100% Australian owned, Finite IT Recruitment Solutions is ANZ’s leading Technology, Digital and Business Transformation specialist recruiter. With nine ANZ offices, 90 internal staff, 1,000 external contractors and over 200 clients, Finite’s Australian recruitment business contributed $180M of the Group’s overall revenue of $381M for FY18.
Founded by Managing Director Tracy Thomson in 1998, the business has grown rapidly through a mixture of organic growth and strategic acquisition. In 2016, the acquisition of leading New Zealand IT recruitment business, NineTwenty, strengthened its well-established market position across the Tasman. Its high performing, motivated and highly valued staff, provide an exceptional customer experience, ensuring that it remains the ‘recruiter of choice’ across an established and fast-growing client base. In 2018, Finite acquired leading specialist Melbourne agency, Rowben Consulting which was seen as an excellent opportunity to acquire because of its substantial contracting base, strong permanent capability and a very experienced and talented team with additional complementary services.
Finite recruits quality Digital, Technology and Business Transformation professionals as well as Superannuation and Insurance specialists for its clients across a diverse range of industry sectors including: Banking and Financial Services; Telecommunications; Government – Local, State and Federal; ICT Vendors; Fast Moving Consumer Goods; Digital Media; Education; Health & Pharmaceutical; Transport; Energy Resources & Utilities; Not for Profit; and Supply Chain & Logistics.
Finite are a commercially focused organisation so it was necessary to build a comprehensive marketing strategy that included not only brand awareness but a strategy directly aligned with its sales function to drive bottom line profitability.
The recruitment industry operates similar to a marketplace model, so in order to be successful, Finite recognised the need to create engagement and opportunity with both its clients and potential talent pool so the marketing efforts were split in order to focus on these two distinct audiences.
During 2018 the company’s focus was to capitalise on its strong brand awareness and begin to create tangible deliverables by implementing an inbound acquisition marketing strategy.
There were some key principles that it believed would be core to successful marketing: place customers (both clients and candidates) at the heart of what they do; engage with the right people, with the right message, at the right time, using the right channels; engage the entire organisation with its marketing efforts.
For this reason, it was decided to combine best practice recruitment marketing, inbound marketing methodology, customer lifecycle marketing, and account-based marketing principles while ensuring inclusion of the voice of customer in its marketing communication.
Finite’s desire to shift away from a more traditional marketing methodology and evolve as a leader in digital marketing within its industry through the implementation of a new thought leadership strategy, continues to gain traction and buy-in daily. The ongoing campaigns remain a work in progress, but are clearly delivering on promise, having given the Finite business a raft of new, unique and meaningful collateral to take to market.