TMP Worldwide has won New Supplier of the Year from recent client win the Cooperative Financial Services (CFS).
As part of a major transformation project, CFS has redeveloped its resourcing strategy moving more towards direct recruitment and reducing the company’s reliance on recruitment agency support.
In 2008 CFS has had a highly visible marketing campaign promoting the ethical values and Corporate Social Responsibility of the brand and targeting conscious consumers.
Tracy Akin, Head of Resourcing at CFS, wanted the recruitment messages to echo the main corporate brand.
“We wanted to leverage the strong employer brand of CFS and connect people to our history and also the ethical values of the company. While we are still using recruitment agencies we wanted to be able to push our employment messages out to the market directly.
“MP Worldwide has the knowledge and data on the market to enable us to maximise our employer brand directly to potential employees.”
TMP first worked with CFS on establishing an Employee Referral Programme in Spring 2008. Over four months, the programme resulted in 65 hires, and an initial saving of £90,750.
A critical part of CFS’s strategy is its financial adviser network which works in the field directly with consumers. TMP has been working closely with CFS on its attraction campaign targeting both trainee and experienced financial advisers.
TMP devised two creative routes. The trainee advisers were attracted by CFS’ ethical standing. This campaign ran with the headline ‘How does it feel to make the right decision?’
Simon Wright, TMP Account Director for CFS, says: “The aim was to show the trainee financial advisers that a role with CFS is a step towards making a difference, not only to the candidates and CFS customers, but also to a more ethical approach to work.”
Experienced financial advisors were targeted with the headline ‘A word of advice’. They were provided with more information on the CFS offering, bringing the company and the opportunities into their view.
A campaign website was developed that acted as a portal for all applicants, giving them the information required on the company, roles and benefits to help them make an informed decision on their application. The site also provides the opportunity to maximise the exposure of the CFS offering on all fronts.
The campaign began at the end of September 2008 with the launch of national and trade press advertising and an online approach targeting a range of financial specific and generic sites. To date 88% of applications have been from direct candidates. The campaign ran until December.
Tracy Akin concludes: “TMP operates as a true resourcing partner for us. They are not just a supplier. It’s about understanding our business and having open and honest conversations and not just delivering to the brief. We are a demanding client but TMP has consistently impressed us with their responsiveness and creativity.
“They have been very flexible and provided value added benefits sharing their knowledge of the market and industry to help us make informed decisions. They more than deserve our New Supplier of the Year award.”