Hilti, the powerhouse of the tool world, is known for its high-end products and exceptional customer service. Their people know their stuff and how to wow their clients. But Hilti started to notice something… their rising turnover rate and gender imbalance. They realised they needed to dig a bit deeper to get to the issue’s root.
Their Account Manager role is central to the business, driving revenue across the UK. But it’s a tough sell, requiring everything from product demos on construction sites to pitching solutions in boardrooms. While the role allows autonomy, global career prospects, and top-end training, barriers stand in their way – from lower-than-market base salary and complicated stakeholder management to a demanding first year for new starters.
We needed to help Hilti see where things weren’t quite hitting the mark.
We dove into research that helped us understand their barriers. With stakeholder interviews, focus groups, and a survey of 600 respondents, we were able to tailor our solutions to help Hilti address their concerns.
Our initial research revealed three candidate groups:
– Graduates – excited to sell and solve customer challenges
– Sales professionals – experienced in hitting sales targets, who expect a higher salary
– Construction workers – Familiar with the industry and its challenges, but not as used to product sales
From this we then:
1- Defined their offer: They needed to spotlight key benefits like autonomy, varied clients, and career progression, while addressing concerns around salary and achievable bonuses.
2-Reimagined their attraction: With an abundance of new insights, we recommended a redesign of their job ads with updated creative assets that appealed to females and tailored messaging to target three distinct audience groups.
3-Targeted smartly: Focus on the right channels for each segment, with a push to attract more female candidates to achieve their gender diversity goals.
The results
This process provided Hilti with an achievable roadmap for attracting and retaining top talent. Insights into what candidate’s value helped to reshape internal processes, enabling their leaders to recognise the need for investment in recruitment and marketing. With its new targeted approach, Hilti is now prepared to tackle its gender balance, attract top-tier candidates, and secure the talent it needs to grow.
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