Pepsi Local and Corporate Digital Recruitment

Revamping the Way Pepsi Recruits

Pepsi had to make significant enhancements to its hiring process for three positions the company considered “Front Line” to its operations: CDL drivers, warehouse workers, and merchandisers.  We assisted by creating a new national brand, and the initiative resulted in branding  frontline workers effectively, as well as a better employment vetting experience for prospects.

Phase 1

Our team initiated a three-month trial of our recruitment strategies in ten markets during the off-season. Although hiring needs were lower, the campaign was still fruitful. More crucially, it provided a chance for our teams to refine processes, test strategies, and prepare for the high-demand season with an efficient recruitment approach.

As the trial period neared its end, we met with Pepsi’s senior leadership to share the trial’s outcomes and the insights we gained, positioning us for success in the upcoming year.

Adhering to the principle of “beginning with the end in mind,” we focused on three key positions. The trial helped us create detailed profiles for each role, and we collaborated with the compliance team to ensure that these profiles adhered to stringent recruitment marketing standards.

The multi-day meeting concluded with a shared confidence in our strategy for the upcoming year. With the trial phase behind us, we were set to fully launch our refined recruitment approach in the new year.

Phase 2

Managing a client’s multichannel campaign across 205 US markets brings a distinctive blend of demands, challenges, and possibilities. Our growth in handling such large-scale clients is a specialty that we consider our ace in the hole.

The Key Strategy

Our ‘secret weapon’ lies in our unwavering commitment to minimizing waste. Collaborating with the client, we established:

• customized campaigns tailored to individual job roles
• a trio of unique channels for every campaign
• a minimum of four specific targeting strategies in each channel
• personalized parameters suited for each site
• integration of local insights sourced from regional management.

Considering the above, we crafted about seven thousand unique strategies for this campaign. Each could be swiftly modified or toggled using a simple form, enabling us to cut down on waste, tailor our audience specifically, and gain local insights.

This campaign unfolded during a period of historically low unemployment rates, a challenging backdrop demanding creative solutions and compelling messaging.

The challenge of this campaign was immense but fulfilling, as the outcomes directly reflected the intensive effort put into managing this extensive account.

We targeted our audience in an innovative way. This included using geo-fencing around closing retailers to reach potential candidates. A prime example was Toys R’ Us’ closure. We focused our hyper-local strategies to engage their employees in roles similar to those at Pepsi, facilitating a smoother transition into Pepsi’s workforce.

The Results

By integrating offline conversion data and working closely with the client’s application process partner, we successfully pinpointed the applicants originating from our marketing initiatives. This enabled us to monitor not just the number of applicants but also the quality, aligning with the client’s primary campaign objective.

This resulted in the following metrics.

• $1.4 million in recruitment savings from the previous year.
• Employee turnover reduced by 7%
• An ROI of 138%

For more details on our case study, visit the Conduit website.