What we've done < New recruitment web stategy for Network Rail
How do you encourage the best talent to come to work for you, preferably from outside
the industry and through a direct-to-candidate process? Oh, and deliver cost per hire savings of 20%?

These were the two challenges put to Game 6 by Network Rail when asked to develop a new recruitment delivery strategy to build upon its 'A Job Worth Doing' employer brand strategy.

The Game 6 recommendation was to develop a new perspective for presenting the Network Rail recruitment proposition, on the basis that the highly skilled positions - engineers, project managers, architects, etc - have many options available to them where they can deploy their talents.

Game 6 director Michael Shuster explains the rationale, "the problem is that while job alerts are commonplace nowadays, there is generally nothing on the company's website to attract people - the hook is the job. But if we can create useful content on the site and the content becomes the attraction, then the engagement model changes significantly."

The challenge is therefore to develop a relationship with these groups over time; to engage them by providing unique project information that they can benefit from and apply to their current jobs. This is to be implemented through the introduction and management of dynamic sections on the site with content contributed by key people from target employment areas within the business.

And also through online workshops and events hosted by senior and functional directors. When people are ready to consider a change of employment they will be familiar with the Network Rail proposition and the proposition as an employer.

From the Network Rail perspective, they will be able to develop what amounts to a 'subscriber base' of prospective candidates, so that the need for headhunters and specialist recruitment agencies is minimised.