Impact Study

Multi-pronged solution achieves hiring goal & lower costs-per-hire

For over 75 years, Dollar General Corporation has been delivering value to shoppers. Today it is America’s largest small-box discount retailer by sales. With more than 12,000 stores and hundreds more opening each year across its 43 state territory, Dollar General has consistent, high-volume hiring needs.

Challenge

One of Dollar General’s most difficult-to-fill positions is Regional Loss Prevention Manger (RLPM). Qualified candidates must have multi-location experience, specialized professional certifications and be proficient in job-specific interview techniques. Making the hiring process even more challenging was Dollar General’s preference for bilingual RLPMs.


Bayard was tasked with effectively recruiting 22 long-term, career-oriented Regional Loss Prevention Managers, each in a different region of the country. With a project budget 50 percent less than the norm and a six-week hiring schedule, our ingenuity was put to the test.

Solution

We implemented a two-pronged solution. First, we developed a media plan utilizing a programmatic buying strategy that primarily focused on the aggregators. This plan kept costs to a minimum and it secured deep coverage to selectively target prospects most likely to qualify.


The second prong was a custom-built, candidate-friendly Specific, Measurable, Achievable, Relevant and Time-Oriented (SMART) landing page. This page spoke directly and relevantly to prospective candidates, effectively selling the merits of the position and the company’s growth. We also integrated a short form to capture key information to create a database that enabled recruiters to quickly identify and sort applicants.

Result

Dollar General received over 535 applicants with 155 being highly qualified Regional Loss Prevention Managers. All 22 positions were filled in less than five weeks and we closed the campaign 25 percent earlier than scheduled.


In total, this initiative was 13 percent under budget and it realized a cost-per-hire (CPH) 55 percent less than past campaigns. Today there still exists a pipeline of qualified candidates for future hiring needs at a dramatically reduced CPH.

Key Stats

535

Campaign applicants

55%

Savings in cost-per-hire