ABLE TO SELL THIS PRODUCT?
How did we attract 97 applications for the copywriter position with an unconventional contest?
We aimed to attract high-quality candidates for a copywriter at the moment when traditional job vacancy ads no longer provided a suitable response to the needs of the creative industry. Instead of a standard job ad, we designed a format that was both an employer branding tool and the first selection filter - and received 97 applications, including 88 candidates with agency experience.
Challenge
At the time when demand for high-quality personnel in the creative industry was on the rise, it was clear to us that the traditional approach to recruitment was no longer enough. Standard ads, generic benefits, and expected messages did not have the capacity to differentiate our employer brand and recognise true creative talents in the first contact.
Our challenge was not only to increase visibility of the job vacancy ad, but to get a candidate who had the mindset of a copywriter – quick, original, funny, and able to sell.
Therefore, we needed a strategic approach combining employer branding, creative communication, and selection in a unique format.
Solution
Instead of a traditional job ad, we developed a series of ads defined as a creative challenge. At the first sight, the ads looked like absurd sales tasks, but they were actually designed to immediately activate the type of thinking needed by a good copywriter.
We invited candidates to, in addition to a CV, send one sentence for “selling” one of the unusual products from the ad. Thus, the ad became more than an invitation to apply – it turned into a tool for recognising talents at the first step of selection already.
- + Unified idea – with this approach, we combined several functions into a unique concept
- + Employer branding – format clearly presenting the brand nature and creative differentiation from typical job ads
- + Selection mechanism – testing of relevant skills at the very entry of the process
- + Organic attraction of attention – concept driving reaction, sharing and engagement of audience
Results
- 0 applications in total
- 0 candidates with agency experience
- Applications came from abroad as well
- High interest was also raised by subsequent announcement of the “winning” copies
Conclusion
In addition to numbers, the project additionally strengthened the perception of our agency as the team that demonstrates creativity not only in work for clients, but also in the way it builds its own team. Interest of candidates from abroad and reactions to the announcement of winning copies additionally confirmed that the concept was relevant, impressive and recognisable from the brand aspect.
We this approach, we both filled an open position and built the employer brand in the long run, based on authenticity, creativity and clear professional culture. The project confirmed that recruitment could be a strong communication tool when it was designed strategically and executed through an idea demonstrating brand quality.