Project Management of the new careers website and talent attraction marketing for Northgate
MESO managed the development of a brand new careers website for Northgate Vehicle Hire which has significantly increased the quality and quantity of candidates for the business and has been shortlisted for Best careers website of the year at the In House recruitment awards 2017.
Established in Alan Noble’s driveway in Darlington in 1981, Northgate is now the leading commercial vehicle hire company in the UK, listed on the Stock Exchange with 77 UK sites. However, as Northgate’s sales and marketing strategy is focused on medium and large businesses, brand awareness amongst the public is low and unprompted recruitment applications rare. The contract to manage recruitment for Northgate in the UK is outsourced to ResourceBank who have created the Northgate Resourcing Centre (NRC).
MESO is retained by ResourceBank to provide employer brand consultancy and services. At the start of 2016, MESO worked with the NRC to propose a change of focus for the Northgate talent attraction strategy. We recommended a complete overhaul of the Northgate Careers website, introducing functionality that would make the recruitment process simpler and content that would attract and engage candidates.
Lacking a well known consumer brand, talent attraction for Northgate had relied on significant job-board advertising. Recruiters also needed to spend a long time with key candidates selling the benefits of working for Northgate.
So our challenge was to create a careers website for Northgate that increased the number of direct applicants (and reduced the level of job board advertising), communicated Northgate’s attractiveness to candidates and engaged them throughout the recruitment process, reducing attrition and increasing recruitment efficiency
We managed a complete overhaul of the Northgate Careers website, introducing functionality that makes the recruitment process simpler and content that attracts and engages candidates. The solution included:
The new Northgate Careers website has increased the number of candidates sourced directly (and reduced job-board spend) as well as ensuring candidates are more aware of the Northgate culture once they have applied –increasing fill rates and reducing attrition throughout the process.
The Northgate Careers website has been shortlisted for Best recruitment website 2017 by the prestigious In-house Recruitment Awards, the leading annual awards for UK talent attraction businesses.
Lacking a well known consumer brand, talent attraction for Northgate had relied on significant job-board advertising. Recruiters also needed to spend a long time with key candidates selling the benefits of working for Northgate.
So our challenge was to create a careers website for Northgate that increased the number of direct applicants (and reduced the level of job board advertising), communicated Northgate’s attractiveness to candidates and engaged them throughout the recruitment process, reducing attrition and increasing recruitment efficiency
We managed a complete overhaul of the Northgate Careers website, introducing functionality that makes the recruitment process simpler and content that attracts and engages candidates. The solution included:
The new Northgate Careers website has increased the number of candidates sourced directly (and reduced job-board spend) as well as ensuring candidates are more aware of the Northgate culture once they have applied –increasing fill rates and reducing attrition throughout the process.
The Northgate Careers website has been shortlisted for Best recruitment website 2017 by the prestigious In-house Recruitment Awards, the leading annual awards for UK talent attraction businesses.