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Cbre Case Study

CBRE transformed their recruitment process from reactive to proactive by partnering with LinkedIn. They used LinkedIn's insights into the talent market to pipeline candidates and approach them before competitors. This increased their hiring speed, quality of hires, and control over recruitment while reducing costs. In the first year, CBRE directly sourced 50% of hires from LinkedIn, doubled their follower base, and increased hiring by 120 roles with ambitions for continued growth.

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fritz schnitzel
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144 views2 pages

Cbre Case Study

CBRE transformed their recruitment process from reactive to proactive by partnering with LinkedIn. They used LinkedIn's insights into the talent market to pipeline candidates and approach them before competitors. This increased their hiring speed, quality of hires, and control over recruitment while reducing costs. In the first year, CBRE directly sourced 50% of hires from LinkedIn, doubled their follower base, and increased hiring by 120 roles with ambitions for continued growth.

Uploaded by

fritz schnitzel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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LINKEDIN

HEROES

This is Mo,
With LinkedIn, CBRE has moved from a purely reactive recruitment
process to proactively hiring and pipelining, beating out competition
to hire the best talent.

“The impact it’s had on speed, quality and cost just in the period of 12
months is amazing. We are now aspiring to sit among world class
brands on LinkedIn.”

MO KARIM
HR Transformation Consultant

Company Profile
CBRE are a global commercial property consultancy firm providing professional advice and
management from over 300 offices in more than 50 countries. With the aim of maximising the
value of their clients’ real estate they provide services throughout the client journey from
consulting, research, representation, valuation and the execution of property sales and leasing.

Business Objective
Speedy transformation
As a business in the midst of massive growth, CBRE were losing out on the quality of talent
they needed due to a purely reactive recruitment process where roles were filled as they
became available.

“We were losing the war for talent because our competitors were getting to people faster than
us. We didn’t seem to be getting the right quality through and we didn’t have control.

Their goals for improvement can be broken down into the following points:

Control – moving away from reactive recruiting in favour of a strategic plan and pipelining talent

Speed – finding and engaging with the best talent before competitors, through gaining insights
into their audience and industry

Quality – transforming passive, quality standard candidates’ knowledge of the CBRE brand,
making people consider CBRE before becoming an active candidate

Cost – Reducing spend as well as massively decreasing the amount of management time, freeing
up capacity to source quality candidates
The Solution
A partnership with LinkedIn
Insights through Market Mapping
No longer are CBRE fishing blindly in the ocean, instead they use LinkedIn’s Market Mapping to gain insights into where the talent is, who
they’re working for and whether they’re passive or active.
Plan and prepare for growth
Pipelining typical people in the market to approach proactively is not only much cheaper than using traditional recruitment methods but
quicker, and requires far fewer resources.
Transform the brand
Becoming a much more social brand, CBRE are now warming up passive candidates and creating an attractive image of the brand all
year round. They doubled their LinkedIn follower base in the last 12 months from 8,999 to 18,655 and raised their Talent Brand Index from
13.1% to 27.9%.

The Results
It’s all about three key areas: speed, quality and control. LinkedIn is helping CBRE hit all three
simultaneously.
Combining complex, but brilliant solutions with “the go-to place to network” has transformed the CBRE brand in just 12 months.

• 100 new, higher quality, direct hires this year alone, freeing up hiring managers time
• Previously recruiting 80% through traditional recruitment methods and 20% word of mouth, CBRE now directly source around
50% of their hires through LinkedIn
• More than doubled their LinkedIn followers in just 12 months
• Increased hires from 280 to 400 in 12 months with ambitions to continue getting the best people and growing organically
• For every £1 spent on LinkedIn, CBRE are saving £3
“It was all about how LinkedIn started warming up our passive candidates. The thing we found was that in real estate CBRE is a
sizable brand, but if you do not work in real estate you would never have heard of CBRE and this is something we wanted to change
and transform. This is because of the company’s aspirations to become world class, to sit among other world class brands on
LinkedIn such as Shell and Apple.”

What’s Next?
The benchmark for globalisation
Looking to the future CBRE are focusing on building global relationships with passive and active candidates. They want to build a strong
employer brand that pipelines passive talent and stay on top of the competition and become an employer of choice. These solutions have
so far been UK based, but due to the impressive results, this has become a benchmark for CBRE divisions globally.

Advice from Mo

1
Define your vision and the most
2
Really understand what the
3
Create a solid partnership with
appropriate platform to achieve it. solutions are and how you can LinkedIn - open a two-way
Focus on a long-term vision, such make the most of them to achieve dialogue allowing them to
as building a premier employer your vision. understand your vision, your
brand and using talent direct business and ultimately achieve
campaigns, rather than short-term this vision.
objectives.

For more information talent.linkedin.com

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