Case Study: How Burger King used A2H analytics to streamline their latest recruitment campaign

BURGER KING UK have seen their recruitment go from strength to strength since partnering with A2H Solutions Ltd , and we're thrilled to share the success of our collaboration in an exclusive interview with Paul Walsh , Senior Talent Acquisition Partner at Burger King. Paul gives us a detailed look into the challenges they faced before working with us, the decision-making process behind choosing A2H, and how the partnership has supported their recruitment strategy across the board.

When we first began discussions with Burger King there was an opportunity to help with some challenges around recruitment, namely tracking ROI and having quality data to make informed decisions around attraction channels and spend. "Before A2H, we were struggling to drill down into the detail of our attraction data," Paul explains. "We knew we were spending on advertising platforms but we had no clear idea of how well those campaigns were actually performing in terms of hires in one place. Much of the tracking was manual, which was not sustainable for a growing business of our size. We were receiving a high volume of applications but many of these didn’t meet the criteria for the role, mainly due to being from overseas. As a result this was eating into our advertising spend and taking time to process."

Burger King’s recruitment efforts lacked the necessary insights to effectively measure conversion rates and justify spending, leaving their Talent Acquisition team unable to align recruitment suppliers with their goals, and revealing gaps in their ability to control and optimise their budget commercially.  Paul explains, “As a business, internal fills are our primary objective, which helps us create clear career paths and opportunity for our teams. When we need to recruit externally, it was important we understood which channels worked to attract both the active and passive job seeker. As we know, it’s not one size fits all and we needed to be agile and commercial”.

Paul and his team at Burger King carefully evaluated their options before selecting A2H Solutions as their recruitment platform of choice. "What drew us to A2H was the comprehensive reporting and visibility it offered. We wanted a platform that would give us more control and be more agile with our recruitment campaigns, and A2H stood out because of its ability to track and optimise every part of the process." Burger King also valued our existing relationships within the industry, which provided a seamless integration with their existing systems and needs.

There were initial concerns about how switching to a new platform would affect Burger King’s existing workflow, but Paul recalls how smoothly the transition went. “A2H tailored everything to suit our recruitment needs, and we quickly realised that this platform could help us streamline and improve our entire recruitment process."

The onboarding experience with Burger King was a smooth, collaborative effort. We worked closely with Paul and his team to ensure the platform aligned perfectly with their goals, particularly in terms of cutting out inefficiencies, improving campaign control and providing the required data. Paul highlights the ease of transitioning to A2H Solutions: "The A2H team made everything incredibly easy for us. We were up and running quickly, and the data started rolling in almost immediately, allowing us to have honest conversations with suppliers beyond just started application numbers. It was exactly what we needed - something that wouldn’t disrupt our daily operations but enhance our visibility and control.

A key issue we addressed was eliminating a high volume of applications from outside the UK, which were consuming time and campaign budget. By streamlining their job campaigns and refining their targeting, A2H helped Paul’s team achieve better results without the hassle of manually managing each site’s recruitment efforts.

Since adopting A2H Solutions, Burger King has made remarkable progress in improving both the efficiency and quality of its recruitment processes. Paul shares some impressive figures: "In just six months, we received an incredibly high number of applications. As an expanding business it’s provided us with a robust amount of hires across all levels - an incredible result that showed us just how efficient the platform is."

Thanks to A2H’s comprehensive reporting tools, Burger King has been able to track essential metrics beyond just ‘started applications’ numbers, drilling down on ‘completed applications’, conversion rates and hires. What’s more, the cost-efficiency is undeniable. "One of the standout metrics for us has been the overall cost per hire, which we’ve been able to reduce with A2H. That kind of ROI was exactly what we were hoping for when we signed up.”

Paul and his team at Burger King have expressed high levels of satisfaction with the partnership, particularly the transparency and control they’ve gained over their recruitment efforts. "A2H has given us the data visibility we were missing. Now, I can have informed, data-driven conversations with our suppliers and internal stakeholders, which has made all the difference in justifying recruitment spend and optimising our campaigns."

Looking ahead, we are delighted that Burger King are eager to continue leveraging the platform to explore new recruitment channels. "We’re excited to look into programmatic advertising and social media recruitment, especially on platforms like TikTok," Paul notes. "I’m looking forward to measuring our internal vacancy management and see how A2H can help us measure the success of employee referral programs."

At A2H Solutions, we’re thrilled to have played a part in helping Burger King take their recruitment to the next level, and we look forward to continuing this successful partnership for many years to come.

If you're interested in finding out how A2H Solutions can help your recruitment strategy, drop us a message! James Rodricks Darryl Bate