Cornerstone Frontline Eyes Potential of SMB Recruiting Market

Woman Bike Mechanic

Cornerstone OnDemand’s announcement of Cornerstone Frontline and its acquisition of service-employee marketplace Workpop are new indications the company sees growth potential for both recruiting and HCM technology tools in markets beyond the traditional large-business space.

Woman Bike MechanicFrontline is a recruiting solution designed for users seeking to hire local, entry-level and customer-facing employees. Users might be store managers recruiting new cashiers, supervisors seeking seasonal warehouse employees or healthcare providers looking for administrative staff.

With more than 1,000 retail, manufacturing and healthcare customers, Cornerstone’s not wading into completely new territory here, However, it’s broadening its potential customer base with a product that appeals to organizations who are smaller than its current typical client.

Workpop fits nicely into Cornerstone’s efforts here, not only in terms of technology but market knowledge. Founded in 2014, the company offers a web and mobile solution developed around the needs of candidates and hiring managers in smaller service companies. It customers include Peninsula Hotels, Hillstone Restaurant Group, Tao Group, Sweetgreen and Jersey Mike’s Subs.

When it becomes available next year as part of Cornerstone’s recruiting suite, Frontline will combine features of Cornerstone’s enterprise applicant tracking system with Workpop’s recruiting solution.

“Cornerstone Frontline solves a huge pain point for our clients with high volumes of entry-level and hourly employees, and the acquisition of Workpop helps make Frontline possible,” said Cornerstone CEO Adam Miller. “The Workpop team provides us with deep domain knowledge and outstanding product design capabilities to further accelerate our momentum in recruiting.”

Cornerstone’s been strengthening its service in a number of areas lately. The company expanded its strategic relationship with Grovo to provide integrated learning and content for businesses, began working more closely with IBM on improved talent management technology and increased its integrations with LinkedIn and Workplace by Facebook.

In addition, ZDNet reported Cornerstone plans to devote 50 percent more engineering resources on recruiting projects this year, compared to 2017.

Separately, Cornerstone said it will expand its operations in Salt Lake City, making a capital investment of around $4.4 million and adding up to 350 jobs over the next seven years. The jobs will be in finance, product support, engineering, product development and administration.

Currently, the company has about 2,000 employees worldwide.

Image: Andrew Poplavsky