Client Overview
Edenred Services, formerly known as Accor Services, is a French multinational specializing in employee benefits. They entered the Indian market in 2006 as Accor Services and rebranded to Edenred Services in 2010. That same year, they planned to introduce smart cards and a loyalty business.
Challenges
- Brand Establishment: Positioning Edenred as a new brand name amidst strong competition.
- Talent Attraction: Attracting talent for business expansion and innovation.
Action
Phase 1 – Brand Positioning and Communication:
- Designed specific communication for mid and senior candidates to inform them about the legacy of Accor Services.
- Sent specific highlights and important pointers to all candidates for widespread information dissemination.
- Posted brand marketing communication (designed by the organization) on Facebook and LinkedIn.
Phase 2 – Aggressive & Focused Hiring:
- Identified relevant skill sets from other sectors, given the limited number of companies in the same business.
- Created a large talent pipeline to secure the right candidates.
- Developed a specific candidate assessment questionnaire to shortlist suitable candidates and ensure a good conversion ratio (sourced candidate to offer).
- Managed salary expectations effectively before the actual offer discussion.
Phase 3 – Candidate Engagement Program:
- Engaged continuously with offered candidates to ensure a high joining rate.
- Regularly sent company updates to offered candidates with the help of the marketing team.
- Encouraged candidates to refer their colleagues or friends for similar or other relevant roles.
Conclusion
- Widespread Reach: Reached a large number of candidates with focused brand communication.
- Efficient Hiring: Successfully hired the right talent in large numbers within a short period.
- High Engagement: Highly engaged candidates made numerous referrals.
- Brand Awareness: Enhanced brand name recognition among potential employees.
- Achieved Hiring Targets: Successfully accomplished the hiring targets.