NRG were engaged by Newcastle University to appoint a Head of Automation to their international marketing department.
The continued success of any world-leading university depends on their ability to attract, engage and recruit international students. The university had recently implemented HubSpot software as a front-end student communication platform. They required a marketing automation expert to maximise their return on investment.
This newly created role was a key appointment for the university. The successful candidate would oversee and fully utilise the HubSpot software to improve engagement with prospective international students and deliver analytics driven results.
Finding a marketing automation expert in the North East with a proven track record of delivering results was a challenge. They needed experience of using HubSpot in a similar sized organisation with international reach. A thorough understanding of student recruitment and admissions,and the stages of the cycle of student choice and decision making. Added to the challenge was the Covid19 pandemic and UK lockdown.
Sarah Minto, Managing Consultant of NRG’s Sales & Marketing division took the brief for the assignment. Sarah immediately reached out to her impressive network of marketing professionals built over 10 years. Most importantly her network includes those that are not currently looking for a new role, the passive market.
As the UK was in lockdown the entire recruitment process was virtual. The team used video interviewing tools to pre-screen applicants.
Four candidates were invited to a virtual panel interview consisting of a series of competency-based questions. Their technical marketing automation skills assessed by an expert from HubSpot. The panel unanimously agreed on the candidate they wanted to appoint for the position.
High touch candidate engagement
Sarah commented “High touch point candidate engagement was essential to ensure everyone felt connected as we moved to a virtual process”.
“Interviews can be daunting at the best of times. For many this was their first experience of attending a video interview. My role is to find the right person for the position whilst ensuring all candidates are comfortable and engaged throughout. It’s important candidates have a positive experience regardless of the outcome”.
“The successful candidate was someone I’d placed 6 years ago and was not currently looking for a new role. His interest sparked about the chance to join a world-class university. The opportunity and lead such a high profile, analytics-based campaign using marketing automation. This highlights the importance of a strong network and the ability to reach the passive candidate market”
Digital skills for modern marketing teams
Jonathan Sabarre, Director of Marketing at Newcastle University added “Attracting and retaining experienced digital marketers in the North East is a real challenge. We successfully appointed the head of marketing automation through NRG and would recommend them for their knowledge and experience in marketing recruitment. The team have a great understanding of the digital skill set required for modern marketing teams, and took the time to understand the brief and ensure clear communication with the candidate through the entire process”.
Read more about NRG’s Sales & Marketing division