Recruitment agencies that do not deliver the "02 branded experience" to candidates applying for jobs with the mobile phone firm will be trimmed from its current list of 30 key suppliers, Ian Ruddy, head of 02's HR services, has warned.

Ruddy described the elements that comprise such an experience as including "the look and feel of graphics, the positioning of the brand, the tone of voice [in advertising]. You get a feeling from the wording". The experience would also get across the idea that 02 is a "non-hierarchical organisation".

"Not all suppliers can deliver the 02 branded experience. But smart organisations will think, 'What are they looking for?'," Ruddy said. "We're a brand people want to be associated with."

Ruddy was speaking at a small gathering of recruitment professionals and journalists in London. The focus of the conversation was on candidate relationship management in high-volume recruitment environments. 02 is emphasising high-touch techniques in recruitment, such as sending text messages to alert successful candidates that they can expect a job offer, to differentiate themselves in the market.

Ruddy said: "The majority of people smile when they get a text message."