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How Brother International Corporation Reinvented its Employer Brand — and Increased Completed Applications 140%
Technology Category
- Analytics & Modeling - Predictive Analytics
- Functional Applications - Enterprise Resource Planning Systems (ERP)
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Human Resources
- Sales & Marketing
Services
- Data Science Services
- Software Design & Engineering Services
- System Integration
The Challenge
Brother International Corporation faced a significant challenge in effectively communicating its employer brand to potential job seekers. Despite being a well-established company with a diverse range of products and services, many job seekers were either unaware of Brother or only associated the brand with its printers and typewriters. The existing career section on their corporate site was insufficient in showcasing the company's employee value proposition, mission, and unique 'at your side' philosophy. The goal was to reach a broader audience of candidates and educate them about Brother's offerings, ultimately building strong talent pipelines and attracting quality candidates.
About The Customer
Brother International Corporation is a premier provider of home office and business products, home appliances for sewing and crafting enthusiasts, and industrial solutions. With a history spanning over 100 years, Brother has established itself as a global manufacturer with worldwide sales exceeding $6 billion. The company operates its corporate headquarters in Bridgewater, New Jersey, and has fully integrated sales, marketing services, manufacturing, and research and development capabilities in the U.S. Additionally, Brother has facilities in California, Illinois, and Tennessee, as well as subsidiaries in Canada, Brazil, Chile, Argentina, Peru, and Mexico. Brother is known for its innovative and diverse product range, which includes printers, fax machines, and other business solutions.
The Solution
To address the challenge, Brother International Corporation chose Phenom's AI-powered Talent Experience Management (TXM) platform to revamp their career site. The prerequisites for the solution included a Workday Certified Select Partner, a hyper-personalized career site with intelligent search capabilities, a CMS for easy brand management, and insightful talent analytics. Phenom met all these requirements and provided seamless integration with Brother's Workday Recruiting ATS, ensuring a smooth application experience for candidates. The new career site was designed to engage passive leads, drive applications, and allow Brother to manage content internally without coding knowledge. The site featured engaging content such as employee testimonials, videos, personalized job recommendations, and a seamless application process, all of which contributed to increased traffic, engagement, and conversions.
Operational Impact
Quantitative Benefit
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