Santa Fe Natural Tobacco Company

Founded in 1982, Santa Fe Natural Tobacco Company (SFNTC), manufactures additive-free tobacco products. The company markets its products under the brand name Natural American Spirit. Natural American Spirit products are sold in all U.S. states as well as Canada, Europe, Australia, and Japan. SFNTC is headquartered in Santa Fe, New Mexico. In 2002, Santa Fe Natural Tobacco Company became a subsidiary of Reynolds American Inc.

The people of Santa Fe Natural Tobacco Company share a values-driven vision: An uncompromising commitment to natural tobacco products, the earth from which they come, the communities on which they depend, and the people who bring their spirit to life.

The Challenge
SFNTC’s expansion plans included aggressive growth in both domestic and international sales. As a result, the company needed to increase the number of sales and operations personnel. Recruitment processes performed and tracked manually by a small HR team became increasing difficult to manage and support.

SFNTC needed a quick, cost-effective solution that would provide:

1. Comprehensive capabilities to track, search and manage existing and future job requisitions and openings globally
2. An overhaul of recruitment processes to capture applicant data, track applicant progress through the hiring process, and manage referral sources and programs
3. Standardized status reports to hiring managers, cost and time analyses, and follow up on manager approvals

The Solution
Because Santa Fe Natural Tobacco utilized Oracle PeopleSoft Human Resources, Payroll, and Financial modules, they elected to add PeopleSoft’s eRecruit module to help them solve the problems stated above. They turned to Animato for experienced professionals in both the process and technology to ensure that they maximized their ROI with this new recruiting tool.

Animato’s engagement framework included: 

1. Evaluation of business needs, functionality and processes
2. Customization to meet client’s business processes, development of workflow and reports
3. Setup and delivery of the eRecruit application
4. Creation of documentation and training material, training of key personnel and post-production support

The Results
The organization recognized the following benefits:

• Increased control and automation of tracking applicants
• One-time entry for applicant data
• Increased efficiency in managing referral programs
• Timely reporting of total headcount, time to hire, and job openings
• Ability to automatically distribute offer & rejection letters
• Reduction in recruit-to-hire cycle time