The Solution

Harrier implemented a comprehensive talent acquisition strategy beginning with a strategic market analysis of available talent, candidate journeys, and potential recruitment pathways. Following initial consultation in 2024, the council engaged Harrier to develop and execute a tailored Employee Value Proposition (EVP) and multi-channel digital recruitment campaign.

Our approach started with extensive research, interviews, and focus groups to distil the core benefits of joining the council. We developed a service-specific EVP that was both an attraction piece and a reflection of the lived employee experience, focusing on key messaging around "making a difference" and "investing in yourself with a career at the council.

We deployed an experienced onsite Talent Acquisition Specialist who immersed herself in the council's culture to provide authentic employer branding and articulate the organisation's values to potential candidates. Our recruitment strategy was two-pronged: building awareness and employer brand equity for the new Service while supplementing the council's sourcing pipeline across all roles, with greater investment in hard-to-fill positions.

The campaign utilised multiple digital channels including Google Ads, Indeed, Meta platforms, LinkedIn, Seek, and Facebook, while also leveraging internal marketing channels through referral posters, e-newsletter banners, and email signature updates. Our comprehensive project delivery spanned five weeks, with critical milestones met efficiently from team assembly to digital campaign launch.

The Results

The tailored EVP and multi-channel digital recruitment campaign delivered exceptional results, attracting 2,093 applications and 104 shortlisted candidates across multiple roles including Supervisors, Team Leaders, Side Arm Truck Drivers, Contamination Management Officers, Support Officers, and Customer Service positions.

For the particularly challenging Professional Drivers category, applications surged by 845% compared to the council's previous hiring efforts, with ad clicks skyrocketing by 2,643%. We exceeded the hiring goal of 19 drivers with 36 shortlisted qualified candidates.

The campaign generated 428,749 employer brand impressions across multiple channels, significantly enhancing the council's visibility as an employer of choice. Despite this extensive reach, the recruitment initiative came in 22.5% under budget, with the average cost per hire reduced by 48% compared to industry standards.

Internal recruitment channels proved highly effective, with 15 of the 36 shortlisted candidates (42%) originating from internal employees, employee referrals, or direct council contacts, demonstrating the value of our comprehensive approach to both external and internal talent engagement.

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