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Our work
Nurture your roots with Tonkin + Taylor
Background and challenge
In 2021, Tonkin + Taylor had maximised domestic recruitment efforts by implementing attraction tools, team programs, sign-on bonuses, employee referrals, and increased local activity. These initiatives made a positive impact on recruitment and employee satisfaction, but they fell short of addressing gaps in their Construction and Engineering teams.
Although Tonkin + Taylor is an exceptional company to work for, their employer brand lacked visibility in the global market. While passionate employees actively recommended the company to their connections, the wider world was unaware of the compelling opportunities the company offered. The challenge was to build a strong employer brand that could attract like-minded, high-calibre international talent to join their teams in New Zealand.
Approach
Concept Creation
We began by engaging the people at the heart of the company through focus groups, speaking with the Leadership Team, Engineers, and Consultants. From these conversations, it became evident that employees' personal missions strongly aligned with Tonkin + Taylor's values. Employees valued autonomy, career-building opportunities, and the support provided by a mature, people-focused organization.
This insight inspired the creation of the “Back to Basics” concept. The messaging was simple, direct, and designed to appeal to the intelligence and pragmatism of the engineers Tonkin + Taylor sought to attract. It stripped away the fluff, focusing on the essence of what made Tonkin + Taylor a great place to work.
Media Campaign
While Tonkin + Taylor's internal creative team developed the campaign video, our creative team provided guidance to ensure consistency with the overall concept. We designed complementary digital displays and incorporated the video into a highly targeted media strategy. The campaign focused on placing creative assets in front of the right international audience, ensuring a streamlined and effective approach to candidate attraction.
Establishing Employer Brand
The campaign served to elevate Tonkin + Taylor's employer brand on a global scale. By aligning internal culture with external messaging, we positioned the company as an attractive, trustworthy employer for international candidates looking for career opportunities in New Zealand.
Impact
Quality over Quantity
Tonkin + Taylor became one of the first companies in their sector to target the international talent market following the challenges of the COVID-19 pandemic. While the overall volume of applicants was lower due to the slow recovery of international recruitment, the quality of candidates was exceptional. This highlighted the success of the targeted media campaign in reaching the right audience.
Award Recognition
The campaign was so well-received that Tonkin + Taylor submitted it for an industry award, further validating its success in building their employer brand and attracting top-tier international talent.
By focusing on authenticity, simplicity, and precision targeting, we helped Tonkin + Taylor take their recruitment strategy to the next level, setting the stage for continued growth and success in a competitive global market.
Deliverables
Concept, Strategic media campaign, Creative assets, Applicant tracking system (Teamtailor), Recruitment services - Candidate management, Recruitment services - Sourcing, Ongoing strategic recruitment partnership.
Challenge
In the face of Covid-related challenges like lockdowns, border closures, and immigration restrictions, many industries, including Construction, grappled with acute talent shortages. This shortage began to significantly affect businesses, including Naylor Love, which boasted a solid reputation in the market. Recognising the need to adapt to market challenges and fierce competition, they understood the imperative to shift from a decentralised model heavily reliant on traditional agencies to a more proactive sourcing approach, all while safeguarding and bolstering their employer brand.
Solution
We collaborated closely with Naylor Love to design and implement a comprehensive outsourced recruitment solution.
Our approach encompassed several key elements:
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Assembling a dedicated recruitment team equipped with deep expertise in Construction.
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Crafting tailored brand and campaign materials to enhance Naylor Love's appeal.
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Implementing a multi-channel sourcing strategy informed by industry insights.
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Refining recruitment processes to prioritise an exceptional candidate experience.
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Introducing applicant tracking technology to streamline requisition management, reporting, and analytics.
Impact
We have just celebrated 2 years of partnering with Naylor Love and we are proud of the impact we have made.
To date we can celebrate:
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Enhanced engagement levels among both candidates and hiring managers.
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Decreased reliance on external agencies, resulting in cost savings.
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Established key success metrics.
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Reduced number of open vacancies, positively influencing overall retention metrics.
