The Challenge
Boston Pizza (BP) is one of Canada’s most beloved brands, but their career site left candidates asking for more. The BP career site had the basics: “come work here” messaging, employee stories and professional photography. But it lacked the foundation of a consistent, strong brand that represented all regions and reflected the career paths Boston Pizza offered. BP partnered with Radancy to understand their brand and culture and improve the website experience for candidates.
The Solution
To build a compelling employer brand for Boston Pizza, we started by understanding the experiences of franchisees, Heart of House team members and Front of House team members. We conducted a series of focus groups and one-on-one sessions with more than 60 new and tenured employees. Based on those insights, we created the “BP WORKS FOR ME” seal to express Boston Pizza’s commitment to its people.
Next, we built Boston Pizza’s career site on the Radancy Talent Acquisition Cloud, using data-driven intelligence to deliver more personalized, candidate-centric experiences based on location, previous site interactions and other network signals. The brand came to life at the job level through Advanced Job Descriptions, where candidates could hear from peers, understand what success looks like at Boston Pizza and explore potential career paths.
The Results
The results delivered proven value for Boston Pizza, its franchisees and employees:
+78%
Increase in Traffic
66%
Increase in Organic Traffic
+85
New Traffic Sources
+55%
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