Challenge
The food service industry fiercely competes for good talent. Taco Bell franchisees were not recruiting enough team members to staff at the pace of their development expansion.
Solution
After developing an understanding of the talent pool and past recruitment attempts, we created advertising and outreach campaigns. Media buys became much more targeted; the radio commercials were created to appeal to these particular prospects; a digital campaign was employed to reach various geographics and targets and materials were developed for market wide hiring parties. Program optimization included building social content to further engage and attract applicants while reminding employees of the referral program. Public relations activities have included numerous radio interviews, DJ Feeds, press release, hiring parties, promotional materials, and social media.
Results
Today, Taco Bell franchisees credit Landers and Partners as a great partner, returning them to operation instead of being assigned to the recruitment marketing role. The number of applicants is 60% higher than what it was in the previous year, allowing the franchise organization to select the top candidates, those most aligned with the franchisee’s focus on tradition and culture.
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