Best Employment Social Media Campaign

Our brief here was to attract graduates from software engineering, computer science, game development or related backgrounds to work at Jaguar Land Rover (JLR). To do so, we had to achieve a major perception shift amongst the target audience. We had to show them that JLR was a natural home for their skills and could offer them the chance to join them in leading a technology-driven revolution within the automotive industry. Time and budget were additional constraints we had to overcome. The objective here was to appeal to the curious, tech-focused minds that JLR needs to create its automotive revolution. Our solution involved creating a quest to find a mystery person. This played out across a range of existing Social Media platforms, starting with a YouTube video. The point here was to create a challenge that that was difficult enough to weed out unsuitable candidates and deliver only the best. A dedicated Reddit thread about how to solve the puzzle increased word of mouth. Having immersed them in the brand, we were able to rewrite the narrative of the JLR offer. Programmatic targeting was used to engage a passive audience while existing branded channels inspired die-hard brand fans. The results were impressive. 16,556 viewed the first-stage YouTube video. 19,270 click-throughs were achieved via programmatic. To date of the 29 outstanding candidates who completed the quest, seven have been hired and 20 are being considered. Many more have applied through the normal process.

Contributors:

TMP WORLDWIDE

Location: United States

About the Agency:

We’re the global talent technology leader intelligently solving the most critical challenges for employers and delivering results that strengthen their organizations. Our unified platform, augmented by rich data and deep industry expertise, is revolutionizing how employers attract and hire the talent they need through connected intelligence.