#HIRALVIDEOS – HCL

Copyright © 2014 HCL Technologies Limited | www.hcltech.com

#HIRALVIDEOS – DISRUPTIVE LEAD GENERATION CAMPAIGN

HCL being a $5.7 billion IT services company with 100,204 employees across 31 countries hires close to approx. 30,000 employees annually. This
increase in workforce is critical to the strong revenue growth for an IT company. Consequently, the employer brand team at HCL, plans for
recruitment marketing investments to help in creating brand salience and drive applications.

With these objectives in view, #HIRALVIDEOS, a digital campaign, was executed in November’14 to drive applications, which would be the
“leads” in employer brand’s context. This 30 day campaign was immensely successful in driving 175 M impressions, 11,000 applications with
a CPA of $4.93 & 300,000+ video views. It also created salience for HCL’s position as an innovative employer in India after the success of
#Coolestinterviewever.

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#HIRALVIDEOS – PROBLEM STATEMENT & APPROACH
PROBLEM STATEMENT CAMPAIGN APPROACH
Recruitment landscape –85% of approx. 30,000 open positions in HCL are in The protagonist of the campaign is a creative HCL recruiter who has devised this clever idea
the India markets. India is also the centre for large IT powerhouses leaving of spoofing some most viral videos by giving a job pitch to attract the best talent in short
several options for an IT candidate to choose from. The value proposition of period of time as he is under a constant fulfillment pressure on meet his quota.
these employers is not clearly defined and hence undifferentiated. #HIRALVIDEOS was a campaign with many creative angles which were integrated together
to form the campaign concept
Traditional channels for recruitment marketing like job boards, walk-ins,
email notification from job sites, direct apply on career site etc. are no longer
enough for IT organizations to source beat quality in time to avoid revenue • Convert written job descriptions to video format and create a disruptive hiring
loss. Increasing active and passive candidates are spending substantial time collateral of it
on digital mediums leading to a surge in investments on social recruiting.
Direct recruitment by one to one reach out by a recruiter doesn’t have the
necessary scale for the top vanilla skills which are in demand throughout the
year. • Be targeted to non-target audience (viral video watching friends of candidate
who are too busy to watch viral videos)
Secondly, fulfillment of positions through recruiter partners and employee
referral are not the most cost effective channels especially for vanilla skills
(CPA of partner being 16X of direct hiring).
• Use creative strategy to ride on the popularity of viral videos in India to create
After the success of Coolestinterviewever, HCL had gained the positioning of unexpected hiring pitch
being an innovative employer and we needed to occupy this position by
continuous investment in building brand salience.

During our ongoing research with talent pool in India, job search process is • Utilize social media, affiliate marketing, email marketing, recruitment
tedious and predictable with nothing to differentiate one IT employer channels, search and display advertising for a single campaign
from another in India. We wanted to create a campaign to change this
perception. Hence, the idea of transforming the boring written job
description into disruptive and unexpected videos.

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 #HIRALVIDEOS – CREATIVE STRATEGY & BUSINESS IMPACT
IDENTIFICATION OF DEMAND CAMPAIGN RESULTS
We first identified the top 10 skills that contributed 80% of hiring demand for As in any B2B lead generation context, ensuring good number of applications (leads in
HCL. These were later cross-verified with the online presence of professionals our case) at competitive cost per applications (equivalent to cost per lead) is of utmost
with these skills. Later the four skills with comparatively high probability of importance for the business.
targeting were finalized for the campaign. The traditional application sourcing channels mentioned above have substantially high
cost per application ranging from $100-350. However, the Hiral videos campaign
CREATIVE STRATEGY helped us attain thousands of applications at extremely economical rate of less than $5,
which was very well received by the HR folks within HCL.
Hiral Videos, (a portmanteau of Viral and Hire) are cleverly disguised job Moreover, this campaign also managed to gather eyeballs across various digital channels
description videos that appeal to the viral-watching friends of desirable which further helped us in creating external salience for employer brand. Hence,
candidates. Taking on several popular viral trends like Gangnam Style, The unlike other lead generation campaigns that are focused only on generating leads, this
Harlem Shake and others, a fictional HCL recruiter tells the viewers to share the campaign also contributed branding for the organization, which is a unique achievement.
job videos with friends who fit the bill. The below mentioned metrics have quantified the results obtained from the campaign.
The phenomenon of viral videos has been designed to capture the millennial
generation. Appeal to them to not just making these videos viral but also to share
METRICS
it with people who would excel at an engaging career at HCL.
APPLICATIONS
#HIRALVIDEOS is a clutter breaking campaign designed to change the very
perception of an IT employer, recruitment collateral process & the overall
landscape.. It is designed to build salience of HCL as an innovative employer 11,3K+ DIGITAL
Lead Metrics
Reach Metrics
showcased by CIE.
IMPRESSIONS
CAMPAIGN PORTAL
175 M+
VIDEO SNAPSHOTS
COST PER RECOGNITION
CAMPAIGN SITE APPLICATION
VISITS

145K YOUTUBE VIEWS

$ 4.93
335K
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