How the largest Domino’s franchisee in the U.S. reaches candidates where they live—on their smartphones
RPM Pizza, which operates more than 180 stores in five states, was facing high application drop off and a 200% turnover rate. On top of that, many of its target candidates are deskless Millennials and Gen Z’ers who switch jobs often.
RPM Pizza needed a better way to align candidates’ communication preferences so its more than 4,000 roles—including delivery drivers, store managers, and food preparers—would be filled at all times.
To better reach and engage with candidates, RPM Pizza implemented iCIMS’ Text Engagement. Recruiters use a combination of text messages and an AI-powered chatbot to communicate with job seekers more efficiently while maintaining compliance.
Candidates can also communicate with the company via text to get questions answered quickly and apply to open positions in minutes. RPM Pizza also includes questions about topics that help screen candidates, like age and driving status. Text reminders also help candidates come prepared with proper documents.
RPM Pizza has since reduced time to hire by 80%, down from five days to just two.
To make it even easier for candidates to apply, RPM Pizza utilises iCIMS’ AI-powered chatbot. Nicknamed “Dottie,” the AI digital assistant personalises the candidate experience and showcases its unique company culture. The “text Dottie to apply” process takes just five minutes from initial text to interview set up. In the first quarter of launching Dottie, RPM Pizza saw a 66% increase in applications.
Dottie also helped reduce the company’s turnover to below the industry average of 150%—and it’s decreasing each year, ending 2019 at 108%.
To mirror the experience of Domino’s Pizza Tracker, which builds anticipation by allowing customers to follow their pizza’s journey from order to delivery, RPM Pizza created a similar concept for candidates. The candidate tracker sends updates via text throughout the application process, such as reminders about which documents to have ready for the on-site interview.
Many times, store managers will want to hire candidates the same day, so when applicants are prepared with the necessary documentation, they can be hired on the spot. The insightful texts give candidates transparency into their own application journeys with Domino’s and enhance the overall experience.
Our ‘Dottie’ text campaigns let us cast a wider net and reach way more people. We had a billboard featuring ‘Dottie,’ and it helped bring in so many more people because it was so easy for applicants to text to apply.
People First & Marketing, RPM Pizza