In today's fiercely competitive job market, attracting, retaining, and upskilling talent has never been more critical for organizations worldwide. The clear scarcity of skilled workers can be seen in the findings of the PwC’s CEO Survey, where almost 80% of CEOs are concerned about skills shortages and believe that skill issues are a serious threat to sales and revenue growth.
Moreover, the rising costs of advertising and the shrinking pool of qualified candidates make recruitment even more challenging.
This global trend was affecting Degordian, a digital agency based in Croatia. Despite having above-average employee satisfaction levels, Degordian faced challenges in recruiting top-tier talent. This predicament led to prolonged hiring cycles, escalated recruitment expenses, and restricted access to a diverse pool of skilled candidates.
In response to the challenges faced by Degordian in attracting top talent, the company embarked on an innovative and transformative journey. Trying to find a solution, Degordian made a public announcement of their results and encountered surprisingly good results.
Collaborating with Luppa, they implemented a practical and innovative solution that has significantly improved their recruitment process and set new standards in HR practices.
At the core of this solution is a user-friendly, simple and highly transparent landing page – satisfaction.degordian.com. This provides a comprehensive view of Degordian's employee satisfaction data, showcasing both the positive and challenging aspects of working at the company. Prospective employees now have an unparalleled opportunity to gain deep insights into Degordian’s work culture. By sharing unfiltered information, this initiative empowers candidates to make informed decisions about their career path and whether Degordian aligns with their goals.
This unique Satisfaction Landing Page is seamlessly integrated into every job posting on the Degordian website, inviting potential candidates to see current employee satisfaction rates up close. This transparency goes beyond mere data; it builds trust and authenticity.
The results have been impressive. By publicly sharing this data, Degordian has not only encouraged but also convinced individuals to apply, leading to a significant increase in the conversion rate from visitors to applicants.
Degordian successfully implemented satisfaction.degordian.com on March 21st, 2023. To measure the effectiveness of this initiative, we conducted comprehensive research by comparing job openings before and after the implementation.
The graph below illustrates the outcomes per job opening: the orange bars represent job openings before the release of the satisfaction landing page, while the blue bars represent the same positions after implementing it.
The overall conversion rate prior to the changes stood at 2.47%, but post-implementation, it rose to 4,07%, marking a remarkable 65% increase.
For some, career growth is crucial, while others prioritize a work-life balance, communication or other factors. By transparently showcasing their employee satisfaction, companies not only provide a window into the well-being and contentment of their employees but also create an opportunity for candidates to align their personal values with a potential employer. This level of transparency is a powerful tool for both employers and job seekers.
For companies, it serves as a public declaration of their commitment to their employees and the values they uphold.
On the other side, job seekers gain insight into the factors that truly matter to them in a workplace, allowing them to make informed career choices in alignment with their own values and expectations.
Why focus on the conversion rate from visitor to applicant?
The absolute numbers of visitors and applicants are significantly influenced by the advertising budget. However, the conversion rate hinges on the quality of the job offerings that are being presented. Given that transparency in satisfaction has a direct impact on the job openings' quality, our primary KPI was the conversion rate from visitors to applicants.
How did we do the research?
Our research focused on all job openings that occurred post-implementation, comparing them to their counterparts before the introduction of satisfaction.degordian.com. This thorough analysis allowed us to measure the true impact of our transparency initiative.
How relevant is this research?
The relevance of this research cannot be overstated. We based our findings on a substantial data that includes:
- Number of job openings: 39
- Number of job opening visitors: 60,422
- Number of job opening applicants: 1,625
- Significance test: α=0.0106 (lower than 1%)
Benefits of satisfaction.degordian.com
In times of talent scarcity, it is crucial to adopt an open-minded approach and recognize that potential candidates have diverse priorities. Some prioritize their career, while others value work-life balance, flexibility, and more.
Through our solution, candidates can transparently assess how satisfied our employees are with the factors that matter most to them.
Simultaneously, companies can make informed decisions about whether to develop internal action plans to enhance areas of perceived weakness or they can choose to maintain their current company culture, clearly communicating their values.
In summary, the benefits of satisfaction landing page implementation include:
- Expanding the talent pool: Degordian’s transparent approach has attracted a broader and more diverse talent pool, ensuring a wider selection of potential candidates.
- Improved talent quality: By providing unfiltered insights into their work culture, Degordian has not only attracted more applicants but also those who are better aligned with their core values and objectives.
- Increased applicant numbers: Despite not increasing their advertising budget, Degordian has witnessed a remarkable surge in the number of applicants, demonstrating the attractiveness of this transparent approach.
- Enhanced Employer branding: This initiative has showcased the commitment to transparency, strengthening the employer brand and attracting candidates who resonate with Degordian’s values.
- The potential for reduced advertising costs: By naturally drawing in more applicants without increasing the advertising budget, cost-efficiency in the recruitment effort can be achieved.
Degordian's success story showcases the tangible benefits of openly sharing employee satisfaction results, not only increasing the number
Degordian's success story showcases the tangible benefits of openly sharing employee satisfaction results, not only increasing the number of applicants by an impressive 65% but also fostering a culture of trust and communication.
Take the first step towards a more engaged and satisfied workplace by adopting Luppa. Conduct a deep dive employee engagement and satisfaction survey and gain valuable insights into your employees' needs and aspirations. Embrace transparency, nurture your talent, and pave the way for your organization's future success.
Continue reading our blogs in order to learn more about employee engagement and concrete tools that provide you with help in employee retention.