Case Study: Brother International Corporation (BIC) achieves a 140% increase in completed applications with Phenom's AI-powered Talent Experience Management (TXM) platform

How Brother International Corporation Increased Completed Applications 140% with Rebrand

Brother International Corporation’s (BIC), a leading provider of home office and business products, needed to reinvent its employer brand and build a career site that would educate candidates about its breadth of products and “at your side” employee value proposition. With a minimal careers presence, the team sought a Workday‑certified, AI‑driven solution with a CMS, intelligent search, and actionable analytics to engage passive candidates, reduce friction in applying, and justify investment in a new talent experience.

Phenom delivered an AI‑powered Talent Experience Management (TXM) platform — including a hyper‑personalized career site, Phenom Hosted Apply, talent analytics, and a chatbot — integrated with Workday to give candidates a seamless apply experience. In just three weeks post‑rebrand Brother saw a 140% increase in completed applications, 45% more page views, 40% more job seekers, a 25% decrease in apply time and an average application completion rate of 85%; chatbot engagement rose 20% and chatbot‑driven completions climbed from 40% to 69%.

Brother International Corporation’s (BIC)

Anthony Prudente

Former Sr. Specialist, Employer Branding