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Sheffield company Tribepad triumphs with win for bias challenging campaign at Prolific North Marketing Awards 2024

Celebrated for Best B2B Marketing Campaign 

Tribepad, the talent acquisition platform helping organisations make recruitment fairer, faster, and better, has been honoured with an award at the Prolific North Marketing Awards 2024, celebrated for their push to stop bias in recruitment with the Best B2B Marketing Campaign This award recognises Tribepad’s commitment to championing equality, diversity, and inclusion, as well as its exceptional B2B marketing strategy.

Known for supporting brands such as Tesco, NHS Professionals, Greggs, Liverpool FC, and Northumberland County Council, Sheffield based Tribepad continues to make waves in the recruitment industry, driven by a passionate mission to create positive change. The award-winning campaign, Stop The Bias, underscores this mission, addressing bias in recruitment and offering organisations practical strategies to foster inclusivity and reduce prejudice.

Tribepad were delighted to receive an award for ‘Best B2B Marketing Campaign’ for their ;stop bias in recruitment’ campaign

Tribepad’s Stop The Bias campaign launched in 2022 and was refreshed in 2024. The aim was to shine a light on bias in recruitment, helping organisations take meaningful steps to address and improve diversity outcomes. With compelling research, insights from over 2 million applications across sectors, and a detailed analysis of hiring data, the campaign highlighted areas of bias and equipped HR leaders with actionable steps toward fairer recruitment practices. Partnering with PR agency Resolut, Tribepad ensured that this campaign was accessible, inclusive, and impactful—reaching thousands of industry stakeholders, HR professionals, and ED&I specialists.

The findings have had extremely positive feedback from HR professionals and industry leaders, with many indicating an intention to implement recommended practices. Tribepad have worked closely with clients to help them better understand their candidates from a diversity perspective and they have changed their application process – with more candidates sharing diversity information as a result.

 

Tribepad have also seen use of their anonymous applications feature increase from just over 1% of applications prior to the Stop The Bias campaign to 4.25% over the past 12 months, with one in four Tribepad customers now trialling or using the feature. A huge increase, but one that also shows how much further we have to go. This feature anonymises key candidate data such as name, ethnicity and age so that recruiters aren’t biased [consciously or unconsciously] when moving applications through the initial screening and shortlisting stages.

The Prolific North judges said of the campaign: “This campaign to make recruitment fairer, faster and better for everyone was a hit with the judges. They said the campaign had some real eye-catching results, which has had a positive impact on diversity and inclusion in the recruitment industry.”

This focus on inclusivity and fairness also contributed to a Bronze win for Tribepad in the ‘Equality, Diversity and Inclusion Enabler’ category at the inaugural IHR Supplier Awards in May.

Tribepad’s Marketing Director Chris Cotterill also picked up the Marketer of the Year award

Reflecting on the campaign’s success, Tribepad’s Marketing Director Chris Cotterill, who also picked up the Marketer of the Year award, said: “These awards affirm our commitment to making recruitment fairer and more inclusive. We believe that positive change starts with real data, powerful insights, and the courage to challenge the industry to do better. We’re honoured to be recognised for our efforts and remain dedicated to helping organisations improve recruitment practices and create inclusive workplaces.”

Sarah Baldry, Director & Founder at Resolut said: “From the start, we knew this couldn’t just be another research report. We wanted to create a campaign that genuinely makes a difference, one that not only shines a light on bias in recruitment but also drives real, lasting change. Together, we challenged the industry to confront uncomfortable truths, providing organisations with practical tools and insights to improve their recruitment practices. We’re incredibly proud to have been part of such a meaningful and impactful initiative.”

The Stop The Bias campaign’s impact on Tribepad’s growth is undeniable. From substantial gains in marketing-qualified leads and new customer wins to an impressive 41% increase in contract value, Tribepad is proving that a purpose-driven approach can fuel commercial success.

 

About Tribepad

Tribepad is the trusted tech partner for recruiters who value both innovation and inclusivity. Headquartered in Sheffield, the platform serves 25 million people in 16 languages, empowering organisations like Tesco, Greggs, and Liverpool FC to streamline their hiring processes and promote fairer, more accessible recruitment. As a people-first company, Tribepad is redefining recruitment technology to drive a more equitable future.

For more information, visit the Stop The Bias campaign page at tribepad.com/stop-the-bias.