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Customer Success Stories

How an AI-powered chatbot and texting help Domino’s largest franchisee fight high turnover and increase applicants by 66%

RPM Pizza logo

INDUSTRY:
Food & Beverage

HEADQUARTERS:
Gulfport, MS

NUMBER OF EMPLOYEES:
4,000

iCIMS PRODUCTS:
TextRecruit, ARI

RPM Pizza, the largest Domino’s franchisee in the U.S., which operates more than 180 stores in 5 states, was facing a 200% employee turnover rate and high drop-offs during the application process. On top of that, many of its target team members are deskless Millennial and Gen Z candidates who switch jobs often. RPM Pizza needed a better way to align with its key candidates’ communication preferences so its more than 4,000 roles—including delivery drivers, store managers, and food preparers—would be filled at all times.

The solution for RPM Pizza was reaching its target candidates where they live—on their smart phones. Texting gets more applicants in the door.

RPM Pizza’s team of 5 recruiters manage the staffing of 30–40 stores each and handle all of the interview coordination for each store. Getting ahold of busy candidates via email or phone calls at this scale was proving to be no easy feat for recruiters, especially because the company never stops advertising job opportunities to combat the high turnover in the hourly restaurant space.

To better reach and engage with its candidates, RPM Pizza put TextRecruit in place so recruiters can use text message and live chat through artificial intelligence 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 also includes questions about topics that help them screen candidates, like the candidates’ age and driving status.

Since RPM Pizza implemented TextRecruit in 2018, the increased response rates and text reminders that help candidates come prepared with proper documents have helped the company reduce time to hire by 80%, down from an average of 5 days to an average of 1 to 2 days.

Once challenged with a 200% turnover rate, better communication with texting and “Dottie” has helped bring RPM Pizza’s turnover below the industry average of 150%—and it’s decreasing each year, ending 2019 at 108%.

Personalized, AI-powered chatbot increases applications

To make it even easier for candidates to apply, RPM Pizza utilizes TextRecruit’s AI-powered chatbot, which it nicknamed “Dottie,” to personalize the candidate experience and showcase its unique company culture. Instead of directing candidates to its career site, RPM Pizza encourages job seekers to text “Dottie” to apply. The process takes just 5 minutes from an initial text-to-apply to interview set up. In the first quarter of launching “Dottie,” RPM Pizza saw a 66% increase in applications.

Candidate tracker creates excitement during the application process

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 company’s 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.

66% INCREASE IN APPLICANT VOLUME

95% RESPONSE RATE WHEN TEXTING WITH CANDIDATES

CUT APPLICATION TIME IN HALF

80% DECREASE IN TIME TO HIRE

281,418 TEXTS SENT IN 2018 WITH DOTTIE

Our ‘Dottie’ text campaigns let us cast a wider net and reach way more people. We have around 45 stores in the Indianapolis area, and it’s a turnaround market. When we implemented TextRecruit in this this area, it was just fantastic! 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. The online application is also completely mobile now, so it has removed a lot of frustrations and streamlined our recruiting tremendously.”

Merrin Mueller,
People First & Marketing at RPM Pizza

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