Modernize Hershey's Talent Recruitment Through Social Listening

Introduction

Hershey’s is a well-known American chocolate and confectionery company. It is one of the largest chocolate manufacturers in the world and has a rich history dating back over a century.

RILA GLOBAL CONSULTING is a next-generation consultancy using social listening to power, grow and educate brands. RILA is recognized by Fortune500 customers, international agencies, and industry experts as the leader in Social Media Research and Business Intelligence.

Challenge

Hershey's faced challenges in recruiting and retaining the right talent, leading to high employee turnover that impacted factory output. To address this issue, they needed insights into the reasons behind turnover and effective strategies to encourage new applicants.

Solution

RILA’s team conducted a comprehensive analysis aimed at gaining a deeper understanding of the factors contributing to high employee turnover and the challenges faced by Hershey's in attracting and retaining talent. Through an in-depth analysis of consumer conversations among the target audience of factory workers, RILA divided the audience into five distinct segments with unique characteristics and needs. These segments included trade school students considering a career in manufacturing, job seekers actively searching for employment in the field, and current employees already working in the factory.

By examining online conversations within these segments, RILA gained valuable insights into their desires, pain points, and expectations. This analysis formed the foundation for informed decision-making in Hershey's recruitment and retention strategy.

Outcome

Armed with the insights gained from RILA's analysis, Hershey's implemented targeted solutions to address the talent recruitment challenges.

They revamped their careers page to be more inclusive and accommodating to disabled workers, demonstrating their commitment to diversity and inclusiveness. Additionally, they launched a marketing campaign promoting factory work as a viable and fulfilling career option, dispelling the misconception that it was merely a side job. Internally, Hershey's refined their recruitment and retention strategy to provide a personalized experience for applicants and employees, enhancing engagement and overall satisfaction.

Results

Thanks to the data-driven approach, Hershey's successfully positioned itself as a leader in the manufacturing industry. The refined recruitment process and improved retention strategies led to a more successful talent acquisition process and reduced turnover. By leveraging RILA's expertise in social listening and consumer insights, Hershey's transformed their talent recruitment approach, ensuring a steady influx of qualified candidates and a stable workforce.

Key Highlights

• In-depth analysis of online conversations among different segments of the target audience

• Insights into unique desires, pain points, and expectations of trade school students, job seekers, and current employees

• Revamped careers page to accommodate disabled workers, promoting diversity and inclusiveness

• Marketing campaign highlighting factory work as a rewarding career option

• Refined recruitment and retention strategies for a personalized experience

• Hershey's is positioned as a leader in the manufacturing industry with reduced turnover and an improved talent acquisition process

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