FILLING THE HOLES THAT OTHER JOBS CAN’T
DELIVERING THE TALENT FOR HIGH PROFILE NEW CONTRACTS
CHALLENGE
Critical to the success of a number of high profile
government contracts that will transform their
business, Reed in Partnership need to recruit up
to 400 personal advisers across a wide geographic
area over the course of nine months including 44 in
short timeframes to support the contract launch.
Given the exposure of the project (including
discussion in the House of Commons), the scale
and the difficulty in finding both good talent
already working in the sector and new talent with
the requisite skills and potential, Daemon Group,
through the GRADdirect brand, was engaged.
Daemon Group – Case Study
STRATEGY
Supported by primary and secondary research,
the objective was to maximise Reed in Partnership’s
efforts in attracting the right quantity and quality of
candidates to meet hiring objectives.
Market and competitor analysis, segmentation and
benchmarking was layered over primary research
to provide the engagement platform including:
• “Candidate X” profile
• Talent engagement dossier including
segmented talent pools and key messaging
• Phased and integrated attraction campaign
• Dedicated campaign microsite including
on line application form
RESULTS
Building on interim creative focused on talent
already working within the sector, the main
campaign implemented a fresh and innovative
style focused on engaging premium talent from
a number of identified talent pools.
Executed across major and localised regional
press, generic and niche job boards and supported
by SEM/SEO, the campaign was deployed in
six weeks including initial research. Attracting
applications in the thousands, fulfillment ran at
86% of the initial requirement including 100%
in the identified difficult areas.
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Daemon Group – Case Study