Lavazza Group unlocks new talent pools by adopting LinkedIn’s Hiring Enterprise Program
SUCCESS STORY
Since 1895, Lavazza Group have been pioneers of innovation in the world of coffee—and beyond. Over 125 years ago, Luigi Lavazza opened his first store in Via San Tommaso, Turin. He explored the different origins and characteristics of a variety of coffee beans and studied the art of blending them to satisfy the tastes of his customers. This enduring attention to detail and quality is one of the main reasons that Lavazza Group is now one of the world’s most recognisable and successful coffee brands, with a turnover of more than €3 billion in 2023—70% of which was generated outside of Italy.
In order to continue growing, innovating, and producing the best possible products for their customers, Lavazza Group are constantly in search of the best available talent to strengthen their workforce. While the Talent Acquisition team in the Italian HQ had already utilised LinkedIn for their talent acquisition strategy, they wanted to expand their use of the platform to other countries and find a solution that would help them reduce both costs and time in the hiring process.
THE CHALLENGE
Finding quality talent and tackling lengthy recruitment processes
Like many companies, Lavazza Group were facing growing recruitment challenges due to the cost and the lengthy process of attracting, sourcing, and hiring new talent. They also felt they had lost touch with the local labour market.
From a business perspective, Lavazza Group’s main objective was to identify and hire the right candidates as effectively as possible. At a more granular level, the Global HR team wanted to improve their connection with local labour markets, reduce hiring time and associated recruitment costs, and create talent pipelines. Overall Lavazza Group wanted to raise their profile and be viewed as an employer of choice for candidates around the world.
THE SOLUTION
Adopting LinkedIn’s Hiring Enterprise Program to identify and connect with the ideal candidates
The coffee connoisseurs quickly identified that LinkedIn’s Hiring Enterprise Program was the perfect solution to help them achieve their recruitment targets. In order to ensure a smooth rollout, Lavazza Group started by sharing LinkedIn Recruiter access with their talent acquisition teams. Internal messaging channels were then set up to share tips and training materials with employees around the world. During this initial phase, they also organised a Q&A session with their LinkedIn Customer Success Manager to ensure everyone understood the inner workings of Recruiter so they could maximise their chances of success.
Rather than relying on traditional CVs—which have a limited lifespan, Recruiter enabled the talent acquisition team to follow active and passive candidates’ career progression, enabling them to engage when new opportunities arose. Through using Recruiter, Lavazza Group started optimising their talent pipeline with minimal effort—saving them both time and money in the long run.
To complement their use of Recruiter, Lavazza Group also made a concerted effort to engage more local and global candidates through their LinkedIn Company Page. The Italian coffee business was able to increase its average number of monthly job posts by 46% after adopting Recruiter. Thanks to Job Wrapping, the number of people who interacted with InMails, responded to messages, or viewed the Company Page increased by 47% between July 2022 and July 2023.
Due to the success of the Recruiter roll-out, LinkedIn now accounts for sourcing around 80% of Lavazza Group’s candidates. Since adopting Recruiter, Lavazza Group saw their following grow by more than 46k in just 12 months, as a result, they developed an enormous pool of both local and global talent to tap into.
By sticking to their principles of embracing innovation and attention to detail, Lavazza Group were able to save themselves time and money in the recruitment process, boost their employer branding, and grow their following both regionally and around the world.
THE RESULTS
High levels of engagement
• 30% reduced recruiting costs
• 47% influenced hire rate between July 2022 and July 2023
• 38% InMail acceptance rate
• 46k new LinkedIn followers in one year
• 46% increase in average number of jobs posted per month
“Niche talent attraction and inclusive upskilling fuel our business strategy, enable the growth of our people and serve our “Prosperity needs pioneers” purpose. Thank you, LinkedIn.”
Enrico Contini
Chief Human Resources Officer
ABOUT LAVAZZA GROUP
Lavazza Group is one of the world’s largest coffee manufacturers, focused on offering products of superior quality, obtained through a sustainable model based on innovation, passion, and expertise. Headquartered in Turin, Italy, they have operations in 140 markets represented by 58 legal entities in 20 countries, eight manufacturing plants in five countries, and around 5,500 employees around the world, with more than half located outside of Italy. Following a series of strategic acquisitions, the Group is today a multi-brand organisation with Merrild in the Nordics, Carte Noire in France, Kicking Horse in Canada, and following their most recent acquisition, Maxi Coffee, which further strengthens their presence in France.
INDUSTRY:
Food and Beverage Services
No. OF EMPLOYEES:
5,500 employees globally
HEADQUARTERS:
Turin, Italy