Case Study
Marketing Manager
Case Study – Supporting buildingmaterials.co.uk with their hire for a Marketing Manager
A proud history and operating from the Head Office in Berkshire, buildingmaterials.co.uk has been supplying to the trade and public since 2003. With a unique business model within the sector, they carried an aggressive and exciting growth strategy to increase revenue four-fold over the next 7 years. Marketing was seen to be THE pivotal function to achieve this growth.
Requirement
Buildingmaterials.co.uk had not previously worked with Rosslyn David. The Managing Director had seen our content around how our model stands-aside from the traditional database and advertising agencies, which triggered him to get in touch.
Shortlists presented by the agencies they had already engaged progressed to 1st / 2nd interviews but these presented the same challenge time and time again:
Can the candidates demonstrate that they are both motivated to execute business-critical campaigns and initiatives whilst they build out the Marketing function so that they can contribute strategically in the mid to long term?
Challenge
1 - Identifying candidates who can fast-track to a Marketing Director role
2 - Engaging candidates who are genuinely motivated by executing campaigns directly (hands-on) in order to deliver the desired short-term growth.
3 - Recruiting within a ‘deep’ range of potential. The experience accrued by shortlisted may vary enormously.
Solution
David ran a thorough project, mapping the candidate market specific to need, to target candidates that were already embedded in the construction/building/trade supplies arenas.
First researching a target-list of all construction-supplies companies located in the South of the UK and then filtering to those commutable to the Reading area.
This talent pool was enhanced through mapping high-growth companies with a commuting-gravity to Reading, were currently sub-£30m turnover and had an existing Marketing function of 5 people or less. This would ensure that candidates being reached by the campaign were likely to be sufficiently hands-on for the current requirement of this hiring campaign.
David then ran a targeted Headhunt/outreach campaign which would reach both active jobseekers and those who would NOT be responding to any advertising campaign. I.e. the WHOLE of MARKET and including the c.80% of prospective candidates who are not ‘active’ jobseekers.
The pre-interview selection interviews implemented by David then carried a specific focus on the potential to grow from hands-on Marketing Manager to strategic Marketing Director over a three-year period. A final shortlist of 5 candidates was presented to the MD and interviewing panel.
From this shortlist, buildingmaterials progressed all 5 candidates to interview within one week.
Key metrics for the recruitment requirements
Candidates introduced – 5
Candidates interviewed – 5
Candidates progressed to final interview – 2