‘Tap into your potential’ campaign reaches new heights
Severn Trent wanted to reposition its approach to recruitment, become the leading new talent recruiter in their sector, and appeal to millennials and Gen Z.
Its new talent team was responsible for recruiting 100+ apprentice, undergraduate and graduate students annually, across all business areas within its company. And, it had a focus on attracting civil and electric engineers, particularly women.
To begin we analysed its previous marketing activities and conducted workshops with its team to define its messaging and positioning. And, we put its target audience at the centre of our strategic planning process and identified that its audience wanted to have a career that helped make a difference.
This led to the creation of the ‘Tap into your potential’ campaign which focused on the importance of water, how Severn Trent’s work impacts the public’s everyday life, and how each and every employee plays an integral part.
After the campaign theme was agreed we developed a detailed campaign plan covering a variety of media from PPC, social, specific graduate and apprentice portals, job boards, mobile display and local press.
The media campaign was supported by other tangible assets to support face to face conversations including pop up stands, roller banners, post cards and a brochure with unique zapper icons to bring print to life on the digital screen. A range of branded giveaways were also produced because we all know students love a freebie!
Employee value proposition
Interactive video brochure
Exhibition stand design
Best practices were applied to enable effective campaign tracking to ensure every marketing penny spent could be monitored and analysed via our reporting system. Tracking also enabled us to run effective retargeting campaigns.
When the campaign began, we kept the client involved every step of the way and produced reports tracking activity and web traffic supported by weekly conference calls.
The results have been extremely encouraging, with a £500 lower cost per acquisition for STW vs sector average. We have also seen an increase of 64.9% in quality of candidates reaching assessment centres for 17/18. The client has also seen a marked increase in candidate pass rate through assessment centres. The Origin branding and design work have enhanced the campaign and taken it to a whole new level, and this has helped support us in ways that were not all included in our original brief.
Darren Page - Graduate New Talent Manager