The Estée Lauder Companies Increase Applications with Digital-First Talent Brand
As more consumers increasingly shopped online, Estée Lauder had to scale its ecommerce business, which meant adding more technical and digital talent to their team. In addition to ramping their recruiting efforts online, Estée Lauder’s Vice President Jolie Chehadeh knew they also needed to grow their employer brand digitally.
Their first step was to enroll in LinkedIn’s Talent Solutions Enterprise Program (TSEP) so that Jolie’s full team could access LinkedIn Recruiter and post all of their open jobs. The team also began using LinkedIn media—such as Sponsored Updates, Recruitment Ads and Pipeline Builder—to build their digital footprint and share content on the company’s culture and ambitious ecommerce growth. In just over 6 months, Jolie’s team surpassed their InMail and Job Ad engagement goals while boosting brand exposure and attracting quality candidates.
Increased brand awareness. After establishing a greater digital presence on LinkedIn, Estée Lauder grew their LinkedIn Career Page traffic by 100% in just over 6 months.
Higher InMail response rates. With increased brand awareness from media, Estée Lauder has experienced nearly a 50% InMail response rate, far surpassing the team’s goal of 30%.
Boosted job ad effectiveness. Estée Lauder saw a 15% average apply rate from their job ads—well above their initial goal of 12%.
About LinkedIn Recruiter
LinkedIn Recruiter is a talent search tool that helps recruiters find and engage candidates for their sourcing needs. With Recruiter, your team can access LinkedIn's entire network of active and passive candidates.
About Estée Lauder
The Estée Lauder Companies Inc. is one of the world's leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. As a global leader in prestige beauty, Estée Lauder touches over half a billion consumers a year. Company products are sold in over 150 countries and territories under the following brand names: AERIN, Aramis, Aveda, BECCA, Bobbi Brown, Bumble and bumble, By Kilian, Clinique, Darphin, Donna Karan New York, DKNY, Editions de Parfums Frédéric Malle, Ermenegildo Zegna, Estée Lauder, GLAMGLOW, Jo Malone London, Kiton, La Mer, Lab Series, Le Labo, M•A•C, Michael Kors, Origins, Prescriptives, RODIN olio lusso, Smashbox, Tom Ford, Tommy Hilfiger, Too Faced and Tory Burch.
In their own words
“The way our consumer is shopping is changing, which means we have to change too. LinkedIn helps us expand our digital presence and connect with the talent we need for the future of the Estée Lauder Companies.”
Vice President, The Estée Lauder Companies