Case Study: Employer Brand Benchmarking

Case Study: Enhancing Employer Brand through market benchmarking research

The Problem
Our customer had traditionally relied upon local networks and referrals to recruit its qualified employees. Increasing industry regulation along with greater hiring demand within the UK sector from competitors had resulted in a shrinking candidate pool and an increasing reliance upon temporary labour. Spiralling recruitment costs and increasing attrition started to impact upon business performance.

What We Did
We conducted a recruitment benchmarking study focusing upon local and national competitors for talent. Examining the tactics used to attract candidates through web, social media and more traditional methods we delivered an analytical study which highlighted how competitors were positioning their employer brand to the candidate market.

The Outcome
Operating with increased awareness of competitors hiring methods, our customer embarked upon a hiring transformation programme including the redesign of their website, their recruitment model and the employee value proposition. By expanding their internal recruitment capability and adopting new attraction methods our client has benefited from an increase in direct applications and reduced recruitment costs.

Cogito’s research enabled us to adapt new ways of promoting our employer brand to prospective employees with full recognition of how our competitors were conducting their recruitment. These have enabled us to make positive changes to our recruitment model and tactics which have resulted in improvements within the first six monthsHead of HR

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Case Study: Employer Brand Perception – Private Healthcare

Case Study: Understanding Employer Brand Perception for a Private Healthcare client

The Problem
Our private healthcare client had experienced double-digit growth over the past five years, with an equally strong forecast for the next decade. Recruitment was a problem as they continued to experience increasing recruitment agency costs for its nursing staff. This not only impacted the bottom line business performance, but also contributed to a high turnover of staff. Feedback from their recruitment partners suggested that the employer brand reputation was a barrier to direct hiring.

What We Did
We wanted to provide our client with insight concerning the views of the talent they wanted to hire and how to engage with them. We conducted a Candidate Perception study in which we canvassed the views of Nurses within the local geography to understand their perception of our client and if their opinion was preventing direct recruitment success. Areas of questioning included pay, training, career progression, quality of service, fairness to employees and recruitment process. Insight was also gained into the individual motivators, career aspirations, job hunting methods and interest in working for our client.

The Outcome
The data obtained, trends and recommendations for improvements were presented to our client in a workshop session. Specific focus was applied to areas of negative feedback to ensure that the client was able to address these as a matter of priority. We worked in partnership with our client HR and Marketing teams to create, and execute, a plan to improve attraction tactics and recruitment messaging so that negative views were countered and positive aspects of the employee experience extenuated. The creation of a Nursing specific social media strategy has seen the creation of more relevant, and desired, content and increased the direct awareness of our client in the local employment markets.

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Recruitment Transformation Case Study: Employer Brand Development

The Problem
Our customer had traditionally relied upon local networks and referrals to recruit its qualified employees. Increasing industry regulation along with greater hiring demand within the UK sector from competitors had resulted in a shrinking candidate pool and an increasing reliance upon temporary labour. Spiralling recruitment costs and increasing attrition started to impact upon business performance.

What We Did
We conducted a recruitment benchmarking study focusing upon local and national competitors for talent. Examining the tactics used to attract candidates through web, social media and more traditional methods we delivered an analytical study which highlighted how competitors were positioning their employer brand to the candidate market.

The Outcome
Operating with increased awareness of competitors hiring methods, our customer embarked upon a hiring transformation programme including the redesign of their website, their recruitment model and the employee value proposition. By expanding their internal recruitment capability and adopting new attraction methods our client has benefited from an increase in direct applications and reduced recruitment costs.

Cogito’s research enabled us to adapt new ways of promoting our employer brand to prospective employees with full recognition of how our competitors were conducting their recruitment. These have enabled us to make positive changes to our recruitment model and tactics which have resulted in improvements within the first six monthsHead of HR

 


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