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The Client
Capita Resourcing is one of the largest resourcing businesses in the UK. Services span recruitment, managed services, assessment and high-volume solutions. In 2005 they managed over 500,000 applications, completed 20,000 permanent placements, filled 2,000 temporary, contract or interim placements and conducted over 5,000 assessment events. Capita Resourcing is part of The Capita Group Plc; the UK's leading provider of integrated professional support service solutions. The Group's service capabilities encompass customer services, financial services, human resource services, software services, systems and strategic support and property services delivered to both public sector and private organisations. Concep provides interactive email marketing solutions across 7 different Capita divisions.

The Pain
nitiatives for its clients. National press ads would direct interested candidates to specific websites to register their details through an online form. Although advertising campaigns achieved the objective of driving candidates to a website, the number of completed online applications was limited. Traditionally those that dropped out of the application form process were not followed up and therefore lost from all future communications. Concep and Capita Resourcing collaborated to design a contact programme for those that had not completed the process to a) find out why and b) try and develop a dialogue with other potential candidates.

The Solution
Concep and Capita Resourcing set up an interactive email campaign to be sent out to all people who had not completed the online application to gain their feedback on why they had dropped out of the process. The email campaign contained a number of questions that the recipient could easily submit back to them.

The Results
The email was sent to over 1,639 recipients who had not completed the online application form and achieved a view rate of 77.81%. Of those views, 61.36% responded with the reasons why they had not completed the application form. Capita Resourcing were then able to implement a new process to capture and open a dialogue with those who were not necessarily right for the current position but would be suitable for similar positions in the future. Those who had problems with the form were then helped to complete the application.