Sales Marketing & Creative recruitment project case studies
Sole Agency - Sales
Client: UK subsidiary of one of Europe’s leading steel mills, one of the most profitable in the world.
Brief: To recruit an Automotive Sales Manager, c£50,000 + car + benefits, reporting into the Chief Executive,  with responsibility for negotiating multi million £ supply agreements with established and new Automotive OEM accounts. Candidates of graduate calibre were sought, with particular interest in those with a metallurgical or materials processing background and a proven track record of sales achievement within the Automotive sector.
Solution: As this was a senior level appointment a visit to the client’s premises to meet the Chief Executive, and discuss in greater depth his needs, was a pre-requisite at the outset. Due to the importance and urgency of the project it was agreed that Swindale Parks would undertake, on a sole agency basis, an exclusive advertising approach to sourcing candidates, utilising The Daily Telegraph and a number of specifically targeted recruitment job boards. All aspects of the recruitment project, upto short-list stage, were out-sourced to Swindale Parks, thereby freeing the Chief Executive to focus into other business matters. In total over 200 responses were processed by the Managing Consultant, from which in excess of 20 were invited for interview and 5 short listed for a meeting with the Chief Executive, from which one was offered (and duly accepted) the role. The project was successfully concluded within the agreed time-scale and to budget.
Networking - Marketing
Client: Warwickshire based manufacturer and distributor of products for a niche market sector.
Brief: To recruit a Marketing Manager, salary in the region of £25-30,000, plus bonus and benefits package. The Marketing Manager was the sole marketing person at the company, reporting directly to the MD and an important member of the management team. The existing Marketing Manager had resigned at an extremely sensitive time for the company – who were in the middle of finalising plans for a large exhibition, and had a number of other important exhibitions and marketing campaigns scheduled in the next few months. It also coincided with a busy holiday period, and both the HR Manager and the MD had holiday booked. The outgoing Marketing Manager had been at the company for many years so they were losing someone with an in-depth knowledge of the product range, the company, the marketplace, their competitors and the customers. Consequently this was the first time the company had recruited externally for a Marketing Manager, and naturally they were extremely keen to get the recruitment right, but at the highest possible pace.
Solution: An in depth meeting with the HR Manager and the MD resulted in a detailed understanding of the type of individual they were seeking, both in terms of previous experience and personality type. Current candidate availability was explored with regard to resolving the problem quickly & efficiently. Three courses of action were implemented in parallel; An in depth search of the candidate database; To advertise on a number of specialist recruitment websites (in addition to Swindale Parks own website) to attract candidates not currently registered with us specifically to this vacancy; To investigate the suitability of Marketing Managers at competitor companies for the role.

Concerned about confidentiality, we also agreed a contact strategy to ensure that word didn’t get out within the company (or within the industry), to allow the MD to manage the situation appropriately. The project was awarded to Swindale Parks on an exclusive basis.

The project progressed rapidly and a number of suitable candidates were identified from the database and advertising. Interestingly all ‘competitor’ candidates profiled were rejected due to location & suitability issues. Following in depth interviews a suitable candidate was identified – who actually had significant industry knowledge, several years experience in a Marketing role, marketing qualifications and experience working for a manufacturing company. An offer of employment was made and accepted within one month of the incumbent Marketing Manager handing in their notice – not bad considering that at least two weeks of that month were taken up by the MD and HR Manager’s holidays!

Retained Consultancy - Sales
Client: The UK subsidiary of a market leading manufacturer and distributor of industrial safety and environmental consumables - a long standing client of Swindale Parks.
Brief: To recruit a Distribution Sales Manager, £30,000 basic salary + car + benefits, reporting into the Managing Director, with responsibility for building strong distributor relationships throughout the Midlands and North, thereby maximising revenue and profitability
Solution: Such was the importance of this project that the client committed to an upfront retainer, equal to 50% of the expected fee, plus an advertising budget to be invested at Swindale Parks discretion. This clearly set a high level of expectancy and from the outset the ‘pressure’ was on the Swindale Parks team to deliver a timely solution. Calling upon his 18 years recruitment experience, and ably supported by his team, the Swindale Parks Project Manager concerned dedicated himself to the assignment, thrived on the autonomy it afforded to him and spent his advertising budget wisely resulting in a high quality short-list being presented to the client and an appointment made within the time-scale agreed.

 

Advertising Assignment, National Media - Sales
Client: A major property services company, part of a multi million turnover property & industrial investment group.
Brief: A new role within the organisation, Acquisitions Sales & Marketing Director, was responsible for establishing & growing a new division to build relationships with Property Developers throughout the UK. Marketing a new range of services aimed at partnerships to maximize long term revenue from investment in property freehold & leasehold interests. As this was a completely new position the candidate profile & remuneration package were entirely flexible at the start of the project to establish an understanding of the most suitable skills available.
Solution: An in depth meeting with the Board of Directors was required to establish the exact objectives, timescales and budgets available. The project was then fully managed by Swindale Parks, utilising the full range of services including confidential advertising on a number of specialist websites due to the senior nature of the position.

Just over 400 responses were fully screened from both advertising and database candidates, leading to 20 candidates attending initial face to face interviews with the managing consultant at Swindale Parks. From this 6 candidates were short-listed for interview with the client, who subsequently 2nd interviewed 3 candidates.

A competitive offer (c£80k package) was made to the successful candidate who came from a background in complex IT solutions – quite diverse from the initial profile envisaged, however the key to this success lay in identifying the advantages he could offer in terms of conceptual sales abilities, a uniquely detailed approach to business development and his ‘character fit’ with the other members of the Board.

Newsletter - Marketing & Creative
Client: A prestigious family owned catering company that has evolved over the last 70 years from a butchers shop, to an award winning supplier of Michelin star quality meats to both retail and wholesale.
Brief:

The company had previously outsourced all marketing and PR activities, however due to continued expansion decided to recruit a Marketing Assistant to work in conjunction with the marketing agency.

Our quarterly newsletter, which lists profiles of registered applicants, prompted the client to make contact. As this was a new role to the company no specific job description existed. The brief was developed in conjunction with the managing consultant and the process of recruiting for a Marketing Assistant began

Solution: After discussing the position further, the managing consultant realised this was a very challenging and exciting position, and was able to draw upon years of marketing recruitment experience to gain a clear understanding of what was needed; the type of individual who would fit into the team, the relevant skills they’d need & what their role would include. A date was arranged for the Managing Director to visit to our premises to meet with five potential candidates, making use of our confidential interviewing rooms and fine coffee!

All five candidates received positive feedback, and in fact helped to further focus the client’s understanding of whom they needed and exactly what experience they were looking for. Two candidates in particular stood out, and were invited back for a more involved, task orientated 2nd interview at the client’s premises, whereby they met other members from the senior management team and the outsourced Marketing Agency. Following this 2nd interview, the chosen candidate was thrilled to be offered the position, gladly accepted and embarked on a successful career with the company shortly after. Request a newsletter

Speedy Delivery! - Creative
Client: Independent design and advertising agency based in Birmingham.
Brief: To recruit a Graphic Designer, salary in the region of £22k, must have good Quark, Photoshop and Illustrator skills. The agency had been successful in several new business wins and as a result had a sudden big increase in work for their studio. At the same time, their longest serving Graphic Designer handed in his notice. They needed a replacement, and they needed it quickly!
Solution: The MD of the agency had received our ‘Candidate Profiles’ newsletters over the years, and therefore remembered our name and the fact that we always seem to have a good number of Graphic Designers on our books. He called us and gave us his brief, stressing the urgency – he needed CVs and work samples as soon as possible! A database search for Graphic Designers resulted in him receiving eight CVs within a couple of hours of him making the call. By the next morning, we’d managed to get hold of recent work samples for all eight candidates and got those across to him too. He called us that afternoon expressing his wish to see four of the candidates for interview – due to the urgency, and understanding that the candidates may find it difficult to get out of the office at short notice for their interviews, he agreed to see candidates outside normal office hours at evenings and over the next weekend. We were able to get all four candidates in to see him over the next two days and by the end of that week, he was in a position to make a job offer to one of the candidates. That candidate joined the company two weeks later, during the last week of the leaving Graphic Designer’s notice period, enabling a smooth hand over, and meaning that their service to their new and existing clients didn’t suffer at all. Panic over!
International Recruitment - Sales
Client: A long established customer of Swindale Parks, a specialist manufacturer of a comprehensive range of engineering components for the world-wide Offshore, Petrochemical and Power Generation Industries.
Brief: To recruit a pro-active International Sales Executive, £50,000 package, with responsibility for generating new business from clients throughout the former Soviet Union Countries and the Middle East. Experience of selling into these territories was a pre-requisite.
Solution: This project was all about finding the ‘ideal’ person rather than working to any specific recruitment dead-line. In other words the client was in no desperate rush to recruit. On the other hand, Swindale Parks Managing Consultant held the view that the longer it took to identify someone the greater the ‘sales’ opportunity that was being lost, and he therefore set about proactively sourcing candidates with a view to completing the project sooner rather that later, giving a win-win situation for all parties concerned. By saturating all possible advertising platforms, at Swindale Parks cost, a healthy flow of prospective international/export candidates was soon forthcoming and the proverbial needle, in the form of a candidate with both product and territory experience, was extracted from the haystack, resulting in a very happy client, an ecstatic candidate and a contented Swindale Parks
Database Search - Marketing
Client: A major High Street brand retailer with multiple stores throughout the UK and a strong marketing team based at their Midlands headquarters.
Brief: The size & diversity of the marketing team results in a continually evolving mix of recruitment requirements throughout the year. As people get promoted and teams expand, similar positions need to be filled on a regular basis, and need to be filled quickly, with the minimum amount of disruption, but whilst still following the company’s procedures. They don’t want to have to keep going through the brief and their procedures with different recruitment consultants each time a vacancy arises, and prefer to deal with a small number of preferred recruitment suppliers who understand their needs and their procedures, and are happy to work to them. Vacancies are diverse and include roles in marketing communications, product management, PR and commercial project management.
Solution: Swindale Parks has worked with the company for a number of years and throughout that time the same consultant has managed each and every project for them, giving excellent continuity of understanding of their unique requirements & procedures and an extremely efficient recruitment resource. This also results in a thorough approach to candidate briefing and smooth project management throughout the process. The client relies upon the high quality of suitable candidates sourced for them and benefits from the thorough initial screening & briefing Swindale Parks are able to offer. Over the years, many candidates have been introduced to the company by Swindale Parks, a number of whom have gone on to achieve promotion & great career prospects.
In house Interviews - Sales
Client: The UK Sales & Distribution arm of a European manufacturer of a comprehensive range of Point of Sale display equipment, graphics, signs & promotional products.
Brief: Recruitment of an additional Sales Executive (c£25,000 basic, £35,000 OTE), to manage sales to some established customers, but equally importantly to develop new business opportunities. The sales skills, tenacity, drive and determination of the candidate were more important than specific sector experience.
Solution: The ‘open’ nature of the brief lead the managing consultant to invite the client to Swindale Parks’ premises to interview a shortlist of 5 potential candidates, who were selected on the basis of sales skills, character fit & ambition. This approach gives many advantages enabling the client to interview back to back without interruptions or distraction by day to day issues and is fully managed by the Swindale Parks team. There is an added advantage in immediate access to candidate’s feedback, which was vital in this case as one of the candidate’s who performed well in interview (and would have been shortlisted) subsequently decided to withdraw from the opportunity. The ‘interview day’ resulted in 2 candidates being invited for 2nd interview and a subsequent offer was made to the chosen candidate who was able to start immediately.
Branded Advertising & Database Search – Marketing & Creative
Client: Global leader in the hair and beauty industry, with salons worldwide and a widely recognised professional product range.
Brief: Due to a recent restructure the UK head office found themselves in a position where they urgently needed to recruit 3 key marketing & creative team members; 2 Brand Managers and 1 in-house Graphic Designer. Each Brand Manager would have responsibility for the total marketing solutions of individual product brands. Due to the urgency of the project and level of responsibility within the role, the client required a marketing professional with relevant experience and a keen interest in the hair and beauty industry.

The Graphic Designer was needed in the UK to support the European creative team, and therefore needed to work well on their own with specific software skills, however the brief was quite open.

Solution: The client had already decided upon a full colour advertisement in a national publication and was looking to select a recruitment consultancy to manage the process on their behalf. The HR Manager made contact after receiving a newsletter a few months previously. Due to our established relationships with leading national marketing magazines we were able to secure a keenly priced package and therefore offer a significantly more attractive solution than several other recruitment agencies also ‘bidding’ for the business. We were delighted to secure the project and manage the recruitment from start to finish.

We advertised both Brand Manager positions, in a striking, branded advertisement, supported by a number of specialised online job boards. This approach attracted a fantastic response both in terms of quality and quantity, subsequently the job of short listing was the most time consuming activity of this particular project. After a week of screening, the final short list was provided to the client, from which they interviewed 8 candidates, short listed 4 and both positions were filled in the agreed time scales.

The client was also willing to fund a further advertisement for the Graphic Designer position, however the managing consultant advised against this assuring the client the recruiting profile was widely available on the market and likely to be registered with us already. This was indeed the case, enabling the client to save both time and money.

Contingency Services - Sales
Client: The UK’s leading designer and manufacturer of high quality door handles and fittings supplied into the furniture industry
Brief: To recruit a Regional Sales Executive, £25,000 basic; £35,000 OTE + car + benefits, reporting into the Sales & Marketing Director, with responsibility for the ongoing management and development of a previously under performing territory servicing the needs of  new and established kitchen, bedroom and bathroom furniture manufacturers. The clients preferred profile was quite open, however they had particular interest in those candidates with only limited sales or commercial experience as the company was seeking to recruit an individual to train and develop into a future sales manager.
Solution: As this was the first time we had dealt with this client particular attention was paid to not only developing a thorough understanding of the clients requirement but also ensuring they understood the recruitment process including establishing a service level agreement and timescale for the project. Due to the nature of the candidate profile it was agreed that Swindale Parks would undertake, on an exclusive basis a thorough search of the candidate database which involved profiling current job seekers as well as those we had worked with previously. To support this activity and ensure delivery of the highest quality candidate shortlist the position was also advertised via the leading UK online job boards. All aspects of the project, upto short-list stage, were out-sourced to Swindale Parks, including in-depth interviews with all applicants shortlisted to asses both candidate interest and more importantly suitability.  In conclusion 5 applicants were short listed for a meeting with the Sales & Marketing Director, meetings took place at Swindale Parks premises allowing our client to interview without distraction from which one was offered (and duly accepted) the role. The project was successfully concluded and the candidate started with the business on the agreed date.
Advertising Assignment – Sales
Client: A privately owned, Midlands based company, specialising in the production of bespoke adhesive and sealants.
Brief: To recruit a Technical Sales Engineer, £24,000 basic; £30,000 OTE + car + benefits, reporting into the Corporate Director. This ‘hands on’ technically involved role played a fundamental part in the company’s ongoing expansion and success as it bore responsibility for new business development seeking out product applications in both traditional and alternate market sectors. Candidates with chemistry qualifications were sought, ideally those with experience of selling a technical solution at shop floor level in an application led manufacturing environment.
Solution: Due to the very specific nature of the client’s requirement, time was spent gaining an understanding of their own business (which included a tour of their premises), as well as the very competitive market they operate in. It was essential to understand the company’s sales procedure as this would be fundamental to identifying candidates capable of undertaking the role. With this in mind it was agreed that Swindale Parks would manage, on an exclusive basis, a client funded advertising search utilizing regional printed media as well as a specialist trade publication. This very focused activity was complemented by a  thorough search of the candidate database which involved  profiling  current job seekers as well as  those we had worked with previously; the position was also advertised via the leading UK online job boards. All aspects of the project were managed by a dedicated project manager, including writing advertising copy, screening all responses, in-depth interviews with all suitable applicants through to delivery of a shortlist.  In conclusion all applicants short listed were interviewed by the client at Swindale Parks premises where they also undertook psychometric testing (also arranged as part of the package) allowing our client to interview without distraction and select the applicant from one interview.
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