Cogito were engaged by a global payment solutions business to conduct a research study into the UK contact centre market with specific focus upon 6 UK locations.
Our client was experiencing challenges in recruiting contact centre personnel in a saturated and highly competitive candidate market. They wanted to know if one of the other locations would present a better opportunity for them to hire the skills they need, and if not how they could improve the ways in which they attracted candidates in their existing location.
We adopted three key research streams: Socio-Economic, Talent Trends and Competitors. This would ensure we are able to provide our client’s leaders with comprehensive intelligence from which they could make evidenced based decisions. Our insight incorporated:
Socio-Economic provided the macro view of the markets, comprising of:
- Employment Levels
- Working Population Age and Gender Diversity
- Transferrable Skills
- Educational Attainment
- Labour Demand
- Economy and Economic Outlook
- Cost of Living and Average Earnings
- Business Mix
From which we were able to rank the locations based on the location which would provide the best balance of the skills required versus competition.
Competitors focused upon the market:
- Live Roles and Salaries
- Competitor Hiring News and Business Intelligence
- Structures and Team Sizes
This provided specific insight into the organisations with whom they would compete for talent with.
Talent Trends revealed the underlying pattern of contact centre personnel within the six locations and in comparison with the wider United Kingdom including:
- Heat Map to show the spread of contact centre skills in the locations
- Career Mobility which highlights the propensity of people moving up, sidewards or down in role and whether they move internally or externally
- Average Tenure which shows the length of time in which people remain in roles which supports earlier engagement with candidates
Direct telephone research with Talent revealed further and deeper insight:
- Propensity to move
- Salary and Bonus
- Commuting distances
- Career Pathways
- Next Role needs and wants
This insight empowered the client to develop more proactive recruitment plans and role proposition.
Our findings were presented to our client’s Board and supported their decision to develop contact centre operations in a new UK location. Within 2 months recruitment had commenced with a fully operational site planned within 3 months.
“Cogito’s consultative approach and ability to gather and analyse people and market data provided our business leaders with the deep insight required to support them in making the strategic decision to expand our geographical footprint within the UK. We consider Cogito to be a partner who puts our goals first and one which we will continue to work with in the future as key component of our recruitment model.”
VP HR Europe