Customer success story

Heathrow Airport

Guidant is always looking to create true partnerships with clients, where we work in collaboration to deliver exceptional results. This process illustrates the positive effects of approaching recruitment in this way.

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Impact at a glance

An innovative recruitment process designed to attract a new team of Innovation Catalysts for Heathrow Airport. Delivering a targeted campaign, gamification assessment and bespoke assessment centre.

£15,000

Saved in placement fees

93%

Perceived Heathrow as innovative

300+

Applications attracted

Candidates shortlisted

10%

Saving per hire

Programme impact: Guidant delivered an innovative and market-leading recruitment process through targeted marketing, gamification and a bespoke assessment centre.

TransportIndustry

UKRegion supported

3bn GBPCompany revenue

76,000Employees

The Situation

A true client partnership designed to deliver exceptional recruitment results.

A collaborative recruitment approach

Supporting Heathrow’s expansion project

Guidant Global was asked by Heathrow Airport to recruit a new team of Innovation Catalysts to support Heathrow’s expansion project.

Creating an integrated brand experience

Guidant’s relationship with Heathrow allowed us to understand the needs of the client and deliver the whole process as one integrated brand.

Client profile

Heathrow Airport

A UK transport organisation with 76,000 employees and company revenue of 3 billion GBP.

Programme focus

Innovation Catalysts

Guidant supported Heathrow by recruiting a new team to form a branch of the Next Generation team and focus on future efficiency across the airport.

The Challenge

Recruiting a new team to support Heathrow’s expansion and future airport efficiency.

The cohort would form a branch of the Next Generation team; focusing on the third runway development whilst managing projects aimed at generating efficiency across various functions within the airport.

Recruiting Innovation Catalysts

Guidant Global was asked by Heathrow Airport to recruit a new team of Innovation Catalysts to support Heathrow’s expansion project.

Supporting the Next Generation team

The cohort would form a branch of the Next Generation team, focusing on the third runway development.

Generating airport efficiency

The team would also manage projects aimed at generating efficiency across various functions within the airport.

Delivering as one brand

Guidant’s relationship with Heathrow allowed us to understand the needs of the client and deliver the whole process as one integrated brand.

Identifying the right channels

Following the request, Guidant immediately assembled an internal project team to research various channels and solutions.

The Solution

A targeted campaign, creative attraction strategy and gamified assessment process.

Guidant’s internal project team worked closely with Heathrow to determine key criteria for successful candidates and used this information to create a campaign theme which would engage with the target audience, whether they were active or passive job seekers.

01 Defining successful candidates +

Guidant’s internal project team worked closely with Heathrow to determine the key criteria for successful candidates.

02 Creating a campaign theme +

This information was used to create a campaign theme that would engage the target audience, whether they were active or passive job seekers.

03 Using concepts of the future +

Guidant came up with the idea of “concepts of the future”, grabbing attention with key phrases such as teleportation, travelling to Mars and hover cars.

04 Bringing the campaign to life +

The ideas were brought to life through animated artwork used in online advertising activity.

05 Attracting over 300 applications +

Guidant attracted over 300 applications in total, with the most successful adverts proving to be from social media adverts and a TotalJobs-branded advert.

06 Introducing gamification +

After reviewing the applications, Guidant and Heathrow shortlisted the best thirty candidates to take through to gamification using the “Theme Park Hero” assessment game built by Revelian.

Results

A positive candidate experience, innovative employer perception and £15,000 saved in placement fees.

With regards to delivering a great candidate experience, when candidates were surveyed there was a unanimous view of having had a positive recruitment experience.

£15,000

Saved in placement fees

93%

Perceived Heathrow as innovative

300+

Applications attracted

Candidates shortlisted

10%

Saving per hire

Positive recruitment experience

Candidates surveyed shared a unanimous view of having had a positive recruitment experience.

Enjoyable assessment process

All candidates highlighted their particular enjoyment of both the gamification assessment and the assessment day.

Innovative employer perception

After taking the test, 93% of respondents said they perceived Heathrow to be an innovative employer.

Commercial savings delivered

Guidant saved Heathrow £15,000 in placement fees in comparison to a traditional route to market, at a saving of 10% per hire.

Whilst a traditional recruitment process would have had agencies supplying candidates based on a broad job specification, Guidant was able to give Heathrow an innovative and market-leading recruitment process, with a targeted marketing campaign, the use of gamification and the running of a bespoke assessment centre.

Market-leading recruitment process

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About

Heathrow Airport

A true client partnership designed to deliver exceptional recruitment results.

A collaborative recruitment approach

Supporting Heathrow’s expansion project

Creating an integrated brand experience

Recruiting a new team to support Heathrow’s expansion and future airport efficiency.

A targeted campaign, creative attraction strategy and gamified assessment process.

A positive candidate experience, innovative employer perception and £15,000 saved in placement fees.

Positive recruitment experience

Enjoyable assessment process

Innovative employer perception

Commercial savings delivered