With a strong ambition to change the face of recruitment, the 33 Talent team innovated a unique recruitment method that led to successful results for their clients. As a testament to their good work, the team clinched the bronze award for Most Innovative Recruitment Strategy –Solution Provider at the Asia Recruitment Awards Singapore virtual ceremony.

Kathryn Woof, Managing Director of 33 Talent comments on the win as she shares with Priya Veeriah how the organisation with fewer than 50 employees has remained daring and creative in its recruitment campaigns to attract high-calibre candidates.


Q What is your organisation’s recruitment strategy, and how has it evolved in recent times? How does this agenda fit into the bigger HR priorities, and how closely do you work with the CEO for this?

We align our recruitment strategy with our company vision. Two of the most important things we look for are a growth mindset and alignment to our values. If all our team have this, we can achieve our company’s goals.

Our bigger HR priorities are to create successful onboarding and engagement moments for our employees – this means getting people up to speed quickly on the company they have joined, what we’re capable of, and how they can unleash their potential to take us forward in our goals.

The CEO sets the vision and is 100% behind the need to have engaged and capable employees who are thriving in their roles.

Q Share with us your winning recruitment strategy! What were the key business drivers behind this strategy, and how have you executed it successfully?

It begins with employer brand - our winning strategy is to have ambitious and curious applicants find us and realise what could be possible for them in our environment – to want us!

From the moment someone is invited to interview, we give them the candidate experience that they expect from a playful, innovative and thoughtful brand. This includes smooth flow of information at all points, competency interviewing to break out of the usual stock questions, and our ‘non-negotiables’ interview where we assess whether their value system is aligned with ours.

Getting the right person, into the right role, with the purpose is one of our philosophies. It increases tenure, client satisfaction, employee satisfaction and it allows us all to relax and be our best.

Q No execution is free from unexpected hurdles. In what shape or form did you experience challenges, and how did you overcome them?

We’re pretty future-focused, and believe in continuous improvement and development, so no hurdle sticks out in my mind. When we see a snag, we improve it, then move on!

Q On to the most important part – results! How did you measure the ROI or milestones of this initiative, and what are you most proud of?

We are most proud of the tenure of our key personnel. Our leadership team has been working together for 5 years.

Q To tackle the changes happening in the world of work, it is now vital for companies to step up the pace of evolving their recruitment strategy. How is your team anticipating and easing in these far-reaching changes, rather than simply dealing with the consequences?

Our ambition is to change the face of recruitment – we have innovated a recruitment method that we roll out to clients. We call this 'Recruitment Subscription'. Clients subscribe to the service by paying a monthly fee, and we give them access to a world-class recruitment team, tech, and tools. This includes marketing, research, headhunting, onboarding, and engagement. There are no placement fees, just the monthly subscription fee, and then you are able to use the team to run your recruitment. Our clients have achieved amazing savings and results!

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