Marriott United States - Case Study
The Marriott Gaylord is a new hotel and convention centre opening in California
The Challenge?
The hotel was brand new and as such required a significant number of new team members. 142 roles needed filling - the most important departments requiring new hires was Food & Beverage, Culinary, and Event Management. Strong local competition meant that most of the candidates we wanted to engage with were already in a similar role elsewhere. These types of roles were most appealing to local people, so commuting distances were small. However, for the more senior roles they were willing to extend their reach. Historically, Marriott Group had used traditional recruitment methods which were proving less successful.
The Solution?
This was the client's first foray into a more sophisticated recruitment solution, targeting passive candidates alongside active ones.
We designed a bespoke multichannel campaign solution that aimed to target people at all stages of the job seeking journey.
- Passive local candidates were targeted using:
- Geofences targeting Food and Beverage
- Geofences targeting Competitors
- Keyword Contextual to target relevant content
- Active local candidates who are actively searching or reading about new roles:
- Search campaign targeting relevant job searches
- Search campaign targeting competitor searches
- Event Retargeting - targeting users present at food and beverage events
With such a recognisable brand, utilising the Marriott logo/colour scheme really helped us to engage with our target market.
Flexibility was vital, allowing us to optimise budget allocation based on the current live vacancies and the performance of each tactic. We also needed to add in additional competitor brands to target when this was required.
We utilised the chosen campaign solution because it had to meet the main objective of delivering the volume of candidates without sacrificing the quality. This meant that we didn’t strive to deliver mass volume but instead focused on quality users at the right place and time.
The Results?
As a result of the above tactics, the client’s vacancies have been reduced dramatically, from 142 vacancies originally, to 40 outstanding within 4 months. They are confident that their extremely strong pipeline will allow them to continue to hire the remaining vacancies.
Key Metrics
Impressions - 438,398
Clicks - 6906
CTR - 1.58%
“Partnering with crooton/Soop has transformed the way we do our business. We have seen a massive uplift in the amount of applications we are receiving from the right people. They keep us informed throughout the process, and updated wherever they think we can improve our campaign to get the optimal results. We love their support.”
