Posted on 28 Jul 2016

The Challenge

City Beach is an Australian lifestyle retailer that started in 1985 with one shop in Brisbane, Queensland. Today, with more than 60 stores across Australia as well as an online store, the retailer has become a part of many Australians’ lives. But being in the highly competitive retail space meant that the company needs to evolve constantly in order to remain successful. As a result, City Beach recognised the opportunity to introduce a full end-to-end talent management suite to automate processes throughout the entire employee lifecycle.

As City Beach had been using outdated current state processes and recruitment workflows, the company sought a platform that could meet its changing hiring and
talent management needs today and into the future as the company continues to expand. City Beach didn’t just want to replicate its existing manual processes, but rather transform its entire recruitment and onboarding function, adding value and making a difference throughout the employee experience.

Driving the imperative toward a new approach was the rapidly approaching Christmas season, in which the company increases hiring dramatically and brings in numerous Christmas casuals, engaged on a fixed term contract. In preparation for its peak season, the company was challenged with implementing an automated talent management system, launching new streamlined recruitment and onboarding workflows.

“In partnering with PageUp, we were able to build and design future state recruitment and onboarding workflows, defined and aligned to user groups in the organisation.” – Mirela Lane, National Human Resources Manager, City Beach

The Focus

To begin its journey toward a new talent management approach, City Beach evaluated various talent management platforms and found PageUp to be uniquely qualified to ensure a successful transition. City Beach selected PageUp based on its track record of success in helping retail companies optimise their hiring practices and serving as a true partner committed to the project’s success.
Working with PageUp, City Beach performed a data analysis of past practices, including its peak Christmas period hiring per region in 2013 and 2014, as well as a demographic review to pinpoint the target markets for candidates. With the PageUp recruitment and onboarding system live in August 2015, the company was ready to launch its Christmas period hiring campaign the last week of October, with the goal of reducing costs and time-to-hire, increasing the quality of hire compared to previous years and enabling new hires to be productive from day one.
Achieving these goals entailed engaging candidates by demonstrating what it would be like to work for City Beach, highlighting its unique culture and what candidates could expect on the job. To do this, City Beach created YouTube videos showcasing its culture and demonstrating what would be expected of its temporary holiday workers, and launched a robust social media campaign on Instagram and Facebook to further drive traffic to its new career site.

“Being a youth employer, they are a demographic that has a heavy reliance on technology and social media. For the first time, we have been able to incorporate social media and things like YouTube videos into our recruitment and onboarding processes. This has been invaluable and has reaped enormous benefits for City Beach.” – Mirela Lane, National Human Resources Manager, City Beach

The Solution

City Beach achieved enormous success with its Christmas casual recruitment campaign, with 15,000 new candidates registered, representing 15 suitable candidates for every vacancy within the first 4 hours of posting the roles on their careers site, with no other advertising. Within eight days of the launch, more than 1,100 casuals were selected and hired through the PageUp system. And during what is typically a time of high turnover, 100 percent of these casual team members completed the entire eight-week tenure. All this was accomplished without any advertising costs or additional extra working hours. The company also now benefits from a pool of qualified talent it can turn to for future openings.