How we helped a global FMCG company to find digital marketing talent pools

Stratigens helped a global FMCG company identify new sources of talent to transition the business from operating in a B2B environment to B2C. Data on four cities including talent supply and demand, business risk and commercial property cost enabled them to make an informed entry into the market

Our client is a global FMCG made up of approximately 50 brands, with more than 80,000 employees in more than 55 countries that serves the nutrition and health needs of pets every day

The client problem

This global FMCG business was used to operating in a business-to-business environment and had been hugely successfully with this model for many years. Technology changes, a more globalised and changing consumer profile, and a different approach to consumer buying are all disruptive forces affecting this business, with change happening at pace. 

As a result, the business needed to start interacting directly with consumers. This was a change that meant the businesses needed to attract hire and retain talent with profiles that they’d never needed before.  Just one of the new skills they needed was digital marketing. As a traditional FMCG, our client’s existing sites are manufacturing based and in locations suited to this environment. 

The HR and Strategy Director knew this was not going to be the right approach to be competitive in this new talent market. They wanted to understand the talent markets in four locations globally, San Francisco, Hong Kong, Paris or London. The client wanted to understand the supply and demand for talent, the impact of entering each market, the talent attractors for digital marketing and the talent model they should adopt.

The solution

Using Stratigens™, the client was able to search across both locations, looking for software engineering talent that was within a commutable distance of each office to see key data on the talent market including supply and demand plus other factors that contribute to a location decision. 

Stratigens surfaces data on skills availability, competition for skills and which organisations you’d be competing against for the same skills. Plus, other location related data such as cost of living, transport, infrastructure and the ease of doing business in a place. This information is combined to make a recommendation on the best location. 

Our client could see how many software engineers there were in each location, the proportion of the market that was dispersed across industries and the live demand for software engineers in each region. Additionally, they could see what current salaries were being advertised by others in order to attract this talent. 

The outcome

For the first time our client could make a decision quickly with HR, talent and financial data all in one place. As a direct result they were able to clearly differentiate between the four locations based on the supply to demand ratio for digital marketers. 

We are now in discussion with the client to combine this with a qualitative research project to identify the key attractors for this type of talent, their views on the global FMCG market as a potential career route and to understand how attractive this brand could be. 

Typically, this type of project would take between 21 and 30 days for our research team to complete. This combined use of data from Stratigens™ with qualitive insight from the research team will allow them to make an informed entry into the market in order to be a step ahead in their talent acquisition and to take a proactive approach to managing the disruptive forces on their business.

Download PDF case study: talent pools

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