Worldwide recruitment: how RHI Magnesita attracts international talent
Recruitment marketing across the globe
With 20,000 employees in 70 countries, RHI Magnesita is the global market leader in refractory materials. Innovation and reliability are crucial in their industry - and it all starts with having the right people. This is where Anita Ertl, Head of Talent Acquisition at RHI Magnesita, and her recruitment team work tirelessly every day. Nina Missethon is one of the seven Talent Acquisition Partners at RHI Magnesita. We spoke with both professionals about their considerations when choosing RMA software and how it works out for them as a large, international employer.
Reaching their target audiences was a key reason for investing in recruitment marketing. “Our job vacancies are often located in rural or remote areas. Social media campaigns allow us to target specific, less populated areas as well. Instead of waiting for candidates to stumble upon our career site, we now actively bring our ads to them,” Nina explains.
“With the RMA software, we have a single solution for all our locations. Each Talent Acquisition Partner can create campaigns and make real-time adjustments as needed. This allows us to allocate our recruitment budget more flexibly."
Anita Ertl, Head of Internal Communications & Employer Branding for Europe & CIS bij RHI Magnesita
Taking control of recruitment marketing
Anita explored ways to organize recruitment marketing and encountered two possible approaches: outsourcing to a media agency or managing it internally with software. The first option was quickly ruled out. “We initially considered working with local agencies, but this proved unfeasible, especially given our company’s international scope. I would have had to coordinate with dozens of different agencies to launch campaigns in each region. Additionally, the costs would have amounted to several thousand euros per campaign, requiring more planning and offering less flexibility.”
With MrWork, RHI Magnesita found a self-service solution that aligns with their daily operations. “With the RMA software, we have a single solution for all our locations. Each Talent Acquisition Partner can create campaigns and make real-time adjustments as needed. This allows us to allocate our recruitment budget more flexibly. Additionally, we save on costs since we rely less on recruitment agencies to fill our vacancies,” says Anita.
With MrWork, RHI Magnesita found a self-service solution that aligns with their daily operations. “With the RMA software, we have a single solution for all our locations. Each Talent Acquisition Partner can create campaigns and make real-time adjustments as needed. This allows us to allocate our recruitment budget more flexibly. Additionally, we save on costs since we rely less on recruitment agencies to fill our vacancies,” says Anita.
Nina frequently uses the MrWork platform in her daily work and is equally enthusiastic: “It works exactly as we expected. The ability to adjust campaigns myself is crucial. Sometimes job profiles change unexpectedly, but with just a few clicks, I can tweak the campaign. Perfect!”
Both recruitment specialists appreciate having full control while still being able to rely on MrWork’s support and advice. “The system is very straightforward, so our recruiters usually navigate it easily. However, if technical support is needed, we always receive prompt assistance. It’s also great that we can consult MrWork for strategic input, for example, when campaign results aren’t meeting expectations. They provide recommendations to help us optimize the campaign,” Anita adds.
How it works in reality
“At first, I had to get used to working with MrWork when it was implemented. It requires a shift in thinking about the recruitment process, making the recruiter’s role much more proactive. But that’s the case with any new tool. The support from MrWork made the adoption process easier, and now I love the platform. It’s just as simple as Anita had promised when we began using it,” Nina shares.
“It works exactly as we expected. The ability to adjust campaigns myself is crucial. Sometimes job profiles change unexpectedly, but with just a few clicks, I can tweak the campaign. Perfect!”
Nina Missethon, Head of Talent Acquisition for Europe & CIS bij RHI Magnesita
The MrWork platform is actively used by RHI Magnesita’s recruitment specialists for both job promotions and creative campaigns to build talent pools. “We run campaigns for all types of roles, from operations to PR, across various regions and languages. Sometimes we have five or six campaigns running simultaneously. Recently, we launched a campaign in collaboration with the IT faculty of the University of Vienna to introduce IT talent to our company. From the campaign page, candidates enter an automated flow where they answer a few questions and register for our talent pool. Being able to offer these easy and accessible communication options and set up such campaigns ourselves shows the immense potential of this tool,” says Anita.
What the future holds
RHI Magnesita has plenty of ambitions for the future. “The key is to keep improving what we already do. We continuously analyze, learn, and optimize,” Anita states. One of their goals is to incorporate more visual content and explore the use of videos to enhance the appeal of their campaigns.
RHI Magnesita sees great potential in enabling seamless interactions with candidates. “Our conversion rates could be higher, and we believe that MrWork's recruitment marketing automation software can help us achieve this. Due to technical limitations, we have currently only implemented a chatbot on our German career page, but we aim to implement this on our global career site,” Anita explains.
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