Persona-Driven Recruitment Marketing Campaigns Lead to Hiring Boom at Tenable

Challenge

Filling positions quickly at a rapidly growing company

Tenable Network Security began as a small SaaS company whose excellent products and strategy led to hyper-fast growth. But in order to keep up with demand, the recruiting team needed to fill highly technical positions quickly — and to do that, they knew they had to find a way to make their employer brand stand out in a crowded market.

Solution

Jobvite CRM & Evolve Managed Services

Tenable used Jobvite CRM and Evolve Managed Services team to execute highly customized, creative recruitment marketing campaigns that broadcasted tailored messages to the most relevant and qualified candidates — even if they weren’t actively seeking a new job.

 

Results

215% increase in career site views, 90% job acceptance rate, 300 new hires in one year

As a result of their multiple web and email campaigns, Tenable saw a notable increase in career site traffic, acceptance rate, number of hires, new employee referrals, and more.

 

A SaaS Security Company Secures Top Customers and Funding

As more and more companies invest in big data, it’s critical that their information is protected — that’s where Tenable Network Security comes in. Founded in 2002, Tenable is the leader in continuous network monitoring. The company’s masterful team members work hard to deliver products that enable customers to identify vulnerabilities, reduce risk and ensure compliance. And the hard work has paid off. Tenable now counts the world’s top companies among their customers — including many of the Fortune Global 500 — and their adoption rate continues to grow. With such rapid growth, Tenable needed to make sure that their headcount kept apace with the increasing demand for their products.

To stand out in a competitive talent market, Tenable’s recruiting team knew they had to differentiate themselves to attract the high-quality talent that they needed. Their solution? Enhancing the candidate experience with tailored campaigns. “Recruiting isn’t static — today I might be looking for salespeople or engineers, but next week I might be looking for customer support or account managers. With Jobvite CRM, campaigns are totally customizable. We can constantly put out new messaging and new information which translates to new hires,” says Sean Mitchell, Director of Talent Acquisition at Tenable.

The March Madness Begins

After consulting with his Jobvite CRM account director, one of the first campaigns Mitchell and his team decided to kick off centered on March Madness. The fact that the campaign could be linked to one of the most tweeted and talked about events of the year helped maximize visibility, while a sports-specific theme ensured that Tenable’s message would resonate with the tenacious and confident sales experts that they sought to hire. After creating a customized landing page, Mitchell and his team began to push out the link to various social media channels.

With relevant hashtags and the ability to target their audience, the Tenable recruiting team zeroed in on their ideal candidates, even if they weren’t actively seeking a position at the time. The results were impressive right off the bat: within 24 hours, Tenable had close to 800 views from all over the world on their landing page. And it wasn’t just Mitchell and his team of recruiters that helped pull these folks in — Jobvite’s ability to seamlessly share open positions across social networks enabled the whole company to act as recruiters. “Jobvite has been really helpful in allowing us to get our message out to a massive number of people fairly easily. Whether it’s Facebook, LinkedIn, Twitter, or other social media platforms, we’re able to reach a multitude of different people and markets,” Mitchell says.

With the success of the March Madness campaign under their belts, Mitchell and his team began to craft more campaigns designed to fill all kinds of positions. One campaign, called the “Guardians of the Internet” in a nod to the recent Guardians of the Galaxy release, focused on bringing in engineers by highlighting the significant and impactful work that Tenable employees do. Another designed around the Rugby World Cup helped bring in talent from the UK, and Mitchell is also in the process of pushing out a campaign in Dublin, Ireland. “International markets are a bit tricky, as we’re a US-based company,” Mitchell says. “But using Jobvite, we’ve gotten our name out there more and it’s helped to establish us as a known entity. We can identify specific demographics and reach out to them with targeted messaging across a variety of channels to make sure we get the most relevant people visiting and applying to our careers site.”

Metrics-Backed Success

So far, Tenable’s customized Jobvite CRM campaigns have had a huge impact. Tenable increased visitors to its career site from 26,000 total views at the end of 2014 to around 82,000 in the fall of 2015. And not only are more potential candidates viewing their site — 70 percent of whom are new visitors — their targeted content has led to an increase in engagement, with more page clicks and time spent on the site than ever before.

Mitchell has also seen an increase in referral hires, with 30 percent of new hires now coming from employee recommendations. And as Tenable has grown, acceptance rates are sky high — 90 percent of candidates who receive offers accept them. By the end of the year, Mitchell expects to have hired a total of 300 new people.

A Recruiting Program That Helps Drive Business Performance

After previously struggling to stand out to candidates amongst a sea of competitors, Tenable staked its claim in the recruiting landscape. “Jobvite CRM has allowed us to do a lot more than just hire candidates,” Mitchell says. “Before Jobvite, we didn’t have the luxury of name recognition that other brands had. Jobvite has helped us from a recruiting perspective and helped get our name out in the marketplace.”

With a steady pipeline of candidates and positions being filled left and right, Tenable can now continue to grow as fast as the demand for its products do. “When I first started with Tenable, an ATS alone was sufficient for our needs,” Mitchell says. “But as we grew, we needed something that could evolve as our organization did. Jobvite CRM exponentially puts us in a better position than our competitors.”

A Recruiting Program that Helps Drive Business Performance

After previously struggling to stand out to candidates amongst a sea of competitors, Tenable staked its claim in the recruiting landscape. “Jobvite CRM has allowed us to do a lot more than just hire candidates,” Mitchell says. “Before Jobvite, we didn’t have the luxury of name recognition that other brands had. Jobvite has helped us from a recruiting perspective and helped get our name out in the marketplace.”

With a steady pipeline of candidates and positions being filled left and right, Tenable can now continue to grow as fast as the demand for its products do. “When I first started with Tenable, an ATS alone was sufficient for our needs,” Mitchell says. “But as we grew, we needed something that could evolve as our organization did. Jobvite CRM exponentially puts us in a better position than our competitors.”

A Marketing Approach EVOLVED Tenable’s Recruiting Process

Jobvite’s EVOLVE Talent Acquisition Framework helps TA teams deliver world-class results. From initial assessment to specific action plans, EVOLVE empowers TA leaders to identify and prioritize areas for improvement so that no effort is wasted. Teams, processes, technologies, and strategies are optimized over time, and organizations emerge stronger, more efficient, and better able to adapt to the needs of the ever-evolving talent marketplace.

The EVOLVE framework offers four levels of talent acquisition maturity. Companies like Tenable who take a proactive marketing based approach to recruiting, can move from a level 1 to a level 2.

About Tenable Network Security

Founded in 2002, Tenable Network Security provides continuous network monitoring to identify vulnerabilities, reduce risk, and ensure compliance. Today, over 30,000 organizations around the world rely on us to help them understand and reduce cybersecurity risk. Our goal is to arm every organization, no matter how large or small, with the visibility and insight to answer four critical questions at all times: Where are we exposed? Where should we prioritize based on risk? Are we reducing our exposure over time? How do we compare to our peers?

About Jobvite

Jobvite is an end-to-end Talent Acquisition Suite that takes a marketing-first approach to intelligently attract dream candidates, automatically screen for the highest quality, engage employees invested in the future, and retain the people who care the most about your organization by combining the power of AI and the human touch. Jobvite is proud to serve a broad range of customers including Panasonic, UPMC, Ingram Micro, and Trek Bikes. To learn more, visit www.jobvite.com or follow the company on social media.

"Jobvite has allowed us to do a lot more than just hire candidates...Jobvite has helped us from a recruiting perspective and has helped get our name out in the marketplace."

Sean Mitchell
Director of Talent Acquisition, Tenable

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