How we helped a global FMCG company to find digital marketing talent pools

Our client is a global FMCG made up of approximately 50 brands, with more than 80,000 employees in more than 55 countries that serves the nutrition and health needs of pets every day.

The client problem

This global FMCG business was used to operating in a business-to-business environment and had been hugely successfully with this model for many years. Technology changes, a more globalised and changing consumer profile, and a different approach to consumer buying are all disruptive forces affecting this business, with change happening at pace. 

As a result, the business needed to start interacting directly with consumers. This was a change that meant the businesses needed to attract hire and retain talent with profiles that they’d never needed before.  Just one of the new skills they needed was digital marketing. As a traditional FMCG, our client’s existing sites are manufacturing based and in locations suited to this environment. 

The HR and Strategy Director knew this was not going to be the right approach to be competitive in this new talent market. They wanted to understand the talent markets in four locations globally, San Francisco, Hong Kong, Paris or London. The client wanted to understand the supply and demand for talent, the impact of entering each market, the talent attractors for digital marketing and the talent model they should adopt.

The solution

Using Stratigens™, our client was able to see how many digital marketeers there were in each location, the industries that hires the talent and the live demand in each city, including the demand for permanent versus freelance roles. Additionally, they could see what current salaries were being advertised by others in order to attract this talent. 

As importantly, they were able to draw key data on the HR Environment, business risk and ease of doing business in each city and the cost of commercial property. They were able to bring together talent data with key financial metrics to understand the cost of locating a team in each city, the risk associated with each along with key financial metrics. 

The outcome

For the first time our client could make a decision quickly with HR, talent and financial data all in one place. As a direct result they were able to clearly differentiate between the four locations based on the supply to demand ratio for digital marketers. 

We are now in discussion with the client to combine this with a qualitative research project to identify the key attractors for this type of talent, their views on the global FMCG market as a potential career route and to understand how attractive this brand could be. 

Typically, this type of project would take between 21 and 30 days for our research team to complete. This combined use of data from Stratigens™ with qualitive insight from the research team will allow them to make an informed entry into the market in order to be a step ahead in their talent acquisition and to take a proactive approach to managing the disruptive forces on their business.

“Stratigens has really rich data and combinations of data that we have not seen in one platform before”
Workforce planning and optimisation expert, Fortune 500 company
“Stratigens’ evidence based collective intelligence on the marketplace has been useful for analysing niche areas”
Head of Capability, major defence supplier to MoD
"This is hands down better than any other platform we have seen in this space"
Head of Talent Acquisition & Insight, global medical technologies firm
"It’s important for organisations like ours to be able to make informed decisions, not necessarily just global players but any that have a workforce of more than 10,000. Stratigens addresses this need.”
Head of Talent Intelligence, global conglomerate
“Stratigens has really rich data and combinations of data that we have not seen in one platform before”
Workforce planning and optimisation expert, Fortune 500 company
“Stratigens’ evidence based collective intelligence on the marketplace has been useful for analysing niche areas”
Head of Capability, major defence supplier to MoD

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