Uniting Ambition wanted to build its internal team across its Midlands offices in Stoke-on-Trent, Manchester and Birmingham. The recruitment drive was going to be conducted during the peak recruitment period between January and March. Uniting Ambition was aware that as a recruitment firm, its potential candidates would be swamped with offers during these three months and so wanted a marketing campaign to make the brand stand out.
We decided that the best way to promote Uniting Ambition above its competition was to highlight key benefits of being an employee with the company. We worked with the internal recruitment manager to understand what rewards and benefits were judged to be the most important to current employees and within the industry.
We then reviewed how to best target that audience with the brand message, we decided to use a platform that we knew prospect candidates were familiar with and used daily for work, LinkedIn.
To ensure our message didn’t get lost in the multiple updates that get posted to the business network every hour, we chose to create a personalised video, unique to every viewer.
By leveraging LinkedIn’s open API we were able to pull out specific information regarding a users work history and create a video replicating their LinkedIn profile page, showcasing what their year would look like if they joined Uniting Ambition through a number of potential status updates.
We marketing the video via various channels, including email, social media and PR.
At the end of the video we embedded the option to connect with the recruitment manager via LinkedIn, email the manager directly or visit the website. Within the first 24 hours of the campaign going live, Uniting Ambition had already received double the quota of CVs to fill its roles and successfully filled all its placements.
The campaign has continued to run and works as an ongoing, active candidate attraction tool for the business and its clients.