THE ASK
Severn Trent Water aimed to become the leading talent recruiter in the utilities sector. STW’s goal was to attract young people to engineering and technical roles. Particularly women and lower income individuals against an annual recruitment goal of 100+ students.
Our focus group research exposed two main challenges; high brand saturation through overused media channels and a lack of guidance through the application process.
We saw the need to diversify channels, emphasize brand messaging, and create new engagement tools to break down barriers with prospective employees.
THE CAMPAIGN
Research findings lead to the ‘Tap Into Your Potential’ campaign, which focused on the importance of water and how Severn Trent Water’s work impacts daily life. It also showcases how every employee plays an integral role in the company. The plan covered a variety of media including search, social, mobile, display, and local press.
Supplementary print materials featured cutting edge AR technology, leveraging codes immersing users into 3D digital experiences via mobile devices. Job prospectors simply scanned these ‘zap’ codes in informative brochures, driving to further information on the company and potential roles via the recruitment site.
In addition, AR headsets were provided at physical events to engage multiple candidates simultaneously. This helped STW capture more prospective employees’ details for remarketing post-events.
“Guidance, support and most importantly, the provision of analytics on how our media plans were performing, has enabled us to gain a real understanding of what worked well, and when.”
“A great team, with knowledge, who’ve added huge value in how we market our careers offering.”
Darren Page
Graduate Resource Manager
THE RESULT
The campaign successfully addressed previous roadblocks, while placing SWT at the forefront of the utilities sector.
Our REVS reporting demonstrated this innovative solution increased applications from our target demographic groups by 67% for engineering roles, with 37% of applications coming specifically from women.
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