Revolutionizing Recruitment: Mott MacDonald's Use of Marketing Automation

Mott MacDonald is a global engineering, management, and development consultancy company. Like many organizations, it was running a traditional, reactive recruitment model. With the increasing difficulty in sourcing highly specialized engineering talent, the company was in need of a long-term, sustainable solution to its recruitment challenges. The company aimed to improve key business metrics and build upon the previous year’s successes after a team restructuring. The goal was to effectively manage their candidate pipelines and better focus their recruitment efforts.

Mott MacDonald, a global engineering company, was grappling with the challenge of sourcing highly specialized engineering talent. The company was operating on a traditional, reactive recruitment model which was proving to be inefficient in the face of the increasing scarcity of specialized talent. The company needed a long-term, sustainable solution to its recruitment challenges. The core aim was to improve key business metrics and build upon the previous year’s successes after a team restructuring. The company sought to effectively manage their candidate pipelines and better focus their recruitment efforts.

Mott MacDonald turned to iCIMS Marketing Automation to revolutionize their recruitment process. The solution allowed the company to effectively manage their candidate pipelines, providing insights into which candidates were ready for a hiring conversation and which needed more nurturing. The recruiting team used marketing automation to create regular touchpoints and nurture candidates throughout the recruitment journey. Candidates were automatically segmented as cold, warm, or hire-ready based on their actions, enabling recruiters to send messages personalized to the candidates’ interest level. The use of branded forms and landing pages significantly increased the volume of candidates who opted in to receive recruitment email content. Potential candidates were automatically moved into email nurture campaigns based on information supplied in the forms.

• With the implementation of iCIMS Marketing Automation, Mott MacDonald was able to revolutionize its recruitment process. The company was able to effectively manage their candidate pipelines, providing insights into which candidates were ready for a hiring conversation and which needed more nurturing. This helped the recruiters to better focus their efforts. The use of marketing automation also allowed the company to create regular touchpoints and nurture candidates throughout the recruitment journey. The use of branded forms and landing pages significantly increased the volume of candidates who opted in to receive recruitment email content. This resulted in a more efficient and effective recruitment process, with a larger pool of potential candidates.

• 77% active candidate database

• 72% email open rate, exceeds industry standards

• 45% click-to-open rate, exceeds industry standards