Advertising – Barclays
The challenge
With a brief to hire procurement specialists (both sourcing and supplier management) the recruitment team were keen to source candidates directly via a multi media advertising campaign. The Global Sourcing team at Barclays has a wide remit, from managing purchasing policy for the whole Group to sourcing/ managing suppliers on a global scale. Challenges for 2009: reduce spend, reduce number of suppliers (10% of suppliers account for 90% of spend: so need to cut back on all the little ad hoc ones – this is a particular issue in EMEA). So lots of cross border projects and a chance to travel, or indeed live/work overseas. Unusually for a procurement department, the head of this area (David Moon) reports directly into the Board: this means that all projects/initiatives are high profile, and have a huge amount of buy in from the very top. Keen to attract the best candidates from a wide range of industry backgrounds, there was the added challenge at the time this campaign launched (January 2009) of marketing a career within financial services.
The solution
In order to really market the opportunities we created a campaign microsite, www.barclays-jobs.com/gpss as a central point to all activities, containing information regarding a career with Barclays, the team, the opportunities etc (all linking into Taleo). To drive traffic to this, we ran:
- A keyword sponsorship campaign on Google (geo targeted to within 50 miles of London, Knutsford and Northampton, where the roles were to be based)
- Job postings and banners on: eFinancial Careers, Supply Chain Recruit and Supply Management
- Advertorials in Supply Management (an interview with David Moon, the Chief Procurement Officer)
The results
The job boards generated 250 clicks on the application links, with Google generating a further 699 (a good ratio to the 2,017 unique visitors to the campaign site). As applications were driven into Taleo we could not track further how many of these were completed, but at the end of the assessment process, the recruitment team had offered 2 direct hires, with a further 4 in the pipeline. This was the first time that direct hires had been made into the area, and the money saved on agency fees more than paid for the cost of the advertising.
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