This campaign drove 1500 job applications in one week from Canada’s top graduates.
The Step & Jump HR Campaign was for the Human Resources department and was a recruitment campaign on two levels; one for corporate office and one for retail, warehouse and operations staff. We co-created the campaign with the staff and it included two videos and numerous print materials for the campaign.
BC Liquor Distribution Branch has both a provincial managerial and retail mandate. They identified a five to ten year retirement watershed looming. The challenge to replace the soon to be retired employees was essential. Therefore, the need for the transference of skills was crucial and time sensitive. A recruitment strategy had to be set into place.
We took a people-centered approach to the recruitment strategy. We focused on finding the business fan base among the employees. These were the champions who loved their jobs. People don’t believe what organisations say, they believe what their peers say. We co-created with employees and an open casting call went out to every member of staff in the province from upper management to warehouse and deliveries. The big idea developed was ‘here’s my story’. Selected staff were identified as the main storytellers. The big idea was applied to story telling and utilised social media to effectively reach the Gen X and Gen Y target market.
This project resulted in an unbelievable genuine relationship developing between staff and the organisation, more than you get from the Christmas office party. Upper management realised they had amazing employees, and employees realised how fresh and creative upper management were. This continued to offered up other co-creation opportunities between staff. The project produced a record number of quality recruitment applicants, many of whom, when surveyed would not have considered this organisation as a prospective employer. The storytelling, business narrative and social media outreach, resonated successfully with this target market.
STRATEGY: RESEARCH & ANALYSIS, BRAND STRATEGY, MARKETING STRATEGY, ART DIRECTION, CASTING CALL
CREATIVE: BRAND DESIGN, EXHIBITION DISPLAYS, PHOTOGRAPHY, FILM STORY BOARDING, EVENT PLANNING, MARKETING MATERIALS
CLIENT: BC LIQUOR DISTRIBUTION BRANCH