Fuelling Talent Acquisition for European Call Centres all year round

The Challenge

Conduent (formerly Xerox) reaches out to Maxleads online marketing expertise to help them attract thousands of customer care applicants with a range of qualifications for their quickly expanding call centres in Europe while taking cultural differences into account.
Conduent, a frontrunner in business process outsourcing with a strong focus on customer care, was launched in early 2017 following its separation from Xerox.
When entering the European market in 2010, Conduents* core customer care activities were focussed on the Dutch market. Maxlead assisted Conduent in attracting thousands of new customer care applicants annually for the Dutch market through Paid Search, Display and Remarketing.
As of early 2013, Conduent has aimed at expanding their customer care outsourcing business into new EMEA markets, namely Turkey, Czech Republic, Germany and UK, as well as Romania and Albania. These new call centres have been gradually acquired by Conduent and then rebranded.
Subsequently, Conduent faced the challenge of creating and strengthening its brand awareness in all new countries, while taking cultural differences into account and responding to the existing hiring needs of each market.
Taking all best practises and past experiences from the Dutch market into account, Maxlead was asked to manage online marketing activities for online recruitment in the new markets.

*at that time still operating under the name Xerox



more online applications

more EMEA online applications

cost savings

Performance improvement:
– Percentage of applications deriving from Conduents online channels increased by 20%
– Number of online applications from EMEA countries increased by nearly 200%

Increased employer brand proposition:
– Higher online brand awareness resulted in a considerable boost in employer branding

Long-term cut in costs:
– Based on a front-end analysis, online channel performance was optimized and resulted in 20% cost savings

"We consider Maxlead to be a valuable partner on a strategic, tactical and operational level. No matter what questions we have - thanks to their comprehensive online marketing expertise Maxlead is the first partner we turn to for support."

Daan Eenkhoorn EMEA Online Marketing Manager Conduent