Penn National Gaming Gets Social to Connect with Candidates

This is part of a special advertising section featuring case studies offering solutions to HR technology challenges.

Monday, July 21, 2014
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Operating in a business-to-consumer industry employing many hourly employees, Penn National Gaming Inc. was challenged with high turnover and hard-to-fill positions requiring special training and licensing.

"Working in a business-to-consumer industry is a challenge, because it's not like you can tell customers you can't serve them because the chef quit," says Tamsin Bencivengo, manager of talent acquisition at Penn National Gaming.

"We knew that in order to get ahead of the game, we needed to develop a comprehensive recruitment and sourcing strategy that would reduce our time-to-fill."

The Solution

"We're always on top of industry trends, so we knew that the key to our strategic success in attracting talent would be social media and search-engine optimization," says Bencivengo. In addition to attracting talent, developing talent pools from which the company could source candidates in order to improve the speed of hiring was a top priority for Penn National Gaming.

"Because we operate in a lot of different locations and have many different roles in the organization, we needed a sourcing tool that would provide us with a lot of flexibility while seamlessly integrating with our ATS," says Bencivengo.

In the end, Penn National Gaming devised a comprehensive recruitment and sourcing plan that included iCIMS products Social Distribution, Career Site SEO and Connect.

Penn National Gaming's strategic plan looks like this: iCIMS Social Distribution and Career Site SEO -- search-engine-optimized career microsites -- will facilitate Penn National Gaming's multi-channel recruitment marketing campaign, used in conjunction with traditional job-board postings to get in front of qualified candidates, whether they are on job boards, social media or performing a job-related Google search. Once candidates reach Penn National Gaming's career site, candidates are able to complete a full application for a specific job using the applicant tracking system, iCIMS Recruit. Or by using the talent-customer relationship software, iCIMS Connect, the candidate can express his or her passive interest using his or her resume or LinkedIn profile and also indicate an area of interest for inclusion in one of Penn National Gaming's talent pools.

The Results

"A comprehensive strategy using iCIMS Connect, Career Site SEO and Social Distribution is working better than we ever expected," says Bencivengo. With this strategy for attracting talent, Penn National Gaming has seen a dramatic increase in traffic to its job listings.

"With Career Site SEO, we experienced almost immediate improvements in search-engine ranking. And, Social Distribution has become one of the primary drivers of traffic to our jobs," according to Bencivengo.

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Using iCIMS Connect, the company is able to easily capture the candidates who aren't ready to apply for a job. "Once we have these potential candidates in Connect, we nurture them with automated email campaigns until a job opens up. Then, we invite them to apply, at which time they are automatically transitioned through the Connect-Recruit integration into the ATS to move through our recruitment workflow," says Bencivengo. "With Connect, especially using the email campaigns to nurture the passive candidates, we have experienced a dramatic decrease in our time-to-fill," Bencivengo says.


Organization: Penn National Gaming Inc.

Headquarters: Wyomissing, Pa.

Primary Business: Through its subsidiaries, Penn National Gaming owns, operates or has ownership interests in gaming and racing facilities with a focus on slot-machine entertainment in the United States and Canada.

HR Technology Challenge: To execute on Penn National Gaming's sourcing and recruiting strategy, aimed at reducing the organization's time-to-fill.


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