Pitch and proof

Northern Ireland Housing Executive (NIHE) required media solutions with the goal of recruiting for a number of graduate roles in their Belfast, North Regional, and South Regional offices. Targeting students or recent graduates throughout Northern Ireland in the field of Asset Management was key and through a multi platform approach the campaign secured a significant increase in completed and quality applicants to the required roles. 

Define

Bearing in mind the short time line in play, the ASG team undertook initial research to ensure the campaign properly targeted the most relevant audience. Media platforms were to be used to pull in potential applicants who were either finishing university and studying a specified list of subject matters relevant to the role, those that had recently graduated, or those that were already in roles but might consider a move.

Develop

Focusing on the key audience, our team strategically placed advertising with Queen’s University Belfast and Ulster University to roll out a campaign making use of digital screens in Student Unions, targeted Adshels in close proximity to the university campuses, and listings on the Universities’ career portals. To target the broader audience, the campaign was implemented through digital 6 sheets at selected commuter sites, Belfast city airport, specialist job boards, print media, social media and Google Search roll out.

Deliver

The targeted campaign, based on strategic media planning over online, print and outdoor yielded a significant increase of 113% in completed applications to the roles and a 50% increase in appointments made. The Facebook campaign received 3,253 clicks and reached 106,367 people, achieving a 3.06% click through rate (industry average is 0.47% for Recruitment adverts).