The RMAs Recognize Excellence in Recruitment Marketing and Talent Management.
London – November 7, 2019 – PeopleScout won the Recruitment Marketing Awards (RMAs) Grand Prix Prize, which recognizes excellence in recruitment marketing and talent management.
This award was for PeopleScout’s creative approach to recruiting nurses in Greater Manchester. Recruitment for nursing has been in crisis, hit hard by negative press, ideological attacks and funding cuts. Across Greater Manchester, hospitals were recruiting from each other, creating a costly merry-go-round which made the problem even worse.
To respond to these challenges, PeopleScout created an inspirational film to attract nursing re-joiners, trainees and candidates from outside the local area. The film features lyrics from legendary local artists, creating an emotive, powerful and unexpected story. The results of the video included 343,050 views on YouTube, 51,138 visits to the campaign site and, most importantly, 1,582 candidates demonstrated engagement with the Greater Manchester NHS and Universities.
“Innovative and inspirational! The use of local bands created a new unique piece of poetry which elevated this to something bigger than the campaign itself, something that would touch people’s emotions and enable them to feel proud of who they are and their potential to work in Manchester hospitals,” commented the RMA judges.
In addition, PeopleScout also won awards for employer branding, recruitment effectiveness and video. Each award signifies the excellence in PeopleScout’s work for decidedly different challenges.
The award for employer branding was for The AA. In the past, The AA was affected by inaccurate perceptions, specifically people thought the only jobs they offered were roadside assistance roles. The diverse candidates the company required simply weren’t considering them as an employer.
“We created a new careers site with the innovative but cheeky chatbot that used the ‘Ready for ANYTHING’ employer brand and showcased the fun culture that people had not associated with The AA before. The results were that site traffic increased 320% and applications increased 266% over an 18-month period. Within 30 months we moved The AA from 60% to 5% agency use and have saved The AA several million pounds per year,” said Heather DeLand, Executive Creative Director and Head of Comms Solutions at PeopleScout.
The Recruitment Effectiveness Award was for the Government of Jersey campaign. It was recognised by the judges as “a clear strategy based on direct and honest messaging – aligning directly with objectives of the business.”
The challenge was to shift negative perceptions of life in Jersey, reduce the reliance on agency workers and help attract a range of care staff. PeopleScout started with the proposition ‘Let’s be honest,’ with Jersey shown as a desirable place to live whilst recognising the truth about the government’s care reputation in the past.
An open letter was written that admitted past failures and positioned a radical restructure of care in Jersey. This appeared as a full-page advert in national, local and specialist press, as well as featuring at recruitment events, in online collateral and through website content. The campaign has generated 263 candidates registering their interest, 25 children’s social workers already recruited and many more in the pipeline.
“We are delighted with the awards that our work has received this year. Each of our clients have unique challenges which we solve with our creative approach, whether it’s through media, assessment, strategy or candidate sourcing. Having this industry recognition, acknowledging PeopleScout as the best of the best, is fantastic news,” said Robert Peasnell, Managing Director of PeopleScout.
PeopleScout, a TrueBlue company, is the world’s largest RPO provider managing talent solutions that span the global economy, with end-to-end MSP capabilities supporting total workforce needs. PeopleScout boasts 97% client retention managing the most complex programs in the industry. The company’s thousands of forward-looking talent professionals provide clients with the edge in the people business by consistently delivering now while anticipating what’s next. Affinix™, PeopleScout’s proprietary talent acquisition platform, empowers faster engagement with the best talent through an AI-driven, consumer-like candidate experience with one-point ATS and VMS integration and single sign-on. Leveraging the power of data gleaned from engaging millions of candidates and contingent associates every year, PeopleScout enhances talent intelligence for clients across more than 70 countries with headquarters in Chicago, Sydney and London and global delivery centers in Charlotte, Toronto, Montreal, Bristol, Krakow, Gurgaon and Bangalore. For more information about PeopleScout and its Now to Next brand promise, please visit www.peoplescout.com.
Global VP of Marketing and Communications