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ActiveRecruiter - Customer story - Nike
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Nike EMEA (Europe, Middle East and Africa) has no difficulties attracting candidates. However, one of the challenges of having such a popular brand is that the organisation receives an average of 300 to 400 applications for each vacancy it advertises. Treating each application effectively at an individual level poses a significant recruitment workload. |
The Challenge
Nike's recruitment department became increasingly overwhelmed with the sheer quantity of candidates as the EMEA organisation enlarged. It became nearly impossible to properly process each application and ensure the correct responses were made in time. This posed a significant risk to Nike in terms of brand image. In addition, recruiters overwhelmed with the sheer quantity of candidates saw their chances of finding the best candidates considerably reduced. It became critical to rationalise the recruitment process in order to reduce the time dedicated to filling each position, the cost per hire and increase the quality of new recruits. All of this had to be achieved while taking into account the fact that Nike had to continue to project a positive brand image into the marketplace.
The Project
Nike chose Jobpartners' ActiveRecruiter solution because of its ability to meet their specific requirements. The technology was progressively deployed in the EMEA organisation starting July 2002. ActiveRecruiter was initially deployed at the EMEA headquarters in Holland and then rolled-out in a staged deployment to the 25 countries in the group. Initial customisation included the automated production of administrative and reporting documents for group management. The solution was configured to match Nike's recruitment process. Then ActiveRecruiter candidate gateways were plugged into Nike's corporate website and intranet and the solution enabled for external channels, including Monster and preferred recruitment agencies.
The Results
Nike EMEA decided that they required close monitoring of the project in order to verify that its objectives were reached. It analysed performance at the end of the first year of use, in which a total of 9,248 candidates made applications. The internal study identified that a major impact of the solution was the reduction of dependence on external recruitment channels. This was due to recruiters being able to directly access the CV database at the start point of a new search before even publicising the position. After one year Nike EMEA's recruiters had a database of 6,400 prospective candidates at their fingertips – all of who had already expressed an interest in working for the company. Time-to-hire plummeted from an average of 62 days, down to 42. Since the introduction of ActiveRecruiter, Nike EMEA managed to reduce the number of staff assigned to the activity to 8 (2 senior and 6 recruiters). On average, each team member dealt with 15 simultaneous recruitment processes, while having time to fulfil their support role for managers in hiring processes. The organisation evaluated that ActiveRecruiter reduced recruitment costs by 54% over the period and a return on investment within 6 months.
The Future
Today, Nike EMEA is planning to automate the automatic integration of candidate profiles into the group's PeopleSoft HRMS. In addition, the organisation will continue to measure efficiency and the results achieved and improving its sourcing process, all to ensure its employer brand shines in the marketplace. By helping Nike EMEA recruit the best talent, ActiveRecruiter will continue to make a contribution to its growth and ongoing success.
