Eaton's strategy for boosting applicant quality
SUCCESS STORY
Eaton is one of the few companies to have been listed on the New York Stock Exchange for more than a century. Recently, this manufacturing giant has undergone significant transformations, including digitizing factory processes, adopting remote and hybrid work models and enhancing sustainability efforts. These changes necessitated a broader hiring profile and incorporating technology and engineering roles that were new to the organization and supported its evolution. To attract this talent, Eaton revamped its employer brand. The company also implemented a multi-channel strategy, with a strong emphasis on LinkedIn, to successfully share its refreshed Employer Value Proposition (EVP) and recruit top tech and engineering talent.
THE CHALLENGE
Rebranding a 100-year-old manufacturing company to reflect its evolving business
“We had to redefine who we were as an employer,” says Kristin Oravec, Eaton’s Global Employer Branding Leader. This rebranding effort aimed to position the company as a leader in sustainable and digital manufacturing technology. With a small employer branding team of just seven people, launching a comprehensive rebrand required coordination across all departments and levels of the organization, from associates all the way up to the C-suite.
The new EVP needed to be consistent across Eaton’s other brand channels, which had previously operated in silos. Additionally, the employer branding team needed to ramp up its content production to ensure the new corporate messaging reached a large global audience.
THE SOLUTION
Launching a multimedia content marketing campaign with LinkedIn as a key distribution channel
To assist with the employer rebrand, Eaton partnered with a creative agency to develop a new branding campaign that would be titled, “Energize Your Career.” The goal was to make Eaton’s brand more relatable and exciting for its target audience by highlighting the diverse career opportunities within the company. Eaton’s brand promise, “We make what matters work,” was also complemented by the new employer branding promise, “We make your career matter.”
To personalize the brand, Eaton encouraged employees to share their experiences, which were published as quote cards. Employees also received a brand playbook with best practices for sharing the new content on their social media channels, while Eaton produced videos and GIFs as part of the campaign.
The initiative launched in March 2024, with LinkedIn as the primary activation channel. The employer branding team updated Eaton’s LinkedIn careers page with the “Energize Your Career” messaging and created sub-tabs in the LinkedIn Life section — including early talent, women, DEI, veterans, sales and engineering — to attract specific groups of candidates.
Main products used:
THE RESULTS
Increased the number of quality applicants
Eaton achieved a 41.2% influenced hire rate on LinkedIn. Not only did the total number of applicants increase, but the quality of applicants improved too, demonstrating that Eaton’s multi-channel strategy effectively drove applicant quantity and quality.
Enhanced Talent Engagement
Candidates who engaged with Eaton’s Employer Brand* were 3.1 times more likely to accept an InMail from the company and six times more likely to be hired than those who did not engage with their employer brand presence on LinkedIn.
* Received a Traffic Driver or WWU ad impression, visited Jobs or Life tab, or interacted with the “I’m interested” button.
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We see a lot of traffic coming to our LinkedIn pages in general, and our LinkedIn Life page specifically, especially for engineering roles. So, when we're targeting that specific audience, LinkedIn becomes an important partner for us.
Kristin Oravec
Global Employer Branding Leader, Eaton -
The number of qualified applicants is our main key performance indicator - and that has increased dramatically. When you publish employer branding content, candidates have a better sense of who you are, which attracts a higher quality applicant.
Kristin Oravec
Global Employer Branding Leader, Eaton
About Eaton
Eaton is an intelligent power management company dedicated to protecting the environment and improving the quality of life for people everywhere. We make products for the data center, utility, industrial, commercial, machine building, residential, aerospace and mobility markets. We are guided by our commitment to do business right, to operate sustainably and to help our customers manage power ─ today and well into the future. By capitalizing on the global growth trends of electrification and digitalization, we’re accelerating the planet’s transition to renewable energy sources, helping to solve the world’s most urgent power management challenges, and building a more sustainable society for people today and generations to come.
Eaton was founded in 1911 and has been listed on the New York Stock Exchange for more than a century. We reported revenues of $23.2 billion in 2023 and serve customers in more than 160 countries. For more information, visit www.eaton.com. Follow us on LinkedIn.
INDUSTRY
Intelligent Power Manufacturing
No. of Employees
92,000+ employees
HEADQUARTERS
Dublin, Ireland
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