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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

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Recruitment events
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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.
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Analytics and insights
Analytics centralizes every source in your strategy within a single data structure to follow the complete path of every candidate.
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Career sites
Showcase your employer value proposition, spotlight open roles and connect with candidates through a Career Site built to inspire connection and application.
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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.
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Candidates and employees are proactively engaging with companies across multiple channels. If organizations aren’t present, they’re not considered. We can help.
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