Sniperhire revolutionises Gulf Air's on & offline recruitment strategy

Gulf Air required a hiring management solution that would enable them to meet their ambitious growth plans. Gulf Air's initial requirement was to hire 300 employees in a four-month period. They were aware that their internal processes would need to be updated to attract potential employees as they had decided to go online with their recruitment drive for the first time.

Sniperhire consulted with Gulf Air and recommended an integrated approach. Sniperhire implemented their ATS system along with Gulf Air's human resource suppliers, job boards, print media and partners who still remained an integral part of the recruitment process.

Raed Sater, Head of Recruitment for Gulf Air said, 'The solution mixes traditional executive search methodologies with more unique features, which Sniperhire have developed, giving Gulf Air a world-class online hiring capability. Timelines and objectives are important to any company and Sniperhire have kept both these things as top priority when delivering the package for Gulf Air. They were able to design and implement the solution within 30 days. We hit our target of hiring 300 new staff members within the four months and we are currently repeating the exercise for a range of positions from Pilots, Cabin Crew, and Engineers to Call Centre staff, including a number of positions for Omani Nationals in Muscat.'

Sniperhire's Director, Ben Fawcett said, 'As a result of this integrated approach, Gulf Air is able to accurately report on the performance of its suppliers, calculate their ROI and effectiveness of their recruitment campaigns. The system continuously improves their recruitment process. Every part of the process from raising and approving requisitions, to advertisements distribution to job boards, is streamlined.'

The ATS System is able to handle multiple applications online. The system filters the applications, allowing Gulf Air to take the top 10 percent of qualified and completed applications.

The system deals with the other 90 percent of applications and automatically responds to each one via email after sorting them into graded categories. Unsuitable applicants no longer get
through to an interview stage. Costs have been cut dramatically as the system now issues automated regret letters, and are currently distributing approximately 2,500 letters per month online. At $4 per letter previously, this cost saving alone is estimated to be over $10,000 USD per month in regret letters. In April 2004, Gulf Air received and processed over 6,000 direct applications.

Ian Waterhouse, Vice President of HR & Services for Gulf Air said, 'With such a high number of applications it is vital that Gulf Air filters candidates quickly and efficiently, and utilise our resources as smartly as possible. Using our own company website as a global advertising hub and online application site for all Gulf Air vacancies, we want to reach geographical areas that previously could not be targeted and create a more immediate response to candidates.' He continued 'The HR team now only spend time on appropriate applications which means they can spend more time on core human resource & recruitment functions.'

The system also offers Gulf Air 24/7 reporting that is accessed online from anywhere allowing managers to view hiring pipeline charts, cost breakdowns, applicant tracking and employment
statistics. A 500-page online help guide can be accessed via the Internet, plus Sniperhire's 24-hour telephone support service allows Gulf Air to run a smooth and uninterrupted recruitment system. Gulf Air now has a very rich online image library of talent.

Fawcett concluded by saying, 'We're thrilled to have seen the airline become one of the smartest hirers in the Middle East region. Gulf Air has increased their hiring accuracy, increased their speed to hire and reduced their costs simultaneously.'