The London Borough of Hounslow: A Collaborative Partnership Increased Their Offer Acceptance Rate to 87%

Situation

In July 2022, the Cabinet of the United Kingdom approved a new Corporate Plan and the first version of a new Delivery Plan for the London Borough of Hounslow. The Delivery Plan sets out the first set of programs to enable the Council to deliver its ambitions over the term of the new administration. This was large-scale, initially incorporating 19 programs of work, with more to come in future iterations of the plan. To make this happen, they required a high-quality workforce to be execute on their ambitions.

Hounslow were looking for a recruitment partner to develop and deliver an innovative and high-quality recruitment campaign that would enable them to recruit across a range of roles in the corporate Project Management Office (PMO) and the Service Design and Transformation team, as well as other roles that were vital to program delivery. It was critical that candidates aligned with the Council’s values and that the campaign reached those with diverse backgrounds and experiences from local communities and beyond.

Hounslow didn’t have the internal capacity or market knowledge to do this on their own. However, previous outsourcing interactions had been with agencies with a very transactional relationship. Hounslow felt this didn’t meet their needs, so they partnered with PeopleScout for a consultative approach, utilizing RPO for the very first time.

Solution

In winning a 12-month award with the Council, our initial focus was on six key job profiles, hiring between 35 and 40 individuals. It was imperative for Hounslow to build a team with the right skills, experience and ambition to deliver the Corporate Plan.

Due to our initial success, we will continue to support Hounslow’s recruitment needs for another 12 months under the award.

A Consultative Approach

Our dedicated and skilled senior recruiters acted as brand ambassadors and became an extension of the in-house team, optimizing and managing Hounslow’s recruitment process from attraction to offer. We managed each position in its entirety, from briefing through to verbal offer acceptance, including creating a sourcing and attraction plan for each role profile.

Keeping Candidates Engaged

Historically, the public sector has struggled to engage candidates. We utilized many touchpoints to improve engagement and retention rates throughout the candidate journey. Our dedicated recruitment marketer focused on creating engaging copy and provided recommendations on the best supplementary media options for the target audiences. This included a sourcing-led service, in which the focus was on brand awareness, targeting candidates within niche roles. This sourcing approach gained an engagement rate of 39% on LinkedIn.

Our recruitment marketing strategy included a social media attraction campaign to further increase Hounslow’s brand in the market. Social content included showcasing projects and testimonials from current employees. We also built a a landing page, for which we worked with Hounslow to understand and showcase their employer value proposition to boost talent attraction. This helped to increase brand awareness, bringing in higher quality candidates.

On top of these attraction efforts, we directly sourced passive candidates to raise Hounslow’s profile in the market and increase diversity within the talent pools.

“The London Borough of Hounslow has shown through their recruitment process that they are keen to remove unconscious bias and attract a diverse pool of candidates.”

Candidate feedback

Utilizing Technology

As part of the project, we leveraged our tech stack to enable better data capturing, to make better data drive decisions, to track and monitor their DE&I agenda and to provide a better overall candidate journey.

Throughout the project, we gathered market feedback and tracked hiring metrics, presenting data through bespoke dashboards to guide hiring decisions and educate. Hounslow received weekly reports from us, including regular analysis of market insights, salary benchmarks and candidate feedback.

Results

Our consultative approach to hiring and tailored strategies for each role resulted in:

• An 87% offer acceptance rate.
• An enhanced candidate and hiring manager experience, through a consultative approach.
• Increased diversity within roles filled, with over 65% of candidates hired identifying as non-white.
• 2:1 to interview-to-hire, exceeding the average of 3:1.
• Increased social media engagement to 39%.

We have become an embedded and trusted partner to Hounslow, due to our effective articulation of their brand story, ambitions, and values to their target audience.

“PeopleScout ensured that communication and planning were at the forefront. What really set them aside is the time they spent listening and understanding what the roles were and what type of people we wanted.

The end result is that we trusted PeopleScout’s shortlisted candidates. The Hounslow Service Design team is now full of talented people with the mindset and values we share as an organization.”

Mike Burch, Head of Service Design and Transformation

“The collaborative approach was key. PeopleScout took the time to fully understand our requirements and source quality candidates. We now have fantastic teams in place delivering great value to the organization and residents of Hounslow.”

Kieron McQuade, Head of PMO