What’s more, the recruitment marketing ecosystem is evolving at an accelerated pace. Tactics that worked in years past may no longer move the needle with candidates. So, how can employers better attract, engage, entice and hire top talent? In this ebook, Recruitment Marketing – How to Stand Apart in the Battle for Great Talent, we explore how employers can build a world-class recruitment marketing program.
In this ebook you will learn:
Establishing your brand narrative as a north star
Building authenticity and trust with your employees’ voice
Connect to talent with data-driven insights
Differentiating your brand through human experience
NCA: Reaching Investigators Through Targeted Recruitment Marketing
The National Crime Agency (NCA) turned to PeopleScout for a recruitment marketing campaign to help them stand out in their search for crime fighting investigators.
15,703Applicants Across 143 Roles
225Job Offers Extended
800+Candidates in a Talent Pool for Future Openings
The National Crime Agency is responsible for leading the UK’s fight to cut serious and organized crime. The agency’s focus is on the big threats—targeting and pursuing serious and organized crime and criminals who pose the greatest risk to the UK. The work is hugely complex, high-level and large scale. Officers operate at the forefront of law enforcement, building intelligence, pursuing the most serious and dangerous offenders and developing and delivering specialist capabilities for partner organizations.
It could have been an impressive proposition for the 1,500 investigators and other professionals the NCA wanted to recruit. But the NCA was competing with MI5, MI6, GCHQ and police forces for this talent. The intelligence organizations could be considered “sexier” brands. The police forces are better known and understood.
The NCA had been flying under the radar and needed to arrive on the scene with a bang. They turned to PeopleScout for a confident, attention-grabbing campaign to put their employer brand front-of-mind for their target audience.
Key Research
We conducted wide-ranging qualitative interviews and focus groups with key people across the agency in order to really get under the skin of the human experience of working there.
The key insights were:
When NCA investigators succeed the impact is huge and far-reaching. The criminal activity they stop covers everything from child sexual abuse to illegal firearms trafficking, cyber crime, kidnapping and extortion. The police, by contrast, have to deal with everything from shoplifting upwards.
A lot of the criminals the NCA targets feel they are untouchable. It’s very exciting to prove they are not.
The work is exciting, and we shouldn’t underplay that.
Investigators are often serving police officers or have strong links to policing. They rarely engage with usual recruitment channels, so we needed to think differently.
The agency saw location as key—they were keen to recruit candidates close to the locations of their regional offices.
The Core Message
To work in crowded streets and packed transit stations, our campaign needed to have immediate visual impact. The NCA hunts the big fish of the criminal world. So, we chose the shark as a perfect visual metaphor to illustrate the level of criminality the agency handles; it’s the ultimate hidden predator with a fin that creates an emotional reaction.
Our visuals show a huge shark fin bursting through the ground, towering over well-known landmarks and wreaking havoc in recognizable, urban UK locations in London and Manchester. Each visual represented the scale of damage caused by high-level crime, while storm clouds provided a suitable dark and menacing backdrop. These visuals were complemented with a simple message: No predator too big.
Media Strategy
We focused the recruitment campaign on outdoor media to reach the widest possible audience in our target areas. We identified outdoor locations that serve police officers on their daily commute—for example, Manchester Piccadilly station and the Metro line to Greater Manchester Police HQ—in addition to specialist online media.
The Results
We rolled out the campaign for digital, data, tech and specialist firearms audiences. The results were very impressive:
29,684 candidates to the NCA landing page. 15,703 applications across 143 roles. 2,228 candidates invited to interview. 225 job offers. 825 held in talent pool awaiting job offers.
This was a hugely successful campaign which drove a large number of applications. We exceeded NCA’s expectations, raised awareness of the NCA as an alternative employer for serving police officers and improved perceptions of the NCA as an employer with a unique offering.
At a Glance
COMPANY National Crime Agency (NCA)
INDUSTRY Government & Public Sector
PEOPLESCOUT SOLUTIONS Talent Advisory
LOCATIONS Regional offices in the UK’s urban centers
About NCA The National Crime Agency (NCA) is a national law enforcement agency in the UK focused on fighting organized crime, trafficking, cybercrime and fraud.
The U.S. economy gained 943,000 jobs in July. The numbers are strong, but with new concerns over the Delta variant, economists question how long the strong growth can be sustained. The unemployment rate fell to 5.4%. Year-over-year wage growth was at 4.0%.
The Numbers
943,000: Employers added 943,000 jobs in July.
5.4%: The unemployment rate fell to 5.4%.
4.0%: Wages rose 4.0% over the past year.
The Good
July’s jobs report was the best since August of 2020, and beat economist expectations, the New York Times reported. The strongest gains came in the leisure and hospitality sector, which was hardest hit during the pandemic. Additionally, the unemployment rate fell to 5.4% and employment numbers for both May and June were revised upwards, showing strong hiring throughout the summer.
The Bad
While the report was largely positive, MarketWatch reports that a shortage of workers is still holding back the recovery. While the labor participation rate did tick up in July, many Americans sidelined at the start of the pandemic have yet to rejoin the labor force. Some economists predict that we will see more workers reenter the workforce in the fall when schools reopen. Additionally, as many as 2 million workers retired during the pandemic, with no plans to return to the workforce.
The Unknown
Because the numbers for July were taken during the first few weeks of the month, before cases of the Delta variant surged in parts of the U.S., we don’t know how the variant will impact the economy. The Wall Street Journal reports that in many locations, local governments have reinstated mask mandates, but they have not backed any broad closures. However, the New York Auto Show was canceled and many companies are delaying plans to return to the office over concerns about the Delta variant.
The U.S. economy gained 850,000 jobs in June. The numbers beat economist expectations and suggest the economic recovery is picking up steam. The unemployment rate changed little at 5.9%. Year-over-year wage growth was at 3.6%.
The Numbers
850,000: The U.S. economy gained 850,000 jobs in June.
5.9%: The unemployment rate rose slightly to 5.9%.
3.6%: Wages rose 3.6% over the past year.
The Good
The New York Times reports that June’s job report is another piece of good news about the economic recovery. It is the strongest jobs gain in 10 months and comes after news that consumer confidence surged in June, the stock market closed out the first half of the year with record highs and the congressional budget announced that the U.S. was on track to recover all jobs lost because of the pandemic by the middle of next year.
The most significant gains came in the leisure and hospitality sector, which was the hardest hit by the pandemic. Employers added 343,000 workers to their payrolls in the past month, and those workers saw a 7.1% wage increase compared to this time last year. Wage growth has accelerated in recent months, as employers compete for talent in a market flooded with job openings.
The Bad
The labor-force participation rate still lags 2% behind pre-pandemic levels, fueling the current labor shortage. The Wall Street Journal reports that many older workers who left the labor force in 2020 have decided to retire, rather than return. Other workers may be dealing with childcare responsibilities, continued concerns over the coronavirus or continuing health problems. Economists say the low participation rate is still holding back the recovery.
The Unknown
Economists are debating the impact several factors are having on the growing economy. Some have argued that enhanced employment benefits are keeping some workers out of the labor force. This has led 26 states to cancel the additional $300 weekly benefit in the hope that it would accelerate job growth. However, data does not show any increase in labor force participation in those states at this point.
Additionally, MarketWatch reports that workers are quitting at record levels – often to take a better paying job. Nearly 1 million people left their jobs in June. Wages have risen 3.6% over the past year, but because wages appeared to rise during the pandemic as lower wage workers were more likely to lose their jobs over higher wage workers, there isn’t much clarity about how quickly wages are rising.
The U.S. economy gained 559,000 jobs in May. The numbers improved over April, but still lagged behind expectations. Employers report they struggle to find job candidates, while some economists say that the economy may need time to get into a consistent rhythm. The unemployment rate fell to 5.8%. Year-over-year wage growth was at 2%.
The Numbers
559,000: The U.S. economy added 559,000 jobs in May.
5.8%: The unemployment rate fell to 5.8%.
2%: Wages grew 2% over the past year.
The Good
After a disappointing jobs report in April, May’s job gains show a notable improvement. The biggest job gains occurred in the leisure and hospitality sector, as rising vaccination numbers and falling infection rates drove an increase in dining. The New York Times reports that job postings on Indeed were 27% higher in May of 2021 than February of 2020, before the pandemic hit. However, economists predict job growth to vary greatly month to month, as the economy normalizes after a long period of uncertainty.
The Bad
The Wall Street Journal reports that the jobs numbers fell short of economist expectations, and the jobs numbers continue to lag behind other economic indicators, like consumer spending. Some employers report a shortage of job applicants, and economists say there could be several factors contributing – including early retirements, childcare responsibilities, health concerns, low pay and enhanced unemployment benefits. The labor participation rate changed little, indicating that many workers who were sidelined during the pandemic have not yet reentered the job market.
The Unknown
Though economists agree that the economy is on track to continue growing, there are a number of factors that could impact that rate of growth. MarketWatch reports that key material shortages are causing issues in industries like manufacturing and construction. Experts predict that the labor shortage should improve in the fall, as children return to school and propel more parents back into the workforce. Lingering fears over the coronavirus are expected to abate as vaccinations continue to rise and cases plummet
The U.S. economy gained 226,000 jobs in April. The numbers fell far below economist expectations, even as vaccinations increase, and COVID-19 cases decrease across the country. The report comes one year after the economy shed 20.5 million jobs in April 2020, at the start of the pandemic. The unemployment rate rose to 6.1%. Year-over-year wage growth was at .3%.
The Numbers
+266,000: Employers added 266,000 jobs to the U.S. economy in April.
6.1%: The unemployment rate rose to 6.1%
.3%: Wages rose just .3% over the past year.
The Good
April’s jobs report was largely disappointing. As the New York Times reports, economists had expected job growth as high as one million. However, there are a few bright points. leisure and hospitality, the sector hit hardest by the pandemic, led job growth with 331,000 new jobs. Additionally, labor force participation increased to 61.7% in April, marking the second straight month of growth, and suggesting that more Americans are reentering the workforce.
The Bad
Despite COVID-19 numbers trending positively, the Wall Street Journal reports that many employers are still cautious about ramping up hiring. Additionally, sectors that grew during the pandemic saw some job losses in April, including temporary work and transportation and warehousing. Manufacturing shed 18,000 jobs due to supply chain issues in the auto industry.
Additionally, year-over-year wage growth fell sharply in April, however these numbers come exactly one year after more than 20 million jobs were lost. At that point, wage growth increased drastically, as higher wage workers were more likely to retain their jobs, while lower wage workers were more likely to experience layoffs. That shift caused the average wage to rise, and the trend will impact wage growth numbers for months to come.
The Unknown
Economists disagree on the cause of April’s disappointing report. According to NBC, Treasury Secretary Janet Yellen ascribes the low numbers to the volatility of a recovering economy. Others have argued that enhanced unemployment benefits may be keeping some people at home, while yet another group argues those benefits have been necessary to keeping food on the table for many families. The New York Times reports a more complicated story, particularly in the restaurant industry, as some workers look to change careers for more stable industries, or express health and safety concerns.
The U.S. economy gained 916,000 jobs in March. The numbers beat economist expectations and show the fastest job growth since the summer of 2020. However, economists caution that there are still challenges ahead. The unemployment rate fell to 6.0%. Year-over-year wage growth was at 4.2%.
The Numbers
916,000: The U.S. economy added 916,000 jobs in March.
6%: The unemployment rate fell to 6%.
4.2%: Wages grew 4.2% over the past year.
The Good
The New York Times reports that March’s jobs report is the most optimistic report since the pandemic began. The 916,000 jobs added to the economy beat the expectations of most economists, though as we noted in our February analysis, some economists thought job growth could be as high as one million. Many of the jobs added came in leisure and hospitality, the sector hit hardest by pandemic job losses.
Economists say they expect growth to continue because of the expanded availability of vaccines, with more than 2 million Americans receiving shots each day. The reopening of schools has also allowed more women to reenter the workforce.
The Bad
Despite the good news in March’s report, as the Wall Street Journal reports, there are still 8.4 million fewer jobs than before the pandemic began, and even if growth continues at this rate, it will take the larger part of the year to make up that ground.
The Unknown
MarketWatch reports that economists have a lot of optimism for the coming months, but there are a few factors that could impact the economic recovery. The first is the speed of vaccinations. As more Americans are vaccinated, the economy can recover more quickly. On the other side, many stats are seeing rising numbers of coronavirus cases, which has slowed reopening plans in some areas. If those numbers do not decrease, it could dampen the recovery.
The U.S. economy gained 379,000 jobs in February. The numbers beat economist expectations, suggesting that the recovery is gaining steam. However, economists caution that there are still challenges ahead. The unemployment rate fell to 6.2%. Year-over-year wage growth was at 5.3%.
The Numbers
379,000: The U.S. economy gained 379,000 jobs in February.
6.2%: The unemployment rate fell to 6.2%
5.3%: Wages rose 5.3% over the past year.
The Good
The addition of 379,000 jobs to the economy in February suggests that the recovery is picking up steam, the Wall Street Journal reports. Economists had predicted just 210,000 new jobs.
The majority of the job gains happened in the leisure and hospitality sector, which has been the hardest hit by the pandemic. Experts say decreasing coronavirus cases, increasing vaccinations, and the stimulus passed in December likely all contributed to the uptick as consumers are gaining confidence.
The Bad
While there was plenty of good news in February’s report, there is still a long way to go. The U.S. still has 9.5 million fewer jobs than when the pandemic began. Additionally, some sectors, like construction, shed jobs. Though experts say that is likely temporary and related to winter weather conditions.
While the unemployment rate decreased, there was no improvement in the racial disparity in unemployment. As the AP reports, the unemployment rate for white workers fell from 5.7% to 5.6%, but the unemployment rate for Black workers actually rose from 9.2% in January to 9.9% in February. The unemployment rate for Hispanic workers fell from 8.6% to 8.5%.
The Unknown
Economists say this could be the start of a stretch of strong hiring numbers that lasts through the spring. Bloomberg reports that March could potentially see more than a million new jobs, as long as there is not an increase in coronavirus cases. The New York Times also reports that employers see this as the start of a hiring surge.
However, there are a few factors that could impact these predictions. Economists predict that the $1.9 trillion stimulus will have a positive effect, but rising coronavirus cases or a slowdown in school reopening could impact job growth negatively. Ultimately, workers need to both feel safe returning to the workplace and have the childcare options to do so to continue strong economic growth.
Australian employers are investing in creating more diverse workforce.
In this on-demand webinar, Jane Royle, Head of Resourcing at Lendlease, will share practical tips to help you increase your presence within the First Nations community, become an employer of choice and create career pathways for the First Nations people.
The U.S. economy gained 49,000 jobs in January. The modest growth follows December’s drop in employment, and suggests growth remains sluggish. The economy is still more than nine million jobs short of pre-pandemic levels. The unemployment rate fell to 6.3%. Year-over-year wage growth was at 5.4%.
The Numbers
49,000: The U.S. economy added 49,000 jobs in 2021
6.3%: The unemployment rate fell to 6.3%.
5.4%: Wages rose 5.4% over the past year.
The Good
Though the numbers in January’s jobs report reveal little to celebrate, the addition of 49,000 jobs averts a second straight month of losses, as the New York Times reports some economists expected. The most significant gains were made in the business and professional services sector, with more modest gains in financial services.
The Bad
As the Washington Post reports, the jobs report reveals that the economy finished 2020 even weaker than originally indicated. November’s jobs gains were adjusted down 72,000 from the original estimates, and revised estimates now show a decrease of 227,000 jobs in December, rather than the 140,000 initially reported.
Some of the most significant losses came in leisure and hospitality as restaurants continued to struggle. The retail sector also shed jobs after boosted hiring during the holiday season. Even transportation and warehousing, which had previously remained a bright spot, reported a loss of nearly 28,000 jobs.
Though the decrease in the unemployment rate may initially seem like good news, the Wall Street Journal reports that the drop is largely because many workers dropped out of the labor force and were no longer actively looking for jobs.
The Unknown
January’s jobs report comes as coronavirus vaccinations continue around the country and as congress moves forward with President Biden’s $1.9 trillion aid package. Economists will be watching the impact of the additional federal aid and the rising number of vaccinated Americans.
