1. Technology
CareerBuilder Solution
Sony Ericsson's recruitment team has the unique challenge of finding cutting edge engineers ranging from Software
Development Configuration Engineers to Electronics Engineers in a highly competitive marketplace. Although Sony Ericsson's
brand helps them in finding this top talent, they still needed more people.
Bill Opal, head of recruitment at Sony Ericsson, was not getting the response he needed from job boards and was reluctant to
try CareerBuilder. Finally, they took a chance and began posting with CareerBuilder. To reach the caliber of candidates Sony
Ericsson needed, Bill launched his job advertisements with Video embedded into the actual advertisements.
Opal's team created eight different highly targeted videos; one about Sony Ericsson as a corporation and for relocation purposes,
one about Sony Ericsson's headquarters, Raleigh/Durham, North Carolina. The final six videos highlighted each of the six
engineering positions they recruited for frequently.
Sony Ericsson's ads, with these videos, received three times the amount of applications that they had received using other job
boards without video. Opal explained, "our ads began receiving 30 applications a day, up from just 10 applications a day using a
different site without video."
With this success, Sony Ericsson then implemented an email marketing strategy to reach even more of these candidates.
Working with CareerBuilder, Sony Ericsson launched its first email campaign with links to the video to 4,500 opted-in
candidates targeting their competition's employees. 48 hours later, Sony Ericsson received over 350 applications with one third
of those being qualified.
This response was equal to five months of recruiting qualified candidates using traditional ads on other job boards. Opal
explained, "By leveraging video and CareerBuilder's email campaigns, we accomplished in 48 hours what usually takes five
months to achieve."
Results Achieved
By leveraging video and Incorporating video into their strategy with CareerBuilder, Sony Ericsson was able to:
CareerBuilder's email campaigns, we
 Increase applicant flow by 3 times
accomplished in 48 hours what usually  Reduce time to reach qualified applicants from 5 months to 48 hours
takes five months to achieve.
Bill Opal, Recruitment
Sony Ericsson
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