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Cedar Fair is brilliant at making people happy — millions of people in fact. Each year, more than 26 million guests attend some of North America’s most popular amusement and water parks.
With just 2,000 full-time employees, Cedar Fair’s success hinges on its ability to carefully and efficiently hire more than 47,000 seasonal, part-time associates to deliver the company’s uniquely branded experience across 11 theme parks.
It’s a daunting challenge, made even more complex by the fact that about 90% of applicants are under age 30, and the majority are in high school and college.
Cedar Fair’s recruiting team used to rely on a manual recruiting process. The core of this was an online form that emailed submissions to an inbox reviewed by hiring managers.
Effectively, Cedar Fair had no way to reengage the same hires year over year, a major obstacle for a company that aims to rehire 35% of the previous year’s workforce.
With iCIMS, Cedar Fair overhauled its entire recruitment program and created a new employee value proposition to enhance its recruitment marketing ventures. The goal was to make the application easy to get talent through the door. Now, over 180,000 people apply to Cedar Fair every year and its talent teams routinely hit seasonal staffing goals.
Cedar Fair cannot open a park until their staff has the numbers and training to do so safely. As such, Cedar Fair’s leadership team carefully monitors several recruitment KPIs. The most important metric is staffing levels, with benchmarks set at 60 and 30 days prior to opening day. This determines whether or not a park is on track to welcome guests on time.
Seasonal hiring moves fast and all at once, which is why Cedar Fair aims for keep time-to-offer at or less than seven days. The faster recruiters process applications, the more likely they are to get to a “yes.”
Finally, Cedar Fair aims to have 35% of its seasonal hires return year over year. This isn’t just a matter of hiring efficiency. Return employees are already familiar with how parks operate, which reduces training time and helps new hires get up to speed quicker.
Keeping younger workers engaged during the gap between when they’re hired and their first day of work is a challenge. To prevent no-shows, recruiters uses iCIMS Candidate Relationship Management to keep in touch with candidates throughout the off-season. Touchpoints include everything from company news to first day checklists.
Recruiters also monitor each new employee’s engagement with emails and follow-up with text messages when they see a drop-off. “If they start to disengage, we’re going to recognize it and can do more to keep them from not showing up,” says Cedar Fair’s Senior VP of Human Resources.
One way Cedar Fair finds motivated, engaged candidates is by tapping into people who already love the brand. Guests at one of Cedar Fair’s properties may find recruitment marketing posters and murals strategically placed throughout the park. Applying is easy: Just text the word “fun” to a dedicated phone number.
For this to work, Cedar Fair needed to make applying quick and easy. Cedar Fair’s team significantly reduced the number of application questions and dropped the resume requirement altogether. Most of the company’s employees are young and have strong people skills and a willingness to work — qualities that are more valuable than experience. These changes cut the time to apply in half and boosted the application completion rate to 97%.
We needed recruiting technology that would modernize our approach to hiring a high-volume, seasonal workforce. With iCIMS, we’ve created efficiencies and improved candidate experience, which is incredibly important in today’s competitive labor market.
Senior VP of Human Resources, Cedar Fair
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