Why SmartDreamers Is the Go-To Platform for Givaudan’s Employer Brand

Givaudan has more than 15,000 employees and is always looking for new talent around the world. Since 2020, Caroline Mancioppi, Recruitment Brand & Marketing Manager based in Geneva, has used SmartDreamers to build Givaudan’s employer brand.

Her experience shows how a small team can run data-driven recruitment marketing at a global scale, and how to make the case for it with senior management.

The challenge: building awareness as a B2B company

When Givaudan first worked with SmartDreamers, the goal was to share its message widely and recruit for two divisions: Taste & Wellbeing, and Fragrance & Beauty.

As a B2B company, Givaudan faces a challenge that consumer brands don’t. Candidates already know the products of a consumer brand, but they rarely know the company behind the ingredients. Building global awareness as an employer takes more effort, and it needs to be measured carefully.

All recruitment marketing data in one place

SmartDreamers brings all recruitment marketing data into one platform. For a small team, that changes how much time goes into reporting and how much goes into the work itself.

“SmartDreamers helped us centralize our recruitment marketing data.”

Caroline Mancioppi, Recruitment Brand & Marketing Manager, Givaudan

KPIs from social media, Google Analytics and SuccessFactors are visible in the SmartDreamers dashboard with one click. For Caroline, the visual dashboard is faster and easier to work with than Excel files, and it makes it simple to show management the return on each campaign.

A broad mix of channels, managed from one platform

Givaudan publishes its awareness campaigns on channels such as Instagram, Facebook, Google Ads, YouTube and Snapchat. Running them from one platform saves the time of posting on each channel separately, and makes it possible to reach both broad and niche talent pools.

“What worked best is really the mix of channels.”

Caroline Mancioppi, Recruitment Brand & Marketing Manager, Givaudan

The team also keeps improving each campaign while it runs:

• Stopping what doesn’t work. Underperforming ads are paused, and the budget moves to the ones that perform better.
• A/B testing. Different visuals and taglines are tested to learn what works best for each audience.

Understanding the candidate journey

Campaign data is only half the story. Givaudan also looks at what happens after the click:

• Time on the careers website, and which content candidates find most engaging.
• Which roles candidates go on to apply for.
• Behavior on the job portal and company pages, through Google Analytics.

Together, this gives a clear picture of the full journey, from the first ad to the application.

Making recruitment marketing a key function

Givaudan invested in recruitment marketing early, before many other companies did. As Caroline explains, it is a newer function than B2B or B2C marketing, and senior managers sometimes need to understand why a successful company should actively go after candidates.

That is why planning and data matter. Givaudan sets its recruitment marketing budget every year as part of annual planning. Caroline worked with SmartDreamers to define the resources needed for each hiring goal, and the KPIs for every stage of the application funnel, so the budget is based on analytics and experience rather than guesswork.

Talking about ROI with senior management

Engagement metrics are useful for the team running the campaigns, but they are not what leaders need to hear.

“For senior management, going into details such as CTR is not necessarily relevant.”

Caroline Mancioppi, Recruitment Brand & Marketing Manager, Givaudan

Her advice is to link recruitment marketing to the company’s goals. Show how campaigns support hiring priorities, not how many people clicked an ad.

Planning ahead

Givaudan plans to keep improving the candidate experience around the world. Localization is a key part of that: giving candidates content in their own language, with a more personalized experience and a seamless digital journey from start to finish.

With SmartDreamers, Caroline runs her projects with ease and has better visibility of the KPIs that matter most. We’re proud to support Givaudan’s employer brand around the world.