PetSmart partnered with iCIMS to strengthen its employer brand and improve candidate engagement by better understanding how job seekers interact with recruitment content. Recognizing that the lines between consumer and employer branding had blurred, the company sought to communicate with candidates in a way that reflected their preferences and expectations. Through research and feedback from both employees and applicants, PetSmart identified opportunities to modernize how it engaged talent and collaborated with iCIMS to enhance its recruitment marketing strategy. The result was a more personalized and effective candidate experience that resonated with pet lovers and potential employees alike. By tailoring communications and content to candidate needs, PetSmart achieved an engagement rate o

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