Project Types: Employer Branding
Client: Hess
During the Spring of 2008 Hess, a global oil company, broke with its traditional recruitment methods and ran a high profile direct attraction campaign across a range of press and online media, targeting Engineers and geo-physicists of a variety of levels across the globe.
Initial response and subsequent candidate management was handled through a retained specialist recruitment company, which presented an excellent opportunity for Peer Group to source information from the candidate base on behalf of Hess, to get a clear indication of the level of awareness and enthusiasm that existed for the organisation.
We designed, hosted and implemented an online questionnaire that candidates were invited to complete at a given stage in the selection process. We identified two distinct groups of candidates whose views we wanted to capture: those who had been short-listed because their profile accurately reflected the stated requirements, and those who had been put ‘on hold’ because their profile did not meet current requirements – but who had potential for the future.
Questions focused on candidate background (education and professional experience), career motivations, priorities and influencers; target employers; perceptions of organisations and in particular Hess; reasons/prompts to apply and views on the selection process thus far.
The data we gathered and analysed proved valuable to Hess as it provided a clear insight into the attitudes and motivations of their candidate audience – and the existing perceptions of Hess that exist in the candidate marketplace.