Thomas Telford, the commercial arm of the Institution of Civil Engineers (ICE), has selected email marketing specialist, Lyris UK to provide targeted job alerts for www.icerecruit.com, the official ICE recruitment website. 

Lyris ListManager enables candidates to state preferences, such as region, position and salary requirements, in order to receive emails about posts relevant to them.  

Emailed job alerts also enable Thomas Telford to measure response rates for campaigns and therefore help employers see return on investment for their spend on recruitment advertising. It demonstrates the effectiveness and value of personalised online recruitment via targeted email at a time when there is an excess of civil engineering positions on offer compared to candidates available.

Matthew Smith, head of ebusiness at Thomas Telford, explains: “Sending candidates too much irrelevant information devalues the service which is being provided.  Lyris enables ICErecruit.com to take into account factors such as the geographical area in which someone wants to work, as well as their niche specialism.  As a result, every email that a member receives could potentially contain their ideal job.

“Working with Lyris to provide targeted job alert emails has improved open rates and click-throughs. This benefits both our candidates, who receive relevant information, as well as our recruitment advertisers who get accurate feedback on how well their campaigns are working.”