Making Attraction Campaigns More Agile
By Marcus McNeilly
Let’s face it, when it comes to attraction, no matter how much planning goes into your campaigns, things can change in an instant. Whether it’s the location, an increased headcount or a switch of focus on the type of people you need to recruit, in this day and age, you need to be (and are probably expected by the business to be) flexible enough to react to these changes at the drop of a hat.
Sure, these scenarios can seem daunting, but they don’t need to be.
It’s all about developing fluidity in your approach.
Take our work with easyJet.
Each year, we’re tasked with building a campaign to recruit hundreds of Pilots and thousands of Cabin Crew staff across Europe. No mean feat in its simplest form and, we have to have the agility to quickly drive applications to assessment centres when and where necessary. With new bases/routes announced and events this year such as the collapse of Air Berlin or Monarch leading to new commitments from easyJet as a business –real-time reactions are always required so that easyJet have the people they need fly their customers to one of their hundreds of destinations.
How do we do it?
Well, whilst there was still a need to invest in core industry job boards, our focus is very much digital media where we can move budgets, optimise where needed and switch on/off based on changes in demands.
Moving away from a traditional job posting and leveraging highly responsive channels such as Google PPC, Facebook, Programmatic and Retargeting, we can literally have a call in the morning and completely change the targeting and spend levels in the same day so that easyJet gets the numbers they need, when they need them.
As you’d expect, we have to do a lot of planning to operate like this. We make sure we’ve done our research into the audiences, nailed the targeting tactics and refined the messaging so that it resonates. We also ensure that everything is tracked, all the way from impression to completed application. This means we can continuously optimise to the best performing channels/creative, driving down cost per application and click through rate whilst increasing application numbers. And we’re really proud that, with really short notice, we can deliver high quality candidates easyJet needs.