TAQA Bratani had a problem with significant numbers of new recruits withdrawing acceptance due to counteroffers from rival firms. They wanted to remind them the unique culture that made them change originally. This was then repurposed as an awareness raising, recruitment TV/cinema spot.
The audience are experienced hires with 5+ years in oil and gas. Working in technical, onshore/offshore, and administrative roles.
Aberdeen is an extremely competitive recruitment market. In a poll of local recruiters by TMP, 93% said it had got harder to recruit top talent in 2012,100% that it would get harder in 2013. The film is designed to differentiate TAQA from other employers.
MEASURES OF IMPACT AND EFFECTIVENESS
Zero acceptance withdrawals since pack launched-12pa before. Client chose repurposing to TV/cinema spot.
Spot-550,000 unique viewers. Recruitment website received 54,611 page views in four months– up 500%. 13,514 visitors, 76.11% were unique. Weekly applications up from 42 to 205- 488%. With drop in withdrawals this has significantly improved recruitment capability.