Great recruitment campaigns: key success factors

AIMING HIGH – BRITISH AIRWAYS i360 TARGETS SOARING TICKET SALES WITH OYSTER RECEIPT ADVERTISING

Whatever your industry, when you’re looking for top talent to join your team your marketing strategy should be all about attracting the right fit for your business. Latest statistics show that there are a total of 751,000 vacancies being advertised in the UK right now and 1,597,000 unemployed potential employees out there. Designing a targeted recruitment campaign is imperative to help you stand out from the crowd and reach your intended audience. In addition to reaching the right audience, however, there are a number of other key success factors and we’ve compiled some of our favourite recruitment campaigns to demonstrate best practice.

It is critical to remember your recruitment campaign is as much of a brand building exercise as the rest of your marketing.  For example:

  • 69% of job seekers would not accept a job with a company with a bad reputation whilst 84% would leave their current job to work for a company with an excellent reputation.
  • Online job posts receive an average of 36% more applications when accompanied by a recruitment video.

The creative approach and type of media you choose will depend on the type and number of roles you are looking to fill as well as the skills required.  We think the campaigns reviewed here have done a good job of bringing the roles to life in a way that is both informative and engaging.

Armed Forces

army recruitment campaigns

Backed by a £30 million budget from the MoD, the UK armed forces recruitment campaigns have become difficult to miss. As numbers of new recruits in the army and navy are in decline, what makes these ads so important for the armed forces?

  • For starters, these recruitment ads are less obviously about recruitment and more about camaraderie, personal development and discovering new opportunities. These messages, plus their application in a mixture of formats (television, social media, display advertising, outdoor, radio, online content and experiential) are great ways to capture the attention of the target audience.
  • On the subject of personal development, the armed forces ads successfully communicate the opportunity to learn new skills throughout all of their messaging. Ads don’t just show soldiers on the battlefield, but advertise the diverse range of jobs that the armed forces has on offer; everything from chef to engineer is advertised. This opens the armed forces up as an option to those who hadn’t necessarily considered it before.
  • Relatability is another strong factor in these campaigns. The campaign makes it easy for audiences to relate to messages, allowing them to put themselves in the shoes of soldiers.
  • Lastly, these campaigns all tell a story, making them both engaging and informative, as well as playing a big role in their relatability.

Teaching

teachers make

With 79% of schools struggling with recruitment and a growing shortage of teachers in the UK, the government launched a brand new campaign aimed at attracting more young talent to teaching. The Get Into Teaching campaign focuses on personal development, as well as the rewarding nature of teaching as a career. So what works about these ads?

  • Like the armed forces campaigns, they have the relatability factor showing a range of individuals, with a variety of skills.
  • Asking ‘what does a good teacher make these days’, focuses on the impact teachers can make on their students, as well as dispelling ideas that teaching is badly paid, a key factor for job seekers.
  • The TV and digital campaign were also well integrated using the hashtag #TeachersMake, which gained continued traction and allowed real teachers to join the conversation, act as influencers and support the campaign.

Reed

reed love mondays

Job site, Reed, reached out to people in a variety of sectors with its Love Mondays campaign, with a view to increasing sign ups to the site and place people in jobs more suited to them.

  • The campaign integrated a number of platforms including: television, YouTube, social, catch-up TV, outdoor and mobile.
  • Pegged as their biggest ever candidate attraction campaign, this range of media allowed Reed to reach 20 million adults in full-time employment and persuade them to consider changing careers.
  • The timing was all right for the launch of Reed’s campaign. Launched on New Year’s Day, Reed took advantage of the fact that this is the time many people look to make career changes.
  • The drive saw Reed acquire 1 million job applications by the beginning of January 2016 and over 60,000 new candidates. The campaign also saw 50,000 new vacancies posted to Reed job boards over a range of sectors.

Success factors:

To sum these up, the key success factors that bind these three recruitment campaigns are:

  • Relatability
  • Messages around opportunities for personal and career development
  • Integrated media
  • An emotional, storytelling element. Like brands, 92% of consumers and potential candidates are looking for adverts that tell a linear story.

So, how can Ticketmedia help?

knowhowocado

There are a number of ways you can translate these key success factors into a great ticket or receipt campaign. As we said before, when you’re looking for top talent, you should leave no stone unturned. A Marketing Week survey suggested that people who see an OOH campaign are 17% more likely to engage with a brand than with other formats. This applies just as much to recruitment advertising as any other kind of messaging.

Tickets are an effective way for people to quickly and easily pass relevant messages to the right people; a parent to their graduate child or one friend to another, for example.

Furthermore, transport formats like bus tickets, Oyster Ticket Stop receipts and petrol receipts are a great way to interrupt workers on their daily commute. By grabbing the attention of your target audience at the right time your message will have greater impact and drive increased action.

If you’d like to explore how these out of home formats can support your recruitment campaign, or any other marketing objectives, contact us

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