Recruiting new talent as a business, especially during busy holiday seasons, has become one of the most difficult challenges to overcome as an organization.
There are many tactics you can employ to market to potential applicants, but above all, you need a solid strategy and a team who will work to find you the best advertising avenues that actually work.
When Fujifilm came to HS to recruit team members for one of their work centers, they were looking to get results–and we were able to exceed their hiring goals with the right mix of traditional media.
Our efforts resulted in hiring 1,800 employees—more than double the original goal—and retaining over a thousand of them beyond the holiday season. The campaign was so successful, Fujifilm has tasked HS with new recruitment campaigns in Greenwood, Portland, Oregon and Indianapolis, Indiana.
The Challenge of Recruiting Employees
Fujifilm’s Personalized Photo Products Group in Greenwood, South Carolina turns photo memories into keepsakes such as coffee mugs, calendars, totes and countless other applications.
Naturally, their type of business is especially busy throughout the holiday and gifting season. In addition to facing a holiday rush, Fujifilm has all the current market challenges of hiring and retaining employees that most businesses are experiencing.
What’s more, Greenwood only has a population of around 23,000, so the hiring pool wasn’t large to begin with. The challenge to HenkinSchultz was to not only drive new applicants, but move them with a compelling message–and do so quickly.
Highly Visible Traditional Media Campaign
Since Fujifilm is in the visual industry, we likewise wanted to make a visual impact. Using the tagline “Picture Yourself Here”, we not only had a little play on words, we also directly invited people to apply and imagine a better work environment.
Using a combination of billboards, print advertising, local radio and digital radio, HS helped launch the media campaign before Thanksgiving. Our placements were driven by Fujifilm’s current employee demographic makeup, and included both English and Spanish versions.
Our efforts resulted in hiring 1,800 employees—more than double the original goal—and retaining over a thousand of them beyond the holiday season. The campaign was so successful, Fujifilm has tasked HS with new recruitment campaigns in Greenwood, Portland, Oregon and Indianapolis, Indiana.
Messaging, Strategy and Media Mix
It’s rare that a message alone moves the bar. A good one obviously needs to be seen by the right people. That requires strategic thinking, smart media placement and the right media mix.
If you’re looking to recruit new employees or make the right mix of customer impressions, let’s talk.
