How Starbucks uses ecommerce principles to track, measure, and improve the pre-apply process |...

ADDTOCARTHowStarbucksusesecommerceprinciplestotrack,measure,andimprovethepre-applyprocess

PRE-APPLYRECRUITING

RECRUITERMAGIC

APPLY

PRE-APPLYRECRUITING

RECRUITERMAGIC

APPLY

StrongBrand

Applicants=TIME

TALENT

BUDGET

X +

IWANT:

EFFECTIVEEMPLOYERBRAND+EFFICIENTAPPLICANTSPEND

TALENTLIVES&TRANSACTSONLINE

MANAGE,MEASURE,&MESSAGEYOURDIGITALPRESENCE

ADDTOCART

ApplytheECOMMERCEFRAMEWORK

tothepre-applyprocess

JOBFAMILIES=

PRODUCTLINE

APPLICATION=

CONVERSION

JOBS=

SKUs

JOBFAMILIES=

PRODUCTLINE

APPLICATION=

CONVERSION

JOBS=

SKUs

JOBFAMILIES=

PRODUCTLINE

APPLICATION=

CONVERSION

JOBS=

SKUs

JOBFAMILIES=

PRODUCTLINE

APPLICATION=

CONVERSION

JOBS=

SKUs

Organizeyourtools

+KNOWWHATOUTCOMESTHEYDRIVE

BRAND CONVERSIONINFLUENCE

RecruitmentMarketingSpectrum

BRAND CONVERSIONINFLUENCE

FreeChannels,BroadReach

Socialandbroadreachmediabuild

brandequityinthelong-term.

BRAND CONVERSIONINFLUENCE

Yourcareersite

Ownedchannelsinfluence

thereasontobuy.

BRAND CONVERSIONINFLUENCE

Job

Paidchannelsdrivemeasurableapplicationvolumes.

BRAND CONVERSIONINFLUENCE

FreeChannels,BroadReach

Yourcareersite

Job

Driveyouroutcomeswiththerighttools.Notalltacticsachievethesameobjectives!

HOWDOIOPTIMIZEPAIDCHANNELS?

We’veseenthisbefore…

AUTMwillgiveyoutheexactsourceofeveryapplicant.

https://starbucks.taleo.net/careersection/job=160006697&src=JB-12147

WeallknoweveryapplicantisNOTareferral.UTMcodesprovidetruth.

referrals

referrals

referrals

WeallknoweveryapplicantisNOTareferral.UTMcodesprovidetruth.

referrals

referrals

referrals

referrals

Capturesourcedirectlyfromthechannel,notfromtheapplicant

NOHUMANSREQUIRED

Knowyourmixoffreeandpaidapplications.

60applicantsperhire

forourfinancialanalystroles(productline)

Knowyourmixoffreeandpaidapplications.

60applicantsperhire

35%free 65%paid

Knowyourmixoffreeandpaidapplications.

60applicantsperhire

35%free 65%paidCareerSite

ReferralsSourced LinkedIn

Indeed

CareerBuilderWorkopolis

Monster

Asyouincreaseyour‘free’appsyoucandecreaseyour‘paid’apps.

60applicantsperhire

45%free 55%paidCareerSite

ReferralsSourced LinkedIn

Indeed

CareerBuilder

FinanceCareerPage

COSTPERAPPLICATION(CPA) =TOTALCOSTFORJOBS

TOTALAPPLICATIONS

$6.75

LINKEDINCPABOARD1CPA

$7.25

BOARD4CPA

$11.25

BOARD3CPA

$8.50

COMPARETHECPAFOREACHCHANNEL

$6.75

LINKEDINCPABOARD1CPA

$7.25

BOARD4CPA

$11.25

BOARD3CPA

$8.50

COMPARETHECPAFOREACHCHANNEL

…andinvestwhereyouseethebestperformance

$6.75

LINKEDINCPABOARD1CPA

$6.95

BOARD3CPA

$11.50

Breakdownthecostbyproductline

FINANCIALANALYSTROLES

$5.00

$5.50

$6.50

Drilldowntogeographicdifferences

Let’stalkresults.

2X

2X

$0

averageapplicants

brandfollowers

increaseinspend

ecommerceasyourframework

organizeyourtoolsacrossthespectrum

useUTMcodesforyoursourceoftruth

CPAasyourguidetoinvest

Onelastthought.

ANYQUESTIONS?

MATTKENNEDYdirector,TAPrograms

NEHASINHAprogrammanager,TA

Brand&Channel

ALEXCOOPERmanager,TA

Brand&Channel

CONNECT @StarbucksJobs starbucks.com/careers