Using marketing principles to double recruitment levels
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 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
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