How Berkeley Electric Cooperative Improved Applicant Flow Through Optimized Job Ads
Berkeley Electric Cooperative, the largest not-for-profit electric cooperative in South Carolina, is owned and operated by the members it serves.
As a growing leader in the utilities sector, Berkeley Electric recognized the need for a more efficient approach to attracting top-tier candidates for their specialized roles. Their primary challenge wasn’t just increasing the number of applicants for their company of 50 employees, but ensuring they attracted high-quality candidates who aligned with their organizational values and culture.
Hiring Challenges
- Needed more qualified candidates
- Difficulty differentiating their job ads from generic listings
- Targeting ads for their ideal candidates
- Inadequate use of search engine optimization (SEO) and keyword strategy
- Struggles with filling positions quickly to meet project timelines
Optimizing the Hiring Process
Understanding Berkeley Electric’s needs was essential for ApplicantPro to refine their job ads—from focusing on realistic role descriptions to weaving in messaging about the company’s culture and organizational values to find the best fit talent, fast. The new approach included:
- Improving job ads using data-driven SEO techniques, including targeted keywords like ‘software developer,’ ‘software development’ and ‘electric cooperative’
- Tailoring job ads to a smaller, approximately 540-word count to ensure enough detail was provided while also keeping the ads engaging and concise
- Leveraging persuasive copywriting to showcase competitive benefits, a strong company culture and a realistic portrayal of daily responsibilities
With this approach, job seekers were able to envision themselves in the role. Plus, Berkeley Electric saw a tremendous improvement in their qualified applicant flow. By prioritizing culture, clarity and competitive positioning, they were able to attract the right talent quickly, seeing a 229% increase in qualified candidates within the first 16 days of their new job ads.
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