The challenge
Golden Hippo creates, owns, and operates over 20 brands across the health and wellness, freeze-dried pet food, and skincare industries. In the ‘Golden family’, there are four key employment entities including Golden Hippo, Golden Customer Care, Golden Bolt, and Golden Pet Manufacturing. They do everything in house, from product development and marketing to fulfillment, manufacturing, and customer service, employing professionals across a diverse range of occupations, specialties, and backgrounds.
The ‘Golden entities’ company names are not tied to their consumer brands and products, making it more challenging to build recognition of their employer brands. To attract top talent, the team knew they needed to promote their incredible culture, values, and award-winning benefits, but their previous website had limited capabilities. Their career site lacked transparency and genuine ‘Day in the Life’ content and didn’t provide enough insight into what it was truly like to work for each of their entities. Making updates or changes was also a lengthy process that usually required creating tickets and waiting for support.
“Before discovering Clinch, our careers page was rather basic looking, lacking some captivating employee narratives and didn’t fully represent our core values”
– Tannum Sullivan, Golden Hippo’s Sr. Manager of Employer Brand & People Experience
Each of their ‘Golden entities’ has its own unique attributes, culture and specializations. In their previous system, they were also unable to customize candidate communications for each entity.
“Our talent community was a one-size fits all model, where every candidate from every entity was receiving the same information. This approach really lacked personalization, and failed to address the unique needs and interests of each audience segment.”
The focus
Golden Hippos’ ultimate goal is to become an employer of choice through promoting their culture, values and employee stories by sharing authentic and engaging content. They needed a user-friendly and self-sustainable career site, so the internal employer branding team could take ownership of it and easily update content with zero web developer experience.
Since they needed the ability to highlight each of their entities’ unique attributes, they wanted to create four separate career sites that were hosted on one platform with the ability to interact and move from one to another. By separating their careers site they could tailor content to attract more targeted audiences of qualified candidates to drive quality over quantity applications for each of their companies.
“Within the 4 distinct entities under the ‘Golden umbrella’, each with its own brand identity, culture and aesthetic, partnering with Clinch presented a complex challenge. When it came time to set up the Clinch career sites, it was a priority to separate the candidate experience for each company and Clinch was able to make it happen with a lot of refinement, trial and error, and really innovative solutions.”
Another key focus was to make an impact with their candidate experience and prioritize candidate communications. They wanted the ability to develop different candidate workflows and automation for each of their separate brands to create segmented and personalized experiences. The team also knew this wasn’t something they’d set and forget. As it was an ongoing priority, they needed access to deeper analytics to understand their engagement to continually enhance their candidate experience.
The solution
Golden Hippo was able to build and launch impactful career sites for each of their ‘Golden entities’ that highlighted their distinctive culture through engaging content, increasing talent attraction across the board.
“A comprehensive and user-friendly solution like Clinch totally streamlined the process of creating and launching our new career sites. What used to take months of development with support, we were able to create ourselves.”
“With super intuitive templates we were able to create and customize these visually appealing careers pages and job pages tailored to each position and brand. Clinch’s platform allowed us to use pictures, and videos, and swap them out on the ready. Through this visual enhancement, we’ve been able to attract more candidates and provide much better insight into our company culture as a whole.”
Partnering with the team at Clinch, Golden Hippo was able to achieve a high level of customization to deliver a solution that enabled their multi-brand recruitment needs.
“We were able to create job template pages specific for each company because we didn’t want to overlap the experiences, because each candidate is applying for a specific culture. We were able to get so granular when it came to specifics on the job pages, department pages, and general careers pages. It was a lot of problem-solving and troubleshooting, but we were able to bring all four pages to life.”
Golden Hippo now has access to the insights needed to analyze their candidate engagement and make data-driven decisions to build an unforgettable experience.
“With Clinch, there is so much data and Golden Hippo is a very data-driven company. It was amazing to have all these insights about our candidate experience that we didn’t have before. We could see what content resonates with candidates and what doesn’t, and make improvements immediately.”
On the back of their career site, the Clinch CRM has enabled targeted segmentation of talent pools to deliver customized candidate communications with highly relevant content. The seamless two-way integration with their Greenhouse ATS has helped to optimize their talent acquisition efforts and nurture prospective candidates more effectively.
“With our new segmented approach with Clinch, we’ve unlocked the ability to tailor content journeys for niche groups of candidates. This level of customization has allowed us to deliver relevant and meaningful experiences to each audience segment, fostering deeper connection and engagement with our brand. The insights gained from analyzing the performance of each segment’s content provided invaluable feedback. By understanding which content resonates with different audiences, we’ve been able to refine our messaging and attract top talent across all segments.”
Golden Hippo has been able to replicate their consumer marketing expertise into their career site, to avoid missing out on potential talent.
“If the system finds that a candidate is lingering too long on a page or maybe about to close a page without applying, we were able to set up an exit call to action that lets the candidate know we’re still interested in them and see if they’d like to sign up for our talent community. This way we can catch people as they leave the site.”
With an aligned vision and goals, the Golden Hippo team had overwhelmingly positive feedback on their partnership with Clinch… and we feel the same!
“Working closely with Clinch, it felt like a true partnership. We have the same goals and are both determined to make it happen. It was clear communication across the board, tons of problem-solving, timely responses and the team has been there to help us along the way. It felt like the Clinch team was an extension of our employer branding team. We’ve hit a lot of milestones since the launch of Clinch, which is a testament to the effectiveness and impact of this CRM implementation.”
If you’d like to learn more about their journey with Clinch, check out our webinar on ‘Mastering multi-brand recruitment’ with Golden Hippo here.
