Case Study: Nestle Purina achieves 837 applicants from one newsletter and converts its talent network into applicants with Symphony Talent

How Nestlé Purina Developed a Nurture Strategy to Convert Leads into Applicants

Nestlé Purina, a global leader in pet care, was generating thousands of candidates each month but lacked a unified way to nurture and segment them. With hundreds of thousands of applicants and ~60,000 talent‑network leads stuck in an ATS and spreadsheets, recruiters were manually tracking prospects and missing a major hiring opportunity.

By implementing SmashFly’s Recruitment Marketing Platform and services, Purina migrated 500,000 contacts, built an active talent network and a candidate journey map, and launched targeted newsletters and automation workflows. The first newsletter achieved a 26% open rate and 7% CTR, producing 837 applicants in three weeks (and 4 hires); automations drove 2,141 completed profiles and re-engaged leads to generate 358 additional applicants—while consolidating vendors and adding analytics for ongoing optimization.

Nestle Purina