Customer success stories

Hard Rock International

How a global hotel, casino, and café chain delivers a world-class guest experience with the iCIMS Talent Cloud.

Davie, FL
Company size:
iCIMS products:
Applicant tracking system
Text engagement
Employee onboarding
Job posting
Background screening

When the Seminole Tribe of Florida acquired the Hard Rock International brand of music-themed cafes, hotels, and casinos, it began a period of expansion encompassing 75 countries around the globe.

Hard Rock needed to hire 25,000 employees by mastering efficient, high-volume recruiting in regions such as Europe, Asia, and the Americas to support its global expansion.

To help, Hard Rock partnered with iCIMS to create a single, end-to-end recruiting platform capable of managing the entire recruiting process from sourcing to onboarding.


increase in candidate response rate


size of its global workforce


new positions added worldwide

Hard Rock's approach

Hard Rock’s mission is to “create authentic experiences that rock.”

That’s why Hard Rocks treats job seekers like they’re guests at one of its cafes or casinos.

The hiring process is built around demonstrating commitment to excellent service. Recruiters set the bar high so candidates know what’s expected of them if they are hired.

A group of people in an outdoor setting clinking their Hard Rock Hotel & Casino branded drinks

We needed a solution to support multiple units globally, maximize the candidate experience, and increase recruiter efficiency. We felt iCIMS fit the bill with its configuration and integration abilities.

VP of Global Talent & Team Member Relations, Hard Rock

3 people dining at a Hard Rock hotel & Casino

Automation improves productivity and sourcing

Hard Rock uses iCIMS to integrate the best third-party talent acquisition applications on the market, including job posting, assessments, background screening, I-9/E-Verify, and HCM into the iCIMS Talent Cloud.

This provides a seamless flow of data, including candidate information, hiring status, and job descriptions through the entire recruitment process.

The result? Automation eliminates administrative busywork, freeing recruiters to focus their time on sourcing and engaging quality candidates.

Texting dramatically improves candidate engagement

To attract a greater number of applicants, Hard Rock makes it easy for job seekers to apply using their mobile device and communicate with recruiters via iCIMS Text Engagement. This increased Hard Rock’s response rate to 75%, up from 50% with email and phone.

Recruiters have the option of sending a series of pre-written messages to groups of candidates or communicating directly one-on-one. The team also uses texting to invite candidates to hiring events and uses the volume of responses to predict turnout.

A waitress serving burgers to a table at a Hard Rock hotel & casino restaurant
A bartender mixing drinks at a Hard Rock Hotel & Casino

Convenient onboarding ramps up new hires

Hard Rock uses iCIMS Onboarding software to smoothly transition new hires.

Once an offer is accepted, new employees complete the required paperwork in their new hire portal. Each portal is customized by role and provides new hires with organizational need-to-knows, including HR policies and details about the specific property they’ll be working.

New hire information is then transferred from iCIMS into Hard Rock’s HRIS suite. If a change occurs post-hire, that information is updated within iCIMS as well.

Beyond technical skills and qualifications, it's critical to identify the right cultural fit for our company, with attributes like integrity, accountability, passion, dedication, respect, and a great personality. We are in the hospitality industry; we need people who like people.

Senior Talent Acquisition Manager, Hard Rock

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