Solution: Talent Advisory

Maersk: Making Waves with a Global Employer Brand

Posted on by jpatel
Maersk: Making Waves with a Global Employer Brand

Maersk: Making Waves with a Global Employer Brand

Maersk, a global shipping company, came to PeopleScout for a talent advisory solution that would deliver on a diverse and digital-forward new global employer brand.

Situation

Think Maersk and you think container ships. Steel giants criss-crossing the oceans. You probably think dependable and trustworthy, but slow moving. What you don’t think of is digital trailblazer. But, when they came to us, that was precisely their goal.

Already leaders in global shipping, the Maersk group was about to undertake a huge transformation to take them to the next level of their business strategy. Their vision was to become a global integrator of container logistics and digitalization of the business was at the core of this big move. Maersk no longer wanted to be seen as a shipping company; they wanted to be seen as a leader in technology.

The issue was that they didn’t have the world-class capabilities in the business to fuel this tech revolution.

The brief: create an employer brand that:

  • Made transportation and logistics attractive to global talent in a way it hadn’t been before – competing with the likes of Microsoft and Amazon.
  • Attract diverse candidates (especially STEM and digital) with the innovative mindset to bring radical change.
  • Change perceptions of the Maersk Group away from solid, slow and paternalistic to dynamic and pioneering.

Solution

RESEARCH

The insight phase was intensive.

Understanding the organization, the many and varied brands, the core business areas, its people and the nuances across the globe was highly complex. It was also the key to creating an employer value proposition (EVP) that would turn heads among non-traditional candidates.

We ran a very diverse, in-depth and international series of focus groups and one-on-one interviews across the group and externally.

This allowed us to:

  • Understand the views and vision of senior leaders within the business.
  • Gain deep insights into the lived experience of professionals at various managerial, technical and operation levels.
  • Map the competitor talent market to identify specific territories that Maersk could own with regards to its proposition and messaging.
  • Develop a set of core messaging pillars that we validated with senior stakeholders across the globe before developing our EVP and recruitment communications campaigns.

THE CORE MESSAGE

Our EVP message aimed to inspire, motivate and challenge employees and candidates to be part of a career-defi ning, once-in-a-generation transformation. The result is an invitation and a two-way commitment striking the kind of pioneering, adventurous and fast-moving note that you simply wouldn’t expect from a business like Maersk. It also gave us a platform to tell stories that capture hearts as well as minds.

EVP message: Let’s go into the amazing

INTERNATIONAL RESONANCE

Because our audiences were very diverse and located all over the world, we created a series of five messaging pillars. Drawn from the key insights gained at the research stage, these pillars allowed our brand messaging to be flexed in order to speak to the motivations of individuals and talent groups all across the globe.

THE PILLARS

Pioneering
Candidate offer: Seize every new opportunity, pursue every experience and never be afraid to be the first.

Belonging
Candidate offer: Be open, be curious and bring your whole self to work.

Societal impact
Candidate offer: This isn’t just about the part you play in our business, it’s about the change you can make in our world.

Unfolding potential
Candidate offer: Jump in wholeheartedly and we’ll support and invest in you to be your very best.

Global citizens
Candidate offer: Broaden your horizons and make the world your workplace.

KEEPING IT ROBUST

Inspiring EVPs need strong foundations to stay inspiring. This is how the architecture of the Maersk employer brand all fits together.

MAKING IT REAL

This is how we took each of the pillars and turned it into a candidate-facing advertisement.

The Outcome

It’s still early days, but in the latest employer brand benchmarking, Maersk was delighted to see the impact the work was already having. A key measure is its ranking in The Most Attractive Employers List produced by Universum.

Maersk has seen its ranking improve. Our goal is to continue this momentum in each of the key markets and among each of the key talent segments.


At a Glance

  • COMPANY
    Maersk
  • INDUSTRY
    Transportation & Logistics
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • LOCATIONS
    Global with priority markets in India, the UK and Denmark
  • ABOUT MAERSK
    With locations in every port in the world, Maersk is one of the largest container shipping line and vessel operators in the world.
Let’s Connect

Diageo: Bringing Iconic Characters to Life with a New Global Employer Brand

Posted on by jpatel
Diageo: Bringing Iconic Characters to Life with a New Global Employer Brand

Diageo: Bringing Iconic Characters to Life with a New Global Employer Brand

You might have heard of Captain Morgan, but have you heard of the parent brand Diageo? PeopleScout helped Diageo, one of the world’s largest alcoholic beverage manufacturers, with a new global employer brand that helped them both celebrate and transcend their iconic brands to attract world class talent across cultures, companies and languages.

26 One Employer Brand Nuanced to Resonate Across 26 Countries
5 In-Market Brand Launch Events Plus One Global Webinar
300,000 + Impression on Social Media During Week of Brand Launch

Situation

Diageo has a portfolio of some of the world’s most renowned drinks brands including Guinness, Baileys and Captain Morgan. Even though its drink brands are long established, the Diageo brand itself is less recognizable, particularly in the employment space.

Our challenge was to develop an employer brand that cut through this lack of awareness and inspired people in a wide variety of commercial disciplines all across the world to see themselves at Diageo. The new brand needed to reflect their employer value proposition (EVP) to drive Diageo’s reputation as an employer of choice for world class talent globally and complement the existing corporate brand positioning.

Solution

Our mission was to create and launch a new and compelling employer brand for an employer that was being outshined by its own iconic products.

Delving into the Challenges

We dove into insights gathered from a variety of internal stakeholders—from experienced Diageo colleague to recent hires—across North America, Latin America, Europe, Africa, India and other parts of APAC. These employees were from several departments like e-commerce, supply chain, marketing, finance, HR, IT and customer management.

We realized that the wide variety of geographies that Diageo covers creates complex challenges for the business, from the differing strengths in consumer brands between markets to talent attraction techniques and cultural nuances relating to alcohol. So, we knew that the new employer brand had to be flexible enough to resonate in different countries and feature local employees as champions to bring it to life.

From an external perspective, a survey revealed that 58% of our target audience had not heard of Diageo. Yet, 78% said they would be interested in working there after we connected the Diageo name to their famous brands. So, we needed to find a way to link the Diageo name to their recognizable products.

A Unique EVP – Character is Everything

We anchored the new employer brand in the history of the organization: character. People of extraordinary character—like Arthur Guinness, Johnnie Walker and Charles Tanqueray—had built the business from the ground up centuries before. And their spirit lives on, driving every aspect of Diageo in the 21st Century.

The EVP we introduced—Character is Everything—was grounded in the history of their individual products as well as influenced by the characters we met at Diageo. We wanted the brand to be a celebration of their personalities, joy and enthusiasm for Diageo’s famous brands.

An example of the creative PeopleScout talent advisory team created to support Diageo employer brand.

We took Diageo through a comprehensive journey, developing pillars, narratives and collateral that fit into their overall corporate brand.

Tailoring the Employer Brand for Global Talent

We created six brand pillars, ensuring the message was compelling and authentic for audiences divided by geography or job area and then tested the proposition globally to gain buy-in business-wide.

In our narratives and designs, we made Diageo employees the brand heroes, telling local and global stories, and showcasing their characters to bring the Diageo story to life on every channel. The brand imagery was genuine and full of depth—from the smiling faces of real employees to the bold headlines.

We fine-tuned and then launched different iterations of the brand for different geographies. For example, in various African countries, recruiters told us that candidates responded well to messages around supporting the community. We also translated our communications into a range of languages.

The brand was designed to provide enough content and materials for immature markets to roll out independently, while still leaving enough scope and space for innovation in advanced markets.

Setting Diageo Up for Success

Our Talent Advisory team supported the brand launch across the globe, promoting and publicizing the new brand. We helped the Talent Engagement Teams to understand the proposition, what tools are available to them and how to use the brand effectively to hire great talent. We also supported internal launch events in which we engaged employees in activities to explain what it means to work for Diageo and the kinds of traits and behaviors they should look for in new hires.

Results

The new EVP and employer brand creative was well received across Diageo.

Launch Events

We hosted five in-market events plus a webinar which had over 500 webinar registrants, over 200 live participants and 30 on-demand views of the recording. These events inspired huge amounts of user-generated content on LinkedIn from employees.

Social Media

Diageo executed a series of posts across their social media channels under a unique branded hashtag, #characteriseverything, generating a huge amount of activity and traffic during the first week.

  • 329,472 overall impressions
  • 6,257 clicks plus 2,936 click-throughs to the Diageo career site
  • 2,986 likes
  • 179 shares
  • 72 comments
  • 3.19% overall engagement rate (well above industry average)

Global Reach

Activations of the brand have now reached 26 markets. So far, we’ve worked on:

  • A film to support recruitment in Budapest
  • Brand activation project for hiring in Korea
  • Communications for Diageo’s global ATS platform
  • A revamped toolkit for employee reward
  • Recruitment event collateral for Venezuela
  • A recruitment marketing campaign for early careers within the supply chain division
  • An internal communication project for the Diageo’s migration to Workday

We’ve gained evidence across a number of campaigns that the new employer brand is altering perceptions and boosting awareness of Diageo. There has been a great response internally too. Not only were we over-subscribed for brand champion volunteers, focus group feedback is showing an upswing in pride around the Character is Everything message.

At a Glance

  • COMPANY
    Diageo
  • INDUSTRY
    Consumer Goods
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • LOCATIONS
    The refreshed Diageo employer brand was flexed to resonate in 26 different countries including Budapest, Korea and Venezuela.
  • ABOUT DIAGEO
    Diageo is one of the world’s largest producers of spirits and beers including iconic brands like Guinness, Smirnoff and Johnnie Walker. With over 27,00 employees, their 200+ brands are sold in 180 countries.
Let’s Connect

Leveraging Technology to Improve Recruiting Efficiency and Candidate Experience

Posted on by jpatel
Leveraging Technology to Improve Recruiting Efficiency and Candidate Experience

Candidate Experience | RPO in Manufacturing

Leveraging Technology to Improve Recruiting Efficiency and Candidate Experience

This multinational manufacturing company turned to PeopleScout for full life-cycle recruiting support and a technology-based solution to hire of hundreds of retail store and service positions across the U.S. and Canada.

4,400 Total Annual Hires
77 % Increase in Annual Hires Across Commercial Service Centers
232 % Increase in Annual Hires Across Manufacturing Plants

Situation 

The client experienced less than desirable outcomes from their previous RPO provider and chose PeopleScout as a partner because of our exemplary reputation and proven winning record in volume hiring in their industry. In addition, PeopleScout provided what had been lacking in their talent acquisition strategy: technology-based solutions, market intelligence and analytics, talent consultation, and standard reporting and compliance protection precautions.

Solution 

Even with a stellar recruiting process, it would take the power of an integrated candidate management technology stack to make sure that hiring targets were being met with fewer human administrative tasks. 

PeopleScout’s proprietary talent technology, Affinix® was implemented to accelerate recruiter efficiency and enhance the candidate experience. The recruiting team leveraged Affinix’s automation capabilties to do much of the repetitive heavy lifting in the process and relied on robust analytics that turned historical data into actionable insights to identify opportunities for process optimization. 

Affinix End-to-End Process 

The Affinix experience begins with a requisition feed from the client’s HRIS, where all hiring needs are approved. 

The jobs are integrated into the Affinix Applicant Tracking System which provides: 

  • An interface to edit the job to prepare it for posting/advertising 
  • The platform that posts the job to the client’s career website built through Affinix and creates a job description and job page to post the job to media 
  • The platform for recruiters to manage all candidates during the hiring journey 

Once posted, jobs are live on the client’s Affinix career website which allows candidates to:  

  • Quickly find the job they are looking for based on keyword, location or job family through intelligent and responsive search technology 
  • Join the talent community by quickly submitting their profile information if they are not ready to complete a job application  
  • Apply for a job through Affinix’s quick apply feature, which captures all required candidate information and consent on one continuous and seamless page 
  • Automatically create a candidate dashboard to update their information, upload a new resume or change their communication preferences   

The Affinix Quick Apply application sends the candidate data to the Affinix ATS and CRM which creates a candidate record. With knockout questions built into the application, Affinix processes candidates who are qualified and sends a text or email message to the candidate inviting them to complete a pre-screen. 

Affinix Digital Interview Managment then sends pre-screen questions by text and email. With hundreds of requisitions open concurrently, the power of automation saves the recruiter the time it takes to pre-screen a candidate before the interview process. Having the option for candidates to answer pre-screen questions by SMS improves submission rate. Additionally, the recruiting team created a sophisticated scoring rubric for the technology to score the candidate based on their response.

Affinix Digital Interview then automatically advances the candidate to be invited to a phone interview if they meet or exceed the score threshold. The event scheduling functionality in the Affinix Digital Interview platform gives invited candidates the opportunity to choose a time on their own from the recruiter’s calendar availability.
Candidate information, activity and status automatically flow through to Affinix CRM. Because of the volume of qualified candidates who do not get hired, recruiters can classify candidates as silver or gold medalists, manage them in pipeline folders, and engage them with robust email campaigns. Some markets or jobs are urgent and when candidate traffic does not happen organically, the recruiters leverage Affinix Talent Matching, a sourcing platform built in the CRM.

Sourcing from hundreds of social and lifestyle sites, Talent Matching unleashes the requisition out on the open web to find relevant candidates whose profiles match the job requirements.

Since this sourcing tool is built into the CRM, sourced candidates can be added directly to pipeline folders. The recruiting team can also quickly build landing pages from Affinix CRM to be used as destination pages for pipeline-building campaigns like diversity and inclusion or new grads.

Affinix Analytics gives visibility to the historic recruiting performance by job class, requisition, location and hiring manager. Most importantly, it provides predictive analysis so that the recruiting team can take action and make corrections if needed.

Results 

The PeopleScout recruiting team meets and exceeds the client’s hiring targets because of how they masterfully leverage Affinix and its one mission—to improve candidate experience and recruiter efficiency. With Affinix:  

  • Candidates find jobs and complete job applications faster 
  • Candidates feel they are being given proper attention by getting quick responses with pre-screen questions and interview invitation, all swiftly done with automation 
  • Recruiters do less administrative tasks with Affinix managing the screening and scheduling process 
  • Recruiters can source, pipeline and engage candidates in the CRM to boost requisitions that are getting slow candidate traffic 

Affinix Success with the Client: 

  • 4,400 Total Annual Hires
  • At 265 Commercial Service Centers:
    • 1,300+ Annual Hires—77% increase from 2019 to 2020 
    • 16,000 Annual Applicants—14% increase from 2019 to 2020 
  • At 19 Manufacturing Plants Across North America:
    • 1,300+ Annual Hires—232% increase from 2019 to 2020 
    • 25,000 Annual Applicants—48% increase from 2019 to 2020 
  • Time from interview to offer decreased from 9 days to 3.4 days 

At a Glance

  • COMPANY
    Tire manufacturer
  • INDUSTRY
    Consumer Goods
  • PEOPLESCOUT SOLUTIONS
    Recruitment Process Outsourcing, Affinix
  • ANNUAL HIRES
    4,400
  • LOCATIONS
    265 retailer service centers and 19 manufacturing plants
  • ABOUT THE CLIENT
    This multinational manufacturing client specialized in rubber and tire manufacturing. It has multiple manufacturing plants across the U.S. and Canada as well as hundreds of retail service centers.
Let’s Connect

 

Women in Manufacturing

Posted on by suhlarik
Women in Manufacturing

Women in Manufacturing

A leading manufacturer turned to PeopleScout for a unique, technology-powered candidate attraction campaign to increase women in their workforce.

A PeopleScout manufacturing client operates in an industry that has historically been male-dominated, but the client wants to change that perception. The manufacturer partnered with PeopleScout with the goal of increasing the number of female applicants and hires.

PeopleScout worked with the client to develop the Women in Manufacturing campaign. PeopleScout interviewed nearly 20 women who work in roles across the company and who love their jobs. Using this information, PeopleScout built out candidate personas to target women interested in the industry, and created a campaign featuring real women who work for the client.

Using Affinix®, we built a dedicated landing page and talent community for female candidates. On International Women’s Day, the four-week campaign, Women in Manufacturing, launched to showcase the woman-friendly, inclusive culture at the company. The campaign features employee spotlights, videos and stories to showcase how women are integrated into the culture of the company and integral to the company’s success.

The campaign features profiles of women who work in a range of manufacturing positions.
Employee profiles feature advice and insights for female job candidates.
The customized, targeted landing page was created with Affinix. 
The campaign is featured on the company’s social media accounts.

“To make a lasting change, you need to consider both your stakeholders and the sustainability of your effort. Throughout the process of brainstorming, designing, and executing our Women in Manufacturing recruiting campaign, the team has balanced the technological, brand consistency, and tactical challenges to produce a thoughtful program of materials to support us. Through rapid, data-based decision making, they have quickly adapted to the fluid needs on an ongoing end-to-end recruiting campaign.”

– Matt W.

Director – HR Strategy, Analytics, & Talent Acquisition

At a Glance

  • COMPANY
    Manufacturer
  • INDUSTRY
    Manufacturing & Industrial
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory, Affinix
Let’s Connect

Candidate NPS: What are Candidates Saying About You When You’re Not in the Room?

Posted on by akessler

We hear a lot about ‘customer-centricity’, putting the customer at the heart of everything you do. For years, organisations have been using Net Promoter Score (NPS) to measure their customer experience and to generate feedback that boosts data-driven decision making. However, when it comes to measuring the candidate experience, companies are missing out on candidate NPS.

What is NPS?

Net Promoter Score, or NPS, began as way for organisations to measure customer satisfaction and loyalty. By asking one question—“On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”—organisations can gauge which customers are promoters, and which are detractors.

Graphic depicts how candidate NPS is scored.

Overall NPS score can range between -100 and +100, and the higher the score the better.

Why Candidate NPS?

Why is NPS an important measurement for talent acquisition leaders? Our research into candidate experience revealed that: 

  • Only 5% of candidates rated their experience excellent
  • But 66% of candidates have never been asked to provide feedback on their recruitment experience.
  • Yet, 9 out of 10 have provided feedback when asked.

With such a small percentage of candidates having an excellent recruitment experience, it’s imperative for organisations to start benchmarking their candidate experience in order to make data-driven improvements.

Yet, so few organisations are leveraging Candidate NPS. In a recent poll, we asked whether our database currently use, intend to use or have no plans to use NPS to measure their candidate experience. Our audience told us the following:

  • 7% currently use NPS
  • 21% don’t plan to 
  • 64% intend to start
  • 7% have other plans

Getting Started with Candidate NPS

Consider adding a communication to your CRM after critical stages in your recruitment process like the assessment centre or hiring manager interview—regardless of outcome. By asking one simple question and the candidate’s reasoning for their rating, you can gather valuable data to drive continuous improvement in your candidate experience.  

After gaining an initial benchmark, you can measure Candidate NPS overtime to see how your process improvements are impacting the candidate experience. Combined with other metrics, you’ll be on your way to understanding the impact of your talent acquisition program and improving your recruitment outcomes.

McKesson: High-Volume Veteran-Focused Hiring Solution

Posted on by jpatel
McKesson: High-Volume Veteran-Focused Hiring Solution

Life Sciences RPO

McKesson: High-Volume Veteran-Focused Hiring Solution

As one of the world’s largest life sciences and healthcare companies, McKesson required a high-volume hiring solution to fill positions across multiple departments. PeopleScout delivered an RPO solution with a special emphasis on boosting diversity and the client’s veteran hiring initiatives.

10 + Year Partnership
95 % of All Requisitions Have Diverse Candidates
8 % Over 8% Veteran Hiring Achieved, Up from 3.3%

McKesson has engaged with PeopleScout for 10 years. Over the course of our partnership, PeopleScout has managed hiring for a variety of positions including professional, managerial, sales, finance and administrative roles. PeopleScout’s engagement includes a specific focus on hiring veterans in all positions to support McKesson’s goal to become known as a top employer for veterans and military spouses.

Solution

VETERAN TALENT COMMUNITY

PeopleScout created a Veteran Talent Community which provides McKesson with access to thousands of active and passive veteran job candidates and opens the door to additional job opportunities for veterans.

IMPROVED WEB DESIGN

PeopleScout helped to administer a customized McKesson veteran careers webpage to attract and process veteran candidates.

RECRUITMENT MARKETING

Veteran-targeted marketing and sourcing strategies were developed including improving relationships with more than 800 military organizations, posting jobs on veteran job boards and social media marketing.

ONGOING TRAINING

PeopleScout provides ongoing training and education for members of the recruiting team to ensure military resumes are matched with civilian job requirements.

SCREENING PROCESSES

A veteran priority screening process was created to identify and prioritize veteran candidates.

DIVERSITY & INCLUSION

PeopleScout hired a Navy veteran to lead the D&I initiative on the recruiting team.

Results

HIRING SUPPORT

In 2019, PeopleScout managed more than 3,000 hires across North America.

DIVERSITY IMPROVEMENT

PeopleScout provides a diverse slate of candidates on 95% of all requisitions.

INCREASED VETERAN HIRING

Veteran hiring improved from 3.3% to 8.6%.

STRONGER EMPLOYER BRAND

Targeted veteran recruitment and marketing strengthens McKesson’s veteran employment brand, resulting in McKesson being recognized as a leader in veteran hiring by national media outlets.

McKesson’s Veteran Talent Community, veteran landing page and recruitment marketing strategy are supported by PeopleScout’s proprietary talent technology, Affinix.

At a Glance

  • COMPANY
    McKesson Corporation
  • INDUSTRY
    Life Sciences, Pharmaceuticals, Healthcare
  • PEOPLESCOUT SOLUTIONS
    Recruitment Process Outsourcing, Talent Advisory, Affinix
  • ANNUAL HIRES
    3,000
  • ABOUT MCKESSON
    McKesson Corporation is a diversified life sciences and healthcare services leader dedicated to advancing health outcomes for patients everywhere. The organizaiton partners with biopharma companies, care providers, pharmacies, manufacturers, governments and others to deliver insights, products and services to help make quality care more accessible and affordable.
Let’s Connect

Transport for Wales: Growing the Workforce of a Newly-Created Organization

Posted on by akessler
Transport for Wales: Growing the Workforce of a Newly-Created Organization

Transport for Wales: Growing the Workforce of a Newly-Created Organization

Supporting the launch of Transport for Wales with recruitment process outsourcing (RPO) for specialist engineering, transportation, project management and support roles.

92 % of Candidate Rated the Experience as Excellent
Grew Workforce from 9 employees to 140 During the Initial Engagement
Grew Workforce from 9 employees to 140 During the Initial Engagement
2 Languages, English and Welsh

Situation

Transport for Wales (TfW) was created to drive forward the Welsh Government’s vision for a high quality, safe, integrated, affordable and accessible transport network that the people of Wales would be proud of. As a new rail franchise operator, their initial focus was to grow at speed, recruiting 100 or more key staff within challenging timescales, in preparation for a rail franchise switch over.

As a newly-created organisation, Transport for Wales had no recruitment expertise or talent technology to support their ambitious resourcing plans for roles at all levels, from apprentices and graduates to Directors with every level in between.

TfW selected PeopleScout as their sole RPO partner to build their workforce from just nine employees to over 140 and growing, most of which are permanent with some temporary staff and contractors. Another key requirement was to work in both English and Welsh.

Solution

A Unique Service Model

To establish the Transport for Wales recruitment strategy, we placed a senior recruiter on site with expertise and industry experience who could consult and provide solutions to market challenges and engage with hiring communities and other key stakeholders. The immediate challenge was to identify and hire for key senior positions, starting with the Directors. We then worked with these leaders to build their teams from the top down in order to deliver on their goals.

Best-In-Class Candidate Experience

Our off-site recruiting team provided full-cycle RPO, from sourcing to onboarding services, to ensure that candidates received a best-in-class experience right through to their first day and beyond.

Attracting a Wider Talent Pool

As an RPO provider with a creative flair, we were able to help TfW move away from a more traditional marketing style to something which attracted diverse talent. As leaders in employer brand and candidate experience, this extended into a go-to-market broadcasting strategy that encompassed social media, community management and talent pooling. It also maximized the TfW employer brand story and reduced pressure on budgets.

Results

  • 95% offer fulfilment across all levels of roles
  • Rapid identification and hiring of crucial roles
  • 92% of candidates rated their hiring experience as excellent
  • Talent pools created for future hiring
  • A developed and refined future-proof recruitment strategy

PeopleScout have been excellent in the delivery of the recruitment services into Transport for Wales. They are transparent, hardworking and qualitatively focused. All the team have been dedicated to our growth ambition and have represented our brand well to external candidates. I am delighted to work with the whole team as we share our continued success with our partners.

Recruitment Leader, Transport for Wales

At a Glance

  • COMPANY
    Transport for Wales (TfW)
  • INDUSTRY
    Public Transportation
  • PEOPLESCOUT SOLUTIONS
    Recruitment Process Outsourcing, Affinix
  • ANNUAL HIRES
    100+ roles across specialist engineering, transportation, project management and admin support
  • ABOUT TfW
    Founded in 2016, Transport for Wales (TfW) was set up by the Welsh Government to make sustainable travel a reality in Wales. Their multimodal, integrated transport network aims to increase the number of journeys on public transport by 40% by 2040.
Let’s Connect

Transport for London: DE&I Recruiting to Represent Modern London

Posted on by akessler
Transport for London: Early Careers Recruiting to Represent Modern London

Early Careers | DE&I

Transport for London: Early Careers Recruiting to Represent Modern London

Transport for London (TfL) worked with PeopleScout to boost diversity in their early careers program through an employer branding and talent attraction campaign.

2 x Double the Percentage of Minority Ethnic Graduates Hired
16 % Increase in Female Apprentice Hires

London’s population is projected to reach 10.5 million by 2041. Plus, 16 to 18-year-olds are experiencing rising youth unemployment with some of the most deprived areas in the country set in London. 

As the government body responsible for the day-to-day operation of London’s public transport network, naturally Transport for London (TfL) plays a major role in contributing to the capital’s growth, and opening doors for people from disadvantaged areas was absolutely vital. Supporting this growth means recruiting, retaining, and developing a workforce of Londoners who will take part in the design of their city.

Transport for London (TfL) values the importance of diversity and inclusion and social mobility. Being representative of London is something their success is measured on, and the same standards apply to their apprenticeship and graduate schemes.

These early careers schemes had proven successful in the volume of applications received but weren’t reaching talent from all walks of life. TfL needed a diverse pipeline that truly represented modern London. It was time to rethink their entire student attraction activity. That’s where PeopleScout came in.

Situation

TfL needed to recruit 32 graduate roles and 109 apprenticeships. As their talent partners, our primary objective was to champion these fantastic opportunities to a broader apprentice and graduate talent pool in order to increase female applicants and those from minority ethnic backgrounds.

This meant removing barriers to recruitment, challenging stereotypes and overcoming negative perceptions. We needed to change TfL’s attraction process so that people from every pocket of society would be interested in the unique opportunities available. And we needed to re-position their early careers employer brand as a progressive organization in which everyone—regardless of background or financial situation—could excel.

Solution

A New Brand To Make Better Connections

Together, we transformed the way TfL recruit diverse talent. Ensuring skilled people from all walks of life have a chance to shine in the application and assessment process, our creative team used their audience knowledge to build a dynamic unexpected youth brand, “The Next Move”, which was designed to look different from other TfL communications, using vibrant, colourful graphics that would better connect with female and diverse applicants. We then shaped a comprehensive outreach program and a completely new assessment process with the aim of helping these candidates show TfL who they are and what they’re truly made of.

A More Targeted Approach

For Tfl’s apprenticeships, we designed a new strategy for our school outreach program, “Moving Forward.” We identified 251 of the poorest secondary state schools and ran over 50 events, with additional events in three of the most deprived boroughs in London: Newham, Tower Hamlets and Haringey.

Boosting Success in Assessment Centers

From experience, we know that young people often need to build their confidence by filling gaps in their knowledge. To address this, we created “Route-into-Work,” a pre-employment course for all candidates to fill gaps in their knowledge and provide them with the tools, insight and confidence to be successful at assessment centers.

Results

We achieved amazing results with the graduate recruitment campaign, comfortably filling all of the roles and meeting the social mobility criteria.

Doubling the Percentage of Graduate Hires from Minority Backgrounds

Most importantly we doubled the percentage of minority ethnic graduates from 27% to 54%, and we substantially grew the proportion of female hires from 18% to 29%.

Growing Female Apprentice Hires by 16%

Similarly strong results were achieved in the apprentice pool, as we dramatically grew the proportion of female hires from 20% to 36%. The Route-into-Work program delivered apprenticeship hires, of which 33% were female and 67% were minority ethnic.

At a Glance

  • COMPANY
    Transport for London (TfL)
  • INDUSTRY
    Public Transportation
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • ANNUAL HIRES
    32 graduate roles and 109 apprenticeships
  • ABOUT TfL
    Transport for London (TfL) is the government body responsible for the day-to-day operation of London’s public transport network and management of the capital’s main roads.
Let’s Connect

Positioning a National Healthcare Provider to Become a World-Class Leader

Posted on by nfuqua
Positioning a National Healthcare Provider to Become a World-Class Leader

Positioning a National Healthcare Provider to Become a World-Class Leader

PeopleScout partnered with Australia’s largest non-government community services provider to perform a recruitment diagnostic of their current recruitment function to help position them as a world-class leader.

PeopleScout partnered with Australia’s largest non-government community services provider to perform a diagnostic overview of their 1,600 sites across Australia that employ a network of 40,000 employees and 30,000 volunteers nationally.

Scope and Scale

The client provides services to children, young people and families, people with disabilities and older Australians in urban, rural and remote communities, including residential and community care, child care, homelessness prevention and support, family support, domestic violence and disability services.

Situation

PeopleScout performed a recruitment diagnostic of the client’s current recruitment function including a review of recruitment tools and technology, recruitment team structure, process and allocation of recruitment costs.

The purpose of the review was to provide the client with a road map to transform the current transactional recruitment function into one that reduced risk and cost while increasing quality and efficiency.

We were also tasked with providing a recommendation on a future-state recruitment model that positioned this
client for aggressive growth targets.

Solution

PeopleScout’s solution addressed the provider’s core objectives and embraced their values of challenging convention, exploring new possibilities and daring to dream for a better future.

The recommended model combined a dedicated service line with the latest technology and sophisticated recruitment processes to source market-leading talent.

The model viewed talent holistically – including both internal and external talent – creating pipelines that increased the speed and access to talent, leveraged talent across business units, facilitated internal mobility and retained core talent while reducing the time-to-hire.

The solution addressed these key recruitment and sourcing challenges into six core deliverables that underpinned their critical success factors:

  • Quality of talent
  • Quality of service
  • Innovation
  • Process efficiencies
  • Analytics and reporting
  • Cost

At a Glance

  • COMPANY
    Australia’s largest non-government community services provider
  • INDUSTRY
    Healthcare
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • LOCATIONS
    1,600 sites across Australia
Let’s Connect

Kent County Council: A Social Media Campaign Promoting a Career in Care

Posted on by edyson
Kent County Council: A Social Media Campaign Promoting a Career in Care

Social Media Recruitment Campaign

Kent County Council: A Social Media Campaign Promoting a Career in Care

PeopleScout developed a social media campaign for Kent County Council (KCC) to attract more home social care and healthcare workers.

51,000 impressions
1,000 click-throughs
75,000 views on YouTube in just 2 weeks

Support workers make a genuine difference to real lives, yet Kent County Council (KCC) was finding it hard to attract the right people to fill these vacancies. They approached PeopleScout to develop a campaign to reach an audience that may not realize they had the skills and attributes to become care workers and show them they could have a meaningful career, just by “being you.”

Scope & Scale

Kent County Council, along with over 1,400 partner organizations, are committed to providing essential care and support, working with some of the most vulnerable members of the community. Their need to recruit was based on the requirement to alleviate pressure on nursing homes and hospitals by providing care in the clients’ own homes, therefore freeing up valuable beds elsewhere.

It was also important to demonstrate to the wider Kent population that KCC was taking positive and supportive action in what was a high profile and often criticized area for all local authorities.

Situation

With job openings that aren’t clearly defined by specific skills or experience, it’s often challenging to convince potential recruits that a role is right for them. With “unskilled” (in terms of qualifications) positions such as these, the lure of other opportunities, including retail, is often more appealing and the lack of visibility or explanation of support roles, alongside a misunderstanding of what is entailed, compounds this issue. In addition to this, there was a lack of clarity about the genuine career potential that these jobs could offer potential candidates. KCC aimed to raise the profile of the work they do in an area that is both sensitive and one that touches most people at some stage in their lives.

Solution

To fully understand why existing support workers do what they do, we ran a focus group to investigate the motivators and to hear real-life stories. Our creative team then set to work to produce a personal and appropriate creative identity; one that would put empathy and natural caring skills needed for these roles at the very heart of the campaign. We concluded the best way to communicate this was through video, showing everyday situations where people made a difference, doing everyday things and how this translated into a care workers’ job.

This was driven by the central campaign message of, “You’d be surprised how qualified you are to be a support worker – just by being you.” With a small promotion budget and to ensure that the power of the video’s visuals were maximized, we used social media to push the video out to the target audience using geographic and behavioral targeting methods.

Results

The social media campaign ran for just over two weeks and in that time delivered over 51,000 impressions, converting to over 1,000 click-throughs – an impressive rate of 2.1%. Equally impressive, YouTube delivered almost 172,000 impressions and over 75,000 views.

At a Glance

  • COMPANY
    Kent County Council
  • INDUSTRY
    Government & Public Sector
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • ABOUT KCC
    Kent County Council is a county council that governs the county of Kent in England including 1.6 million residents. Amongst its many services, the council provides health and social care for adults and children.
Let’s Connect