Effectively Recruiting Frontline Talent at One of Canada’s Biggest Companies with ThriveMap

Aysha Felic, Talent Acquisition Manager at TELUS, on how onboarding retention and new hire performance soared after implementing ThriveMap’s Realistic Job Assessments.

TELUS is a leading telecommunications company in Canada, with over 100,000 employees. Like many large enterprises, TELUS’s recruitment operations are complex, and continuously evolving to meet the dynamic needs of the business and the industry. Here, Aysha Felic, Talent Acquisition Manager, discusses how TELUS partnered with ThriveMap to implement a pre-hire assessment tool tailored to their Solutions Adviser and Support Agent roles, and how this has led to significant improvements in retention and performance during onboarding.

Can you describe your role and responsibilities at TELUS?

I lead a blended recruitment team at TELUS, responsible for frontline hiring across both our consumer and business divisions. This includes recruiting for call centre agents, technicians (both in-home and construction), and leadership positions like team managers and operations managers. My team also supports hiring for more specialised roles such as business analysts and strategy managers.

I’ve been with TELUS since 1997, and in talent acquisition since 2007, so I’ve seen significant changes in our recruitment processes, especially as technology has streamlined many elements. My team of nine people hires up to 3,000 individuals annually during peak times, managing a variety of roles across the organisation.

What challenges do you face in recruitment?

The biggest challenges come from adapting to TELUS’s global growth and the rapid pace of organisational change, which makes planning and forecasting complex. It makes it crucial we’re hiring the right people in the right jobs.

Additionally, transitioning from traditional recruitment practices to more modern, tech-driven solutions that focus on creating a positive candidate experience has been another challenge. Finding ways to engage candidates effectively while meeting the growing needs of our business is key.

What was your recruitment process like before ThriveMap?

Before we implemented ThriveMap, our assessment process was quite cumbersome and lengthy. Candidates were required to complete assessments that could take up to 90 minutes, either in person or online, leading to high dropout rates. Moving assessments online was a step in the right direction, but the lengthy process still presented a barrier and we weren’t confident about the accuracy of the hiring data. This drove us to search for more efficient solutions to improve candidate engagement and reduce attrition.

What roles does TELUS use ThriveMap to assess?

TELUS currently uses ThriveMap to assess two key roles:

• Solutions Advisor: This role blends customer service, problem-solving, and sales. It is primarily focused on frontline call centre positions where employees assist customers with queries, resolve issues, and, in some cases, manage sales opportunities.
• Support Agent: These roles are more operational, focusing on tasks such as operator services (e.g., assisting callers with various services) and security monitoring (e.g., responding to triggered alarms). Unlike Solutions Advisors, these roles focus on support functions rather than customer interaction or sales.

How has ThriveMap improved frontline recruitment at TELUS?

We can’t believe the extent that ThriveMap has transformed how we assess candidates and the results the bespoke assessments have achieved. The assessments are quick, engaging, and highly customised to the specific roles we’re hiring for, such as call centre agents. By simulating a “day in the life” of the role, candidates get a realistic preview of what to expect, which ensures better alignment between the candidate and the job.

This has led to significantly improved completion rates, higher training pass rates, and a marked reduction in attrition during onboarding. The shorter assessment duration has also made the process much more attractive to candidates, contributing to a more positive recruitment experience.

“ThriveMap’s assessments led to significantly improved completion rates, higher training pass rates, and a marked reduction in attrition during onboarding.”

What feedback have you received about ThriveMap from candidates and hiring managers?

Candidates find ThriveMap’s assessments to be more relevant and far less burdensome compared to traditional methods. This simplicity has made the recruitment process more engaging, contributing to an overall more positive candidate experience.

Hiring managers love the clarity and simplicity of ThriveMap’s reports. The insights are easy to interpret and provide a clear picture of each candidate’s strengths and areas for improvement. This has significantly improved decision-making and made the hiring process more efficient.

Moreover, ThriveMap has delivered better alignment between candidates and roles, as well as improved training outcomes, which is something we’re excited to build on as our hiring activity increases.

“ThriveMap’s pre-hire assessments have demonstrated better alignment between candidates and roles, as well as improved training outcomes…“

What do you see as the biggest benefit of ThriveMap?

The greatest benefit of ThriveMap is its role-specific customisation. The platform tailors assessments to reflect the day-to-day realities of each role, which ensures that candidates are better aligned with the job from the outset. This has led to improved training outcomes, higher pass rates, and lower attrition during onboarding. ThriveMap has become an essential tool in our recruitment process due to its ability to accurately assess candidate suitability.

“We’ve experienced better training outcomes, higher pass rates, and lower attrition.”

Are there any surprises or standout features of ThriveMap?

We’ve been particularly impressed by the customisation and simplicity of ThriveMap. It seamlessly integrates into our recruitment process, with assessments branded to reflect TELUS’s identity and tailored to meet the specific requirements of each role. This personalised approach has been a game-changer, enhancing both efficiency and effectiveness in candidate selection.

Does TELUS recommend ThriveMap?

TELUS highly recommends ThriveMap for several reasons:

1. Customisation: ThriveMap’s assessments are specifically tailored to TELUS’s branding and the day-to-day realities of the roles being filled. This helps set clear expectations for candidates and ensures alignment with TELUS’s values.
2. Positive Outcomes: The assessments have led to improved training outcomes, higher pass rates, and better overall candidate fit, all of which demonstrate their effectiveness.
3. Service Quality: ThriveMap’s team has been incredibly responsive and supportive, even across different time zones. Initial concerns about working with an overseas provider were quickly alleviated by the excellent collaboration and communication.
4. Procurement Advantage: During the vendor selection process, ThriveMap stood out for its adaptability and personalisation compared to other vendors.

What to do next: Is ThriveMap right for you?

If you’re struggling with high attrition rates and need a partner who can help you improve candidate alignment and retention, ThriveMap is here to help. High-volume hiring requires an expert partner who can deeply understand your ideal candidate profile and create job-relevant assessments that ensure long-term success. If you’re hiring for more than 50 entry-level roles and want to reduce attrition during onboarding, ThriveMap is the solution.

Request a demo today, and let us help you build a stronger, more resilient recruitment process that improves retention and drives better outcomes for your business.