Southwest Georgia Oil was born sixty years ago when founder Jimmy Harrell took out a $2,500 loan to buy an old tank truck and sell diesel fuel to local farmers. The family-owned business has since transformed into a major Southeastern fuel and convenience store operator with 78 stores across Georgia, Florida, and Alabama operating under the Inland, SunStop, SunValley Market & Deli, and S&S Foods brands. Harrell’s son Mike continues his father’s legacy today as the CEO.
As the company evolved from a single location to a regional powerhouse, it needed a better way to find, hire, and onboard more applicants. The days of paper applications with on-the-spot interviews and hiring no longer suited a growing business with multiple categories of employees. Manual operations did not allow the brand to verify, compare, hire, and manage more than 1000 employees annually. The fuel and convenience store chain needed to embrace technology to help them win the talent game.
With Fourth, Southwest Georgia Oil sought a seamless applicant tracking system and a consistent flow of quality prospects. They turned to PeopleMatter, which not only helped attract more quality applicants and expedite the hiring process but also automated onboarding. PeopleMatter’s comprehensive capabilities included source-to-hire data tracking and the management of individual business units for each location. It ensured compliance with federal, state, and local employment laws, along with tax documentation. The user-friendly, automated system facilitated a smooth transition to technology, saving valuable time and resources.
The remarkable results spoke for themselves. Southwest Georgia Oil achieved a 57% reduction in employee turnover post-implementation, maintaining a consistently lower turnover rate (10-15% below industry standards). Onboarding times were slashed by 38%, from 90 days to just 54 days. The applicant pool grew fourfold, skyrocketing from 1,500 applicants per year to an impressive 12,000 per year with Fourth’s PeopleMatter solution.
“PeopleMatter makes hiring less of a hassle for my HR team… the icing on top of that would be just how effortless it is.”
— Katie Marzolf, PHR, Human Resources Director, Southwest Georgia Oil Company
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