A New Approach to TA

Turkcell’s digital process has revolutionised recruitment for early career talent.

By Marta Chmielowicz

Turkcell, the leading mobile phone operator in Turkey, realised that empowering today’s youth is critical to laying the groundwork for a more sustainable future. By engaging recent graduates and early career talent, the company tapped into a promising talent pool—a prospect that was especially enticing given that Turkey has the highest proportion of youth in the EU, with nearly half of its population under the age of 31.

To position the company as an innovator and employer of choice, Turkcell’s recruitment team developed a multi-dimensional approach to talent acquisition that embraced digitalisation. The resulting programme is called “YoungTalent” and recruits new graduates through a five-step process consisting of general ability testing, English language testing, a video interview, a personal aptitude test, and a one-on-one interview.

Artificial intelligence is used to analyse candidates’ voices and facial expressions during the video interview phase to learn about their motivations and feelings about Turkcell, and the results of the personal aptitude test are shared with candidates as a baseline for further growth and development. At the end of the recruitment process, Turkcell’s artificial intelligence tools analysed over 2,500 videos from 63,000 candidates, resulting in 150 new hires.

To promote the “YoungTalent” initiative, the recruitment team started by visiting 50 universities all over Turkey. They also developed a social media campaign featuring a viral video produced in-house that resulted in an influx of 13,000 Instagram followers in only a week. With the video, Turkcell became the first company in Turkey to internally produce a recruitment commercial film start to finish. This video was supplemented with other videos created alongside managers that showed the day-to-day experience of specific teams and departments.

A new internship programme started this year, “Stajcell,” also gives university students the opportunity to gain experience at Turkcell. In the selection process, candidates are encouraged to shoot a three-minute video, with the five most creative candidates chosen to present their ideas to the CHRO and executive leadership team.

As a result of these initiatives, Turkcell has seen greater collaboration, harmony, and higher competencies across its teams. Its reliance on digital tools to enable the recruitment process has made the company more competitive among young digital natives, earning it the honor of this year’s HRO Today AssociationRecruitment Team of the Year Award.

Posted May 25, 2021 in RPO & Staffingin Talent Acquisition

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