Hutchison Telecom
3 is Australia’s first true third generation (3G) mobile service with live face to face video calling and a suite of information, Entertainment and communication services. 3 is majority-owned by the ASX listed Hutchison Telecoms, and part of Hutchison Whampoa Limited – a leader in the introduction of telecommunications services worldwide with 150,000 people in 41 countries.
Non-Negotiable Targets
The launch and roll out of 3, Australia’s first true third generation (3G) mobile service was a highly strategic campaign. Timing was critical. At stake was a revolutionary new form of communication – video calling – that met Australia’s demand for world class mobile telecoms.
To meet expected demand, 3 needed 300 sales people across Australia for the new mobile service. Crucial to the strategy was having bright, keen sales people who could relate to first time 3 users and introduce them to a revolutionary new mobile service. Traditional recruitment services were seen as being inadequate to meet 3’s needs. A different approach was required. National Sales Manager Business and Consumer for 3, Rohilesh Singh, says “The critical path for the roll out campaign was absolute. The strategy demanded non-negotiable personnel targets and
starting dates in all major cities. We also needed to work to strict recruitment budgets. We could not risk slowing down the roll out by using layers of recruiters seeking options and alternatives. We had little room for additional costs and fall-back positions.”
Meeting The Challenge
Singh worked closely with RSP on required strategy. Using its own offices and its 45-member broker partnership, RSP was able to provide 3 with access to niche databases of candidates – sales people with solid credentials who reflected the company’s focussed brand image and customer promise.
They also had to start work on critical dates in different locations. RSP assigned an account manager to coordinate all work with the 3 team across Australia. This account manager coordinated candidate selection and interviews. RSP’s recruitment broker partners provided invaluable support including an additional candidate filtering process.
This approach created major efficiencies. It also provided 3 with the flexibility to create aggressive deadlines and move quickly to meet ‘right fit’ staff needs.
The Outcome
The roll out of 3 has been acknowledged as one of Australia’s most successful telecoms launches. The 300 sales people placed by RSP fully met the demands of introducing a revolutionary new and exciting
lifestyle product to first time users.
Customers nationwide liked the benefits of Hutchison 3G. They also liked the new world of mobile live video calling and friendly customer service, which reflects Hutchison’s funky, hardworking approach.
‘Ro’ Singh says “The effectiveness of recruitment brokerage for the roll out of 3 had a major impact on our approach to recruitment. RSP was appointed to source additional candidates for Hutchison.
We knew the benefits we were able to obtain from RSP could be replicated for other recruitment roles. RSP has now placed 1,200 people to work for Hutchison in jobs ranging from retail assistants to senior
managers.”
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