“It’s not only about saving costs; it’s about hiring better people.”
This was the message Joao Pedro Sant’Anna, CRM Director at Brazilian telecom leader Oi, delivered to the crowd during his session last week at HCM Central @ OpenWorld 2015. Joao shared the story of Oi’s HR transformation designed to reduce cost, improve agility, and increase operational efficiency in its talent acquisition process. As a pioneer in providing convergent services in Brazil, Oi has the largest network capillary, reaching even remote areas of the country and promoting digital inclusion of the entire population.
Oi’s call center business spans 4 locations across Brazil, employs 19,000 people, and handles 2.6 million calls a month. They also hire 12,000 new employees based on the 54,000 resumes they receive every year. Joao believes that if you start with great talent at the beginning of the recruiting process, you will end up with great hires at the end.
Using Oracle Talent Acquisition Cloud, Oi created new engaging and branded career sites, not only to publish job postings and capture candidates, but to strengthen its employer brand. Multiple search options allow candidates to easily identify relevant open positions.
Job alerts allow candidates to create customized notifications to be made aware of new postings as soon as they are released. The alerts can be filtered by areas of interest and location and scheduled based on desired frequency.
Oi’s employee referral program was also made more effective by enabling existing employees to easily share jobs through their personal social networks and get credit for any referrals generated as a result.
The analytics within the system allow for real-time monitoring of how many candidates are flowing through the system, where they came from, and what are the conversion rates. This helps them optimize their recruiting efforts and understand if they have enough candidates in the pipeline to satisfy their growing business needs.
As a result of these efforts, Oi has dramatically increased its ability to efficiently find, attract, and hire top talent. They are seeing both an increase in overall candidate numbers and candidate quality. The number of candidates increased over 125%. While more candidates are certainly important, an increase in candidate quality is even more valuable. Prior to implementing Oracle Talent Acquisition Cloud, their conversion rate from interview to hire was 14%. Now that rate has increased 5x to 75%, indicating a substantial increase in candidate quality through better assessments and selection processes.
They are also now able to create a pool of “warm” talent leads they can tap into, something they never had before.
Joao highlighted a number of benefits Oi has recognized by modernizing their recruiting function. In addition to hiring better people, they have reduced costs. Due to the automation their new system provides, they were able to reduce their recruiting headcount by 49%, from 149 to 72. Overall recruitment cost also reduced by 30%.
We’d like to thank Joao and Oi for sharing their modern recruitment success story. If you want to learn more about the system Oi is using, check out this short video.