Tag: #earlycareers
Apprenticeship Recruitment in the UK: The Key to Future-Proofing Your Talent Pipeline?
Apprenticeship recruitment has taken on more importance in early careers programs in recent years. According to UK Government data, the most recent academic year saw a 7% increase in apprenticeship starts and 10% increase in apprenticeship achievements. Organizations and employees alike are waking up to the fact that many skills can be learned on the job—and that it’s often more relevant training than a university degree.
Whether for workers just starting out or those changing careers, apprenticeships help people gain valuable skills and on-the-job experience as they move toward a career in their field. For employers, field and business apprenticeships are one of the best ways of engaging early careers talent or career changers. Whilst providing opportunities for hands-on experience and training, apprenticeships help businesses to develop a talent pipeline that is equipped with future-ready skills.
In this article, we’ll explore how designing and offering apprenticeship programs can be a smart way for organizations to create their own talent pipeline, close their skills gaps and diversify their workforce.
What is an Apprenticeship?
An apprenticeship is paid employment that offers on-the-job training and is often accompanied by classroom-based learning. Some employers may offer their own in-house training while others offer it in association with a college, university or other training provider. An apprenticeship must last at least a year but can go as long as 5 years. Through in-depth, job- and industry-specific skills training, apprentices gain a nationally recognized qualification or certification upon completion.
Apprenticeship programs are a great choice for individuals who are early on in their careers, who are looking to upskill or who are exploring a career change. Employers are responsible for ensuring that apprentices work with experienced staff, learn job-specific skills and receive time off from work to complete their classroom training.
Different countries have different laws and regulations around apprenticeships including wages and working hours. There are also various funding programs and government schemes available to encourage both workers and employers to embrace apprenticeships. For example, the UK Government introduced the (controversial) apprenticeship levy in 2017 which uses business taxes to fund apprenticeship training.
Types of Apprenticeships
A common misperception is that apprenticeships are just for manual or skilled trade jobs. Whilst there are many apprenticeship programs in the skilled trades, there are also apprenticeship opportunities for all kinds of careers from actuaries to arborists. For example, our client, National Highways, offers apprenticeship opportunities for project management, business administration, legal, surveying and data analysis. Organizations are increasingly embracing corporate apprenticeships and traineeships as a means of diversifying their workforce and creating opportunities for social mobility.
There are different levels of apprenticeship including degree apprenticeships which correspond to an equivalent education level. Completing a Level 2 apprenticeship is the equivalent of completing a GCSE, and a Level 7 apprenticeship is the equivalent of completing a master’s degree.
Benefits of Apprenticeship Recruitment for Employers
Apprenticeship recruitment can be an effective way of growing and upskilling your workforce. Here are just a few of the benefits for employers.
Building a Talent Pipeline
Companies in a variety of industries can build their own apprenticeship programs to help talent see the rewarding career opportunities available within their sector. As apprentices gain experience, organizations establish a pipeline of prospective employees.
Early careers employees see apprenticeship programs as proof of an organization’s investment in their success and are more likely to stay with an organization after completing the program. In fact, 80% of apprentice employers say they have seen a significant increase in employee retention. Clearly, apprenticeship recruitment is an excellent way to “grow your own talent” and reduce attrition.
Closing Skills Gaps
According to McKinsey, a whopping 87% of organizations are aware they already have a skills gap within their workforce or will experience one in the next few years. Apprenticeships offer a way to develop a new generation of workers to help your organization succeed into the future. A structured apprenticeship is an effective way to get a leg up in recruiting and retaining sought-after talent like software developers, data analysts and engineers. Indeed, 86% of employers said that investing in apprentices helped to develop relevant skills for the organization.
The digital skills gaps alone could cause 14 G20 countries to miss out on a staggering $11.5 trillion USD in cumulative GDP growth. In the UK, companies like Dyson are partnering with the University of Warwick to offer apprenticeship training in engineering, data science and machine learning.
Boosting Diversity & Social Mobility
A third of employers agree that apprenticeships have helped improve diversity within their business. They are particularly effective for creating career opportunities and boosting earnings for workers from disadvantaged socio-economic backgrounds.
As more people struggle financially with student loans and education costs, apprenticeships have become an accessible career path for workers of all ages and backgrounds and give participants a shot at career success. They allow workers from underrepresented groups to increase their earnings potential—to work and earn money in the field while they learn. If your company cares about being a catalyst for sustained change in the community, apprenticeships are a great way to achieve this.
RPO + Apprenticeship Recruitment
As a leading recruitment process outsourcing (RPO) provider, PeopleScout helps organizations to obtain the talent and skills they need to succeed into the future through early careers recruitment solutions covering interns, graduates and apprenticeship programs. Unlike apprenticeship recruitment agencies, as an RPO partner, our expertise in talent acquisition strategy and workforce planning means we’re better equipped to successfully integrate apprentice programs into your overall talent attraction and training strategy. Plus, we have experts on staff that can design an assessment center that evaluates apprentice candidates against your organization’s values, culture and other requirements.
Elida Beauty: Supporting a Recruitment Surge from Outreach to Onboarding
650
+
applications generated
17
offers accepted, achieving 100% of target
3
months
Situation
When Elida Beauty, a personal care product manufacturing company, underwent a transformation including breaking away from their parent company, Unilever, they found themselves in need of a boost to support their industrial placement year roles across several UK locations.
Every year they bring in a number of industrial placements from various universities as part of their early careers program. These are students who spend a year learning “on the job” as part of their coursework. The Elida Beauty talent acquisition team had advertised for these opportunities, generating over 650 applications.
However, with this many applicants to whittle down to just 17 hires across 12 role types in marketing, finance, supply chain, sales, ecommerce and R&D, they turned to PeopleScout for support. We ot to work with our flexible recruiting service, Talent Campaign: Surge Support, part of PeopleScout Amplifiers™ suite.
Solution
The campaign was executed by a global team, led by a delivery director in our Krakow delivery center and supported by a team of senior recruiters in our global delivery center in Gurgaon, India.
To support the project, we stood up an ATS for the client and a bespoke landing page which provided candidates with more details about the roles, recruitment process and organization. Our recruiters handled all touchpoints, including:
- Reaching out to applicants to gauge continued interest and availability
- Executing a screening questionnaire to confirm eligibility and a screening exercise
- Conducting telephone interviews with competency-based questions
- Scheduling virtual interviews with hiring managers
- Supporting a group exercise activity for successful candidates for the final screening step
In just three weeks, we were reached out to and screened all applicants and scheduled interviews.
We also supported the offer process and regularly checked in with successful candidates to keep them warm prior to their start date. All candidate communications were captured via a workflow in the ATS which allowed us to provide the Elida Beauty team with reporting at each stage of the recruitment journey.
Results
Ultimately, in just three months, we connected with and screened over 650 applicants, conducting 170 telephone interviews. Hiring managers were presented with a quality pipeline of 80 candidates for virtual interviews. As a result, we achieved our target of 17 successful hires for Elida Beauty for this industrial placement cohort.
At a Glance
- COMPANY
Elida Beauty - INDUSTRY
Consumer Goods - PEOPLESCOUT SOLUTIONS
Amplifiers - ABOUT ELIDA BEAUTY
Elida Beauty was formed in 2021 and its original beauty and personal care brands included Q-tips®, Impulse, Caress, Tigi, Timotei, Monsavon, Brut, Moussel, Alberto Balsam, VO5 and more. In 2022, it became a formalised global business unit within Unilever Personal Care. It was announced in December 2023 that the Unilever group has concluded an agreement to sell its Elida Beauty business to Boston-based private equity firm Yellow Wood Partners and the transaction is due to be completed by mid-2024 following completion of customary closing and regulatory approvals.
More Early Careers Insights
Webinars & Videos
Early Careers Talent Solutions Video
https://vimeo.com/1058537720?badge=0&autopause=0&player_id=0&app_id=58479
Register Now
![Global Early Careers Recruitment Trends [Infographic]](https://www.peoplescout.com/wp-content/uploads/2024/09/early-careers-infographic-320x320.jpg)
Global Early Careers Recruitment Trends [Infographic]
The landscape of early careers recruitment is undergoing rapid transformation. As we navigate through economic uncertainties and technological advancements, both employers and emerging talent face new challenges and opportunities.
From the intensifying competition for top graduates to the shift towards skills-based hiring, the insights in our latest infographic will help you stay ahead in the evolving world of graduate and early careers recruitment.
Check out this infographic with key stats from the global early careers market.
As our infographic illustrates, the early careers talent market is at a critical juncture. While competition for top talent intensifies and application volumes surge, many organizations are grappling with resource constraints and outdated tech stacks. However, the shift towards skills-based hiring presents a promising opportunity to tap into a more diverse talent pool.
To thrive in this new landscape, employers must adapt their strategies to meet the expectations of Gen Z candidates while optimizing their recruitment processes. By leveraging the right technologies and focusing on skills over traditional metrics, organizations can position themselves as attractive destinations for emerging talent.
Ready to elevate your early careers recruitment strategy? Download our ebook, Navigating the Gen Z Era: Insights for Effective Early Careers Recruitment, for tips on becoming a magnet for top Gen Z talent.
Beginner’s Guide to Early Careers Programs
A well-designed early careers program is not just a nice-to-have—it’s a strategic imperative. As organizations vie for top Gen Z talent, those with robust, thoughtfully structured programs gain a significant edge. This article delves into the crucial elements of building a successful early careers initiative, and how engaging an RPO can help you structure your overall program and craft an effective early careers recruitment strategy.
The following guide will explore how to create a program that not only attracts bright, ambitious graduates but also nurtures their growth, aligns with your business objectives, and builds a pipeline of future leaders. From rotational schemes and mentorship opportunities to innovative early careers recruitment tactics, we’ll cover the essential components of how an RPO partner can set your early careers program apart.
The Impact of RPO for a Strong Early Careers Program
Establishing a robust early careers program can be a complex undertaking, but partnering with an experienced recruitment process outsourcing (RPO) provider can significantly streamline the process. An RPO partner brings specialized expertise in designing and implementing comprehensive early careers initiatives, from structuring rotational schemes and mentorship programs to crafting tailored development pathways. They can help align your program with current industry best practices, ensuring it appeals to Gen Z talent while meeting your organization’s strategic objectives.
Moreover, an RPO partner can revolutionize your early careers recruitment strategy, leveraging cutting-edge technologies and innovative approaches to attract top young talent. They can manage the entire recruitment lifecycle, from employer branding and candidate sourcing to assessment and onboarding, allowing you to focus on core business activities. By entrusting your early careers program to an RPO specialist, you’re not just filling entry-level positions—you’re investing in a scalable, future-proof talent acquisition strategy that will drive long-term organizational success and build a strong pipeline of future leaders.
Considerations for Your Early Careers Program
Before you can start thinking about how to recruit this dynamic generation, you need to think about how to structure your early careers program. Your RPO provider will guide you through some of the questions below as they help you create a blueprint for building your early careers program.
Early Careers Program Structure
- What are the goals and objectives for your early careers program? Do you want to develop future leaders, or are you trying to find talent with particular skills?
- Have you created an early careers success profile? Who is the ideal early careers hire that will meet your program objectives and fit your company culture? What skills and capabilities do they need? What behaviors should they exhibit?
- What are your diversity targets for the early careers program?
- What will the program look like? Will early careers hires join a particular team or department? Or will they go through rotations with various departments before specializing? How long will each rotation last? What will they do during each rotation?
- How long is your early careers program? It could be one to three years, or even longer, depending on your objectives.
- Will you hire continuously for your early careers program or bring in annual or semi-annual cohorts? How big is each cohort? You’ll need to balance your program objectives with providing individualized attention and fostering connections.
- Do you have a dedicated early careers program coordinator? What about an executive sponsor or steering committee?
Work Environment & Support Systems
- Where will your early careers talent work? Are they required to work from the office? Or are you open to hybrid working options to offer flexibility?
- How will you ensure retention of early careers talent? Mentoring programs that pair early careers talent with experienced professionals and buddy systems for peer-to-peer support are two ways to foster engagement, inclusion and community.
Development Opportunities & Career Progression
- What training will your early careers talent need to be successful in the short and long term? Are these materials already created or do you need to develop them? Does the training take place in person, virtually or a hybrid? Do you need to invest in learning and development (L&D) technology?
- How will you measure the performance of your early careers talent? Gen Z loves feedback and will want to have career development discussions early and often. Your RPO partner can help ensure your managers and leaders are prepared with performance criteria and coaching frameworks.
- What is the career path for your emerging talent? Is there one set path for your program, or will it depend on the individual? Clearly outline potential career paths within the organization and ensure early careers talent know how to find opportunities for internal mobility once they’ve completed the program.
Remember, an RPO partner will help you create a program that develops talent who align with your organization’s culture and strategic objectives. Plus, they will regularly review and adjust your program to ensure it remains relevant and effective in training and retaining top talent.
Structuring Your Early Careers Recruitment Campaigns
Once you know what your early careers program will look like, your RPO partner will then help you structure the recruitment process. Rolling and block campaigns are two different approaches to structuring early careers recruitment efforts. Both approaches have their merits, and some organizations use a hybrid model. The choice depends on factors like industry norms, organizational needs and the types of roles being filled.
Rolling Campaigns
In a rolling campaign, you recruit early careers talent throughout the year. Applications are accepted continuously, and candidates are evaluated as they apply. This means rolling campaigns can be more resource-intensive to manage and may make it harder to compare candidates directly.
Benefits & Considerations for Rolling Campaigns:
- Flexibility for both employers and candidates
- Ability to fill positions as needs arise
- Potentially shorter time-to-hire due to quicker responses and hiring decisions, which can keep candidates engaged
- Opportunity to capture top talent year-round
- Continuous recruitment aligns well with ongoing social media strategies, allowing for regular content and engagement opportunities
- Fewer applicants at a time means you can offer a more personalized recruitment experience, which Gen Z appreciates
Block or Cohort Campaigns
Block campaigns, also known as cohort recruiting, involve recruiting during a specific timeframe, often aligned with the academic calendar. For example, you might have an intern recruitment campaign in the spring to hire a cohort of summer interns, or you might hire in the spring to capture students as they graduate. Block campaigns are common in industries with predictable hiring needs and can be more efficient for processing large numbers of entry-level positions.
Benefits & Considerations for Cohorts
- Set application deadlines and structured hiring cycles appeal to Gen Z’s desire for transparency and help them plan accordingly
- Great for internships and graduate programs that follow the academic calendar
- Creates a sense of urgency and competition among candidates inspiring them to put their best foot forward
- Allows for batch processing of applications making it easier to manage large volumes all at once
- Allows for group assessments centers or virtual events, which can showcase your company culture and allow candidates to interact with peers
- Can be perceived as fairer and more inclusive, which are important values for Gen Z
Hybrid Approach
Consider a hybrid model that combines elements of both rolling recruiting and cohort campaigns. It might look something like:
- Main recruitment drives (cohorts) for graduate programs or internships
- Year-round opportunities (rolling) for specific roles or departments
Benefits & Considerations of Hybrid Early Careers Recruitment
- Attracts a wider range of candidates, including those who may not align with specific cohort timelines
- May require additional resources and careful planning to manage both rolling and cohort recruitment simultaneously
- Can help distribute the recruitment workload throughout the year, potentially reducing stress on internal teams during peak periods
- May create challenges ensuring consistent assessment and selection processes across both recruitment methods
- May complicate budget forecasting for recruitment and training
RPO & Early Careers Programs
By partnering with an RPO, organizations can leverage their expertise to design comprehensive early careers programs that align with their strategic goals and resonate with Gen Z candidates. From innovative recruitment strategies to structured development paths, these programs offer a multifaceted approach to nurturing young professionals. Companies that invest in robust early careers initiatives will find themselves well-positioned to build a dynamic, skilled workforce capable of driving future success.
Early Careers Solution Guide
PeopleScout Early Careers Solution Guide
Future-proof your workforce with award-winning early careers and graduate recruitment solutions from PeopleScout.
Download this solution guide to learn more about our early careers expertise.
Learn more about PeopleScout’s early careers solutions.
Dig into More Early Careers Talent Insights
Webinars & Videos
Early Careers Talent Solutions Video
https://vimeo.com/1058537720?badge=0&autopause=0&player_id=0&app_id=58479
Articles
Apprenticeship Recruitment in the UK: The Key to Future-Proofing Your Talent Pipeline?
Apprenticeship recruitment has taken on more importance in early careers programs in recent years. According to UK Government data, the most recent academic year saw a 7% increase in apprenticeship starts and 10% increase in apprenticeship achievements. Organizations and employees alike are waking up to the fact that many skills can be learned on the…
Case Studies
Elida Beauty: Supporting a Recruitment Surge from Outreach to Onboarding
Situation When Elida Beauty, a personal care product manufacturing company, underwent a transformation including breaking away from their parent company, Unilever, they found themselves in need of a boost to support their industrial placement year roles across several UK locations. Every year they bring in a number of industrial placements from various universities as part…
Early Careers Recruitment: Meeting Gen Z’s Expectations
Early careers recruitment is undergoing a seismic shift as Generation Z enters the workforce en masse. Gone are the days of one-size-fits-all early careers hiring strategies. Gen Zers aren’t shy about demanding more—more purpose, more flexibility, and more growth opportunities. Organizations who can navigate these expectations will win the hearts of Gen Z in the workplace.
Meeting these expectations isn’t just about filling entry-level positions; it’s about future-proofing your organization. In this new landscape, companies that crack the code of Gen Z recruitment will gain a significant competitive edge. Let’s explore some of Gen Z’s expectations and ways you can revolutionize your early careers recruitment to attract and retain the brightest minds.
Consumer-Like Experiences in Early Careers Recruitment
This generation and mobile devices go hand-in-hand—literally. They’re accustomed to digital consumer brand experiences delivered through online platforms and mobile apps.
Organizations that present tech-powered experiences throughout their recruitment process will get ahead with Gen Z. Consider incorporating:
- Mobile-enabled application processes with personalized and automated workflows
- Peer-driven recruitment content on socials
- Booking and confirming interviews via text message
- Tailored email campaigns and meaningful communications that provide hints and tips and explain timelines clearly
However, just because they’re digital-first, doesn’t mean Gen Zers don’t appreciate a human touch, so personalization is a must-have with regular check-ins from human recruiters to ease anxiety and build connection.
Authentic Storytelling
Gen Z job seekers trust employees three times more than the company to provide credible information on what it’s like to work there. They want to hear from their peers, real people who can share their lived experiences in the program or at your organization. Focus on employee generated content rather than highly staged and polished marketing content.
Featuring existing employees as brand ambassadors in early careers attraction content will help build trust and authenticity. Plus, it will help candidates see themselves in the role.
Opportunity to Demonstrate Potential
When it comes to early careers talent, their lack of experience makes it hard for employers to differentiate between candidates using résumés and CVs alone. Using a CV-blind approach, where only the critical requirements are assessed, helps to reduce unconscious bias and level the playing field.
Emerging talent tends to struggle with competency-based questions and may have difficulty understanding how their studies could apply to a given role. And often, those candidates excelling in competency-based questions have utilized generative AI tools like Chat GPT or coaching from their careers service—which can result in an inauthentic assessment of the individual.
Struggling to give evidence of a skill or behavior (i.e., competency questions, “tell me about a time when…”) when there is a lack of experience, doesn’t mean there is a lack of the potential. Leveraging realistic job previews, skills-based assessments or job simulations and situational-based interview questions gives emerging talent a feel for the job by showing them a snapshot of the real-life, day-to-day tasks of the role and the working environment. They are effective screening tools, giving candidates an opportunity to show how they might perform and demonstrate their potential. This helps level the playing field, and it can reduce early attrition by setting the right expectations from the start.
Receiving & Giving Feedback
What Gen Z lacks in experience, they make up for in enthusiasm. They’re keen to learn and grow and seek feedback in everything they do. While a candidate may or may not receive a job offer, feedback that they can use as they move forward in their career is the next-best outcome.
Often, candidates may receive a generic email or—even worse—no communication at all. When they’ve invested a considerable amount of time and effort into an organization, no feedback can leave a bad taste. At every stage, taking the time to provide personalized feedback gives candidates actionable steps that they can take going forward in the process, or if they’ve been rejected, that they can use to apply to your company again in the future. If the candidate was a close match, the feedback you provide could help them become the ideal candidate in your next cohort.
Additionally, with their consumer experience, Gen Z are keen to give feedback. In the absence of a mechanism for feedback, disgruntled candidates can take to social media and student forums to share their experiences and damage your employer brand. Instead, ask for feedback via a candidate experience survey like a Net Promoters Score (NPS) survey, which will allow you to measure your candidate experience and act on the feedback. In addition, monitor your social media platforms and forums and respond to demonstrate that you’re listening and taking it seriously. You may even consider offering candidates a means of contact via a dedicated email inbox and respond to any feedback you receive in a meaningful way.
Leveraging RPO Expertise for Early Careers Recruitment
Adapting your early careers recruitment to meet Gen Z’s expectations can be a complex undertaking, but you don’t have to go it alone. An experienced recruitment process outsourcing (RPO) partner can be instrumental in revolutionizing your approach. These specialists bring a wealth of knowledge about the latest recruitment trends, technologies and Gen Z preferences. An early careers talent solution can help you redesign your recruitment processes, craft compelling employer branding strategies and implement cutting-edge assessment techniques that resonate with emerging talent. Moreover, an RPO partner can provide the scalability and flexibility needed to handle fluctuating recruitment volumes, ensuring you’re always ready to capture top Gen Z talent.
By leveraging an RPO provider’s expertise, you can quickly transform your early careers recruitment program into a powerhouse that not only attracts Gen Z candidates but also sets the stage for building a pipeline of talent that will drive your company’s future success. The organizations that adapt now will reap the rewards of a diverse, skilled and motivated workforce for years to come.
Navigating the Gen Z Era: Insights for Effective Early Careers Recruitment
Navigating the Gen Z Era: Insights for Effective Early Careers Recruitment
The future of work isn’t coming—it’s already here, and it’s powered by Generation Z.
Born into a world of uncertainty, Gen Z isn’t just adapting—they’re rewriting the rules. These digital natives are bringing fresh perspectives, unmatched tech-fluency and a hunger for meaningful work. But they’re also demanding authenticity, flexibility and a real commitment to social impact.
Can your organization keep up?
From TikTok-worthy employer branding to creating a workplace that balances purpose with work-life harmony, this ebook, Navigating the Gen Z Era: Insights for Effective Early Careers Recruitment, is your roadmap to successfully recruiting and retaining the Gen Z powerhouse.
In this ebook, you’ll discover:
- What makes Gen Z tick: Understand their unique values and career expectations
- Why your outdated recruitment tactics are falling flat with this generation
- Strategies to align your early careers program with Gen Z’s values and expectations
Download your copy today for expert tips for reimagining your early career recruitment program to become a Gen Z magnet.
PeopleScout Named Talent Solutions Provider of the Year by TIARA Talent Solutions Awards U.S.
The global talent solutions leader was also the winner of the Client Service and Best Talent Attraction Strategy awards
CHICAGO – JUNE 27, 2024 – PeopleScout, a TrueBlue (NYSE: TBI) company and global talent solutions leader, was named Talent Solutions Provider of the Year, the top honor, at the 2024 TIARA Talent Solutions Awards – U.S. PeopleScout also received the Client Service and Best Talent Attraction Strategy awards for their work supporting their clients. This recognition comes after the company’s UK division received the same distinction, along with the Employer Brand and Best Talent Solutions Firm to Work For awards at the TIARA Talent Solutions Awards – Europe in October 2023.
“We are incredibly honored to not only be recognized for our exceptional service and effective talent strategies, but to also receive the distinction of Talent Solutions Provider of the Year,” said Rick Betori, President of PeopleScout. “These awards are a true testament to the tremendous work our people do every day to elevate our clients’ connection to top talent, and the trust our clients put in us to deliver custom solutions to achieve their short- and long-term talent goals.”
Judges praised PeopleScout’s exceptional service, thorough understanding of their clients’ business, effective strategies and sustainable results. The panel also shared the following award-specific feedback:
- Talent Solutions Provider of the Year – One judge said, “PeopleScout delivered the type of service that every RPO and MSP provider should aspire to.”
- Best Talent Attraction Strategy – Judges applauded PeopleScout’s talent strategy, which “diversified the candidate pool in a male-dominated industry and lowered the cost-per-hire”.
- Client Service – Judges noted that PeopleScout “took the time to understand the business and its challenges by investing time in visiting sites, incorporating customer feedback and leveraging technology to deliver sustainable results.”
The TIARA awards recognize companies across the RPO, MSP and Talent Solutions market and are open to independent providers and business units of recruitment solutions providers. The TIARAs set a standard of excellence and recognize exemplary growth, innovation and leadership.
A three-stage judging process ensures credibility and enhances prestige for all award winners. TALiNT Partners’ senior team conducts an initial review to shortlist finalists from all entries. Finalist entries then go to a second round of judging by a panel of distinguished industry professionals. Judges then attend a judging day event to determine winners in each category.
See the full list of 2024 TIARA Talent Solutions Awards US here.
About PeopleScout
PeopleScout, a TrueBlue (NYSE: TBI) company, is a global talent solutions leader that provides unmatched scalability to meet the hiring needs of organizations of all sizes. It connects clients with top talent through Recruitment Process Outsourcing (RPO), Managed Service Provider (MSP), Total Workforce Solutions, and talent and technology advisory services. PeopleScout is helping talent leaders harness the power of data, drive decisions and exceed expectations through tech-charged solutions founded on machine learning and AI. PeopleScout’s legacy of service and partnership has led to consistent recognition as a leader by industry analysts. For more information, visit www.peoplescout.com.
Press Contact
Taylor Winchell
Senior Manager, External Communications
pr@trueblue.com
1-253-680-8291
Changing Perceptions Across Asia with a New Employer Brand for a Beverage Manufacturer
Situation
This global beverage manufacturer and distributor engaged in an internal strategic review of their corporate vision and purpose, which led to looking at their corporate brand and strategy for the future. The company’s people and culture team delved into how to ensure everyone in the organization is aligned with the strategy and how they could contribute to the business’s future success. Having developed a global employer value proposition (EVP) to support the strategy, a critical part of the roll out was to ensure it resonated with the specific cultural nuances of the APAC labor market, spanning such diverse countries as China, Japan, South Korea, India and Vietnam.
The client engaged PeopleScout’s Talent Advisory team to localize their overarching EVP and employer brand to make it relevant for the candidate audience in each APAC market. It needed to be flexible in order to help them navigate cultural differences, target specific talent segments and address local recruiting challenges.
The majority of the organization’s recruitment in APAC is for early careers and graduate talent, with roles in sales, marketing, product development, technology, consumer insights and more. There were five main challenges at play:
- Emerging talent viewed working for this organization as a short-term option, not as a destination for a long-term career. Misperceptions about consumer goods brands in the region meant that people saw the beverage manufacturer as a place where early careers talent thrives, rather than where all talent thrives.
- In some Asian markets, there’s a lot of pressure on early careers employees to choose the right career. The consumer goods industry is not seen as a prestigious career path.
- Cultural sensitivities around alcoholic beverages—which this client specializes in—created an additional challenge to overcome in some of their Asian markets.
- The beverage manufacturer owns a portfolio of multiple well-known consumer brands and different brands are stronger in different markets. But, the client’s corporate employer brand itself is not well known. They needed to find a way to capitalize on their consumer brands to create recognition for their employer brand.
- The beverage manufacturer was struggling to recruit for emerging roles in fields such as digital and data science, as their brand was not associated with these types of jobs.
We set out to create a new employer brand that would help the client better manage candidate expectations, inject authenticity into their messaging and solidify what they had to offer emerging talent in APAC.
Solution
We started with a comprehensive exploration of data from multiple sources including competitive analysis, industry benchmarking, employer review sites, campus surveys, employee engagement surveys and exit interviews. Through the rigorous analysis of qualitative and quantitative data, we identified gaps and opportunities for each market.
We also conducted visionary interviews with leaders in APAC to understand how they were executing the corporate strategy locally and how local culture in their various markets would impact this vision. This helped us to understand the aspiration for the employee experience and the behaviors that the business needed to achieve success.
Then, we spoke to employees across key talent groups and demographics through a series of focus groups to understand their real working experience. From conducting previous projects in Asia, we knew that we had to be creative in the ways we gathered insights to respect cultural norms while still gathering good intel. We came away with a clear picture of what attracted and motivated talent across career stages and cultures as well as what could lead to attrition.
With this in hand, we built an EVP framework that laid out the “give and get” for employees in each market. The framework was designed to leverage the corporate EVP whilst being flexible enough to resonate in each country. Certain messages could be dialed up or down to match the attractors and motivators for talent in each country. We rigorously tested the framework with employees in each market to stretch and test each brand pillar and ensure the EVP was both robust and future-proof.
The next stage was to bring the employer brand to life with a universal creative platform for the APAC business tied to the manufacturer’s consumer brands in markets where the group brand was unknown.
To create sharable content for the client’s careers site and social media channels, we interviewed more employees, gathering stories to boost authenticity through both written and video content.
Outputs
As a result of the employer brand engagement, PeopleScout produced the following outputs for the beverage manufacturer:
- A robust, validated EVP framework with clear promises for talent in each Asian market.
- Insights into key attractors and motivators for each talent segment to inform their future sourcing strategy.
- An employer brand and messaging framework to inform talent attraction campaigns.
- Localized recruitment marketing toolkit for each country to activate their new employer brand for various languages and cultures.
- A roadmap for people and culture initiatives to drive employee engagement and retention.
- Recruitment marketing collateral to support campus recruitment in China for the next academic year.
At a Glance
- COMPANY
Global beverage manufacturer - INDUSTRY
Consumer Goods - PEOPLESCOUT SOLUTIONS
Talent Advisory - LOCATIONS
China, Japan, South Korea, India and Vietnam