B2B – Expert Network – Methodology- Focus Groups
LHH Case Study
"A major finding was the lack of initial awareness about their services, as many participants had no prior knowledge of how the program could help them."
Introduction
LHH (Lee Hecht Harrison), a global leader in career transition services, partnered with FG Connect to improve the effectiveness of their candidate collateral, aiming to increase program sign-ups. Through qualitative research, LHH sought to understand how to better communicate the benefits of their services, focusing on what resonates most with candidates who have recently experienced redundancy. The research aimed to uncover key insights into language, imagery, and the type of content that would increase candidate interest and understanding
Specifications
FG Connect conducted three online focus groups, each lasting 90 minutes, with a total of 18 participants. The participants were a diverse mix of men and women, ranging in age, who had recently been made redundant from senior roles across industries like telecommunications, finance, and insurance.
Results
The research revealed key areas where LHH could enhance their collateral to better support and engage candidates. A major finding was the lack of initial awareness about LHH services, as many participants had no prior knowledge of how the program could help them.
FG Connect’s research highlighted several recommendations for LHH to improve candidate engagement. Including providing more actionable information about the services available and how candidates could tailor the program to meet their specific needs. And to work alongside HR departments to ensure that candidates are introduced to the LHH service as a key component of the redundancy process, not an afterthought.
By implementing these changes, LHH could improve their communication and enhance candidate confidence, ultimately leading to higher program enrolment and better outcomes for candidates navigating their career transition.
