Symphony Talent logo
  Digital Fibre

DICK’S Sporting Goods brought their employer brand to life with an omnichannel candidate experience.

Symphony TalentMarch 21, 2019Candidate ExperienceEmployer BrandingRetail / Manufacturing

How an omnichannel recruitment marketing approach addresses staffing needs.

The brief

In 1948, 18-year-old Dick Stack successfully opened a bait-and-tackle shop using his grandmother’s $300 life savings. Over the years, he expanded into sports equipment, golf gear, hunting and fishing products, fitness equipment, apparel, footwear, and accessories. Today, DICK’S Sporting Goods, Inc. operates primarily in the eastern United States and is also the parent company of Golf Galaxy and Field and Stream. In fact, several locations even share back-of-house resources and employees.

The challenge

Like many retailers, DICK’S Sporting Goods has significantly grown its e-commerce business, making technology hires a priority. On the brick and mortar side, store associate hires are just as important – and the company seeks former athletes and deeply knowledgeable sports enthusiasts and others who can give knowledgeable advice to customers. However, regardless of target audience, DICK’S career website content, job search function, and application process offered a less than stellar candidate experience.

The solution

To attract right-fit talent, DICK’s had to rethink its employer brand, offering a candidate-centric experience across all touchpoints. Realizing in-person interaction was key to its specialized, high-volume hiring needs, DICK’S created an in-store experience — National Signing Day — to bring its employer brand to life. DICK’S also used programmatic media, complete with splash ads, career site pop-ups, and videos shared across social channels. As a result, DICK’S fulfilled over 94% of its hiring goal for the season. The company also reduced its cost per applicant (CPA) by 80% and cost per hire (CPH) by 73%.

Tools & Services relevant to this Case Study

See our full Product Suite
Recruitment events
Make your recruitment events a breeze for both candidates and recruitment teams with tools to centralize, manage and automate events at scale.
View solution
Programmatic media advertising
Meet more right-fit candidates where they are, in a precise and meaningful way. With smart automation, teams can target campaigns as broad or narrow as needed, and adjust spend based on performance.
View solution
Analytics and insights
Analytics centralizes every source in your strategy within a single data structure to follow the complete path of every candidate.
View solution
Career sites
Showcase your employer value proposition, spotlight open roles and connect with candidates through a Career Site built to inspire connection and application.
View solution
Social and content marketing
Candidates and employees are proactively engaging with companies across multiple channels. If organizations aren’t present, they’re not considered. We can help.
View solution
arrow next iconarrow next icon

Find out what Symphony Talent can do for you

Book a demo to find out the platform capabilities
Speak to an expert
Find out what Symphony Talent can do for youdigital fibre
Raise awareness
Get in front of the right people, at the right time, with the right message. The result? Greater brand awareness and expanded right-fit talent network.
Build connections
Strong relationships and connections lead to better talent engagement and higher conversions.
Assess qualifications
Take the guesswork out of candidate selection with an objective view into a candidate’s skills, competencies, and culture fit.
Boost retention
Create more opportunities for the talent you hire to become loyal brand advocates who choose to grow with your organization.

Brand services

evp iconEmployer value proposition (EVP)
Bring your EVP to life through powerful insights, creative, and validated messaging that connects with the talent you seek to attract and retain.
social content marketing iconSocial and content marketing
Candidates and employees are proactively engaging with companies across multiple channels. If organizations aren’t present, they’re not considered. We can help.
recruitment events benefits icon 2Recruitment campaigns
Leverage effective campaigns that flex across multiple channels, audiences, and touchpoints to drive impact and applications.
video interviewing benefits icon 2Employer branding
Manage your Employer Brand for impact and effectiveness. Together we clarify your differentiators to connect with the right talent.
lifestyle imagedigital fibre
Having trouble with your chatbot?
Help candidates get questions answered about your company, open roles, and more through a friendly chatbot on your career website.
Find out more
lifestyle imagedigital fibre
Who we are
Our core values are the foundational beliefs that define who we are.
Find out more
magnifiermenuchevron-downchevron-right