Background

Based in Orlando, Florida, with regional offices in Las Vegas, Nevada; Oahu, Hawaii; New York City; Marco Island, Florida; and Sanibel Island, Florida — Hilton Grand Vacations was formerly a wholly owned subsidiary of Hilton Worldwide. However, it spun off into a publicly traded company — and separate legal entity. As a global brand, HGV has call centers in Japan and Hawaii; resorts in the UK, U.S. and Guam; and a business model dedicated to growing within successful markets.

Challenge 

HGV needed to define its employer brand and showcase its work culture while establishing its own identity that's different from its former parent. Its career website was copy heavy, with multi-level talent pages that failed to consider the user experience and didn’t adequately guide candidates down the funnel. Without full ownership over content on its career website, HGV didn’t have the ability to make changes in real time. Adding to the challenges, HGV needed to attract bilingual real estate agents — drawing from a very small, niche talent pool — for its call center in Hawaii.

Solution  

Applying efforts in multiple languages, HGV employed AI, machine learning and automation, while solidifying its employer brand; finding ways to showcase its unique work culture; and clarifying exactly how HGV does — and doesn’t — relate to its former parent company. HGV overhauled its career website, gaining the ability to make changes in real time. Using a mobile-first, fully responsive approach, Google Cloud Talent Solution and machine learning-powered search capabilities are now at work on the career site, too, efficiently and accurately delivering enhanced job descriptions to right-fit candidates to increase engagement. Multiple levels of personalization were enlisted at the job description level, based on talent types. Lightweight and easy-to-navigate, a simple job search feature and double-sticky navigation are now employed at the job level as well. Meanwhile, long job description lists were eliminated in favor of digestible, accessible tabs. And content — expressing HGV’s employer brand with personalized videos or day-in-the-life video testimonials that correlate with job searches — is interactive and pared-down or tucked into features and functions. Offering a single source of data, M-Cloud introduced next-level media buying decisions. Simultaneously, XCloud enabled the candidate and recruiter experience to work together using the same data.

Results

• 8% fewer multiple search results
• 21% reduction in job search bounce rates
• 8% reduction in time spent on job searches
• 5% lift in conversion rates