Winners 16. 07. 14 THE BREWERY, LONDON
In association with
Headline sponsor
Category sponsor
to tonight’s winners Congratulations to all the finalists of this year’s CIPD Recruitment Marketing Awards. We all know the challenge of attracting the right candidates, and ultimately hiring the right people, didn’t go away because there was a recession. There were still many vacancies that were difficult to fill with the right skills set and organisational fit, But with the jobless queue continuing to shrink, and a recovery really beginning to take hold, high-quality recruitment campaigns are more important and more in demand than ever. One thing the financial crisis and the turmoil that followed did bring into sharp focus was the deep-rooted cultural challenges facing many businesses. We have a crisis of trust in leaders and managers that will, in many places, take years to put right. There is no single solution – but getting better at recruiting people with not just the right skills, but also the right values, behaviours and long-term cultural fit is certainly part of the picture. So the work you all do is not just about filling gaps now, but helping build sustainable, future-fit organisations. That’s why it is so good to see so many fresh and original ideas for reaching clear target audiences, delivering impactful and engaging campaigns built not just on great creative and content, but also on credible and authentic storytelling. We’re delighted to run these Awards each year, to celebrate the work you all do to support HR in getting the right
Our judges Thank you to all our judges for giving their time and expertise to helping us select the most worthy winners for this year’s Awards.
people, in the right jobs, to deliver on organisational objectives. I’d like to thank our headline sponsor, Resource Management and category sponsor, Recruiter for their contribution and ongoing support for this year’s Awards, and all the many judges who have been generous with their time in reviewing all the entries and picking the best from amongst them. I’d also like to thank everyone who has entered the great work that is featured and celebrated here tonight. The competition was strong, so making it as a finalist is an achievement in itself. My particular congratulations go to all this year’s winners, who have excelled in a strong field. I look forward to seeing more great initiatives next year.
Peter Cheese Chief Executive, CIPD
Matt Alder, MetaShift // Ed Barzilaij, Maximum Employment Marketing Group // Barnaby Cook, Casual Films // Stephen Dix, AIA Worldwide // Susan Firbank, Barclays Bank // Marchessa Hollyfield, Wave // Daniel Kevin, Bernard Hodes // Jenny Lynch, CIPD // Claire McCartney, CIPD // Steve McNally, 52N // Anthony Moran, Redactive Media Group // Shaun O’Hara, Thirty Three // Nathan Perrott, AIA Worldwide // Simon Phillips, Bernard Hodes // Janice Rae, Genius // Christine Randall, Thirty Three // Tracy Scoggins, Virgin Money // Sarah Smith, Yorkshire Building Society Group // Iain Snape, Rolls-Royce // Ruth Stuart, CIPD // Michael Tamlyn, Wave // David Thompson, Penna // Nick Walrond, Resource Management // Rebecca Williams, Thirty Three // Alistair Wotton, TMP // Dan Younge, SMRS
“it’s good to see so many fresh and original ideas; engaging campaigns built not just on great creative and content, but also on credible and authentic storytelling”
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BEST ART DIRECTION
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Client: Ministry of Defence Agency: Havas People The Ministry of Defence (MoD), which needed to recruit 120 police constables across the UK, wanted to attract a more diverse audience. In order to challenge traditional perceptions, the MoD sought to highlight a different skill set. The agency therefore set out to capture the attention of a passive audience and try and reach people at a time when they might not necessarily be hunting for a job. To reach this audience Havas People had to offer something visually arresting in order to surprise people and shift perceptions. Therefore, Havas People created the outline of a gun from components that represented the personal qualities required for the role – from customer focus, patience and communication skills to stamina, responsibility and empathy. The first month alone led to 302 applications, and results proved that the agency was successful in capturing the attention of a passive audience with something different, attracting 113,401 unique visitors to the website and driving 524,220 page views.
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More than 3,240 application forms, 1,353 competencies forms and 779 pre-application forms were downloaded, as well as 702 NEOF (new entrant from other forces) forms. In total, there were 406 new recruits and 144 NEOFs. The challenge was to attract 120 people to the role. So, with 406 new recruits and 144 NEOFs, coupled with the work featuring on numerous respected online publications, Havas People can say with confidence that the project really worked. Judges’ comments Brilliant concept of combining different skill sets into one impactful image. Great attention to detail in image with immense relevance to the organisation and role, well thought out headline and great balance between imagery, text and headline.
FINALISTS HIGHLY COMMENDED Client: FCO Services Agency: TMP Worldwide Client: Thales Agency: AIA Worldwide Client: RollsRoyce Agency: Futurestep Client: Direct Line Group Agency: Havas People
Client: compare themarket.com Agency: TMP Worldwide Client: Royal Mail GRA Agency: Work Communications Client: Severn Trent Water Agency: Work Communications
BEST PRESS ADVERTISEMENT
Winner Client: Bidwells Agency: WDAD Communications Bidwells is a property consultancy employing almost 500 people, many of whom operate in rural development. Its long history, however, has been a mixed blessing, with some competitors portraying the business as out of touch whereas in reality, Bidwells is a fastgrowing, commercially savvy business. WDAD Communications was given the brief to create an advertisement that would appeal to potential applicants or clients who previously thought of Bidwells as staid and dull. With the help of Bidwells’ team of specialists, who helped create a vision for land-rich/cash-poor clients, which is unique in the sector, WDAD Communications recognised an opportunity to ‘make some noise’ in the market by running a creative campaign that would stand out in the traditionally staid rural trade press. Described by the client as “all the exciting bits of being a land agent without the dull stuff”, the role required surveyors who could gain the trust of estate owners, think creatively to see all the commercial possibilities and, most importantly, deliver projects that made money – a rare combination of skills.
The chosen concept played on the misperception of the company and the style of Land and Business magazine that is aimed at rural landowners and full of advertisements for clay-pigeon shoots, articles on wildlife and news from rural communities. The double-page spread was created in the style of an old bird-spotting handbook – The Bidwells Book of Rare Species – with the copy focusing on the “extreme rarity” of this particular species of surveyor. Photographic images of two young professionals in modern suits were treated to look like hand-drawn illustrations, and the advertisement was set within a yellowing old book. This niche campaign delivered four relevant applications which Bidwells successfully appointed, and garnered praise from existing employees and competitors who were impressed by Bidwell’s creativity and humour in tackling this challenging project.
Judges’ comments Genuinely ‘different’, and a great allround execution and inspired media planning. Excellent idea that suits the publication.
FINALISTS Client: Ministry of Defence Agency: Havas People
Client: FCO Services Agency: TMP Worldwide
Client: Hogan Lovells Agency: Stafford Long
Client: Cairn Agency: Wave
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BEST OUTDOOR CAMPAIGN
Winner Client: Direct Line Group Agency: Havas People The story of Donny came from a need to raise Direct Line Group’s profile as the friendly, local employer of choice in Doncaster. The company was having problems recruiting for call-centre roles and required a fresh approach that would make an authentic connection with the public. Havas People created Donny, named after the town’s nickname, to star in a one-off shopping centre event that included a competition to ‘Make Donny Smile’ – the idea being that if you could make a hard-to-please man smile you have exactly the kind of people skills to work in Direct Line Group’s call centre. The concept provided a different way for the company to interact with the public, moving from a faceless corporation talking to strangers to real employees having a laugh with the people of Doncaster. During the event, contestants had 30 seconds to make Donny smile. They could do anything they liked – tell a joke, sing or dance. Direct Line Group brand ambassadors were on hand to oversee the competition and to tell people about company roles.
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Winners had their picture uploaded to Facebook and were encouraged to get as many ‘likes’ as possible. The three people with the most ‘likes’ after a week won a prize. After the event, a ‘Make Donny Smile’ highlights video was used as an effective recruitment marketing tool. Havas People also populated Direct Line Group’s Careers Facebook page with pictures from the day. Thousands of people were reached through press ads, radio spots and online banners and hundreds through the actual event. Twenty-seven people made Donny smile, while there were 655 Facebook competition ‘likes’. The company received 35,825 unique web visits between 1 January and 9 February, and so far there have been 982 job applications and 50 hires.
FINALISTS Judges’ comments Make Donny Smile’ was an innovative, memorable and eye-catching event. Great to see examples of outdoor recruitment which are not just directed at graduates. Easy to engage and get involved with a clear link to company ethos. Fantastic evidence of rise in applications and hires.
Client: Accenture Agency: AIA Worldwide Client: Thales Agency: AIA Worldwide Client: Enterprise RentA-Car Agency: Bernard Hodes
Client: Deloitte Agency: Havas People Client: EY Agency: SAS London Client: Barclays Agency: Stafford Long Client: Bloomberg Agency: Wave
BEST USE OF COPYWRITING
Winner Client: Barclays Agency: Stafford Long The challenge was to find a unique and engaging way of delivering and running yearly assessment centres for Barclays’ corporate banking by giving candidates an accurate picture of life working at Barclays. In such a competitive marketplace, the agency needed to make sure that the experience was memorable and gave the right impression. Stafford Long therefore developed a fictional but fully realised business case with supporting literature, articles, facts and figures, as well as a cast of characters to pose challenges to the candidates taking part. Key to bringing this to life was a video from the fictional company that candidates were asked to work with on behalf of the corporate bank. The scenario involved an entrepreneur approaching Barclays for support in creating Backstage Cruises, a new business offering alternative, rockthemed cruises. Working in groups, candidates assessed the figures, business plan, market and people involved, before deciding whether to fund the venture.
The video included a main ‘pitch’ and an additional ‘secretly filmed’ bonus film, during which important new information comes to light. Personalities and backgrounds were developed for each character and an entire boat was hired for the main filming – along with a band that played silently and a cast of extras to jive along! This provided candidates with a more immersive exercise, giving a truer introduction to different areas and a fairer assessment due to the consistency of centres and the increased focus of the assessors. This in turn provided an innovative and enjoyable experience that set Barclays apart from the rest. As a result, hiring targets were met with a smaller number of applications; approximately 1,000 graduates and interns were hired for EMEA. Crucially, 36.6% of those applying cited ‘the recruitment experience’ as their primary reason for choosing Barclays.
Judges’ comments Brilliantly written and very well executed. Believable and authenticfeeling and the execution was superb. Good script writing and the hidden video was a nice little addition.
FINALISTS Client: Wagamama Agency: Jupiter Advertising
Client: Cairn Agency: Wave
Client: Solicitors Regulation Authority Agency: TMP Worldwide
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BEST DIVERSITY INITIATIVE
Winner Client: EDF Energy Agency: Thirty Three Diversity and inclusion is of paramount importance to EDF Energy and the company has committed to benchmarking its success by using the Diversity Works for London Gold Standard tool. Based on previous research, two key barriers around diversity and inclusion were identified: the workforce was predominantly white and male, and managers were not equipped to create a culture of inclusion. Objectives included giving equal focus to diversity internally as well as externally; implementing best-practice hiring; improving awareness and engagement; and providing hiring managers with appropriate tools. Diversity and inclusion was interwoven into the culture at EDF Energy through a number of different initiatives. These included interview training for 350 hiring managers to understand unconscious bias; ‘Creating a Culture of Inclusion’ training sessions; internal network groups for disability and caring, gender, LGBT supporters and BAME;
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diversity network events with highprofile speakers on key issues such as homophobia in sport; and a yearly ‘diversity day’. In addition, EDF Energy’s profile was raised externally through targeted media activity, including editorial and advertising in relevant publications, a digital campaign around events such as International Women’s Day and Carer’s Week, participation in the Brighton Pride parade, and female-led creative work for apprenticeship programmes. As a result, the company achieved the Diversity Works for London Gold Standard – one of only four UK companies to do so. Female apprenticeship hires increased from 6% to 20% and there was a 190% increase in female applications overall. Furthermore, there were 37.6% diverse new hires in the last 12 months, 75% of the workforce agreed that diversity is supported by management teams, and 99% of leaders now feel better informed about the issues surrounding diversity.
Judges’ comments Very strong entry which was visually striking, effective, and gained good media exposure. A great campaign which was underpinned by a real and genuine desire to change. Strong results and a clear plan for the future.
FINALISTS HIGHLY COMMENDED Client: Met Police CKP Agency: Penna/Mediacom Client: Microsoft Agency: AIA Worldwide Client: Enterprise RentA-Car Agency: Bernard Hodes
Client: BP – International Women’s Day Agency: Thirty Three
BEST EMPLOYER BRAND
CONNECTED WORLD SERVICES
Winner Client: Carphone Warehouse Agency: Bernard Hodes Carphone Warehouse is one of the most familiar brands on the high street and Bernard Hodes’ brief was to bring the company’s working experience to life in a way that would channel rather than constrict natural creativity. An additional challenge was that, during the process, a completely new corporate position was put in place, so attracting and keeping this ‘switched-on’ talent had become even more of a priority. The agency aimed to support this new focus by creating a ‘Colleague Deal’ that was distinctive, differentiating and engaged all employees. Research led to the creation of a website that captured colleague experiences through words and a distinctive graphic style, with a bespoke suite of supporting icons for each individual based on the story they had to tell. In fact, one of the first features to greet visitors is the Deal spelt out in full; this clearly outlines what the business offers candidates and what it expects in return. A series
of video profiles were also used, with colleagues talking passionately about connected technology, exciting products and the fun environment, backed up by a brand book. The result is an immersive online experience that takes in a selfselection tool, brand story and business area profiles. Meanwhile, the more focused, time-poor job seekers are directed straight to current opportunities through a streamed Twitter feed. Internally, four brand ambassador workshops were held, resulting in 80 HR brand ambassadors in the business. All 40 senior business leaders are employer brand ambassadors. Meanwhile, the website has been a big hit with jobseekers, with over 16% of all visits resulting in a click to apply to the Applicant Tracking System. Over 21,400 visits came from mobile and tablet devices, with over 81,200 visits in total and 12,992 applications.
Judges’ comments Deep 360 research with an agile change of direction and excellent internal engagement. Great career site and integration into application process and internal comms. This is a model of best practice for the creation of a holistic employer brand.
FINALISTS Client: The Original Bowling Company Agency: andSoMe
Client: Wagamama Agency: Jupiter Advertising
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BEST GRADUATE INITIATIVE
Winner Client: Barclays Digital Assessments Agency: Stafford Long In order to provide an innovative way of delivering and running yearly assessment centres for different parts of Barclays, Stafford Long developed separate, fictional but fully realised business cases. The agency’s bespoke iPad app, a ‘simulated desktop’, brought together high-quality assessment materials with a candidate management system (CMS) that allowed Stafford Long to easily manage, assess and process all candidates. Two scenarios – corporate and investment – were created. The first involved an entrepreneur approaching Barclays for support in creating a new business offering alternative, rock-themed cruises. Working in groups, candidates assessed the figures, business plan, market and people, before deciding whether to fund the venture. Resources included videos, emails and instant messages, fictional market research and a full ‘pitch’ brochure. In the second scenario, candidates were asked to help a fictional sportswear company decide whether
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to pursue an acquisition. Again, candidates were provided with a main ‘pitch’ video, emails and instant messages and supporting materials including a fictional industry magazine, websites and marketing materials. The result was that candidates enjoyed a more immersive exercise, giving a truer introduction to different areas; a fairer assessment, due to the consistency of centres; and the increased focus of the assessors. Assessors, meanwhile, had the freedom to engage with and assess candidates properly and use the CMS to compare and sift through them much more quickly. There was speedier afterassessment ‘wash up’, smaller materials and greater consistency, allowing for more accurate benchmarking. As a result, ‘wash-up’ time from each assessment centre fell dramatically from 20 minutes to five minutes. Hiring targets were met, with a fewer number of applications; approximately 1,000 graduates and interns were hired for EMEA, and 36.6% of those applying cited ‘the recruitment experience’ as their primary reason for choosing Barclays. Judges’ comments An exceptional campaign for the student of today. Showed exactly how to utilise up-and-coming technology to great effect.
FINALISTS HIGHLY COMMENDED Client: Thales Agency: AIA Worldwide Client: Microsoft Agency: AIA Worldwide Client: E.ON Agency: Blackbridge Communication Agency: Milkround
Client: Barclays Agency: Stafford Long Client: EDf Energy – Graduate Insight App Agency: Thirty Three Client: Bloomberg Agency: Wave
RECRUITMENT EFFECTIVENESS
Winner Client: Enterprise Rent-A-Car Agency: Bernard Hodes Enterprise Rent-A-Car successfully utilised the perfect marriage of social media channels and engaging content to attract more of the right audience. While most recruitment websites exclusively provide content around their own offering, Enterprise Rent-A-Car is unique in providing inspiring content to students, regardless of whether they are considering a career with the company. The aim was to include content that appealed to students searching for generic information and advice. As a result of creating compelling content that appealed to a wider audience, Bernard Hodes attracted engagement and interaction, which in turn meant shares, likes and links back to the site. This then meant the website gained authority within search engine results and more visits to the site. Using blogging software as its platform, the hub acts as a ‘social newsroom’ bringing together content, while Twitter sits at the heart of Enterprise Rent-A-Car’s social strategy – from announcing content to stimulating communication and engagement with students.
Information was provided on potential career paths, day-to-day tasks, training and development opportunities as well as what it’s really like to work at Enterprise Rent-A-Car, with the aim to convert only those visitors who really understood the role and what it entailed, as well as engaging with the company as an employer. Traffic from social media channels now represents 8% of all traffic to the website – half of what is generated by paid advertising at a significantly lower cost per visit. More visitors reach the site using generic keywords (eg ‘graduate management jobs’) than those using branded keywords (eg ‘Enterprise Rent-A-Car jobs’). Meanwhile, the blog section now attracts as much search engine traffic as the rest of the site. Overall, visits from social and search engines have quadrupled and now represent 58% of all web traffic, meaning that Enterprise Rent-A-Car relies less on paid advertising.
Judges’ comments Creative was executed well and a good strategy leading with a content-first approach. Solid stats on the campaign performance, particularly on visitorto-application and application-to-hire ratios - a vital statistic in direct sourcing.
FINALISTS HIGHLY COMMENDED Client: Manchester Airport Group Agency: Chatter Communications Client: Deloitte Agency: Havas People
Client: TAQA UK Agency: Tonic Agency
Client: Met Police Agency: Penna
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BEST DIGITAL SOLUTION
Winner Client: GCHQ Agency: TMP Worldwide Defending the UK from cyber threats is an enormous endeavour that requires innovation and creative thinking – exactly the kind of attributes that GCHQ wanted to seek out in new recruits. This campaign was created to attract a particular type of hard-to-reach candidate: IT enthusiasts with the right mathematical, code-breaking and ethical hacking skills. A cyber treasure hunt called ‘Can You Find It?’ was TMP Worldwide’s answer. Using GCHQ’s own codebreaking experts to create a series of tough codes, the agency then hid them – embedding them in various websites. Users were guided to the destination of the first site. Once there, they had to break the website down into its basic code level and search for the hidden clues and the secret code buried within. Users were asked to visit a bespoke GCHQ site to enter their answers as they discovered them. Once cracked, this code would lead to the next destination where the process was repeated, varying in complexity each
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time. Those astute enough to crack the final solution were then considered for the job. The PR reach was outstanding. The challenge was the subject of news reports and commentary pieces in international, national and regional media. It was heavily covered in specialist technology press which provided the challenge with further profile and credibility and also featured in TV and radio reports, interviews and discussions. But most important of all, it set the social space alight. There was a great deal of discussion and debate among commentators, not to mention pleas for help and competitive bragging! Page views in the first two days reached 72,000, with total page views of 371,269 and social referrals of 26,096, and there was a 300% increase in the search term ‘GCHQ’ during launch week. In total, 5,157 people completed the challenge and there were more than 12,000 job description views.
Judges’ comments Great concept, appealing to just the type of skilled candidates they are looking for. Generated a real buzz with a good concept which was on point for the target audience.
FINALISTS Client: CMS Agency: Bernard Hodes Client: Ministry of Defence Agency: Havas People Client: Capita Agency: JWT London Client: Ministry of Defence Agency: Maximum Employment Marketing Group
Client: KPMG Agency: Penna Client: EY Agency: SAS London Client: Barclays Agency: Stafford Long Client: BNP Paribas Agency: Tonic Agency
BEST USE OF MOBILE
Winner Client: Accenture Agency: Omobono Accenture has around 2.5 million candidates in its pipelines. The company wanted to stand out from its competitors and attract the best candidates by providing a great recruitment process experience. Feedback showed candidates often did not feel prepared enough for their interviews so Omobono’s objective was to create an innovative solution enabling them to perform well and give them a positive taste of working life. The agency realised a mobile app would be the most innovative, effective way of achieving its objectives and was an opportunity to show Accenture was ahead of the game. To support candidates through their interviews, the app would provide easy access to personalised information and tips and the process of personalising and distributing it would be easy for recruiters worldwide, too. Omobono created the ‘Interview App’ for each candidate which is delivered by email or SMS. Once installed, it’s available offline – so
candidates could access it when travelling to interviews; there is also a desktop version for candidates without mobile internet access. The app, available in 13 languages, provides comprehensive information for interviews: date, time, location (including a map, directions and a photo of the building) and job details. A LinkedIn integration allows candidates to see their interviewers’ profiles and tips from the recruiter. Integration with Google Maps and Foursquare allows candidates to find the interview location as well as nearby cafés. For recruiters administrating the app, the back end is easy to use, with mostly pre-populated content. The app launched in September 2013 and is already being used in 27 countries by around 1,500 candidates every week. Through a feedback section, candidates have given an average rating of 4.85 out of 5. Net promoter scores from candidate experience surveys are up to 20 points higher for those using the app.
Judges’ comments The stats show it’s very effective and it must have been complicated rolling out to a wider audience. This was a clever solution to an issue.
FINALISTS Client: Carphone Warehouse Agency: Bernard Hodes Client: Ministry of Defence Agency: Havas People
Client: EY Agency: SAS London Client: EDF Energy Agency: Thirty Three
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BEST USE OF SOCIAL MEDIA
Winner &
Client: Boots Agency: andSoMe Boots historically recruits 8,000 Christmas customer assistants each year to work on a temporary basis throughout the festive season. The top 300 stores decided that they wanted to recruit people earlier and on different start dates from July onwards. It was therefore decided a campaign would start in June rather than the usual September. An additional challenge was that launching so early meant the recruitment campaign couldn’t reflect the Christmas brand POS as it normally did. The strategy was to create a buzz around the campaign – predominantly focused around online and social media channels. This ensured that andSoMe could target potential applicants, direct them to recruiting stores and answer any queries. The agency also wanted to engage and inspire potential applicants with a fun, quirky campaign that would excite people to apply for a Christmas job so early in the year. The campaign was based on the hashtag #ReadyforXmas, with messages showing how customers and Boots colleagues ‘get ready for
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Christmas’ in the summer. Engaging messages across instore posters, postcards and online banners were created in the theme. While social media was the driver of the campaign, there was also a Spotify channel of songs, animated gifs and videos involving Boots colleagues. Social media created a huge buzz in engaging applicants and in raising awareness. Working with partners such as the Job Centre allowed Boots to engage with individuals on a local level and an ongoing basis with a wider localised reach. On average every week the campaign reached over 32,000 people on Twitter alone – averaging 50-plus retweets per week. The average post on Facebook received 25 ‘likes’ – with the most ‘likes’ being 55 – with 64,000 people reached.
Judges’ comments Nice campaign using lots of social channels especially, by incorporating Spotify and gifs on Twitpic. This shows the fun side of Boots who really engaged the audience and tailored the creative to each social media channel, executed the crossover well and had proven effectiveness in the results.
FINALISTS Client: Accenture Agency: AIA Worldwide Client: KPMG Agency: Penna
Client: Jaguar Land Rover Agency: Pink Squid
BEST USE OF VIDEO
Winner Client: Rolls-Royce Agency: TMP Worldwide For those who work at Rolls-Royce, performance isn’t just science; performance is art. TMP Worldwide set out to create a film that brought this unique insight to life and excite undergraduates about career possibilities at Rolls-Royce. This was also a branding project aimed at achieving a top-20 position for the company in The Times Top 100 Graduate Employers, and making it number one for engineering students. The Technology Exhibition Centre at Rolls-Royce’s base set the tone for the whole campaign. Here, Rolls-Royce engines are deliberately presented so that they look like they belong in an art gallery. Inspired, the agency decided to create an experimental track made up of Rolls-Royce sounds. The first step was to engage the global workforce, encouraging them to send their favourite Rolls-Royce sounds. This resulted in a fascinating audio collection including a Spitfire engine and a coffee pot percolating. A music producer then recorded a variety of contemporary sounds from the Rolls-Royce base, weaving them into a great track called ‘Adventures in
Power’. The agency then developed an accompanying film that told the RollsRoyce story. ‘Adventures in Power’ was launched at Southampton, Nottingham, Bristol, Loughborough and Manchester universities along with a social-mediadriven competition, with students asked to share the film for a chance to win £1,250 of festival tickets. So far, the campaign has received 7,849 graduate programme applications and 5,538 internship applications. The film was seen by thousands of students on campus and watched on YouTube by 4,318 people. It was commented on 494 times on Facebook and shared with more than 2,000 people, while the film resulted in a 25% increase in ‘likes’ for the RollsRoyce Facebook page. Not only that, Rolls-Royce came in at number 19 in The Times Top 100 – and achieved top ranking among engineering students.
Judges’ comments Fantastic concept, loved the interaction with the staff to provide the sound effects for the music. Very engaging and clever, with a great idea for the music soundtrack using engine noises and good visual edits tapping into emotions.
FINALISTS Client: Saudi Aramco – A day in the life Agency: AIA Worldwide Client: E.ON Agency: Blackbridge Communications
Client: Capita Agency: JWT London Client: Barclays Agency: Stafford Long Agency: UKTV
Client: Thomas Cook - Suitcase Agency: Blackbridge Communications
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BEST RECRUITMENT WEBSITE (BELOW £50,000 INVESTMENT)
Winner Client: Bloomberg Agency: Wave Three factors drove the campaign: the need to recruit 300 specialist graduates, Bloomberg having fallen out of The Times’ Top 100 Graduate Employers list and a restricted budget. The brief was therefore to get back into the list and to showcase Bloomberg as an innovative and technological-driven employer. The design of the website followed the branding of the campaign and communicated the brand messages and culture of the business. Vibrant, compelling and easy to use, the block design helped visitors find what they wanted easily and quickly. The branding used current graduates in the business to add a personal touch to the recruitment process. Wave’s research showed graduates weren’t sure what opportunities, relevant to their degrees were available to them at Bloomberg, so the agency included a multiple-choice assessment tool which directed users to the most appropriate section ensuring users were engaged with bespoke and relevant content.
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The website used device detection technology to be mobile optimised, so students could access on the move and view all content and videos in a low-res format. This meant the site could be navigated quickly without waiting for videos to download. The campaign demonstrated a strong brand presence, a personal touch and a showcase of Bloomberg’s technological capabilities. Relevant information was easily available and presented in an engaging format, enabling a smooth candidate journey. There was fantastic feedback from both graduates and the client, and Wave also received accolades from the US and Asia Bloomberg offices, with requests to develop sites for the next year. Initial results are already exceeding last year’s figures. These include 1,600 website visits since September 2013, 10,000 Facebook ‘likes’ and 88% conversion applications. What’s more, Bloomberg has re-entered The Times list at number 88. Judges’ comments Edgy and cool design with good results. Lots of great relevant content, all with small elements to digest easily. Simple, smooth and creative and works great on desktop and mobile with a great MI.
FINALISTS Client: Kerry Agency: CA3 Client: Sainsbury’s Agency: Jupiter Advertising Client: Ministry of Defence Agency: Maximum Employment Marketing Group
Client: Jaguar Land Rover Agency: Pink Squid Client: Ocado Technology Agency: Thirty Three Client: Jaguar Land Rover Agency: TMP Worldwide
BEST RECRUITMENT WEBSITE (ABOVE £50,000 INVESTMENT)
Winner Client: Enterprise Rent-A-Car Agency: Bernard Hodes When Bernard Hodes refreshed the Enterprise Rent-ACar’s recruitment website, the key objective was to recruit 750 management trainees within 12 months. The agency needed to raise awareness for the management training programme and show students the possibility of managing their own branch in just two years. Key to the campaign was the use of the people behind the brand, giving regional recruiters more control of social media and allowing candidates to make a valuable personal connection by creating specific content that appealed to the student audience. The website set out to highlight development, support and their unique culture and allowed candidates to select a recruiter from an interactive map, follow them on Twitter/LinkedIn and start a conversation. Using blogging software, the hub acted as a ‘social newsroom’ bringing together channels and widgets that the target audience were comfortable using.
Bernard Hodes made the website easy to navigate and update. The design reflected Enterprise Rent-ACar’s employer brand and showcased engaging content such as video profiles, career progression and ‘company values’ tools. Engagement was driven through an online survey with personalised analysis. The messaging and visuals used were consistent across all campus materials, providing users with an integrated offline and online experience. As a result, mobile device visits are up 185% compared to last year and now represent 23% of all visits. Visits from social and search engines have quadrupled and represent 58% of all web traffic. This has meant that Enterprise Rent-A-Car relies less on paid advertising: spend is down year on year: 39% from 2010 to 2011, an additional 14% from 2011 to 2012 and a further 8% from 2012 to 2013. In addition, more visitors reach the site using generic rather than branded keywords.
Judges’ comments The information is well laid out and the latest jobs section is impressive. The option to apply by LinkedIn, Google+ or an external social account is a great way to make the application quicker and simpler, especially when on mobile.
FINALISTS Client: Carphone Warehouse Agency: Bernard Hodes Client: Jaguar Land Rover Agency: Pink Squid
Client: Aviva Agency: Thirty Three/hyphen Client: EE Agency: Thirty Three
Client: EY Agency: SAS London
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BEST IN-HOUSE RECRUITMENT TEAM
Winner Virgin Money Virgin Money’s ambition, philosophy and culture is around making ‘Everyone Better Off’, with a shared responsibility to have a positive impact on people inside and outside the company. Its recruitment approach is based around this philosophy and aims to deliver an exceptional candidate experience. In 2013, 254 new positions were created, representing over 10% organisation growth. It was clear such an increase in volume and complexity would require a change in approach. The objectives were to ensure that each business area had an agreed approach to resourcing, developing innovative resourcing solutions, and finding brilliant talent to grow the organisation. The overall strategy was to create ‘resourcing partners’ aligned to business areas and to develop functional resourcing plans. These plans documented the requirements of each business area, and developed bespoke solution campaigns and success criteria.
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The resourcing partner model was successfully implemented and feedback from business executives, hiring managers and internal candidates has improved following the introduction of this model. Resourcing plans were introduced for all key business areas, providing clear plans and context for reporting and success. Following the introduction, resource planning has progressed, with plans incorporating financial and FTE forecasting and analysis aligned with the organisation business planning cycle, and the percentage of direct hires increasing to 45%. While this was achieved mainly through direct sourcing, the introduction of a colleague referral scheme and a new website undoubtedly contributed. A retention rate of around 90% was achieved for employees with over 12 months’ service in 2013, while 94% feel that they made the right choice in joining Virgin Money. In terms of new recruits, 96% felt that the team had gone out of their way to help them and in total, 768 positions were filled during 2013.
FINALISTS Judges’ comments they created a range of innovative solutions to meet the needs of each business area; these had a positive impact on recruitment, engagement and retention.
Blue Arrow Finansbank Hyder Consulting Lebara
BEST INTERNAL COMMUNICATIONS
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Winner
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Client: RBS Agency: CA3 RBS hires approximately 350 graduates each year; successful candidates may have to wait up to 11 months to start work. RBS recognised the need to engage during this period and sought an innovative way of introducing future leaders to the business. CA3 set out to provide a graduate onboarding portal that would create an RBS community; provide an engaging, timely and personalised way of engaging with graduates; provide an intuitive, bespoke CMS; provide detailed MI to ensure continuous improvement; and deliver better informed, insightful and more culturally aligned graduates. The front end of the site was personalised with names, content, events and buddies, along with a network book and messaging system to help graduates build peer networks. The portal closely followed the RBS Graduate Employer Brand in look, feel, imagery and tone, helping to provide a consistent experience for all. The back end was just as userfriendly and intuitive. Comprehensive real-time MI was easily accessible and
used to ensure early identification of usage. It highlighted areas of the site and content that required updates immediately, as well as content and functionality that could be developed for the next year’s intake. The portal went live in June 2013, engaging with 143 graduates until their first day in September. Over that short period there were 1,333 logins and 29,334 page views. The average time on site was a hugely impressive 32 minutes. Feedback from the RBS graduate survey has been overwhelmingly positive, with 95% rating it as good or very good. Internally, the induction team fed back that graduates had a far superior understanding of RBS and its business areas, when compared to the previous years’ intake. In addition, the site was so easy to use that one person was able to manage its content, users, events and messages along with their other day-to-day responsibilities.
Judges’ comments Fantastic way to keep a graduate intake engaged before joining. Drives a consistent message and enables a high level of business control in content.
FINALISTS Client: Ford Agency: Havas People
Client: Accenture Agency: 106 Communications Client: Barclays Agency: Bernard Hodes
Client: Wellcome Trust Agency: Work Communications
Client: Carphone Warehouse Agency: Bernard Hodes
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CAMPAIGN OF THE YEAR
Winner Client: Jaguar Land Rover Agency: Pink Squid With ambitious plans to produce new models and break into new markets, the production line is vital for Jaguar Land Rover to meet its growth plans. In the next three years the company needs to hire 500 new electrical maintenance technicians. This campaign is therefore expected to have longevity and run until 2015. For many in the target audience, owning a Jaguar or a Land Rover may not resonate with them, particularly if they aren’t car enthusiasts. The campaign therefore tapped into their mindset in an everyday manner they could relate to. When people think of the luxurious nature of Jaguar and Land Rover vehicles, it’s easy to see designers as the heroes; this campaign instead highlighted the highly skilled people on the factory floor and, in doing so, made the target audience feel as worthy as any other employee. ‘If it was this easy, we wouldn’t need you’ places the emphasis on the importance of their role in creating Jaguar Land Rover cars – focusing on the person rather than the end product.
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The ongoing campaign has been extensive, covering both traditional and digital media. The print campaign ran across local newspapers and specialist press, while a radio campaign aired locally and nationally. A cinema ad was shown in the West Midlands, targeting those who had gone to see the Formula 1 movie, Rush. Pink Squid also took the campaign to local football stadia and the NEC in the form of a grabber machine. Online, the campaign has covered Facebook, search marketing, banners and display networks. All were designed to send candidates to jaguarlandrovercareers.com. The original target was for 500 hires over three years but resulted in 172 offers in the first four months.
Judges’ comments Fantastic concept and style, built into an extremely well-crafted campaign using a mix of digital, print and out-ofhome media. This entry encapsulates everything that should be included in this award category - a broad range of relevant media, superbly integrated and beautifully executed. A clear winner.
FINALISTS Client: Boots Agency: andSoMe Client: RollsRoyce Agency: Futurestep
Client: Direct Line Group Agency: Havas People Client: Capita Agency: JWT London
AGENCY OF THE YEAR
Winner AIA Worldwide 2013/14 was another successful year for AIA Worldwide. One of its pledges was to implement models that push clients to be more efficient and effective with their budgets and the agency has done just that, moulding solutions around exactly what clients need to achieve their goals, even if that means scaling back their operations or taking a new path. AIA Worldwide clients cover a diverse range of sectors, including science, engineering and technology experts Thales. The agency led a graduate recruitment campaign; and consultancy Accenture where the campaign sought to build a strong brand awareness on campus. AIA Worldwide have also worked on a compelling video for Saudi Aramco to help them recruit expatriates to join the company in Saudi Arabia. The agency’s people are its greatest asset; experts in each service area have, on average, over 15 years of knowledge and experience of their specialism. Research projects are undertaken on behalf of clients, including large-scale insight projects, while an internal think-tank, AIA Labs, helps maintain AIA Worldwide’s position as a thought leader in the recruitment communications universe. Indeed, it
has recently sparked debate about the future by creating a video that runs through a mock interview undertaken by an interviewer wearing Google Glass. In terms of graduate recruitment, the agency has been helping clients develop and implement campusrecruiting strategies for over 20 years. Through its dedication to further understanding the market and its commitment to becoming thought leaders in the area, graduate campaigns has consistently won awards and plaudits but, more importantly, achieved the desired results. AIA Worldwide’s insight into the latest developments in this market is driven by several elements, including first-hand experiences with both educational institutions and companies; conducting research such as focus groups and online surveys; ongoing local market knowledge-sharing throughout its network of global offices; involvement with professional organisations; and hosting regular industry events.
FINALISTS Judges’ comments Great creative throughout, nice testimonials, five new business account, clients’ breakfast meeting, AIA labs and financial growth and great client relationships built on sound delivery.
Finegreen Associates Havas People SMRS Tonic Agency
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GRAND PRIX
Winner &
Client: Boots Agency: andSoMe Winner of the Best Use of Social Media and shortlisted for Campaign of the Year, andSoMe has proved itself a worthy overall winner by offering Boots’ outstanding results in its drive for recruiting temporary staff for the Christmas season. To ensure that the top 300 Boots stores could recruit temporary staff as early as they needed it was decided that the Boots Christmas attraction campaign would start its recruitment drive in June rather than September for some of its 8,000 temporary Christmas customer assistants. This was a huge challenge, not least because different start dates would be required and the campaign couldn’t reflect the brand Christmas POS as it normally did. The campaign focused on online and social media channels, enabling andSoMe to target potential applicants. The agency also wanted to engage and inspire potential applicants with a fun, quirky campaign that would excite
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people to apply for a Christmas job so early in the year. The campaign was based on the hashtag #ReadyforXmas. A series of fun messages that showed how customers and Boots colleagues ‘get ready for Xmas’ in the summer. This was backed by engaging messages displayed across instore posters and postcards, while online banners were created in the ‘Ready for Xmas’ theme. In addition, a Spotify channel featured songs, animated gifs and videos involving Boots colleagues. The campaign also involved partners such as the Job Centre channels. Thus, Boots could engage with individuals with a wider localised reach. On average, every week the campaign reached over 32,000 people on Twitter – around 50-plus retweets per week. The average post on Facebook received 25 ‘likes’ – with the most ‘likes’ being 55 – with 64,000 people reached. This campaign was a first for Boots in timing and media channels used; the strategy has proved incredibly successful and will be repeated. andSoMe and Boots are worthy winners of this year’s Grand Prix as they produced a campaign that stood out from the crowd, was creative and engaging and overall produced a low cost to hire; this is one to remember!
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Judges’ comments This was such an amazing campaign that showed brilliant results and was well measured. A quirky idea using really diverse channels and approaches. This is a really hard candidate market where volumes were big and the times short so they really had to make the 140 characters work effectively. The imagery used appeals to the masses and connects to the target market and, really stands out in anyone’s mind.
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