Case Study: FCA achieves up to 33% increase in click-to-apply conversions and global employer-brand activation with Symphony Talent

Delivering Location-based Creative, Content and Jobs and Effectively Conveying FCA’s Employer Brand

FCA (the merged Fiat and Chrysler) needed to unite two storied automotive legacies without alienating employees and to build a recognisable employer brand beyond the strong consumer awareness of product names like Jeep and Ram. The challenge was preserving heritage and pride while creating an employer brand that resonated with global talent and avoided emotional disconnection during the merger.

We ran extensive internal and external research, defined employer brand pillars and a rallying cry, and launched a global, localized talent site that sourced and normalized job data from four ATS (and locations without ATS). The personalized experience and localized messaging drove measurable impact: a 24% increase in click-to-apply conversion in initial markets, a 33% global click-to-apply uplift (phase 2 vs phase 1), and 52% of users who created profiles engaging further with automated email links.

FCA