JTI
JTI - Recruiting accounting professionals in Manchester
Background
Makers of world famous brands such as Benson & Hedges, Camel, Silk Cut and Winston, JTI is the world’s third largest tobacco company. Manchester is home to their shared service centre and mainly comprises accounting professionals. Having previously used expensive search and selection agencies, they wanted to make significant savings on their recruitment spend. They chose Beyond Interactive to make this objective a reality – and in doing so made us the first organisation to deliver their attraction strategy via online recruitment marketing. Their brief to us was simple: reduce their staff turnover and cost-per-hire and enhance their employer proposition.
Solution
First we looked at their employer proposition. This was a particular challenge because of the negative nature of their line of business: tobacco. Then we created a campaign that highlighted JTI’s exceptional organic growth – and the benefits this will bring to a candidate’s career. Finally, the individual ads were placed in a wide variety of regional and national online accounting-specific media.
Results
JTI’s cost-per-hire was previously £5,100. Since signing up with Beyond Interactive, this has since been reduced to £600 with the vast majority of hires are now coming direct rather than via recruitment agencies.
Next steps
In the process of creating a bespoke careers microsite for their Manchester Shared Service Centre, it will further enhance their employer proposition and counter misconceptions about their organisation. Once the site is up and running, it will hugely speed up their recruitment process. Then to drive targeted traffic to the site, we’ll enhance JTI’s attraction strategy with measurable social and business media and search engine marketing to ensure they build on this initial success.
