Situation
Omnicom Media Group (OMG) engaged with PeopleScout to deliver a solution designed to deliver a seamless approach to their proactive and reactive recruitment needs and provide them with a competitive advantage.
In the fast moving media market, candidate care is key, so the model was designed to ensure engaging communication strategies along with consistent EVP messaging. All of this had to be underpinned by technology allowing the recruiters to access proactive sourcing tools to easily and efficiently move candidates through the process and manage multiple requisitions at one time. Ultimately this resulted in better quality candidates, delivered faster for the business.
Solution
By implementing a centralised talent acquisition model, aligned to the different brands in the group, the senior leadership team now have access to reporting that gives them a clear picture of where their requirements are, any bottlenecks or challenges and, in turnthis helps with business planning.
Aspects of the OMG talent acquisition model include:
- Full end to end talent acquisition services
- Strategic sourcing across every brand and business unit
- Executive search for senior roles
- EVP development and implementation
- Project workforce management
- Hiring manager training
- Third-party supplier management
- Executive reporting
- Talent community development
- Occupational Personality Questionnaire (OPQ) design and implementation
- Contract generation for graduates and all solution hires
Results
Rather than cost reduction the most immediate and business critical key performance indicator was ‘Time to Fill’. Prior to the introduction of an RPO, time to fill averaged in between 42 and 60 days which placed a significant amount of additional pressure onto teams and business units with the potential to generate a domino effect of increased vacancies. The deployment of PeopleScout’s complete sourcing and talent management solution, Springboard, in conjunction with our RPO team made an immediate impact on the time to fill metric. With advanced sourcing capabilities, powerful automation, a streamlined on-boarding solution, detailed reporting insights, and CRM capabilities, Springboard generated productivity gains that allowed for an improved candidate experience. It also improved the optimisation of marketing strategies and more effective talent pooling. With an initially low volume of roles the average time to fill immediately fell to 23 days in the first full quarter of operation and has since stabilised at an impressive 27 days..
Establishing time to fill as a critical benchmark also aligned with the goal to build trust amongst hiring managers and human resources staff who had traditionally had the bulk of responsibility for recruitment activities. Operating on a mixed retained-contingent revenue model, required our RPO team to ensure they were fully integrated with the business so that all vacancies were briefed in to the talent team, which was a major change in organisational behaviour for OMG. Integrating an experienced recruitment team with media and digital marketing expertise allowed for a smooth transition for the RPO team and the client.This established a conversion benchmark of above 82% of roles briefed versus placements. For PeopleScout this translated into an encouraging revenue outcome and validation of the account resource plan. Placements grew by 60% in the first quarter, and 18% and 11% in each subsequent completed quarter.
A strong partnership is maintained by delivering mutually beneficial outcomes for both parties and PeopleScout looks forward to a long partnership with the Omnicom Media Group. We’ve established a relationship of trust through the effective deployment of an RPO team and our Springboard technology platform that delivered immediate improvements in productivity and a reduction in unfilled roles.
To build on these results we now have the opportunity to shift from implementation to process improvement and to target goals around improved staff retention and candidate quality through the introduction of cognitive and behavioural testing, video interviews, a reference checking technology platform and a suite of new technology tools, including artificial intelligence.,
Testimonial from Martin Cowie, People & Development Director at OMD (part of OMG):
“ Clear communication, investing in staff development and a culture of sustainable innovation are three keys functions that have led OMD to become recognised as an employer of choice in Australia. As the leader of people & culture at OMD, ensuring that PeopleScout’s RPO team was seamlessly integrated into our business was critical to ensuring recruitment strategies could contribute to addressing those goals. We need to get the best people, train them really well, develop them and look after them and that process often starts with our recruitment team.
Since partnering with PeopleScout we’ve seen consistent improvement in the marketing of our brand to potential employees, increased productivity through process improvement and the introduction of new tools and technology as well as a reduction in vacant roles. We regularly receive feedback from candidates that their experience of the job interview process with OMD is the best they’ve ever experienced and we’re looking to build on our successful partnership with PeopleScout by introducing new technology solutions aimed at objectively identifying the best available talent to join our business and maintain our position as a market leader.”
Testimonial from Manon Pietra, People & Development Manager at PHD (part of OMG):
“Media agencies operate in a fast-paced, high-volume environment where resourcing needs constantly fluctuate and reactivity is key. In this context, People Scout’s scalable approach is a huge advantage as it allows us to quickly recruit staff when we win new clients and focus on longer term strategic work when volume is lower. The PeopleScout team have quickly developed an intimate understanding of our industry and business challenges and are seamlessly embedded in each of our agencies, allowing them to sell in our EVP to candidates. Working as true business partners, PeopleScout bring the best new technology and recruitment practices to our attention and have recently encouraged us to trial out innovative ways to attract and select candidates such as video interviewing and cognitive behaviour testing.”
