HR Tech 2019: How Domino’s is turbocharging recruiting

In the fast-food sector, being able to quickly get an order into the hands of customers is critical. But a case can also be made that speed is just as important when it comes to filling a job opening.

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Apparently, RPM Pizza, Domino’s Pizza’s largest franchise with 187 stores in five states (Indiana, Michigan, Mississippi, Alabama and Louisiana), doesn’t need to be sold on this point.

As RPM Pizza’s people first leader Merrin Mueller pointed out Wednesday at the HR Technology Conference in Las Vegas, quickly being able to connect with job applicants can often be the difference between filling an open job or losing a solid candidate to a competitor like McDonald’s or Taco Bell. Mueller spoke during a breakout session titled “Fast Food, Faster Job App Experience: How Domino’s Hires 50% Faster With Text and AI.”

READ MORE: Follow along for full conference coverage here.

To ensure that the latter doesn’t occur, RPM recently implemented—with the help of talent acquisition software provider iCIMS—text messaging and a chatbot named “Dottie” to turbocharge its recruiting process.

Like most fast-food restaurants, millennials represent a major portion of RPM’s workforce. So, to successfully reach that demographic “where they are,” text messaging made perfect sense.

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“It used to be that something like 20% or 30% of job seekers were looking for a job on their cellphones,” said co-presenter Al Smith, chief technology officer of iCIMS. “Now, it’s around 66 percent of job candidates starting their searches on their cellphones.”

Both Mueller and Smith emphasized that text messaging and the chatbot have helped to make the process fun and convenient—and, in turn, have led to greater candidate engagement.

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Mueller shared some impressive numbers. Open rates for text messages are 99%, compared to 7.3% for emails. Response rates, meanwhile, are 91%, versus 2.1% for emails.

Dottie helps bring the interaction to life and make it “real” and “fun” for candidates, she said.

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David Shadovitz
David Shadovitzhttp://
David Shadovitz is editor emeritus and former editor and co-publisher for HRE.