Global-level recruitment: how RHI Magnesita reaches international talent
Recruitment marketing around the world
With 20,000 employees in 70 countries, RHI Magnesita is the global market leader in refractories. Innovation and reliability are crucial in their industry - and that starts with the right people. That is what Anita Ertl, Head of Talent Acquisition at RHI Magnesita, and her recruitment team work hard on every day. Nina Missethon is one of the 7 Talent Acquisition Partners at RHI Magnesita. We speak to both ladies about the considerations behind their choice of RMA software and how it works for them - as a large, international employer - in practice.
Reaching their target audiences was a key reason for turning to recruitment marketing. "Regularly, the location of our vacancies is outside major cities and social media campaigns allow us to target very specifically even in sparsely populated areas. We now actively bring our ads to people and don't have to wait until they stumble upon our work-at-home site by chance," says Nina.
"With the RMA software, we have one solution for all our locations. Each Talent Acquisition Partner can set up their own campaigns and make real-time adjustments where needed. This also means we can be flexible with our recruitment budget."
Anita Ertl, Head of Internal Communications & Employer Branding for Europe & CIS at RHI Magnesita
Recruitment marketing in your own hands
Anita started looking for ways to organise recruitment marketing and came across 2 possible routes: outsourcing to an agency or setting it up herself with software. The first option quickly dropped out for Anita: "We first contacted local agencies, but that proved unworkable for us, especially because of the internationality of our organisations. It would mean that I would have to switch with dozens of agencies at the same time to set up campaigns in every region. In addition, the cost would be several thousand euros per campaign, while also requiring more planning and being less flexible."
In MrWork, RHI Magnesita found a self-service solution that did fit their daily practice. "With the RMA software, we have one solution for all our locations. Each Talent Acquisition Partner can set up campaigns themselves and make real-time adjustments where necessary. This also means we can be flexible with our recruitment budget. In addition, we save on our expenses because we need a recruitment agency less often to fill our vacancies," Anita said.
In MrWork, RHI Magnesita found a self-service solution that did fit their daily practice. "With the RMA software, we have one solution for all our locations. Each Talent Acquisition Partner can set up campaigns themselves and make real-time adjustments where necessary. This also means we can be flexible with our recruitment budget. In addition, we save on our expenses because we need a recruitment agency less often to fill our vacancies," Anita said.
Nina uses the MrWork platform frequently in her work and is equally enthusiastic: "It works exactly as we expected. For me, being able to customise a campaign myself is crucial. Profiles sometimes change unexpectedly, but with a few clicks I adjust the campaign. Perfect!"
Both recruitment specialists like the fact that they are at the controls themselves, but can rely on support and advice from MrWork. "The system is very straight-forward, so often our recruiters easily find their way around the platform. But if technical support is still needed, we always get it very quickly. It's also nice that we can ask MrWork to look at the content, for example if results are disappointing. They advise us, so we can optimise the campaign," says Anita.
How it works in practice
"Initially, I had to get used to it when MrWork was implemented. After all, it is a new way of thinking about the recruitment process and your role as a recruiter is much more active. But you actually have that with any new tool. MrWork 's support made the adoption process easier and I now love the platform. It really is as easy as Anita promised me when we started working with it," says Nina.
"It works exactly as we expected. For me, being able to customise a campaign myself is crucial. Profiles sometimes change unexpectedly, but with a few clicks I adjust the campaign. Perfect!"
Nina Missethon, Head of Talent Acquisition for Europe & CIS at RHI Magnesita
The MrWork platform is actively used by RHI Magnesita's recruitment specialists, both for vacancy campaigns and creative campaigns to build talent pools. "We run campaigns for all kinds of roles, from operations to PR, and in all kinds of regions and languages. Sometimes we run as many as five or six campaigns at the same time. In addition, we recently launched a campaign in cooperation with the IT faculty of the University of Vienna to introduce IT talent to us. From the campaign page, an automatic flow starts in which candidates answer some questions, fully automated, and can sign up for the talent pool. Through this low-threshold approach, we want to generate more candidates. Because we can now set up these kinds of campaigns ourselves, I see a lot of potential in the tool," says Anita.
What will the future bring?
RHI Magnesita still has plenty of aspirations for the future. "The main thing is to get better at what we already do. Always analysing and learning to then optimise," says Anita. Among other things, they want to start using more imagery and explore the possibilities of using videos to make their campaigns more attractive.
They also see many opportunities by enabling low-threshold contact with candidates. "Conversion may increase a bit more and we think MrWork 's recruitment marketing automation software can contribute to this. Due to technical limitations, we have now only deployed a chatbot on the German career page, but we obviously want to implement this on our global work-at-home site," says Anita.
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