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TD delivers talent lead rate nearly 33% above average via LinkedIn Marketing Solutions

The Toronto-Dominion Bank & its subsidiaries – collectively known as TD Bank Group (TD) – is the sixth largest bank in North America by branches. At 95,000 employees, TD , with a focus on delivering legendary customer experiences to approximately 22 million customers in a number of key financial centers around the globe.

Harnessing LinkedIn Marketing Solutions, the TD Talent Acquisition group executed full-funnel talent marketing that helped deliver 47 high-quality candidates in 2 months.

Challenges

When Fathima Jaffer joined the TD Candidate Attraction team within Talent Acquisition, she was charged with leading the team's go to market strategy with the same rigor and full-funnel approach required when marketing to customers.

TD is on a multi-year journey driving to a new agile operating model focused on making it possible to deliver outcomes faster.

Challenged to acquire talent during the Great Reshuffle – especially for technology roles – TD needed to rapidly execute a recruitment campaign for Agile Coaches, who provide guidance on agile methods at TD.

The Candidate Attraction team introduced a new approach to its recruitment process , focused on effectively reaching its target population for talent acquisition via the full-funnel marketing method.

Solution

Fathima worked closely with LinkedIn to:

Educate and evolve the TD Talent Acquisition team on the concept of transactional vs. strategic marketing.

Take advantage of fine-tuned targeting capabilities on LinkedIn – not available on other marketing platforms – to target specific titles, skills, and level of experience in defined markets for its recruitment campaign.

Set up and launch a two-month campaign revolving around authentic employee stories and presented via highly customized: Single image ads (English); and Videos (English and French)

TD and LinkedIn teams met weekly to review the number of qualified leads, performance and cadence of ads, and adjust as necessary, continuing to fine-tune budgeting for ads in English vs French.

Results

In two months, the campaign drove 47 talent leads into the recruiting pipeline at an efficient cost and:

Achieved a 14.83% Talent Lead Rate – nearly 33% higher than the average TLR of 10%.

Saw exceptionally high video-through rates and clickthrough rates: 37.32% and 1.06% respectively (compared to 20-30% and 0.35% benchmark for LinkedIn Campaigns of this size and scope).

Drove leads exactly aligned to the highly targeted population TD wanted to hire.

Freed recruiter capacity from initial time-intensive screening, instead focusing on speed to respond to all candidates who hit the landing page and clicked 'I'm interested' to ensure a great candidate experience.

Gained deep insights on the talent population, and used this to leverage Sponsored Jobs, InMails, and email to reach out to regrettable losses.

37,298

Impressions

6,635

Members Reached

0.85%

CTR

317

Clicks

47

# of the Talent Leads

14.83%

Talent Lead Rate

"LinkedIn is like an iceberg. On the surface, it is a social networking platform. But the value its Marketing Solutions delivers with talent data under the surface helped drive our technology teams' talent acquisition goals."

Fathima Jaffer
Senior Manager, Candidate Attraction,
Talent Acquisition Advisory

This campaign, grounded in employee video content, is proof of the success storytelling can have in driving high engagement – and high results.

TD continues to improve its overall candidate attraction strategy by calling upon its leaders and colleagues to amplify the Bank’s Employee Value Proposition – known as the TD Colleague Promise – via LinkedIn.

Headquarters
Toronto, ON, CA

No. of Employees
90,000+

Industry
Financial Services

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