Heathrow Airport and Guidant Global Innovation catalyst recruitment process

Transcription

1 Heathrow Airport and Guidant Global Innovation catalyst recruitment process guidantglobal.com

2 Prev Next 2 Innovation catalyst proposal Reimagining the recruitment process In 2018, Guidant Global was asked by Heathrow Airport to recruit a new team of Innovation Catalysts to support Heathrow s expansion project. The cohort would form a branch of the Next Generation team; focusing on the third runway development whilst managing projects aimed at generating efficiency across various functions within the airport. Successful candidates would be tasked with challenging and reimagining the conventional design of an airport and anticipate how future needs of passengers should be accommodated and planned for. The progressive nature of Heathrow s requirement led Guidant to design an innovative recruitment process that would attract a likeminded talent pool. Our trusted position as the Managed Service Provider (MSP) at Heathrow, combined with the great and collaborative stakeholder relationships that have been developed on-site meant that Guidant was uniquely placed to deliver this project. We used the following five core competencies: creative thinking, output focused, relentlessly curious, bringing people along and collective vision, as a basis for designing a bespoke end-to-end resourcing process for Heathrow. Guidant s relationship with Heathrow allowed us to understand the needs of the client and deliver the whole process as one integrated brand. Following the request from Heathrow, we immediately assembled an internal project team to research various channels and solutions. The team collated a proposal designed to deliver the following objectives set by Heathrow: Identify, attract and hire four forward thinking candidates who are aligned to five core competencies determined by Heathrow. Deliver a leading candidate experience throughout the process that safeguards, enhances and showcases Heathrow s renowned employer brand. Create an engaging and innovative recruitment process in alignment with the roles in question.

3 Prev Next 3 The proposal Our proposal was based on three key stages to form the entire end-to-end recruitment process; candidate attraction, gamification and assessment centre delivery. We took our stakeholders at Heathrow through our plan, worked together to refine it so it was truly fit for purpose and then got to work to ensure we delivered on our promises on time. Candidate attraction campaign The future is the final frontier. Heathrow s mission: to find the bright minds that will take us there, the forwardthinkers who are already on the waiting list for time travel, who see teleportation, and think, how soon? We re seeking non-conformists with a guest room for their droid and a space in their garage for a hover car. Come create the airport of the future. Guidant designed a bespoke and innovative advertising campaign fully aligned to Heathrow s employer brand. In order to ensure we attracted the best-fit, most creative and innovative talent, we placed a strong focus on the visual perspective and the tone of the voice within the adverts. The Project Team worked closely alongside Guidant s marketing department to understand what the most effective marketing tools would be. The proposal contained multiple forms of digital and direct marketing, in order to maximise the exposure of the adverts. This allowed us to identify and attract a variety of candidates.

4 Prev Next 4 Gamification Gamification takes the output and analytics of traditional psychometric tests and puts them into a game format that can be accessed easily by candidates online. We decided to use gamification because of Heathrow s commitment to utilise modern technology and their requirement to create an innovative recruitment process. The game also aligns with the core competency of being outcome focused as it generates scores based on traditional psychometrics for each candidate and issues them a position comparative to other people who have played the game. Gamification solutions also offer candidates a more enjoyable, engrossing and arguably more modern experience, allowing candidates to give honest and natural responses in their interactions. This means that gamified assessments, in comparison to traditional psychometric tests, are more fake resistant. It captures more natural, genuine and instinctive responses, with candidates more likely to immerse themselves into the assessment process. After researching various options, Guidant proposed using the Theme Park Hero assessment built by Revelian. The Theme Park Hero game assesses candidates using four different puzzles of increasing complexity. This provides reliable and valid data on a candidate s ability in a variety of areas including; problem solving, information processing style, decision making and their capability to cope under pressure.

5 Prev Next 5 Assessment centre Guidant has previously organised assessment days for other clients (such as; British Airways and Toyota) when recruiting to fill positions for volume recruitment. However, this was the first time Guidant had proposed using an assessment centre for a role of only four vacancies. An assessment centre would allow for all of the different stakeholders within the Next Generation team to engage with the candidates in person so they could get a real sense and feel for their personalities and character as well as their skills and strengths. Guidant proposed the design of a six hour assessment day, whereby candidates would take part in a creative icebreaker exercise; four short fifteen minute interviews and a case study group task that leads into a presentation exercise. Logistically, this increases efficiency during scheduling whilst Assessors are also able to witness how candidates interact in a group environment and create activities centred on team building and communication. The candidate experience is also enhanced through an assessment centre, as all interviewees can be contacted at once making the process quicker and more efficient.

6 Prev Next 6 Implementing the innovation catalyst recruitment process Candidate attraction campaign Guidant s internal Project Team worked closely with Heathrow to determine key criteria for successful candidates and used this information to create a campaign theme which would engage with our target audience; whether they were active or passive job seekers. We wanted to attract people who had a real passion for innovation and in order to resonate, our adverts needed to intrigue and excite emerging tech adopters and innovation enthusiasts. 85% of respondents said the adverts for the Innovation Catalyst campaign attracted them to the role. Guidant came up with the idea of concepts of the future which included grabbing attention with key phrases such as teleportation, travelling to Mars and hover cars. We brought the ideas to life through creating animated artwork to use in our online advertising activity. Adverts included a programmatic campaign, an MPU (mid-page unit) advert on Wired.com, social media adverts and also a Facebook canvas advert. Canvas adverts are unique because different sections of the advert show when a mobile device is tilted in different directions, rather than just swiping the screen. Guidant also incorporated direct marketing tools with branded job board adverts sending accompanying s to suitable candidates. 85 % The marketing and advertising team really got what we were trying to do, coming up with 4 great campaign options and designing exceptional creative content. Heather Donald, Hiring Manager Heathrow

7 Prev Next 7 Results have shown that Guidant attracted over 300 applications in total for this role, with the most successful adverts proving to be from social media adverts and a Total Jobs branded advert. Applications were primarily examined by Guidant resource consultants, before being shortlisted for review by the Heathrow hiring manager. Successful applicants were progressed to phone interview whilst all unsuccessful candidates were notified of the outcome of their application. T E L E P O R TA T I O N T E L E P ORTA T I O N Video (Tilt to Pan) Initial concept animation is played on a loop and can be panned by tilting your device. Facebook Feed User scrolls down there feed and sees the above thumbnail creating intrigue. Until then... form our future with Heathrow Heathrow is recruiting for the Forward- Thinking Four: a brilliant cohort of tech-savvy trailblazers to take our new runways and increased capacity and make us the most efficient airport on the planet. YOUR CHALLENGE Designing the marketing advert for the Innovation Catalyst role to be listed on Facebook newsfeeds. Carousel (Swipe to Pan) Footage/Images of the airport environment where candidates would be working/developing. Stats could also support the images highlighting the challenges the candidates face. O R GANIS E 1, F L I G H T M O V E M E N T S P E R D AY C O N S IDE R 7 6 M P A S S E N G E R S P E R Y E A R DEL IVER 1.5 M M E T R I C T O N N E S O F C A R G O P E R Y E A R Can you help us shape the airport of the future? The future is the final frontier. Join forces with the Future Heathrow Team and innovate in bold, strategic ways to reinvent the passenger journey and rethink air travel. Do you have what it takes to pioneer the airport of tomorrow? Discover more #FutureHeathrow Creating frames to use whilst designing the marketing campaign, based around concepts of the future. Frame 1 Frame 2 Frame 3

8 Prev Next 8 Gamification Candidates were asked to apply with a cover letter and CV for the team to understand their background and motivations. The best applicants were given a pre-screening phone call by a member of the team with the following two questions: Why do you think you are suitable for the role? What is it that appeals to you about working in the role? After reviewing over three hundred applications, Guidant and Heathrow shortlisted the best thirty candidates to take through to the next stage of the recruitment process - gamification. The game element meant that the tests were challenging but I didn t feel as though I was in an exam environment. I believe that it allowed me to perform better than I otherwise would have in online testing. Innovation Catalyst Candidate We used the gamification provider, Revelian, to issue out the tests to candidates via . The applicants were given a deadline to complete the four games online. All games had to be completed in one sitting and could not be repeated. Having surveyed candidates, the use of gamification in the recruitment process identifies an innovative employer, as illustrated by the 93% of respondents who, after taking the test, said they perceived Heathrow to be an innovative employer. The feedback from the gamification assessment also shows a clear preference for a gamification assessment over a traditional psychometric test % of respondents said they would rather play a game assessment than a traditional psychometric test. Over 80% of candidates said playing the game assessment improved their recruitment experience.

9 Prev Next 9 The outcome The best way to assess the success of this recruitment process is to look at the outcomes of the objectives that Guidant was tasked with by Heathrow: Identify, attract and hire four forward thinking candidates who are aligned to five core competencies determined by Heathrow. Deliver a leading candidate experience throughout the process that safeguards, enhances and showcases Heathrow s renowned employer brand. 3. Create an engaging and innovative recruitment process in alignment with the roles in question. We were tasked with sourcing four candidates who aligned to five core competencies set by Heathrow: we successfully recruited four candidates, with one of the members of the Future Heathrow team involved in the assessment centre saying we got a great final selection of candidates. Whilst Heather Donald, the hiring manager said the Guidant team did a fabulous job of identifying such a diverse group of candidates.

10 Prev Next 10 With regards to delivering a great candidate experience, when candidates were surveyed there was also a unanimous view of having had a positive recruitment experience. All candidates highlighted their particular enjoyment of both the gamification assessment and the assessment day. 100% of respondents, after the assessment centre, said they had a positive recruitment experience. 100% Finally, commercially, Guidant also saved Heathrow 15,000 in placement fees in comparison to a traditional route to market, at a saving of 10% per hire. Whilst a traditional recruitment process would have had agencies supplying candidates based on a broad job specification, we were able to give Heathrow an innovative and market leading recruitment process, with a targeted marketing campaign, the use of gamification and the running of a bespoke assessment centre. Guidant is always looking to create true partnerships with clients, where we work in collaboration to deliver exceptional results. This process illustrates the positive effects of approaching recruitment in this way. The success of the marketing campaign was reflected by candidates at the assessment centre coming from a variety of sources, with 85% stating that they had been attracted to the role by the job adverts. This illustrates both the far reaching nature and success of the marketing campaign. Whilst the feedback from the gamification showed that the use of this innovative technology helped to create an engaging and innovative recruitment process. It felt like an integrated team throughout. I would be happy to showcase this approach to the rest of the business, particularly focusing on the advertising campaign and creative, gamification & assessment centre! Heather Donald

11 Prev Next 11 Trusted by our clients to deliver Private Sector recruitment outsourcing solutions

12 Prev 12 Globally connecting you to great people Guidant Global Empowering you with a better, more forward-thinking and people-driven approach, we are the new global leaders in workforce solutions. Uniting Bartech with Guidant Group across the globe, we are committed to collaborating, thinking creatively and delivering new and better solutions for the workplace of today. For clients. For suppliers. For individuals. For everyone. Everything we do is about doing things better. We listen, understand and advise. We partner. Our belief in a collaborative, people-centric approach builds relationships based on trust. Our workforce strategies enable you to source, assess and implement complex talent solutions that truly fit your business. To find out more about our recruitment solutions delivered with strategic insight please visit our website. guidantglobal.com