1. IN PARTNERSHIP WITH
Candidate Experience Fixes
that Get More Applications

2. © 2023
Today’s Speakers

3. Lori Sylvia
Founder and CEO
Rally
Michele Posehn
Senior Recruiting Manager -
Diversity and Early Talent
Initiatives
SiteOne
Katie Conti
VP of Talent Programs and
Operations
iCIMS

4. © 2023
About SiteOne
● Green industry’s largest wholesale
provider
● 600+ stores in Canada/US, $6B
valuation
● One stop shop
● Avg yearly fills: 2000+

5. © 2023
About
At iCIMS, we empower leaders to
build a winning workforce using
the world’s leading Talent Cloud. Our
award-winning platform delivers at
every step of the talent continuum,
empowering you to attract, engage,
hire and advance world-class talent.
• ~6,000 customers worldwide
• 40% of the Fortune 100
• 2.7+ million global platform users
• 200+ countries and territories
• 180M+ application processed in 2022
• 6M+ hires made with iCIMS in 2022
• 500M+ candidate profiles within iCIMS

7. © 2023
What you’ll learn today
● How to evaluate your career site in order to identify the cause of your low
conversions
● Tools and solutions that will enhance your career site to improve your
conversion rate
● Examples of how to tie your career site to your larger TA goals
● Pro tips for optimizing your pages (including your job descriptions) to encourage
and motivate candidates to apply
● Best practices for tracking the impact of these changes and making continual
improvements

8. © 2023
Candidate
Experience Fixes
that Get More
Applications

9. © 2023
SiteOne Situation
Challenge
• Talent shortage - competitive talent pool
• Not a recognized brand
Opportunity
• High growth
• Focus on diversity and early talent
• Opportunities for career growth

10. © 2023
SiteOne: Former Career Site

11. © 2023
SiteOne: Career Site Refresh
The approach
• Increase qualified candidates
• Show candidates what a great place SiteOne is to
work
• Showcase career paths and testimonials
• Highlight diversity and early talent initiatives

12. © 2023
SiteOne: Career Site Refresh

13. © 2023
SiteOne: Video Studio

14. © 2023
SiteOne: Text Engagement

15. © 2023
SiteOne: Results
113,166
Total Applications
11,030
Completed Applications
8:21 min
Time to Completed Application
(external through carer site)
Q1 & Q2 2022
38%
Mobile Applications
183,316
Total Applications
17,045
Completed Applications
11:94 min
Time to Completed Application
(external applicants through career site)
Q1 & Q2 2023
40%
Mobile Applications

16. © 2023
• Marketing
campaigns
• Text Engagement
• Newsletters
• Events
• Phone and email
iCIMS: Attract & Engage
CRM/
Recruitment
Marketing
Warm candidates
Career site
(Video
Studio/Digital
Assistant)
Direct
sourcing
(future
openings)
Advertising
Talent community
Direct
sourcing
(current
openings)
Talent
community
Silver
medalists
ATS

17. © 2023
iCIMS: Former Career Site

18. © 2023
iCIMS: Career Site Refresh
The approach
• Bring our EVP to life, authentically
• Share employee experience through stories,
video and pictures
• Demonstrate our DEIB focus
• Communicate what it’s like to work on different
teams and in different locations
• Have a talent community CTA on every page
• Broadcast our “How we hire” video
Goals
20%
Increase visit/apply
20%
Increase in web applicants
5X
Talent pipeline growth rate

19. © 2023
iCIMS: Career Site Refresh
One of the most
reliable
mechanisms
for sustaining
attention
—according to actua
l science —
is storytelling.
- Forbes

20. © 2023
iCIMS: Digital Assistant
Bertie is a helper and navigator. They
represent HR professionals across
the entire talent lifecycle, intentionally
drawing on multiple colors from
our brand palette to represent
iCIMS’ commitment to DEI.

21. © 2023
iCIMS: Talent Community CTA

22. © 2023
iCIMS: Video Studio

23. © 2023
iCIMS: Results
20%
Increase visit/apply
20%
Increase in web applicants
5X
Talent pipeline growth rate
Goals
44%
Increase visit/apply
55%
Increase in web applicants
10X
Talent pipeline growth rate
Results

24. © 2023
Career Site Analytics
Identify what your audience wants & prefers
Boost advertising efforts by reviewing with
source-to-hire analytics
Make changes in the CMS; then review
Career Site analytics to identify the results
and adjust accordingly
Use insights to focus your efforts
the right way

25. © 2023
Pro Tips
● Look at totality of the vendor
product
● Not just for recruiting
● Think about yesterday, today, and
tomorrow
● Create your business case
● Bring in marketing early & get
stakeholder buy-in
● Leverage internal interviews to build
an authentic EVP
● Bring your story to life through
compelling storytelling

26. © 2023
Thank you!
Up next… Q&A

27. 31

28. Lori Sylvia
Founder and CEO
Rally
Michele Posehn
Senior Recruiting Manager -
Diversity and Early Talent
Initiatives
SiteOne
Katie Conti
VP of Talent Programs and
Operations
iCIMS
Q&A

29. IN PARTNERSHIP WITH
Candidate Experience Fixes
that Get More Applications
Thank you!
Thank you!