SHL provides psychometric assessment tools to help companies improve candidate selection and performance.
Challenge
To date, it had only sold its services indirectly via highly specialised partners and directly into large enterprises, but now it wanted to expand its channel to include recruitment agencies and consultants, and encourage them to resell its products.
SHL set out to recruit 250 new partners and achieves sales worth £100,000 within the first six months of the campaign.
Solution
After an initial strategy planning phase, which included a focus group session with selected recruitment agencies, SHL decided on an unsegmented approach, whereby agencies of all sizes were targeted. This was given that some of the smallest consultants have large corporate clients – a target market for SHL.
A two month long campaign included direct email, e-newsletter sponsorship, banner advertising, direct mail, magazine advertising and telemarketing activity. The creative used well known two word phrases to illustrate the positive and negative sides of hiring the right or wrong candidate. Every channel utilised incorporated a call to action, directing interested parties to a landing page, which offered a simple sign up procedure to become a partner.
All indirect media was timed to be visible throughout the two month campaign period, whilst direct emails and a DM piece simultaneously landed on the desks of top tier targets. Telephone calls followed these landings.
Results
The campaign exceeded expectations – 291 new partners were recruited, a further 178 recruitment agencies requested further information and £500,000 worth of sales were delivered within the six-month timeframe.
