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With that simple call to action by CVS Health, the company launched an initiative that has become one of the largest job-generating and recruiting efforts for frontline workers during the COVID-19 crisis: 50,000 job openings for full-time, part-time, and temporary employees across the country. Companies like Hilton and Marriott are customers and clients of CVS, so with our existing relationships, we started to discuss how we can come together and better fight this common enemy and address its impact on the labor market. We met with Hilton on a Thursday [March 19] to discuss ways we could partner and support each other, and by 7 a.m. on Monday we had a fully functioning landing page and talent form with people already coming in,” says Kerry Noone, CVS Health director of talent acquisition. To execute rapidly, and at the massive scale needed, the CVS talent acquisition team leveraged its candidate relationship management (CRM) platform (in this case, SmashFly) to email almost 5 million people within its network to publicize the hiring initiative and provide valuable resources, like video interviewing tips.

Pioneering recruitment marketing organizations are almost 6x more likely to include content or video on job description pages, and 64% of A’s and B’s include content by job family/skills on the career site vs. only 28% of C’s, D’s and F’s. More than 61% of A’s and B’s have a talent network (most likely powered by a CRM) compared to 27% of C’s, D’s and F’s; more importantly 84% of A’s send monthly communication. And they use automation to scale outreach and smartly close the loop with talent; 16% of A’s send an automatic reminder to complete the application post drop off compared to just 6% of C’s, D’s and F’s. For instance, only 8% of companies with a talent network share content besides jobs (for more surprising misses and opportunities, check out the full Report).

Some companies, like Microsoft, have pledged to continue to pay its hourly workers; Amazon is hiring 100,000 new employees and giving raises to current staff; Apple, Uber, Walmart and McDonald’s are among businesses offering extended paid sick leave; and NBA players are donating millions to aid arena workers currently out of jobs. To help ease the transition and ensure social distancing doesn’t become social isolation, Wrike is licensing its project management platform for free for the next six months. Other companies, like Meero, Loom, Jamm, and OneDine are also offering free services to make this time a little less complicated. &Pizza delivers free, unlimited pizza offer to employees and their families Free pizza. Many food chains and restaurants have begun stepping up by discounting meals or delivery fees, including &Pizza, who is offering free food to employees and their families, plus hospital workers.

This is how I feel every year as I wait for Sisense to score, tabulate and rank the 500 companies my team at SmashFly diligently researched across 20,000 data points on their career site and recruitment CRM nurture strategy. Here’s my take on one big surprise and two disappointments when it comes to the Fortune 500’s nurture strategy over five years. Sure, 43% of companies offer a talent network (up from 27% in 2015), but the surprise is that in 2019 we saw a 67% increase in companies that also include an opt in within the apply flow (from 18% in 2018 to 30% in 2019). Over five years, we’ve seen employee stories increase, the number of companies sharing content vs. social on job news increase, diversity and veteran content increase, yet that content is rarely used in any other form than on the career site.