Employer branding campaign designed to drive up applicant volume.
Crafting a unique employer branding campaign without stepping outside Volvo’s rather restrictive brandbook was quite the challenge. Still, we were able to negotiate some exceptions from Volvo’s minimalism, which gave the campaign some much-needed color. We decided on producing a dedicated photo and video shoot, which allowed us to create original, bespoke content to mark the direction we wanted to move in and informed the development of our key visual.
We set out to design our campaign basing on the photos and the footage we shot for Volvo Group’s Human Resources department. We began with a landing page promoted on Facebook. We also crafted an outdoor campaign using Google Ads and provided a rich pool of brand visuals for use in recruitment drives.
STEP BY STEP
/ Step 1
We began with a branding workshop using our original Black Horse Method, which allowed us to compile detailed information about the needs of the developed brand.
/ Step 2
Photo & Video Shoot
The concept for the photo and video shoot was developed for a new employer branding project. It marked the direction we wanted to move in with brand visuals for the latest campaign.
/ Step 3
A custom new landing page brought the Volvo Group a new avenue of sourcing applicants. Supported by a dedicated outdoor campaign and radio advertising, it became the primary source for collecting candidate data.
/ Step 4
The effort to boost recruitment began with an outdoor campaign, designed to engage prospective applicants and direct them toward our custom landing page, where they could submit their résumés.
/ Step 5
Based on Google and social media, the campaign was designed to drive up applicant volume. Following deployment, the campaign successfully tripled the Group’s incoming application volume.
Looking to improve the client’s applicant pool, we had to take a multipronged approach, and really think about where the client’s prospective employees are and what they’re doing. Knowing that, we tailored the campaign to reach our target group and give them an inside look at what working at Volvo is like, enabling them to tread in unknown territory. The campaign succeeded in driving up the number of specialist hires in the client’s bus manufacturing division.