Richard Hutchinson: “Develop a content strategy that nurtures candidates through the pipeline”

Richard Hutchinson is the talent generation and innovation director at Capita Resourcing, one of te biggest UK staffing firms. April 18th, he will be talking at Talent Acquisition Live about nurture marketing and data analysis. We had the pleasure of talking to him beforehand and asking him his vision on innovation in Talent Acquisition.

Richard, you are responsible for resourcing at one of the biggest UK staffing firms. Can you give us some numbers?

“Capita Resourcing has around 750 employees, Capita Group around 75.000. In terms of recruitment I’m responsible for recruiting circa 16.000 hires annually. Approximately 2.000 contractors managed at one time. The key sectors I’m recruiting for are:

• Transport
• Utilities
• Energy
• Defence and Security
• Public Sector.”

You used to be head of sourcing at Capita. Now you are talking about nurture marketing. What made you change?

“Fundamentally my role is about talent generation – generating and engaging candidates across both attraction and sourcing channels. In order to develop an “attract in advance” capability we need to shift towards developing nurtured pipelines of talent that are relevant to the future hiring needs of our business. Whether it be through candidate marketing activity or through pro-active sourcing our intention is to build a database of relevant and engaged communities. In order for us to move away from having a database of candidates to talent pipelines it is essential for us to develop a content strategy that nurtures candidates through the pipeline.”

Is it one or the other in sourcing and recruitment marketing or do you think they complement each other?

“I think they absolutely complement each other. Our approach to building our engaged talent communities is a combination of candidate marketing activity via channels such as social media, programmatic, PPC and so on and pro-active sourcing/networking. In both scenarios our focus is on building valued relationships with candidates.”

You are currently also the innovation director at Capita. What innovation in TA are you most excited about?

“There are lot’s of innovative solutions that excite me at the moment – looking at the recruitment process there is an abundance of different SAAS providers across most stages of the process. I am particularly interested in sourcing automation using products like Pocket Recruiter and candidate nurture tools, such as candidate.ID, that help us to automate our content distribution and also track engagement levels.”

Do words have power?

How much power do words have? Via linguistic analyses, based on your choice of words, it’s possible to build a personality profile that’s pretty accurate. In order to prove it, TA-Live Partner TalentSwot is willing to let you test run their application for free here.

Have a chat with Debra, in Dutch or English, and ‘fake-apply’ to the position of HR manager at TalentSwot. Answer their questions, and do so as if you are really applying to the position. Because you can collect your personality profile at the TalentSwot booth at TA-Live. Remember, your profile is only accurate if you answer the questions honestly, like you would in a real application for a real job. TDuring the breakout session with Marco van Damme, TalentSwot will give you your profile and discuss the profiles and technology.

So chat with Debra and collect your profile at TalentSwot’s booth at TA-live.

Who is Recruit Robin?

Recruit Robin was one of the winners of the TA-Live start-up competitions and they will be interviewed on stage april 18th by Anna Ott. Since they are new, we’d thought we’d give them a chance to introduce themselves.

The elevator pitch: What do you do?

“Recruit Robin automates sourcing for recruiters by using A.I. that performs sourcing and pre-screening for them.”

What separates you from your competitors. What makes you unique?

“Since our automated tool only requires a job description, users do not require any sourcing knowledge such as boolean search or X-ray searching techniques to find relevant candidates.”

What is your ambition? Where do you see Recruit Robin in five years time?

“At Recruit Robin, we’re a big fan of Verne Harnish’s Rockefeller Habits 2.0. It states that everything between the next 90 days and your ultimate end goal is a wild guess. So, we find it hard to say where we want to be in five years.

Our end goal is to make “Robin” the first thing that comes to mind when you think about finding suitable candidates, just as Google is the first thing you think about when you’re thinking about finding answers on questions. In our terms, that means that 10.000.000 professionals should know us and we have a minimum of 200.000 active users.”

Our host Anna Ott will be interviewing you. She is involved with a HR tech investment fund and she’s one of the most knowledgeable people on HR Technology start-ups in Europe. If you could only ask her one question, what would that be?

“What is in your opion the biggest challenge to realize global adoption of Recruit Robin?”

And what is the question you are afraid she will ask you on stage?

“What is your retention rate? And how do you finance growth?”

Want to know if that question is going to be asked? You can find out on the 18th of April at Talent Acquisition Live.

The 4 most common questions about recruitment analytics

OnRecruit is a recruitment analytics company like no other. Their platform helps organisations recruit much better by actually looking at the results of campaigns and helping them improve based on data. We asked Dirk Meeuws, their CTO & COO, what the 4 most common questions are asked by clients on the topic of data analytics and what his answers are.

1. I have the data, now what do I need to be successful with the data?

You need the right people to understand the data. Someone able to create meaningful and actionable insights from the data and who is able to make the connection between the data, the business and how they influence each other. You also need the right processes in place, to be able to gather the data and use it to improve your business. Last but not least, you need the right platforms to tie all the data together and have good overview of what is going on.

2. What is the technological landscape I need in order to be successful?

First, you need an ATS which heavily invests in a partner ecosystem. We see that these ATS-es understand that by making it easy for partners to partner with them, they can make their own ATS stronger. They also are the ones that are easier to integrate with. Second, you need a great website, which entails and empowers (potential) candidates to stay connected. Third, you need a great business intelligence dashboard to be able to report on your data and understand what is going on. And fourth, you need a great e-mailmarketing or chatbot platform, so you can stay in touch with your candidates in the database.

3. How do I create a data driven culture?

Make sure to balance detail with generics; really follow 80-20 methodology and be pragmatic. Make sure to have at least one data champion internally. Make one person per team responsible for the data for that team:
– Helping him/her understand the data within his/her dashboard
– Helping him/her change/create his/her dashboard
– Test & optimize new initiatives based on the gathered data

4. How do I improve the quality of my data?

It starts by making data quality an issue to begin with. Once you prioritized data quality, you need to have dedicated resources sanitizing and looking at your data. Constantly checking some key metrics to understand whether they really make sense. Understand and question both the input as well as the output. If the output isn’t what you expected it might be your expectations are wrong, but it could also be a mistake in the data model or the input data.

Want to know more? Go to the breakout of Dirk Meeuws at TA-Live, 18 april 2019 in Amsterdam.

The winners of the Startup Competition: the Disruptors and Recruit Robin

It was an exciting race, but the winners of the Startup Competition are known. The Disruptors and Recruit Robin are the winners of this years competition and will join us the 18th of April at Talent Acquisition Live.

The Disruptors

The Disruptors believe in disruption. Not to disturb but to get better, to grow. They think differently, they do differently. They challenge you and the organization. They put our fingers on the sore spots, on painful problems and assume simplicity instead of complexity. They offer a powerful approach that is necessary to be and remain relevant.

Recruit Robin

Let A.I. source for you. With Robin, you find qualified candidates fully automated, from multiple platforms and for multiple vacancies at the same time. Using Robin, anybody can find the best candidates everywhere while doing other activities in the meantime.

Partner package

The winners won a partner package worth €2000,- and will give a presentation during TA-Live. Go see them on the 18th of April and register here.

Join TA-Live with other recruiters and get 50% off for 3rd and following registrations

The 18th of April 2019 Amsterdam will be the European capital of innovative talent acquisition for the second time. Discover how you can optimize your hiring with strategy, process & technology. And what’s better than sharing knowledge with other recruiters or TA professionals?

Bring them along, because we offer a special discount for groups. The 3rd and following registrees will get a 50% discount on their ticket. On the 18th of April you can expect keynotes from leading voices like Karen Azulai, Sophie Theen, Christoph Fellinger and Teddy Dimitrova. In our parallel sessions you will learn from speakers like Matej Matolin and Richard Hutchinson.

Getting excited? You can subscribe here.

How to enter the Dutch Market as a non-Dutch Recruitment Tech company?

5 tips to access the gateway of the European Recruitment Tech scene by Geert-Jan Waasdorp

The Dutch market is often seen as a breeding ground for recruitment tech companies that want to enter ‘main land’ Europe. Often these companies started in the UK or US and wanted to make their next move into Europe, especially Germany and France. The Netherlands is their gateway to the European market. A strategy that companies like LinkedIn and Indeed successfully pulled of.

Some of the success factors are that the Dutch are multilingual and speak English well, have a very developed flex and contracting business (Randstad is Dutch and the second largest in the world) and have a very orderly, and small country. And this reflects on their recruitment market. Within 2 hours driving everyone is in physical reach. Also, the Dutch are known for their innovative character of recruitment, with a lot of successful international companies, of which a lot have been bought in recent years. For example PeopleXS by TalentSoft, Textkernel by Careerbuilder and Connexys by BullhornTo enter Europe as an ambitious HR tech or Recruitment tech enterprise, you first must conquer the Netherlands.

In this short blog, I will give 5 tips to access (do’s and don’ts) the Dutch recruitment market.

1.      The Dutch market is very small and crowded with hundreds of providers, start-ups, scale-ups and local contractors. The most important ones you can find in the Dutch recruitment tech landscape 2019.

This looks like a lot, but if you get to know this market better, you will see that barely 50 of them are influential. This means that it’s easy to become visible once you know how to reach and impact your target audience. A company like did this very successfully in 2016/2017 and became a strong brand in just one year. It takes a great story, a great product and approximately 100K euros of marketing budget. Once you have managed to captivate your audience, you start to get visibility at recruitment blogs like in the Netherlands.

2.      Another way to access the Dutch market, is to do this the informal way, by networking and being present on all the main events, like and all the important others. Talent Acquisition Live is the most important international recruitment event of the Netherlands. Of course, participating as a visitor is a first step, but also being there as speaker, acting as a thought leader and tell, blog or vlog about your experience and knowledge. Knowing the most influential people (for example the jury of ‘most influential recruiter’, ‘Werf& live awards’, ‘Digitaal Werven’) can be very helpful. If they like you and your product, the buzz around your brand begins. But it all starts by being present at (all) the events….

3.      The easiest way to be successful in Germany is to be a native German. In the Netherlands it is not as necessary to speak Dutch to be successful, but the product has a better chance of success when it’s multilingual. That way it is open to the complete market. Having a native version of your product helps a lot in mainland Europe, because in Germany, France, Spain, Italy (everywhere else) this is critical. Vendors who try to sell a primarily English product to the Dutch market, almost all fail. This despite everyone speaking English. We call this the Harry-Potter effect. Most of the adults can read English and wanted to read the new Harry Potter book. But 700,000 readers of the book waited 6 months for the Dutch translation, before reading it. In other words, selling your product will be easier if it is also translated into Dutch.

4.      A lot of Dutch start- and scale-ups are growing in Europe and globally, like VonqAdver-OnlineTextkernelWCCCammioIntelligence GroupOtysHarverAppical,Onrecruit, Jobboost.ioTrendingjobsEndoubleWonderkind. Many of their founders or innovation managers are prepared to share information about do’s and don’ts. Some also come together on global events like Zukunft Personal. This is one of the main ways smaller companies become big. Because the Dutch reach out to each other (and think twice before investing a lot of money), they act together and share (leads) together. A lot of them work together for lead generation, simply because they are not competitors, and/or the global market is so much bigger than the Netherlands.

5.      Forget about your sales pitch. In the Netherlands you need to sell on added value. Even when you are sponsoring drinks and free tickets, the Dutch and especially the Dutch recruiters hate listening to commercial content and an obvious sales pitch. That’s why on the main events, vendors don’t speak themselves, but their clients do. But one good client story doesn’t build a brand! So, combine rich content with a creative out-of-the-box action. I would be lying if I said a nice (free) gadget won’t help, except for the omni-present giveaway pens. But an out-of-the-box action will do even better. Great example is (was) of course SocialTalent. Great content, great visibility and their Black Belt Ninja Sourcers.

Good luck in winning the hearts of the Dutch. It’s easier than it’s made out to be and “bier and bitterballen” can also do the trick.

Vote now for the Talent Acquisition Live Startup Competition 2019

Vote now for a change to win a free ticket for Talent Acquisition Live. You can vote for the startup which can win a free partner package worth € 2.000 for Talent Acquisition Live the 18th of April 2019 in Amsterdam. Voting is possible till 1st of March.

The competition serves very different parts of the recruitment landscape. Two of them will get a free sponsor package at Talent Acquisition Live by popular vote. Voters are eligible to win a free ticket. At the 18th of April 2019 Digitaal-Werven and Werf& organize the second edition of Talent Acquisition Live in Amsterdam, you can find more about the program here.

Nominated startups
Recruitment Accelerator
The Referral Company
Recruit Robin
The Disruptors

How can you vote?

Login with your LinkedIn account by clicking on the following LinkedIn logo After logging in, you end up on the voting page and you can cast your vote once
You have 10 minutes to vote after logging in
Your LinkedIn data will only be used during the voting period to verify that each person has voted only once

Webinar: Why you should partner up with Talent Acquisition Live

Want to know why you should partner up with Talent Acquisition Live? Go watch our webinar on 11 February 4:30 pm (CET) in which co-founder of Talent Acquisition Live, Martijn Hemminga, and partner manager Ineke Pompen will explain to you why we should collaborate. You can register here.


Martijn Hemminga is multi entrepreneur in the field of recruitment tech, recruitment marketing & employer branding. Together with Bas van de Haterd, Martijn founded Talent Acquisition Live in 2018.

Ineke Pompen is partner manager from the leading Dutch platform on recruitment, recruitment marketing and employer branding: Werf&.

Talent Acquisition Live

The second edition of the international conference on innovative talent acquisition will be held on the 18th of April in Amsterdam. It’s the perfect event for innovative recruitment (tech) suppliers, especially when you want to enter the Dutch and/or Belgian market.

Karen Azulai: “Collect as much info as possible before the phone interview”

Karen Azulai is a global sourcing expert, co founder of HR Tech Nation and in 2018, her parallel session was best rated on Talent Acquisition Live. So she is in the line-up of 2019 as a keynote talking about improving your sourcing by using the really great technology out there. Who is this amazing woman who is seen as the go to person on augmented sourcing? We asked her a couple of questions to get to know her better.

Karen, can you tell us a little about yourself? What do you do on a day to day base?

Everyone always knew that I would be the person to turn to for any type of information. My father has a background in intelligence, I served in the army in the Intelligence Force. Information was my life. This is why being an Information Professional was such a joy for me. And I made a career out of it.
6-7 years ago I became a talent sourcer. Up until that point I also dealt with recruiting here and there. I also studied HR for a short while. The fact that I was ALWAYS deeply attracted to “the future” made me always keen to learning about technologies. And I started using advanced sourcing tools from the moment they came out to the market and I’ve seen them evolve.
In parallel to sourcing, I also studied as much as I could about robotics and AI and all the advanced technologies. I am an avid follower of the Singularity University and when you study there, you understand the magnitude of what we are going through and where we are heading. So I did a lot of global sourcing, changed people’s lives without meeting them even once.

“I changed people’s lives without meeting them even once”

Two and a half years ago – I noticed the HR Tech market was starting to thrive. And I also noticed that automated sourcing processes became part of some of the recruiting platforms. So I dove into that market as well. And 3 years later and I’m totally immersed in it, as a blogger, as a judge in competitions, as a mentor, etc.
I’m also training advanced sourcing methods as well as consulting companies on how to upgrade their sourcing and recruiting teams, digitalising/automating processes and basically preparing them to a market where exponential technologies are going to rule and where everyone has to have a different mindset.”

Focussing on your sourcing work, do you do this nationally or internationally and how do you manage time zones and languages?

“I speak Hebrew, English, Spanish, French and I understand Italian. I used to know some Dutch from back in the days when my family and I lived in Den Haag! I source anywhere on the face of the planet, however there are times and projects that I think it’s more beneficial for the client to have a local provider. For example, in India.

Of course I also source in Israel but only for unique senior roles. Time zones are a bitch…but nothing stands in one’s way when they really want something. I’ve been known to attend meetings at 6 AM and/or midnight.”

You will be talking about augmenting sourcing. What parts of the sourcing process (identifying talent, connecting with talent, actual contacting talent, etc.) do you use technical augmentation for?

“Anything that will help me work more effectively and would help me better understand who this candidate is, personality wise and if they would be culturally-fit as well. Collect as much info as possible BEFORE the phone interview. That means, great sourcing tools, chatbots, gamification, testing apps and more.”

Finally, can you tell us something about you most people won’t know?

“I moved apartments 34 times, I played 4 music instruments, I used to be a flight attendant for 4 years fro El Al, I travel with my pillow and I once took a course about Lichens (google it!..) in the North and South poles. And there isn’t one arts and crafts course that I haven’t taken: from Vitrage (making glass windows) to puppetry to sculpture to drawing to knitting to stiching. You name it, I did it (and some of it was good too).”

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