Cosmetology schools each year.
- The result? Now, we know something about the contacts in our database. We know where they live. We know their interests. We know if they are a stylist, a student, or an educator …which also means that we can send, segmented, personalized content that’s meaningful to the recipient. Use RM to connect to our social content, so that they can receive the information in the format they prefer – whether that’s social or email.
- Example – scholarship and different audiences
- In addition to segmenting by audience type, we can segment by location. For example, this message was sent to stylists in just our Denver market.
- So the second problem? Solved! With these things we’re doing, we have a really good start to our recruitment marketing. So what’s next? Personality – I’m an improver We’re working to improve
- Cover slide Won’t stop there – goal is to make recruitment markets at a local level I deal with zees – you deal with business units
- Feels like herding cats? We’re up for the challenge.
- To do it, introduced new Most at level one recruiting – advertising. Many at level 2, which is engaging. Need to focus on level 3 – relationship building
- When a stylist decides Implemented CRM to help – goal is to give to zees School conversation example Relationships enabled by SmashFly – the future of how our franchisees will need to compete to get their unfair share of stylist talent.
- If I had to give advice, Build employer brand Content strategy that engages candidates – right content, right format Build a network Have a process to engage Let it lead to relationships Take technology and innovation
- …closing the deal with a very personal touch.