Global Recruitment Company improves Customer Service

When global recruitment company, Robert Walters, decided to update its direct marketing activities by taking them online, it looked to Premiere Global Services (PGS) for a solution that would allow them to create eye-catching direct mail shots for candidates and concise regular updates for clients.

Robert Walters is one of the worldís largest professional recruitment consultancies with 23 offices in 13 countries, spanning five continents. The organisation specialises in accountancy and finance, banking, operations, legal, IT, sales and marketing, human resources and administration.

Challenge
Robert Walters understands the importance of regular communication with existing and prospective candidates and clients in order to succeed in the highly competitive recruitment industry. Historically, the European marketing department has always designed and distributed direct mail shots by post. However, when it decided to move into email marketing, the technology was not in place and mail shots would simply be attached to emails as PDF documents.

ìOur mail shots have always been very effective but we did not have the expertise or the technology to transfer this model to email,î explained Robert Waltersí European marketing manager, Faye Walshe. ìWe could attach mailers to an email but this did not allow the personalised approach that we found so effective and we also struggled with managing the database and needed to make sure we were complying to spam laws.î

Solution
Following a recommendation from a colleague, Robert Walters held discussions with PGS and the decision was made to deploy Campaign Management along with PGSís Corporate Messaging Centre (CMC) application.

The Campaign Management tool enables Robert Walters to send out messages to candidates and clients via email, distributing thousands of messages in a matter of seconds and collating detailed delivery reports.

CMC is an add-on to this tool that allows the marketing staff to use the technology without any in depth knowledge or training. A user simply logs onto the interface, chooses the message template they would like to use and a company branded message can be created in seconds.

Faye Walshe continued: ìWe can now communicate with candidates and employers on a regular basis. We now send out quarterly messages to all of our candidates, just to keep in touch and a quarterly market update is sent out to our clients letting them know what sort of candidates we have on our books. ì

Results
Campaign Management with CMC has helped Robert Walters to realise a number of benefits. The company is now able to ensure that it is compliant with the latest spam laws and has received advice from PGS on how to overcome spam filters when sending out credible messages. As the solution is so easy to use, every email is designed and branded in line with corporate guidelines, maintaining consistency in message and branding.

ìThe reporting service is one of the greatest benefits,î continues Walshe. ìNow with every message sent out we receive in depth delivery reports which have helped us to keep our database cleaned and up to date. Because each report also details how many messages are opened, forwarded or deleted, we can also provide accurate statistics relating to the success of every campaign we send out.

ìWe have tried other systems from other suppliers but nothing has ever been as good as PGSís Campaign Management with CMC. The reporting service is indispensable and the solution is so flexible, we have been able to adapt it to a whole range of different campaigns.î