Within PostNL there was a need to map the labour market potential 30 minutes surrounding their distribution centres for the recruitment of post sorting and preparing employees. The question from PostNL to Intelligence Group was to perform an analysis of the target group. This resulted in a detailed rapport that covered among others, the size of the group, the demographic characteristics, the prefererd profession and branch and the largest competitor to PostNL in recruiting the target group.
Research from the Labour Market Beheviral Reseach (AGO) showed that the target group has a low willingness to travel. Therefore the area of interest was limited to 30 minutes surrounding the distribution centres (see left image). Under the new restrictions an analysis was performed using the characteristic of being open to working 6 to 20 hours per week. Sources used included amongst others Central Bureau for Statistics (CBS) and the AGO.
With this analysis PostNL gained insight into how many people in the region are willing to work in the distribution centres, but more importantly; what people are most willing and able to work in distribution centres. This provides PostNL with concrete information about who they should focus their recruitment activities on.
This assignment is a good example of how the combination of diverse databases and smart analysis leads to concrete results with which PostNL has improved their recruitment. The research has given PostNL a clear image of the potential in the field.
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