Meeting business demands now and in the future.
The challenge
Engineering Quality is a new, but vital department within Jaguar Land Rover. Combining technical expertise with commercial prowess, they’re responsible for the continuous refinement of Jaguar and Land Rover vehicles. But how do you hire the right candidates for the job, when six months ago, the job didn’t exist? We didn’t just need a campaign to attract candidates, we needed one to educate them too.
The solution
We created a campaign that appealed to the ego and ambition of our target demographic – all natural born problem-solvers and self-confessed perfectionists. A targeted approach was taken, with print, display networks, PPC and social honing in on a small demographic of suitable candidates with transferrable skills. Key members within the EQ team were given LinkedIn toolkits to boost referrals, and the website was loaded with an interactive piece to educate candidates.
Try the educational tool
The results
Over 98 days, (26 October to 31st Jan 2016), the predominately digital-based campaign generated 1,886,447 impressions. The dedicated Engineering Quality section of the website received 12, 895 page views, with 10,563 unique visitors. 6,658 clicks were generated from display banners and PPC ad words, with almost 500 clicks from the social campaign. There were 1,226 apply link clicks and 929 submitted applications – for just twenty roles. 1 out of 5 visitors to the Engineering Quality page clicked apply, and 1 out of 10 visitors submitted an application. All available roles have been filled and a pipeline of high-quality candidates has been created to meet the demands of the business going forwards.
Awards
CIPD RMAs 2016 – Recruitment Effectiveness – Nomination (TBA)
Art Director: Louise Organ