AT THE HEART OF EVERYTHING
CASE STUDY - CUSTOMER FOCUS -
Ei PUB PARTNERSHIPS
There was an identified need to further focus the recruitment of potential publicans into the Publican Partnerships area of the ei group estate by utilising the segmentation information and our expertise in understanding customer behaviours and expectations in specific pub demographics and types.
What We Did
Using our knowledge of the segmentation of the ei group estate and extensive experience of matching customer retail offer, we developed a number of more targeted approaches to refine the recruitment process. These included:
Showing a more detailed demographic / customer profile on the pub specific recruitment web page
Developing a simple online process to match people to the right type of pub vacancy
Utilising specifically developed POS to target identified customers and B2B groups, communicating digitally and through direct mail
Potential candidates are now much more likely to apply for sites which are appropriate to their skills and backgrounds. This has resulted in the recruitment team members spending less time (and therefore cost) on inappropriate applications and more time on effective follow up communications.