Hays Candidate Attraction Solutions
GlaxoSmithKline
Client: GlaxoSmithKline
Date of campaign: April-June 2007
Job(s): Continuous Improvement Expert, Production Manager
Salary(ies): £27k-£45k
Specialisms: Purchasing & Supply
Scenario
GlaxoSmithKline came to Hays with a number of vacancies as part of their on going expansion plans, with the assumption that some candidate marketing strategies could be drawn up in order to fill them. They not only came away from the campaign with new employees, they were offered the chance for a complete branding overhaul. Located in the South West of England, GSK were limited by numbers of candidates wishing to relocate from other areas. Another challenge limiting the GSK from recruiting in large numbers was the fact that highly qualified and previously experienced candidates were needed for the roles.
Solution
In order to attract enough suitably qualified applicants, the re-branding exercise had to be put into practice. A three-page campaign site detailing the company profile, the local area and the current opportunities was created. The idea was to create a fresh perception of GSK to the locals, attract candidates from surrounding areas and around the UK and to deliver a new brand image. A number of multiposts were also used including specialist job boards such as Logistics Manager, YourFoodJob and Caterer.com and generalists site such as Jobsite, TotalJobs and Monster. Audience targeted eshots and postcards were also created as well as some offline adverts to reach audiences and the active job seeker market.
Result
Around 125 applications were made, and although not all the positions were filled GSK were overall very impressed with the amount of people that applied and the difference the re branding exercise made to the perception of their business. This is not the first time Hays and GSK have worked together on recruitment advertising solutions and the relationship is going from strength to strength.
