Case Study: Bupa achieves stronger hires and fewer applications with Avature

Bupa cuts job board spend 73% with Avature

Bupa, an international healthcare company with 100,000 employees, faced the challenge of attracting high-intent candidates. Their reliance on broad-reach job boards generated high application volumes but resulted in more screening, more rejections, and a poor candidate experience. Bupa needed to shift to a direct sourcing strategy to build a stronger pipeline of engaged candidates who understood the company before applying, and they partnered with Avature to achieve this.

Using the Avature CRM, Bupa implemented a brand-led strategy focused on a two-step candidate journey. They guided potential applicants to either apply immediately or join a segmented talent community for ongoing nurture campaigns. This solution reduced application volumes by more than half and cut job board spending by 73%. The results included a dramatic improvement in hiring efficiency, with hires requiring only 2-8 applications instead of 50-60, and a direct-hire Net Promoter Score between 50 and 80, demonstrating a vastly improved candidate experience.

Bupa