Hilton Grand Vacations

Defining and expressing Hilton Grand Vacations’ employer brand

Hilton Grand Vacations combined AI, machine learning and automation with a solid employer brand to showcase its totally unique work culture.

The Challenge

Formerly part of Hilton Worldwide, Hilton Grand Vacations (HGV) is now a separate legal entity. However, HGV lacks brand recognition. In fact, most people associated the HGV brand with resorts alone; in reality, it sells timeshares so there is a whole other level of sales and marketing at play. Adding to the complexity, HGV lacked a clearly defined employer brand and compelling story to showcase its work culture. Unfortunately, its career website was copy heavy, with multi-level talent pages that failed

to consider the user experience and didn’t adequately guide candidates down the funnel. Without full ownership over content on its career website, HGV didn’t have the ability to make changes in real time. Meanwhile, hiring itself posed challenges for recruiters. This was particularly true of its call center in Hawaii, which needed to attract bilingual real estate agents. Doing so required HGV draw from a very small, niche talent pool. Surprisingly, the tropical locale was also challenging to recruit to.

hilton grand vacations

The Solution

Applying efforts in multiple languages, HGV employed AI, machine learning and automation, while solidifying its employer brand; finding ways to showcase its unique work culture; and clarifying exactly how HGV does — and doesn’t — relate to its former parent company. HGV overhauled its career website, gaining the ability to make changes in real time. Using a mobile- first, fully responsive approach, Google Cloud Talent Solution and machine learning-powered search capabilities are now at work on the career site, too, efficiently and accurately delivering enhanced job descriptions to right-fit candidates to increase engagement. Multiple levels of personalization were enlisted at the job description level, based on talent types. Lightweight and easy-to-navigate, a simple job search feature and double-sticky navigation are now employed at the job level as well.

Meanwhile, long job description lists were eliminated in favor of digestible, accessible tabs. And content — expressing HGV’s employer brand with personalized videos or day-in-the-life video testimonials that correlate with job searches — is interactive and paired down or tucked into features and functions. Offering a single source of data, Media Cloud introduced next-level media buying decisions. Simultaneously, Experience Cloud enabled the candidate and recruiter experience to work together using the same data.

hilton grand vacations

mobile

The Results

Thanks to ATS – CRM integration, HGV can now view application status and application information — such as which job a candidate applied for and what its status is. At the same time, it’s fed into, and reflected in, analytics from Taleo. Centralizing its efforts, all of HGV’s media spend is in one place — an approach that maximizes its ROI.

In the first seven weeks since going live with its Google Cloud Talent Solution-powered job search, HGV achieved a 21 percent reduction on job search bounce rates and 8 percent fewer multiple search results when it comes to page views. Additionally, the company has seen an 8 percent reduction in time spent on job searches and a 5 percent lift in conversion rates from job searches as compared to the prior six months.

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