First-Class Talent Delivery: How Royal Mail Transformed Their Recruitment with AI and SAP

For over 500 years, Royal Mail has been entrusted with delivering the nation's most important packages — from love letters and birthday cards to holiday presents that must arrive before Christmas morning.

What many people don’t know is that behind each perfectly timed delivery stands an intricate talent operation that faces its own critical deadlines. It's a talent logistics challenge as complex as the delivery network itself — recruiting, screening, and onboarding qualified candidates fast enough to handle the nation's holiday wishes.

At SAP HR Connect in London, Royal Mail’s Lisa Scales, Talent Acquisition Director, shared how they transformed its transportation and distribution recruiting processes through the strategic integration of SAP SuccessFactors and Phenom's Intelligent Talent Experience platform. The results of this first-class talent tech ecosystem across their diverse workforce needs? Nothing short of a special delivery of talent acquisition excellence.

A Tale of Two Halves: Royal Mail's Unique Talent Landscape

As one of the UK's most recognizable brands, Royal Mail operates at an impressive scale with over 130,000 employees delivering to 32 million homes across the nation. During the holiday season, Royal Mail must orchestrate a massive hiring surge, bringing on 40,000 additional workers in just six to eight weeks, to ensure those Christmas parcels reach their destinations.

Their talent landscape presented a fascinating dichotomy — what Scales referred to as "a tale of two halves." On one side are 115,000 frontline colleagues (like “posties” walking approximately 12 miles daily) who form the backbone of the operation. On the other side are the people supporting this vast infrastructure, including everything from customer service to fleet maintenance or IT. As Scales explained, "Our demographic of talent is changing. We need to have internal expertise in automation and cyber security — all those things you may not think about in an organization like Royal Mail."

A critical aspect of Royal Mail's approach was recognizing the different roles that required specific recruitment processes. From postal workers, primarily concerned with location and hourly pay, to cyber security experts, focused on career development and technical challenges, the organization needed a platform that could adapt to these varying needs. The broad set of candidate personas and job categories Royal Mail targets created unique recruiting challenges, especially as the organization adapts to an increasingly competitive marketplace.

The Need for Speed
The "job zones" framework is instrumental in helping deploy hiring automations and intelligence strategically across diverse workforce needs. For Zone 1 and Zone 2 roles, businesses need fast hiring for frontline and hourly employees like postal workers and mail sorters. The priority is on location-based job discovery and streamlined, conversational applications with minimal friction to reduce application time.

Scales illustrated their mobile-optimized, persona-based approach: "Your delivery driver is invariably sitting in their van at the end of the shift on a mobile phone. Your cyber security expert is invariably sitting at a desk on a laptop."

The Need for Focus
For Zone 4 and Zone 5 positions, such as cyber experts or lawyers, businesses need focus and benefit from more sophisticated sourcing and assessment capabilities, but still need automation for high-demand roles.

"From a cyber perspective, we want to understand somebody's level of technical knowledge," she noted. This graduated approach to recruitment automation ensures that Royal Mail applies the right level of automation and intelligence for each role; streamlined applications for high-volume frontline positions, intelligent interviews and assessments for highly-skilled functions, and personalized engagement for all.

The Burning Challenge: Candidate Conversion

Filling tens of thousands of roles in only a few short weeks requires an extremely efficient top-of-funnel talent marketing engine that can engage, convert, and re-engage talent.

Job seekers visiting career sites expect modern e-commerce-like experiences that are mobile-friendly, conversational, searchable, and personalized. Talent efficiency can be difficult to deliver with legacy career sites and candidate relationship management solutions, and the results showed – their primary talent funnel was broken:

Only 8% of career site visitors were applying for jobs
The application time averaged a lengthy 30 minutes
43% of candidates abandoned the application process before completion

“The experience that we were giving them was probably too lengthy for the personas that are changing and coming into the business. So we had to adapt based on the market and the labor market that we're trying to attract”, described Scales when discussing their career site challenges. “But the reality is every single person that touches the Royal Mail brand is a customer as well. So it's absolutely imperative we give a good experience.”

These numbers represented missed opportunities in their recruiting efforts. Scales emphasized the importance of providing not just a better candidate experience but addressing the imperative of reducing wastage in the talent pipeline. They wanted to be able to engage with everyone in their talent ecosystem — from those who had visited the site but had not completed applications, to company alumni who had worked at Royal Mail in the past.

“Being able to engage with people so they would return to us was absolutely key,” Scales shared. “But it was a very manual effort. We wanted something where we could engage and re-attract. Some people come and work for us just for the seasonal period, go away, and then come back to us,” she explained.

Tailoring Experiences for Different Personas

To fix their candidate conversion issues and meet their high-volume seasonal hiring demands, Royal Mail implemented a comprehensive suite of solutions through the Phenom platform:

Dynamic Career Site: Provides a personalized experience that adapts to candidate personas and showcases relevant opportunities based on skills, experience, and location
AI-Powered Chatbot “Penny”: Named after the historic Penny Black stamp, this conversational assistant guides candidates through job discovery and streamlines applications
Intelligent Talent CRM: Enables recruiters to build, segment, and nurture talent pools for rapid deployment during peak hiring periods
Automated Campaigns: Facilitates targeted outreach to previous seasonal workers, silver medalists, and incomplete applicants to reduce time to hire for recurring positions
Virtual and In-Person Events: Streamline registration and follow-up for recruitment events through an integrated platform
Hiring Automation: Reduces administrative burden on recruiters with customized workflows that can be triggered for specific roles and candidates to provide automated screening and scheduling functionalities

Tailoring Experiences for Different Personas

Perhaps most importantly, the implementation has enabled a shift in how recruiters approach their work — from transactional to strategic:

"Having a marketing engine to be able to source and engage people... enabling my recruiters to switch their mindset from being a transactional recruiter to actually marketing and utilizing the assets, utilizing the people that we've attracted."

To ensure they're finding the right candidates for each role across their diverse job zones, Royal Mail has leveraged several AI-powered matching capabilities:

Location-Based Matching: Connecting candidates with opportunities based on proximity to delivery offices — crucial for frontline postal roles
Skills-Based Job Discovery: Helping candidates find relevant positions based on their experience, even when job titles differ across industries
Intelligent Sourcing: Enabling recruiters to quickly surface qualified candidates from large talent pools during high-volume hiring periods
Persona-Based Sourcing: Defining ideal candidate profiles for different role types to focus recruitment marketing efforts

Despite heavy adoption of AI, Scales highlighted the importance of maintaining some human touch in the process, particularly for postal delivery roles: "We won't remove that. We won't have a totally automated process, because we've got to look somebody in the eye because we're trusting them to arrive at somebody's doorstep every day."

The SAP and Phenom Integration

The implementation focused on maintaining SAP as the system of record while leveraging Phenom for candidate experience and recruiter efficiency. Royal Mail selected Phenom to enhance their SAP SuccessFactors environment for several key reasons.

Platinum Proven Partner: Seasonal hiring creates additional complexity where any solution had to be implemented quickly in the off-season between peak hiring periods.
"I needed to find a partner that had the experience of integrating with SuccessFactors," noted Scales.
Seamless Data Integration: Consistency is critical when it comes to users working in multiple systems. A bi-directional integration allows recruiters to eliminate redundancies in their workflows and have confidence that they are using accurate data. "The great thing about it was it was infinitely flexible based on what we needed. My system of record and my Phenom platform say exactly the same thing," revealed Scales.
Powerful Engagement: "The reality is that SAP SuccessFactors is absolutely our core system of record and it's our compliance tool, and it does a brilliant job. I would describe Phenom as the marketing engine on top of my system of record," said Scales, which fixes their candidate engagement and seasonal hiring challenges while seamlessly integrating with their larger operational tech ecosystem.

SAP and Phenom Integration Value details

The Phenom SAP integration demonstrates how even organizations with centuries of history can reinvent themselves to meet modern challenges. Through this strategic partnership, they've not only addressed their immediate hiring needs but positioned themselves for sustainable talent acquisition success in an increasingly competitive marketplace.

Early Results & Future Plans

Since recently going live, Royal Mail has already seen remarkable improvements:

40% increase in candidate traffic
79% conversion rate for applicants (a substantial improvement)
10% increase in female candidates
13% increase in candidates under 30
88% decrease in time to apply (30 minutes to 3 minutes, 42 seconds)

Royal Mail's transformation journey continues, with plans to scale hiring for peak periods, further enhance the candidate experience, and empower managers to hire the right candidates more efficiently. By applying different levels of automation and intelligence across their job categories, Royal Mail has created a recruitment ecosystem as sophisticated as its delivery network.

"We’re in a fantastic situation where we now have all the tools for the experience piece," Scales summarized. "We've truly transformed how we connect talent to opportunity."

Discover how your organization can achieve similar results with SAP SuccessFactors and Phenom integration.

Kevin Binko