The document discusses strategies for improving candidate experience and increasing job application conversions through career site enhancements. It highlights SiteOne's challenges in attracting talent and their approach to refresh their career site, achieving significant increases in applications and mobile engagement. Additionally, it outlines best practices for tracking improvements and emphasizes storytelling as a key mechanism for engaging candidates.

1. IN PARTNERSHIP WITH
Candidate Experience Fixes
that Get More Applications

2. © 2023
Today’s Speakers

3. Lori Sylvia
Founder and CEO
Rally
Michele Posehn
Senior Recruiting Manager -
Diversity and Early Talent
Initiatives
SiteOne
Katie Conti
VP of Talent Programs and
Operations
iCIMS

4. © 2023
About SiteOne
● Green industry’s largest wholesale
provider
● 600+ stores in Canada/US, $6B
valuation
● One stop shop
● Avg yearly fills: 2000+

5. © 2023
About
At iCIMS, we empower leaders to
build a winning workforce using
the world’s leading Talent Cloud. Our
award-winning platform delivers at
every step of the talent continuum,
empowering you to attract, engage,
hire and advance world-class talent.
• ~6,000 customers worldwide
• 40% of the Fortune 100
• 2.7+ million global platform users
• 200+ countries and territories
• 180M+ application processed in 2022
• 6M+ hires made with iCIMS in 2022
• 500M+ candidate profiles within iCIMS

7. © 2023
What you’ll learn today
● How to evaluate your career site in order to identify the cause of your low
conversions
● Tools and solutions that will enhance your career site to improve your
conversion rate
● Examples of how to tie your career site to your larger TA goals
● Pro tips for optimizing your pages (including your job descriptions) to encourage
and motivate candidates to apply
● Best practices for tracking the impact of these changes and making continual
improvements

8. © 2023
Candidate
Experience Fixes
that Get More
Applications

9. © 2023
SiteOne Situation
Challenge
• Talent shortage - competitive talent pool
• Not a recognized brand
Opportunity
• High growth
• Focus on diversity and early talent
• Opportunities for career growth

10. © 2023
SiteOne: Former Career Site

11. © 2023
SiteOne: Career Site Refresh
The approach
• Increase qualified candidates
• Show candidates what a great place SiteOne is to
work
• Showcase career paths and testimonials
• Highlight diversity and early talent initiatives

12. © 2023
SiteOne: Career Site Refresh

13. © 2023
SiteOne: Video Studio

14. © 2023
SiteOne: Text Engagement

15. © 2023
SiteOne: Results
113,166
Total Applications
11,030
Completed Applications
8:21 min
Time to Completed Application
(external through carer site)
Q1 & Q2 2022
38%
Mobile Applications
183,316
Total Applications
17,045
Completed Applications
11:94 min
Time to Completed Application
(external applicants through career site)
Q1 & Q2 2023
40%
Mobile Applications

16. © 2023
• Marketing
campaigns
• Text Engagement
• Newsletters
• Events
• Phone and email
iCIMS: Attract & Engage
CRM/
Recruitment
Marketing
Warm candidates
Career site
(Video
Studio/Digital
Assistant)
Direct
sourcing
(future
openings)
Advertising
Talent community
Direct
sourcing
(current
openings)
Talent
community
Silver
medalists
ATS

17. © 2023
iCIMS: Former Career Site

18. © 2023
iCIMS: Career Site Refresh
The approach
• Bring our EVP to life, authentically
• Share employee experience through stories,
video and pictures
• Demonstrate our DEIB focus
• Communicate what it’s like to work on different
teams and in different locations
• Have a talent community CTA on every page
• Broadcast our “How we hire” video
Goals
20%
Increase visit/apply
20%
Increase in web applicants
5X
Talent pipeline growth rate

19. © 2023
iCIMS: Career Site Refresh
One of the most
reliable
mechanisms
for sustaining
attention
—according to actua
l science —
is storytelling.
- Forbes

20. © 2023
iCIMS: Digital Assistant
Bertie is a helper and navigator. They
represent HR professionals across
the entire talent lifecycle, intentionally
drawing on multiple colors from
our brand palette to represent
iCIMS’ commitment to DEI.

21. © 2023
iCIMS: Talent Community CTA

22. © 2023
iCIMS: Video Studio

23. © 2023
iCIMS: Results
20%
Increase visit/apply
20%
Increase in web applicants
5X
Talent pipeline growth rate
Goals
44%
Increase visit/apply
55%
Increase in web applicants
10X
Talent pipeline growth rate
Results

24. © 2023
Career Site Analytics
Identify what your audience wants & prefers
Boost advertising efforts by reviewing with
source-to-hire analytics
Make changes in the CMS; then review
Career Site analytics to identify the results
and adjust accordingly
Use insights to focus your efforts
the right way

25. © 2023
Pro Tips
● Look at totality of the vendor
product
● Not just for recruiting
● Think about yesterday, today, and
tomorrow
● Create your business case
● Bring in marketing early & get
stakeholder buy-in
● Leverage internal interviews to build
an authentic EVP
● Bring your story to life through
compelling storytelling

26. © 2023
Thank you!
Up next… Q&A

27. 31

28. Lori Sylvia
Founder and CEO
Rally
Michele Posehn
Senior Recruiting Manager -
Diversity and Early Talent
Initiatives
SiteOne
Katie Conti
VP of Talent Programs and
Operations
iCIMS
Q&A

29. IN PARTNERSHIP WITH
Candidate Experience Fixes
that Get More Applications
Thank you!
Thank you!