John Trenholme from Canadian Tire Corporation talked about differentiating brand from talent to help recruiters focus on people at the Vancouver Rebels of Recruiting Roadshow stop!

1. 1
Data
Segmentation
Differentiating
brand
from
talent
to
help
recruiters
focus
on
people
John
Trenholme
Manager,
Talent
Attraction
Canadian
Tire
Corporation

2. 2
Our
Brands
&
Our
Reach
• 1,800
retail
doors
in
Canada
across
all
our
banners
• $12-­‐14b
billion
in
product
• More
than
30m
Canadians
live
within
a
10-­‐
minute
drive
of
a
store
• 15
transactions
/
second,
every
day,
from
the
time
the
sun
comes
up
in
Newfoundland
to
the
time
it
sets
in
the
Pacific.

3. 3
Our
Customers
• ~350k
page
views/Q
• ~60k
followers
• ~215k
engaging,
1.15m
in
reach
• 20-­‐30%
organic
+
paid
audience
growth/Q
• ~12,500
employees
amplifying
our
brands
$160m
-­‐>
$865m

4. 4
• Content
Marketing
• Engagement
• Brand
Sentiment
&
Reputation
• Employee
Social
/
Activity
• Applicant/Source
Data
• Operational
Data
• Hire
Data

5. 5
Our
Customers
~200k
external
applications
99.2%
MILLIONS!
~1,800
external
hires

6. 6
Our
Green
Room
• Referrals
• Network
recommendations
• Silver
and
bronze
medalists
from
past
selection
processes
• Amazing
co-­‐ops
and
new
graduates
• Impressive
candidates
met
at
an
industry
event
/
info
session
/
coffee
shop
/
on
the
subway
• Downstream
people
discoveries
from
our
brand
work
• Cold-­‐sourced
talent

7. 7
• Recruiter
Tools
Usage
• Pipeline
Growth
(Lead
Generation)
• Campaign
Data
• Prospect
Management
• Conversion
Data
• All
by
Key
Talent
Segment
(Marketing,
Technology,
Customer
Insights,
Data
Analytics,
Cybersecurity)
Aspirational
• Retention
Data
• Performance
Data