Case Studies How Land O’Lakes Swiftly Delivered Its Most Impactful Campaign To Get Critical Jobs Filled

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	How Land O’Lakes Swiftly Delivered Its Most Impactful Campaign To Get Critical Jobs Filled

How Land O’Lakes Swiftly Delivered Its Most Impactful Campaign To Get Critical Jobs Filled

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries	Agriculture Food & Beverage
Applicable Functions	Business Operation Human Resources
Services	Cloud Planning, Design & Implementation Services System Integration Training
Challenge	When COVID-19 hit, Land O’Lakes faced an urgent need to support their manufacturing facilities to secure the nation’s food supply. The company needed to fill open roles immediately and ensure robust talent pipelines were in place. Compounding the challenge was the fact that most roles were in remote locations, which are notoriously hard to fill. The company needed a fast and effective talent marketing strategy to address these challenges. Read More
About Customer	Land O’Lakes, Inc. is a Fortune 250 agriculture, manufacturing, and technology giant with more than 9,000 workers across 50 states and 50 countries. Founded in 1921 by Minnesota dairy farmers, the company is known for its high-quality butter but also supports brands like Purina, WinField United, and Truterra. Land O’Lakes is committed to advancing technology to solve critical food challenges and operates some of the most respected brands in agriculture and food production. The company’s corporate headquarters are located in Arden Hills, Minnesota. Read More
Solution	Land O’Lakes leveraged the Phenom Talent Experience Management (TXM) platform to improve their employer branding and candidate experience. They utilized Phenom’s CRM and AI capabilities to identify job seekers’ locations and serve up jobs closest to them. The company launched an end-to-end digital talent marketing campaign called 'Feed the Nation,' using Phenom CMS, CRM, and Campaigns. The campaign included a landing page with drag-and-drop copy, video, and graphics, and was promoted via email, geo-targeted social ads, and corporate social channels. Performance was tracked using UTM codes via Phenom Talent Analytics, allowing for real-time adjustments to optimize ad performance and budget. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Agriculture

Food & Beverage

Applicable Functions

Business Operation

Human Resources

Services

Cloud Planning, Design & Implementation Services

System Integration

Training

Challenge

When COVID-19 hit, Land O’Lakes faced an urgent need to support their manufacturing facilities to secure the nation’s food supply. The company needed to fill open roles immediately and ensure robust talent pipelines were in place. Compounding the challenge was the fact that most roles were in remote locations, which are notoriously hard to fill. The company needed a fast and effective talent marketing strategy to address these challenges.

About Customer

Land O’Lakes, Inc. is a Fortune 250 agriculture, manufacturing, and technology giant with more than 9,000 workers across 50 states and 50 countries. Founded in 1921 by Minnesota dairy farmers, the company is known for its high-quality butter but also supports brands like Purina, WinField United, and Truterra. Land O’Lakes is committed to advancing technology to solve critical food challenges and operates some of the most respected brands in agriculture and food production. The company’s corporate headquarters are located in Arden Hills, Minnesota.

Solution

Land O’Lakes leveraged the Phenom Talent Experience Management (TXM) platform to improve their employer branding and candidate experience. They utilized Phenom’s CRM and AI capabilities to identify job seekers’ locations and serve up jobs closest to them. The company launched an end-to-end digital talent marketing campaign called 'Feed the Nation,' using Phenom CMS, CRM, and Campaigns. The campaign included a landing page with drag-and-drop copy, video, and graphics, and was promoted via email, geo-targeted social ads, and corporate social channels. Performance was tracked using UTM codes via Phenom Talent Analytics, allowing for real-time adjustments to optimize ad performance and budget.

Impact #1	The 'Feed the Nation' landing page became the second most visited page on their career site, generating almost 16K page views in 11 days.
Impact #2	The campaign email sent to their Talent Community drove 48 applications.
Impact #3	Geo-targeted paid Facebook ads elicited 19,000 new job seekers from key locations, resulting in 162 leads and 25 applications.

Impact #1

The 'Feed the Nation' landing page became the second most visited page on their career site, generating almost 16K page views in 11 days.

Impact #2

The campaign email sent to their Talent Community drove 48 applications.

Impact #3

Geo-targeted paid Facebook ads elicited 19,000 new job seekers from key locations, resulting in 162 leads and 25 applications.

Benefit #1	75% of open positions were filled from the campaign alone.
Benefit #2	3x increase in career site job searches.
Benefit #3	3x increase in returning job searches.

Benefit #1

75% of open positions were filled from the campaign alone.

Benefit #2

3x increase in career site job searches.

Benefit #3

3x increase in returning job searches.

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Overview

How Land O’Lakes Swiftly Delivered Its Most Impactful Campaign To Get Critical Jobs Filled

Operational Impact

Quantitative Benefit