Jobs on Twitter: TransCanada gets creative to attract top talent in a tight marketplace.
Pundits may debate the pace of economic recovery in North America, but there’s nothing sluggish about the pace of hiring at TransCanada. Company-wide growth and major capital projects have nearly doubled the number of new hires – 750 last year and 50 already in 2013. Facing tough industry hiring competition, Talent Acquisition has adopted an innovative strategy for recruiting in the digital age.
“With $13 billion of projects expected to be completed over the next three years and an additional $7.5 billion of contracted energy infrastructure projects that are expected to be placed into service in 2016 and beyond, we’ve stepped up our recruiting efforts to find the best people who can contribute to TransCanada’s success,” says Bobbi-Lynn Werbowesky, Manager, Talent Acquisition Services.
“Competition for talent is tight in the oil and gas industry so TransCanada needs to be highly visible online with attractive, easy to access job postings.”
That’s where TransCanada’s new digital recruiting strategy comes in. We partnered with digital marketing specialists TMP Worldwide to enhance TransCanada’s online recruiting presence and improve the job search experience for candidates. The project aims to address the challenges of recruiting in the digital age and attract candidates who range from seasoned professionals to younger prospects who have grown up in the internet age.
Search engine compatibility
While positions have been posted on TransCanada’s external website for years, the postings were previously hidden from online job search engines because of TransCanada’s system limitations.
“We know search engines are the most popular tools for job seekers – and to be competitive with other top employers, we need to have a strong presence there,” says Nicole de Repentigny, Team Lead, Talent Acquisition. “We’ve made the required system changes so that candidates can now access our postings directly from the job search engines.”
Candidates are directed to specific web pages that show only the job advertised by TransCanada resulting in an increased percentage of candidates who see or click the ad and actually fill out the application.
To compliment search engine compatibility, TransCanada has also increased its advertising efforts online with paid ads on the top and side navigation within specific job search sites.
New website – cutting edge technology
As part of the digital recruiting strategy, a new TransCanada career website http://jobs.transcanada.com was launched in December. The site has the same look and feel as the rest of TransCanada’s website with added functionality for the job seeker. The site was built with TalentBrew technology.
“The new website puts TransCanada on the cutting edge of recruitment technology,” says Tracy Clark, Regional Vice-President at TMP Worldwide. “It is a powerful offering that automatically takes TransCanada’s current job database and creates individual web pages per job and groups of jobs. Each page is branded to align with the external website and built for search engine optimization.”
Job-seekers accessing the site using mobile devices go to a specially designed, easy-to-use search screen.
Tweet, Tweet, Tweet
“Early in January, TransCanada launched the new @TransCanadaJobs Twitter account, a valuable brand extension and recruiting tactic for TransCanada,” says Nicole.
All new external TransCanada job postings from the new Jobs.TransCanada.com page will be automatically tweeted from the account and relevant content from Blog.TransCanada.com will be also shared on the account.
Lynne Palmer is a writer with TransCanada’s internal communications group.