Vancouver Rebels of Recruiting Roadshow | John Trenholme from Canadian Tire Corporation

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Data  SegmentationDifferentiating  brand  from  talentto  help  recruiters  focus  on  people

John  TrenholmeManager,  Talent  AttractionCanadian  Tire  Corporation

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Our  Brands  &  Our  Reach• 1,800  retail  doors  in  Canada  across  all  our  

banners• $12-­‐14b  billion   in  product• More  than  30m  Canadians  live  within  a  10-­‐

minute  drive  of  a  store• 15  transactions  /  second,  every  day,  from  the  

time  the  sun  comes  up  in  Newfoundland   to  the  time  it  sets  in  the  Pacific.

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Our  Customers

• ~350k  page  views/Q• ~60k  followers• ~215k  engaging,  1.15m  in  reach• 20-­‐30%  organic  +  paid  audience  growth/Q• ~12,500  employees  amplifying  our  brands

$160m  -­‐>  $865m  

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• Content  Marketing• Engagement• Brand  Sentiment  &  Reputation

• Employee  Social  /  Activity

• Applicant/Source  Data

• Operational  Data• Hire  Data

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Our  Customers

~200k  external  applications

99.2%

MILLIONS!

~1,800  external  hires

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Our  Green  Room

• Referrals• Network  recommendations• Silver  and  bronze  medalists  from  

past  selection  processes• Amazing  co-­‐ops  and  new  

graduates• Impressive  candidates  met  at  an  

industry  event  /  info  session  /  coffee  shop  /  on  the  subway

• Downstream  people  discoveries  from  our  brand  work

• Cold-­‐sourced  talent

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• Recruiter  Tools  Usage• Pipeline  Growth  (Lead  Generation)

• Campaign  Data• Prospect  Management• Conversion  Data• All  by  Key  Talent  Segment  (Marketing,  Technology,  Customer  Insights,  Data  Analytics,  Cybersecurity)

Aspirational

• Retention  Data• Performance  Data