rustan coffee

Case Study: Retail
rustan coffee
From Baristas to Barristers – OpenHire has enabled the
leading retailer in the Philippines to hire exceptional
talent across a wide range of roles.
Background
Attract the right kind of talent across the organisation.
Rustan Coffee is part of the Rustan Group of Companies, which was established in the
Philippines in 1951. In 1997, Rustan Coffee signed an exclusive licensing agreement to
develop the Starbucks retail business in the Philippines. The first store opened in
December, 1997 and the number has grown to more than 190 since then, serving perfect
cups of coffee, creating the "Starbucks Experience" with many Filipinos even from the
distant cities of Baguio and Cebu.
Rustan Coffee has never had an issue attracting candidates who want to work in the
stores. The comfy sofas, the smell of freshly brewed coffee and the convivial atmosphere
appeal to a wide demographic, so it was no surprise that when they launched their
FaceBook site in 2010 it very quickly amassed 1 million followers. Jobs adverts were
added and the applications rolled in. Sounds great so far?
With hundreds of applications every day, recruiters at Rustan Coffee were faced with a
monumental screening exercise; with the head office wanting to add an additional 10+
stores per annum, the recruitment team knew they had to do something, and do it
quickly, so they turned to SilkRoad.
Career Portal and Social Media Branding
F or mor e in for ma ti on: asi a@ silk r oa d. co m | w ww .s i lk r oa d. co m
“
OpenHire is a highly flexible,
scalable solution. It has enabled
us to maximise our consumer
brand for the benefit of our
employer brand.
Isabel Cacho
Head of Human Resources,
Rustan Coffee
Solution
Social Recruiting: How OpenHire helps source AND
manage applicants from across the web
Rustan Coffee
Welcomes
In order to meet the business requirements of increasing the company’s workforce
and improving the efficiency of the recruitment process for all candidates, Rustan
Coffee implemented OpenHire, the web-based recruiting management solution
from SilkRoad.
Rustan Coffee had three key goals:
Provide an exceptional candidate experience
Improve the quality of hire
Expand their service offering - provide a consistent service across the team,
backed by clear metrics
Exceptional Candidate Experience
OpenHire provided Rustan Coffee with a central
repository for all candidates regardless of source.
Candidates CV’s were no longer accepted in store and
rather than a long paper application form, candidates
were provided with a leaflet which highlighted what it
was like to work at Rustan Coffee and invited them to
apply online via their career portal. Here they could
also find out much more information about the
company, it’s culture and the job roles and
responsibilities.
Jobs are advertised freely on social media platforms
such as Facebook. When candidates click to apply
they are taken to their career portal, ensuring that all
candidates, regardless of source, are provided with a
consistently high quality candidate experience.
“
We’re delighted to have
partnered with SilkRoad,
their country and regional
teams provide exceptional
customer support and their
account management team
are dedicated to ensuring
that Rustan Coffee
maximises the return on its
investment – it’s a true
partnership!
Isabel Cacho
Head of Human Resources,
Rustan Coffee
Feeding the
Bean Machine
Upon application, candidates receive an email
thanking them for their application.
1200+
190+
10+
Improving Quality of Hire
Recruiters use OpenHire’s ranking and assessment tools to identify the top talent
more quickly. They are also using OpenHire’s mass email functionality which
enables them to reject en masse those candidates that don’t make the grade.
This has lead to improved service for candidates while providing the recruiter
with more time to spend screening the higher quality candidates before inviting
them in for interviews. As a result, there has been a 57% increase in the number of
candidates passing the interviews and being hired.
Ensuring Consistent Service
As the team became more efficient they were also able to take on more work and
start recruiting for the head office. Roles that would previously have been filled
by recruitment agencies at high margins, were now being filled by the
recruitment team, directly resulting in huge savings. The team has also been able
to start talent polling, building bench strength in key areas and enabling them to
adapt much more quickly to new business initiatives.
Social Talent Management
1485+
94+
3+
100%
Number of baristas
Number of stores
Number of new stores
per year
Number of new
Facebook fans per day
Number of
applicants per day
New Hires per day
Percentage of hires on
OpenHire
* Approximate figures as of March 2012
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