Daemon Group – Case Study
Critical to the success of a number of high proﬁlegovernment contracts that will transform theirbusiness, Reed in Partnership need to recruit upto 400 personal advisers across a wide geographicarea over the course of nine months including 44 inshort timeframes to support the contract launch.Given the exposure of the project (includingdiscussion in the House of Commons), the scaleand the difﬁculty in ﬁnding both good talentalready working in the sector and new talent withthe requisite skills and potential, Daemon Group,through the GRADdirect brand, was engaged.
Supported by primary and secondary research,the objective was to maximise Reed in Partnership’sefforts in attracting the right quantity and quality ofcandidates to meet hiring objectives.Market and competitor analysis, segmentation andbenchmarking was layered over primary researchto provide the engagement platform including:• “Candidate X” proﬁle• Talent engagement dossier includingsegmented talent pools and key messaging• Phased and integrated attraction campaign• Dedicated campaign microsite includingon line application form
Building on interim creative focused on talentalready working within the sector, the maincampaign implemented a fresh and innovativestyle focused on engaging premium talent froma number of identiﬁed talent pools.Executed across major and localised regionalpress, generic and niche job boards and supportedby SEM/SEO, the campaign was deployed insix weeks including initial research. Attractingapplications in the thousands, fulﬁllment ran at86% of the initial requirement including 100%in the identiﬁed difﬁcult areas.
FILLING THE HOLES THAT OTHER JOBS CAN’T
DELIVERING THE TALENT FOR HIGH PROFILE NEW CONTRACTS