Developing a funnel of fluent multi-lingual talent for global channel marketer.

The Birch Group was founded in the UK in 1992, fulfilling a need in the technology market for specialised channel marketing services and operations. With North America and Asia regional offices opened in 2007, Birch Worldwide was launched. As a global business, they have a company-wide need to recruit multi-lingual individuals across a variety of skills.

The Challenge

Birch Worldwide first approached Park Street People over ten years ago with the challenge of providing a regular source of both bilingual and trilingual individuals for a variety of admin and customer service roles. These individuals were required to support regular channel programs which Birch runs on behalf of its ever-expanding client base.

Focusing initially on the EFIGS combination (English, French, Italian, German and Spanish), Park Street People needed to develop a pool of individuals highly fluent (both written and verbal) in these languages, who were looking to develop a career within an organisation and so provide a long-term commitment to Birch as their employer.

Due to the stringent internal testing of language capabilities, sourcing suitable applicants is often a time-consuming exercise and relying on advertising to identify relevant individuals was not time efficient when urgent requirements came through.

The Solution

Park Street People took a long-term strategic focus with Birch, recognising the need to develop a continuous funnel of language speakers, who would meet the high level of fluency required to work successfully within the business. 

For over 5 years now Park Street People has taken a realistic and patient approach which focuses on growing a database of suitable “Birch” candidates who can be contacted immediately as and when a specific language combination is required.

The Result

By taking a more proactive stance in the hiring process, Park Street People have frequently been recognised as being one of the top-performing recruiters on the Birch Worldwide PSL. Sourcing high-calibre language speakers is often a challenge, so being able to have complete trust in a recruiter takes time to develop. Birch regularly asks Park Street People for advice and market information when looking to hire and this has established a robust working partnership.