Raising Cane’s, one of the nation’s favorite fast casual concepts, and certainly a leader in the popular chicken segment, was growing rapidly. But as they grew, they noticed some slippage in the quality of their talent. Turnover was increasing while promotions from within were slowing across the 500+ restaurant system.
Raising Cane’s is an organization that values high performance. They have a track record of precision, they optimize operations, and they seek to hire that way too. Raising Cane’s didn’t want any old burger flipper to join the team. Their business model demanded the high performer. The captain of the track team, who was also first chair oboe and a National Honor Society member. Competing for talent is difficult. Competing for A players at the onset of a global pandemic seemed impossible.
While internal communications were extolling the brand’s benefits, recruitment materials favored transactional messaging like “Now Hiring” that blended in with the competitions’ and failed to echo the amazing culture they had built. Liquid uncovered the challenge by pointing out the disconnect between the current recruiting campaign language and the mindset of the target personas. “Now hiring” simply would not appeal to someone with standards set that high.
The Raising Cane’s brand is built around “focus” (we have “One Love” – chicken finger meals) and “expertise” (we’re the authority on this because it’s all we do). Liquid discovered that standing on this higher ground was appealing to their target employee too. That led to stronger, more differentiated communications.
Built on focus and expertise, the Chickenthusiasts recruitment marketing campaign reminded these high performers Raising Cane’s could be so much more than a J.O.B. A career at Cane’s (yes, you can have a career here) teaches valuable skills, all that result from planting a flag and claiming authority. The campaign telegraphed confidence to the aspiring fry cooks, inviting them to be the best versions of themselves.
Thanks to the campaign, Raising Cane’s became an army of brand believers. Chickenthusiasts all over the country flocked to their local Cane’s to apply, which provided tailwind to not only survive, but thrive, in the early days of the pandemic. In 2020, Raising Cane’s hired 10,000 crew members, who carried the business to 17.5 % sales growth and 11.4% unit growth.
