Case Study: Land O'Lakes achieves rapid hiring of critical frontline workers with Phenom

How Land O’Lakes Swiftly Delivered Its Most Impactful Campaign To Get Critical Jobs Filled

Land O'Lakes, a Fortune 250 agribusiness with 9,000+ employees, faced an urgent hiring challenge during COVID-19 to staff frontline manufacturing roles and protect the food supply. The company had gone live with Phenom’s Talent Experience Management (TXM) platform less than two months earlier but had a static career site and hadn’t fully leveraged Phenom Career Site, CMS and CRM — so they needed speed, better candidate engagement, and stronger talent pipelines.

Using Phenom CMS, CRM, Campaigns and Phenom AI’s location-based job matching, Land O’Lakes launched a “Feed the Nation” landing page in under an hour, pushed targeted emails and geo-targeted social, and tracked performance with Phenom Talent Analytics. The campaign drove almost 16,000 page views in 11 days, a 3x increase in career-site and returning job searches, filled 75% of open positions from the campaign within four weeks, and delivered measurable leads and applications (campaign email: 48 applications; Facebook ads: 19,000 new job seekers, 162 leads, 25 applications), demonstrating Phenom’s impact on hiring speed and pipeline growth.

Land O'Lakes

Dobby Gibson

Sr. Manager, Talent Marketing and Employer Brand