Clever use of social media nets ‘Grand Prix’ award
Campaigns with innovative use of social media triumphed at last night’s Recruitment Marketing Awards.
The annual gala rewards the best in creative design in recruitment; andSoMe took home not only the Best Use of Social Media award but also the overall Grand Prix for its work with high-street chemist Boots. It was also shortlisted for ‘Campaign of the Year.’
The winners successfully organised the recruitment of 8,000 temporary Christmas staff. Beginning the campaign in June rather than September, andSoMe used social media to target potential applicants and created the hashtag #ReadyforXmas to spread a series of creative messages and images, showing how customers and Boots colleagues get ready for Christmas during the summer. On average, the campaign reached more than 32,000 people on Twitter per week.
Other big winners at the awards included agency Bernard Hodes for its work with Enterprise Rent-A-Car, which won both the Recruitment Effectiveness award and the Best Recruitment Website (Above £50,000 Investment) award.
In their win for recruitment effectiveness, Enterprise was praised for employing “the perfect marriage of social media channels and engaging content.” The website hosted content that would be applicable to all students, regardless of whether they were interested in a career at Enterprise Rent-A-Car or not. As a result, the content was shared widely on social media, which triggered a boost in search engine rankings from the site. Traffic from social media platforms now makes up eight per cent of the website’s total traffic.
Peter Cheese, chief executive of the CIPD, said: “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.”
The full list of winners:
Best art direction
Winner
Client: Ministry of Defence
Agency: Havas People
Highly commended
Client: FCO Services
Agency: TMP Worldwide
Best press advertisement
Client: Bidwells
Agency: WDAD Communications
Best Outdoor Campaign
Client: Direct Line Group
Agency: Havas People
Best Use of Copywriting
Client: Barclays
Agency: Stafford Long
Best Diversity Initiative
Winner
Client: EDF Energy
Agency: Thirty Three
Highly commended
Client: Met Police CKP
Agency: Penna/Mediacom
Best Employer Brand
Client: Carphone Warehouse
Agency: Bernard Hodes
Best Graduate Initiative
Winner
Client: Barclays Digital Assessments
Agency: Stafford Long
Highly commended
Client: Thales
Agency: AIA Worldwide
Recruitment Effectiveness
Winner
Client: Enterprise Rent-A-Car
Agency: Bernard Hodes
Highly commended
Client: Manchester Airport Group
Agency: Chatter Communications
Best Digital Solution
Client: GCHQ
Agency: TMP Worldwide
Best Use of Mobile
Client: Accenture
Agency: Omobono
Best Use of Social Media
Client: Boots
Agency: andSoMe
Best Use of Video
Client: Rolls-Royce
Agency: TMP Worldwide
Best Recruitment Website (Below £50,000 Investment)
Client: Bloomberg
Agency: Wave
Best Recruitment Website (Above £50,000 Investment)
Client: Enterprise Rent-A-Car
Agency: Bernard Hodes
Best In-House Recruitment Team
Virgin Money
Best Internal Communications
Client: RBS
Agency: CA3
Campaign of the Year
Client: Jaguar Land Rover
Agency: Pink Squid
Agency of the Year
AIA Worldwide
Grand Prix
Client: Boots
Agency: andSoMe