TALENT RESOURCING
CPO [chief product officer] via our system that came into their inbox as an email about a real-life challenge that we knew that most of these people were struggling with: how do you combine waterfall with agile in one project methodology?” The email was sent to the top 320 target
prospects – and with surprising results. “What we hoped would happen was that those 320 might convert to about 70% clicking onto the email and reading it,” says Katrina Hutchinson-O’Neill. “The system tracks click-through so you can see if people are opening the email and how long they keep it open, if they got to the bottom of it and if they clicked through on any of the other links. “What was really interesting was that
we got a 78% click-through rate, which is unheard of in marketing. We also got from that first email two proactive applicants who had read that article and said ‘I didn’t know you guys are doing stuff like that – this is phenomenal. Here’s my CV. Please could you put this against this role which I see you are advertising.’” A further 17 people emailed their CV. Around a third of the initial 320 prospects
asking to be removed within the first six contacts of this process. “Normal for marketing is upwards of 60%, so that was a positive message,’ said Ms Hutchinson- O’Neill. Such personalisation of the talent attraction process continued throughout the communication depending on how people engaged with the content.
Counting the costs and benefits Overall, the company received 30 applications in the first 14 weeks of its pilot, with 12 resulting in engagement. This delivered a nominal cost saving in excess of £200,000. More importantly, it meant the company started to fill roles that added value to the bottom line and it could add new products and features for customers. Given the competitiveness of the talent
market for key roles, Katrina Hutchinson- O’Neill believes the
requirement for
integrated tooling like those used in this approach isn’t going to change. She also warned against quick-fix solutions. “My own personal view on the industry
at the minute is that we have a lot of magpie- ism. That is if there is something shiny and new, people hope this is the silver bullet.
For free downloadable factsheets on Talent visit our Global Mobility Toolkit at
bit.ly/GMToolkit
But this can also do a lot of damage to your organisations. You also need to the right skills and process in your team.” She advised delegates to carefully any
consider investment in talent
management and recruitment platforms, adding: “Two things you really need and call to action are a team or partners who can properly use the tools you buy. You also need to invest in the resourcing and invest in your HR and IT team if that’s separate to your resourcing team. There is no point giving grade A tools to people who aren’t able to fully utilise them and deliver a full return on your investment. In this increasingly data-led world, it
therefore looks like the human touch remains as critical as ever in talent resourcing and recruitment.
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