Customer success stories


How a career site refresh led to more qualified job candidates for the largest specialty pet retailer.

Phoenix, AZ
iCIMS customer since:
Retail & consumer
Company size:
iCIMS products:
Video Interviews
Text Engagement
Candidate Relationship Management
Applicant Tracking
Employee Onboarding
Digital Assistant
Offer Management

For PetSmart, it wasn’t enough to connect with the pet lovers who shop in its stores or online; the specialty retailer also wanted to understand its job candidates and speak their language.  

”There’s no longer a line between consumer and employer brands,” said the Manager of TA Operations and Employer Brand for PetSmart. “Being able to understand both sides is really important when you’re evaluating your employment brand.” 

iCIMS Career Sites let us make different types of content available in a way that candidates want to receive it.

Manager of TA Operations and Employer Brand, PetSmart

PetSmart's approach

PetSmart’s TA team talked to candidates and associates to understand how different people absorbed content and found that it needed to evolve the way the hiring team communicated with job seekers.

PetSmart worked with iCIMS partner Shaker Recruitment Marketing to bring its career site, and its hiring goals, to life. The Shaker team designed and developed the site with rich storytelling and authentic, personal content to showcase the organization’s unique culture and the genuine employee experience.

petsmart employee holding a cat
yellow labrador in pink bandana with paw on a petsmart basket

 “It’s a matter of making content available in the way that candidates want to receive it,” PetSmart’s Manager of TA Operations and Employer Brand said of the year-long project.

By adding these different types of content, the TA team was able to engage a more diverse set of candidates through the mediums they prefer to consume. 

PetSmart has seen an increase in traffic to its career site and noticed candidates doing more research before applying. Although the number of applicants per role has decreased, the team discovered that those who did apply were much more qualified, leading to faster hiring.

With iCIMS, PetSmart:

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Boosted its engagement rate 60%+

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Decreased its bounce rate by 8%

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Increased career site traffic MoM by an average of 8%

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Achieved an application conversion rate of 7%+

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