Global Radio is the leading commercial broadcasting business in
the UK. Its radio brands include Heart, Capital FM, Classic FM,
LBC, Choice, Xfm and Gold. Based in London’s Leicester Square,
with stations and hubs in over 22 locations across the UK, they have
nearly 19* million listeners, a flourishing talent and publishing business
and a new television division too.
*Source: RAJAR Q3 2012, Total Global Radio (UK) TSA, All Adults 15+
The commercial radio industry offers exciting career opportunities and not just high-profile on-air roles. There are creative careers in all areas including programming, engineering, and sales and marketing. It is highly competitive and many wanting to pursue a radio career often try and gain initial experience through work experience or internships.
Global Radio is no exception and its HR team are approached for opportunities, work experience and internships, on a daily basis. As the Group attracts such high volumes of candidates it needs to identify and recruit talented employees.
However, its nationwide recruitment processes were time consuming, inconsistent, expensive and not very effective and were the reason why recruitment was high up the agenda for the newly appointed Director of People and Culture, Annabel Sweet, when she joined the business in 2011.
Building an employer brand
Global Radio is a very successful commercial business but its employer brand was virtually unknown. Back in 2010 the Group had already completed a piece of work to define their organisational values that had been articulated as an “obsession statement”. The obsession statement captured the unique passion, pace and personality of the business but had yet to be launched to the wider world.
Working with Chatter, specialists in employer brand and reputation, Global Radio wanted to use the essence of “obsession” to create a new careers site that would help the business to attract top talent.
Chatter were also briefed to assist in the selection of an Applicant Tracking System (ATS) and be stakeholders for the candidate experience, as Global Radio looked to re-engineer the organisation’s entire approach to recruitment across the business.
Jon Davies from Chatter said:
“The challenge was to build a strong brand that supported the passion and personality of the business. Tone of voice and candidate experience are both massively important, so we’ve worked hard to make sure the careers site felt fresh and vibrant, that candidates didn’t have to jump through hoops to apply and that the experience didn’t wear off when they landed in the ATS.”
Chatter specialises in helping organisations build and maintain their employer brand and reputation through stronger communications with talent and has been partnering with Hireserve to provide its e-recruitment solution, Hireserve ATS, to a selection of its clients since 2010.
Attract and select the most promising talent
Lisa Waterman, Global’s Head of HR Operations said:
“Before implementing Hireserve ATS our recruitment process was time consuming and inconsistent. Internally we relied on one central email address and inbox for all our vacancies. It would fill up every day and was an incredibly inefficient way to process applications and the candidates’ user experience was also incredibly poor.”
Lisa continued: “We were processing high volumes of applications for our work experience and internship opportunities. The initial application used to be incredibly easy for the candidates, a quick phone call to our HR team then a covering letter and CV sent to our central inbox. But, with such high volume it was essential for us to have a system in place that would allow a more complex application process, ensuring we get the right people applying for the opportunities.”
Hireserve ATS has given Global Radio the ability to include pre-selection questions at the initial stage of the application to establish whether the candidate possesses the essential skills, attributes or qualifications the role requires. If the candidate is suitable to progress to the next stage they then provide more detailed information regarding their skills, qualifications and work history.
The system’s flexibility means the application forms can be configured to cover job-specific requirements and an application form can be tailored for every individual role.
Global Radio’s HR team now have complete control over the recruitment process. The Hireserve ATS personalised dashboard gives an overview of current vacancies, candidates, reports and reminders enabling real-time reporting and the ability to measure everything the team does.
CVs and documents can be shared with colleagues and managers by simply sending an email within Hireserve ATS and depending on the request supply feedback or additional information.
Enhancing the candidate experience
Candidates are now having a much more positive experience when visiting Global Radio’s careers site. Hireserve ATS allows the careers site to be fully branded to provide a consistent experience throughout. The site has been completely transformed and has many interesting features including:
- Integration of the Radio Player allowing the user to listen to any of Global’s stations while they browse and apply
- Hints and tips on interview technique and making your application stand out
- A LinkedIn insider plugin which shows candidates which people in their own network already work at Global
- Day in the life and background videos to help capture the personality of the Company
- Social media integration for LinkedIn, Facebook and Twitter
The HR team can now also send personalised emails to candidates that have been adapted to reflect Global Radio’s tone of voice and style as well as being fully branded. This feature is invaluable as it makes communicating to large numbers of candidates using a common style and format easy but in a very individual and personalised way.
“Working with Chatter and Hireserve has allowed us to deliver an innovative careers site that truly reflects our brand and company values. It enables us to communicate with both our candidates and internal clients efficiently and effectively.
We are able to have quality engagement with our candidates and a simplified process that reduces our time to hire. We are constantly looking for new ways to enhance our recruitment processes to keep driving success within the business.
The team at Hireserve share our vision and are incredibly dedicated and passionate about Hireserve ATS and delivering the best possible solution for our business.”