PostNL identified a need to map the labour market potential within 30 minutes surrounding their distribution centres. This was necessary for the recruitment of post sorting and preparing employees. To achieve this, they approached Intelligence Group with a question to perform an analysis of the target group.
As a result, Intelligence Group conducted an in-depth analysis which led to the creation of a detailed report. The report covered various aspects such as the size of the group, demographic characteristics, preferred profession and branch. Additionally, it highlighted PostNL’s largest competitor in recruiting the target group.
Research from the Labour Market Behavioural Research (AGO) showed that the target group has a low willingness to travel. As a result, the area of interest was limited to 30 minutes surrounding the distribution centres (see left image). Furthermore, 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 Central Bureau for Statistics (CBS) and AGO among others.
The Result
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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