How Haven reduced their recruitment marketing spend by 62%
Haven paired a multi-channel talent attraction strategy with a new careers website and mobile-first candidate experience to ensure they were reaching the right candidates in the right locations, dynamically filling vacancies with a market-leading ROI.
Results
62%
decrease in talent attraction spend across all campaigns
increase in completed applications in 2023 compared to 2022
Decrease in cost per application for Haven’s ‘Summer Jobs’ campaign
About
Haven is one of Britain’s leading family holiday companies known for their award-winning family holiday parks. Part of the Bourne Leisure Group, Haven operates 41 sites across England, Scotland and Wales.
“Finding quality candidates in certain locations was nigh-on impossible”
Emerging from the challenges of the spring 2021 lockdown, Haven faced the uncertainties surrounding the reopening of the hospitality industry. The coupling of industry instability and heightened staff turnover presented significant challenges to their recruitment strategy. Ensuring all 41 parks were operating at full capacity was a top priority amid difficult economic circumstances. Haven knew they needed to bring in an external solution to help them.
As part of their search, Haven identified three main issues they wanted to solve:
Ensuring Haven parks in challenging locations were readily staffed ahead of the peak season
Getting clear visibility into the effectiveness of recruitment campaigns and gain insights into the candidate journey to continually refine and improve the candidate experience
Boosting their EVP and employer brand across online platforms, building awareness among the workforce about available positions for a stronger recruitment impact.
“Finding quality candidates in certain locations was nigh-on impossible” said Nola, Head of Talent Acquisition at Haven, referring to their situation in spring 2021. We had several hundred roles to fill but our existing recruitment channels weren’t delivering either the quality or volume of candidates we needed.
Nola, Head of Talent Acquisition at Haven
“We've witnessed a year-on-year reduction in our CPA, coupled with a considerable increase in application volume”
Working with inploi, Haven implemented a multi-channel talent attraction strategy, finely tuned for all parks and key job verticals. By leveraging inploi’s technology to deliver innovative programmatic advertising that maximised traction across major job sites alongside smart SEO efforts to enhance visibility amongst organic channels, Haven ensured their job opportunities reached the right online audiences.
inploi provided continuous updates to the Haven careers hub, elevating online employer brand equity. inploi’s mobile-first and visually engaging candidate experience maintained a user-friendly application process for all applicants.
“We've witnessed a year-on-year reduction in our cost per application, coupled with a considerable increase in application volume,” Nola said, referring to how this strategic approach played a pivotal role in maximising the return on investment from recruitment marketing spend, successfully yielding the required pool of candidates well ahead of schedule. “Last year, application volume increased by 59% and this increase played a pivotal role in achieving our ambitious hiring target of 12,000 team members by August this year.”
Complementing the talent attraction strategy and new careers hub, inploi provided Haven with invaluable data insights, offering a comprehensive overview of candidate journeys across all channels. These insights empowered inploi to consistently optimise recruitment activity, from campaign fine-tuning to tailoring the candidate experience on the careers hub, all driven by an end-to-end data view.
Nola, Head of Talent Acquisition at Haven
2022
2023
YoY Increase in completed applications
+100%
+59%
YoY Increase in job view to apply complete
+59%
+205%
YoY Decrease in cost per completed applications
-65%
-76%
YoY Decrease in recruitment marketing spend
-20%
-62%
“Actionable insights to optimise our recruitment spend and further improve our market-leading candidate experience”
As far as the future of the partnership is concerned, the people team at Haven is looking forward to exploring how we can leverage data even further to make more informed hiring decisions.
inploi now powers over 400,000 candidate journeys annually for Haven.
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