Adrian Flux asked us to assist them in recruiting 160 new employees over the course of a 9-month period. Rather than using a traditional recruitment agency, Adrian Flux chose to handle the logistical aspects themselves whilst tasking Maze with a promotional challenge; showcasing Adrian Flux as a desirable employer and attracting the right candidates to apply to work for the company.
Prior to promoting anything, a new home for careers content was established on adrianflux.co.uk; a space where we could host a variety of multimedia content and list vacancies. We also created the Adrian Flux Careers sub-brand to help distinguish future careers content from the brand’s general communications.
Due to Adrian Flux’s remote working policies, the target audience for this campaign spanned across the entire UK job market. However, armed with useful insight from the client regarding the demographics and experience of previously successful candidates, we were able to build a narrower audience which informed many elements of our campaign.
We used content promotion to reach the broadest segment, and help the target audience view the brand as an employer, not just an insurer. We distributed content on Instagram and LinkedIn from the Adrian Flux Careers brand, but actively avoided promoting roles or vacancies. Instead, we used this content to build Adrian Flux’s position as a desirable employer.
We distributed regular social media posts that focused on company culture, showcasing some of the exciting things the brand is involved with, as well as employee perks that are available. This included things like their sponsorship of The Waterfront in Norwich, regular concert tickets for employees, opportunities to work at events like Silverstone Festival, staff parties, flexible working arrangements and overtime opportunities. We also shared posts from content creators who advocate for the brand to help build on the brand’s likability.
But, reaching this audience was just the first challenge. The next was ensuring that Adrian Flux resonated and appealed to the right people from this pool, and we used real-life testimonials to do this. Candid discussions with current employees were filmed, edited and shared across various platforms to provide evidence that Adrian Flux is a great place to work. We hoped that viewers would resonate with current employees and their reasons for choosing Adrian Flux, and this in turn would foster some valuable relatability.
The above was essential in making Adrian Flux memorable, ensuring that they were recalled and considered as a career option when the target audience came to start their own job search. To make sure that we captured these prospects at this crucial stage, we had to ensure that Adrian Flux was present at the right time with the right content. Hence, vacancy advertisements were shown to already engaged audiences on Facebook, as well as Google Search and Display Advertisements.
We were delighted to see that our promotional efforts were reflected in the applications received by Adrian Flux, with a total of 3,687 application forms completed across the 9 months – a +360% increase on the same period the year before!
Comparing this period to the previous year’s efforts, we have seen improvements across both organic and direct results:
Paid search also proved fruitful, with 75% of all application completions coming from “Adrian Flux” brand search terms related to jobs, careers and vacancies.
In total, 411 employees were recruited across the campaign period, meaning that 11% of candidates who applied were successfully hired by Adrian Flux.
Not only was the number of recruitment targets exceeded, but the campaign investment was 10% of what a company might pay a recruitment agency (i.e. 10% per base salary), meaning we were able to offer real added value.
Since the success of this initial campaign, we have continued to work with Adrian Flux year on year as their recruitment ambitions and workforce continue to grow.
