ezCater Strengthened its Employer Brand and Improved Candidate Experience with a Content Marketing Campaign on LinkedIn Career Pages
SUCCESS STORY
ezCater had to adapt its business in the wake of the pandemic. As the economy bounced back, offices reopened, and workplaces recognized how valuable food is in bringing people together, ezCater’s business was growing fast. This brought with it a good problem: ezCater needed to expand their team, widening their talent pool as a newly remote-hybrid workforce.
THE CHALLENGE
Improve ezCater’s employer brand to meet talent needs
ezCater wanted to streamline its recruitment process — attract more qualified applicants, increase hiring efficiency — to meet personnel needs. The company was also transitioning to a hybrid work model and hiring people throughout the country, so it needed to widen its candidate search criteria outside of just Denver and Boston, where its two main offices were located.
To attract talent, ezCater wanted to more actively engage with tech industry workers, educating them on the company culture and opportunities within the company. Employer branding was led by a few members of the Talent team, but to execute a successful brand overhaul ezCater needed to recruit the help of employees across the organization.
ezCater also needed to find a dedicated home for all of its employer branding content, which appeared on several different websites. The new initiative would have to be centralized and have a clear, consistent message.
THE SOLUTION
Launch a content marketing campaign on LinkedIn Career Pages to meet candidates where they are
To execute its employer branding campaign, ezCater naturally turned to LinkedIn, the premiere platform for professionals across the economy, and especially in the tech sector. ezCater hired several veteran talent professionals to help drive employer branding efforts.
The first order of business, in Q1, 2023, was to build out ezCater’s LinkedIn Career Page and make it the central destination for all of the company’s employer branding efforts. It was a collaborative effort — the employer branding team consulted with the sales and engineering departments first, where staffing needs were most prominent, to learn how to best position the company to prospective employees. “A critical learning was leveraging the perspectives of different people, with different areas of expertise, within the organization,” says Paige Durgin, Senior Manager of People Operations and Systems at ezCater. “Job seekers want to hear directly from our people and their experience at ezCater,” she added. The employer branding team used this knowledge to create nine sub-categories on its LinkedIn Career Page (e.g. Product & Design, Sales, Marketing, DEI) to cater to the different candidate groups it wanted to attract.
After the Careers Page was built out, ezCater launched a content marketing campaign to direct LinkedIn members to the page and increase engagement with qualified job candidates. ezCater shared a wide array of content — infographics, employee testimonials, a “Day in the Life” video featuring its CEO — and posted to LinkedIn at least twice a week. The content marketing campaign was a collaborative effort, involving the marketing, communications, social and HR teams.
Main products used:
THE RESULTS
Huge increases in engagement rates
ezCater’s LinkedIn Careers page has seen a 220% increase in pageviews, a 252% increase in job views and candidates are 2.8x more likely to accept an InMail on average when they engage with ezCater’s employer brand* on LinkedIn.
* Received a Traffic Driver or WWU ad impression, visited Jobs or Life tab, or interacted with the “I’m interested” button.
Higher quality candidates
So far in 2024, more than a third (37%) of candidates have been hired from LinkedIn, a 15% increase from the previous year.
Enhanced Candidate Experience
Candidates who interacted with ezCater’s employer brand are 2.8x more likely to accept an InMail from ezCater and 5.4x more likely to be hired by the company.
“We're bringing people into the recruiting funnel who are more informed about how we work as a company, what our culture is, and what our values are. It’s led to a more streamlined interview process because our recruiters and our hiring teams don’t have to do a ton of proactive educating.”
About ezCater
ezCater is the #1 food tech platform for workplaces in the US. The company makes it easy for any organization to manage its food needs and order from over 100,000 restaurants nationwide.
INDUSTRY
Tech, Hospitality
No. of Employees
1,000+ employees
HEADQUARTERS
Boston, MA, USA
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