Case Studies How Brother International Corporation Reinvented its Employer Brand — and Increased Completed Applications 140%

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	How Brother International Corporation Reinvented its Employer Brand — and Increased Completed Applications 140%

How Brother International Corporation Reinvented its Employer Brand — and Increased Completed Applications 140%

Technology Category	Analytics & Modeling - Predictive Analytics Functional Applications - Enterprise Resource Planning Systems (ERP) Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries	Professional Service Software
Applicable Functions	Human Resources Sales & Marketing
Services	Data Science Services Software Design & Engineering Services System Integration
Challenge	Brother International Corporation faced a significant challenge in effectively communicating its employer brand to potential job seekers. Despite being a well-established company with a diverse range of products and services, many job seekers were either unaware of Brother or only associated the brand with its printers and typewriters. The existing career section on their corporate site was insufficient in showcasing the company's employee value proposition, mission, and unique 'at your side' philosophy. The goal was to reach a broader audience of candidates and educate them about Brother's offerings, ultimately building strong talent pipelines and attracting quality candidates. Read More
About Customer	Brother International Corporation is a premier provider of home office and business products, home appliances for sewing and crafting enthusiasts, and industrial solutions. With a history spanning over 100 years, Brother has established itself as a global manufacturer with worldwide sales exceeding $6 billion. The company operates its corporate headquarters in Bridgewater, New Jersey, and has fully integrated sales, marketing services, manufacturing, and research and development capabilities in the U.S. Additionally, Brother has facilities in California, Illinois, and Tennessee, as well as subsidiaries in Canada, Brazil, Chile, Argentina, Peru, and Mexico. Brother is known for its innovative and diverse product range, which includes printers, fax machines, and other business solutions. Read More
Solution	To address the challenge, Brother International Corporation chose Phenom's AI-powered Talent Experience Management (TXM) platform to revamp their career site. The prerequisites for the solution included a Workday Certified Select Partner, a hyper-personalized career site with intelligent search capabilities, a CMS for easy brand management, and insightful talent analytics. Phenom met all these requirements and provided seamless integration with Brother's Workday Recruiting ATS, ensuring a smooth application experience for candidates. The new career site was designed to engage passive leads, drive applications, and allow Brother to manage content internally without coding knowledge. The site featured engaging content such as employee testimonials, videos, personalized job recommendations, and a seamless application process, all of which contributed to increased traffic, engagement, and conversions. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Functional Applications - Enterprise Resource Planning Systems (ERP)

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Professional Service

Software

Applicable Functions

Human Resources

Sales & Marketing

Services

Data Science Services

Software Design & Engineering Services

System Integration

Challenge

Brother International Corporation faced a significant challenge in effectively communicating its employer brand to potential job seekers. Despite being a well-established company with a diverse range of products and services, many job seekers were either unaware of Brother or only associated the brand with its printers and typewriters. The existing career section on their corporate site was insufficient in showcasing the company's employee value proposition, mission, and unique 'at your side' philosophy. The goal was to reach a broader audience of candidates and educate them about Brother's offerings, ultimately building strong talent pipelines and attracting quality candidates.

About Customer

Brother International Corporation is a premier provider of home office and business products, home appliances for sewing and crafting enthusiasts, and industrial solutions. With a history spanning over 100 years, Brother has established itself as a global manufacturer with worldwide sales exceeding $6 billion. The company operates its corporate headquarters in Bridgewater, New Jersey, and has fully integrated sales, marketing services, manufacturing, and research and development capabilities in the U.S. Additionally, Brother has facilities in California, Illinois, and Tennessee, as well as subsidiaries in Canada, Brazil, Chile, Argentina, Peru, and Mexico. Brother is known for its innovative and diverse product range, which includes printers, fax machines, and other business solutions.

Solution

To address the challenge, Brother International Corporation chose Phenom's AI-powered Talent Experience Management (TXM) platform to revamp their career site. The prerequisites for the solution included a Workday Certified Select Partner, a hyper-personalized career site with intelligent search capabilities, a CMS for easy brand management, and insightful talent analytics. Phenom met all these requirements and provided seamless integration with Brother's Workday Recruiting ATS, ensuring a smooth application experience for candidates. The new career site was designed to engage passive leads, drive applications, and allow Brother to manage content internally without coding knowledge. The site featured engaging content such as employee testimonials, videos, personalized job recommendations, and a seamless application process, all of which contributed to increased traffic, engagement, and conversions.

Impact #1	The new career site effectively communicated Brother's 'at your side' philosophy, mission, values, social initiatives, and job opportunities, attracting more candidates.
Impact #2	The combination of engaging content and personalized job recommendations drove significant traffic, engagement, and conversions across the board.
Impact #3	Phenom Talent Analytics allowed Brother to refine career site content and optimize application options, meeting candidates where they felt comfortable.

Impact #1

The new career site effectively communicated Brother's 'at your side' philosophy, mission, values, social initiatives, and job opportunities, attracting more candidates.

Impact #2

The combination of engaging content and personalized job recommendations drove significant traffic, engagement, and conversions across the board.

Impact #3

Phenom Talent Analytics allowed Brother to refine career site content and optimize application options, meeting candidates where they felt comfortable.

Benefit #1	40% Increase in completed applications
Benefit #2	45% Increase in total page views
Benefit #3	40% Increase in total job seekers

Benefit #1

40% Increase in completed applications

Benefit #2

45% Increase in total page views

Benefit #3

40% Increase in total job seekers

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Overview

How Brother International Corporation Reinvented its Employer Brand — and Increased Completed Applications 140%

Operational Impact

Quantitative Benefit