Alex Fraser and Hanson
Alex Fraser is Australia’s leading producer of sustainable materials for the civil construction industry.
- Industry: Construction
- Employee: 100+
- Region: Australia
The organisation produces high-quality products, including aggregates, asphalt, road base and sand.
Alex Fraser focuses on excellence in delivery and reliability, and provides measurable improvements in environmental outcomes.
Alex Fraser’s parent company Hanson is one of Australia’s leading suppliers of heavy building materials to the construction industry. Hanson produce aggregates, including crushed rock, sand, gravel, crusher dust and road base, and a high-quality range of premixed concrete.
The Challenge
Both organisations were looking to specifically recruit females to begin careers as Truck Drivers (a male-dominated market in terms of role types and industry). They also wanted to increase the number and quality of applications for their Driver roles due to ongoing growth and the need for more recruits.
The Solution
Complete revamp of Hanson’s online application webpage and advertising messaging, including:
- new copy detailing both organisations, and positioning Hanson as the global market leaders they are
- creation of a “benefits” section to help candidates understand “What’s in it for me?” to really sell the career opportunity to the right people over numerous competing career opportunities
- detailed overview of the offering to inform and engage candidates of their opportunities.
Use of female-coded language and copywriting tactics backed by industry research to appeal specifically to females
Execution of a comprehensive advertising strategy to attract the high volume of applications needed to achieve hire target:
- active advertising channels (i.e. Seek, Indeed, CareerOne, etc.)
- passive advertising channels (i.e. Digital HeadHunting, eShot and Social Media)
- Use of collateral to enhance their application webpages and advertisements (including a careers video created by our Employer Branding team)
- Design and facilitation of two Group Assessment Centres to help hiring managers select drivers without driving experience.
The Results
Across the five Group Information and Interview Centres, Employment Office and Scout Talent produced the following results for Junction:
- 503 applications
- 281 candidate phone interviews
- 159 candidates attended Group Information and Interview Centres
- 44 hires.
On average, each Group Information and Interview Day was held in a single day, with an average of 30 attendees per day. The final Group Information and Interview Day resulted in 18 hires in a single day (Junction were hoping for 10 hires, so the organisation was thrilled to be able to offer roles to 18 candidates)
Alex Fraser and Hanson
The team at Cumberland Council shares how Scout Talent enables them to streamline their hiring process and find the best candidates who are the right fit. “It makes your job as an employer so much easier”
Better Recruitment. Stronger Organisations.
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