Hays Candidate Attraction Solutions
BAA Heathrow
Client: BAA
Date of campaign: May 2006-present (contract till March 08)
Job(s): Sales Assistant, General Manager- Retail and Catering
Salary(ies): £20k-£27k
Specialisms: Retail
Scenario
The British Airports Authority (BAA) and Hays have had an ongoing relationship with online recruitment advertising ever since Hays self funded their campaign site following the belief that BAA would benefit from such an investment. 80 jobs were posted on the site and 30 were filled with all applications being made through the site. 60 of these vacancies were branded ads on hays.com which got very high responses.
There are two challenges now- Thompson are planning a move to Heathrow airport and along with some other vacancies there will be a need for another 200-300 staff. The second task is the result of the opening of terminal 5, meaning there will be a requirement of 2,000-3,000 members of staff.
Solution
Hays has recommended more online and offline solutions such as their first multipost with targeted eshots and postcards and a six-month online ad campaign. The original campaign site has been recreated and extended for another year, with a yellow and purple colour scheme to reflect their new brand image. 22 page campaign site.
Result
The full extent of the micro site won’t be recognised until March 2008 when the campaign has come to an end. The original campaign site attracted over 1,000 applications and 30 jobs were filled. There is a successful working relationship with the retail brand of Hays and BAA.
