Applying marketing to recruitment

HR Case Study

Using marketing principles to double recruitment levels

The challenge

The client needed to increase the number of hires for graduates and experienced professionals. Recruitment was facing a classic marketing question: “In the face of strong competition and weak brand equity, how can we cost-effectively recruit double the number of new hires?”

We helped the HR team apply marketing approaches to attract candidates through better targeting and improved candidate engagement 

What we did

Developed a recruitment marketing process that took into consideration the ‘candidate journey’ and best practice strategy and planning

Developed supporting toolkits and conducted a series of live action learning workshops to support a non-marketing team to think like marketers

Co-created insight-based core Employee Value Proposition strategies and focused activation/ candidate engagement plans for all key recruitment markets

Continuously improved the process to refine plans year-on-year (e.g. EVP Development, innovation around the candidate journey, improved integrated candidate engagement) 

The impact

The new approach brought significant benefits.

The client beat its recruitment targets in the first 3 years of implementation, with a massive drop in cost per hire (in the 3rd year this was just 41% of the base cost).

Importantly, this was driven by creating better value for the team’s external customers: there was a significant improvement in the measured Candidate Experience Scores.

Published with kind permission.

Read the next HR case study: Creating a compelling EVP

If you would like to learn more about the work we do at Brand Learning, please contact us.

 

 

 

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