Newspaper article The Evening Standard (London, England)

The Rules of Attracting Candidates; Advertising FeatureHiring Is Increasingly Integrated, Immersive and Interactive, as the Winners of Last Week's RAD Awards Reveal. by Niki Chesworth

Newspaper article The Evening Standard (London, England)

The Rules of Attracting Candidates; Advertising FeatureHiring Is Increasingly Integrated, Immersive and Interactive, as the Winners of Last Week's RAD Awards Reveal. by Niki Chesworth

Article excerpt

Byline: Niki Chesworth

WITH the number of people employed in the UK now at a record high of 31.4 million and more than 750,000 vacancies needing to be filled, the recruitment marketing sector has a tough challenge on its hands as it competes for candidates.

Last week's glittering RAD Awards, the Oscars of the recruitment communications industry, gave an insight into the innovative work that this sector is doing to increase attraction and interest in roles -- and then pull in candidates by enabling them to immerse themselves in the job and feel a real connection to the employer and the role.

Gareth Edwards, executive vice president of Europe at AIA Worldwide, creators of TalentBrew and headline sponsors of the RADs, says: "There have never been more ways to get our message to active and passive jobseekers, but there have never been more demands for their attention. It is not just a skills shortage market, it is a time shortage market, so recruiters are having to sell jobs, not just list them." Take the Is It In You To Be A Prison Officer? campaign, from Havas People, which not only won the Integrated Campaign award, but also the overall RAD "Oscar", which was presented by comedian Rob Brydon at the Grosvenor House ceremony.

The National Offender Management Service (NOMS) may not be as glamorous as working for a hightech start-up, yet this campaign draws in candidates through an interactive online approach using self-selecting tools and video interviews with those who already do the job. It challenges misconceptions about the role, while also challenging individuals to consider their personal traits.

Message: the It worked. The campaign generated more than 41,000 applications. Chris Le'cand-Harwood, head of social media at Havas People, says of the campaign: "A successful applicant goes through multiple touch points, so we had to ensure the candidate experience was engaging throughout."

Chair of the judges, Toby Windsor, managing partner at SMRS, adds: "This is how you should run an integrated campaign -- detailed planning, depth of channel selection, an investment in the social space and engagement with potential candidates. …

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