Hays Candidate Attraction Solutions
Swatch Group
Client: Swatch
Date of campaign: July 07-Present
Job(s): 30 job titles- Marketing Assistant-Manager
Salary(ies): £20k-£50k
Specialisms: Sales & Marketing
Scenario
Swatch were undergoing a massive relocation project from Eastleigh, Hampshire to City Airport, London. The company was in desperate need of repositioning their brand in the market. After being based in Eastleigh for four years, both the public and potential candidates needed to be aware of their move to a more commercial area. Restrictions on timescales meant that all the vacancies had to be filled within just three months. Swatch required an array of different jobs ranging from marketing assistant, marketing administration and marketing manager to chief accountant, merchandiser and buyer.
Solution
The CAS online team created a 12 page, attractively designed campaign site, detailing their culture, their brand of products and job opportunities, which could be applied for online. Multiposts were created at an angle specific to attracting both the generic and specific roles that were on offer. A Google search was also created as part of the online solution pack, to attract those who were still unaware of the relocation. Trade press, such as Marketing, was used as part of the offline attraction solution strategy, along with both postcards and eshots to directly target the suitable candidates. Ideas were adapted from a previous project with Bookclub Associates, part of the Office Support brand, who also needed help with a similar relocation plan.
Result
The project was a complete success, around 600-700 people applied. All 28 positions were filled. Future business between Swatch and Hays is imminent, with an ongoing SLA being signed at this present moment. Doors have been opened for other Hays brands to form a good working relationship such as IT and Retail. This project was managed through Switzerland, which offered challenges in terms of communication but the outcome was that Swatch were delighted. One point to note is that Hays Sales & Marketing offered Swatch a completely flexible billing service, based entirely around their convenience which helped to make the project run so smoothly.
