A digital journey
...investing in success
In 1884 a local bookeeper called Thomas Mason Daffern formed a building society. From its humble beginnings to a £54 billion organisation supported by just under 3,000 employees. Today it’s known at the Coventry Building Society and investing into the next 100 years with it’s technology infrastructure is key. Attracting applicants from different backgrounds in a way that did more than just tick the diversity box. It was time for a different approach to recruitment.
Define your future
...join our tech teams
With a £60 million investment into CBS, it re-energised the IT & Change division and a challenging number of new IT candidates were needed, this campaign had to deliver. Traditional job boards just wouldn't cut the mustard. We turned to film and a targeted social campaign to make the delivery work.
Our focus groups dug deep into the personas of these savvy tech employees. And we were amazed how much they were shaping the future of CBS. We lead with the concept of ‘Define our future’ and weaved it through every touchpoint of the attraction campaign.
What we did
We knew we needed to create powerful messaging for CBS that would resonate with all applicants, and what better way to do that than through film? After all, film communicates a message 6,000 times faster than copy, dominates social media and brings employers on average 34% more applications.
Create a two-minute, impactful employer brand film to showcase the unique culture of Coventry Building Society. And use this to direct candidates to a micro site. The film would be split into 20 - 30 second snippets that would act as ‘enticers’ or ‘reminders’ depending on whether the applicant has already seen or engaged with their social media presence.
We backed everything up with real-world employee stories and quotes, bringing strong messaging and focus to the attractive elements of the role.
Did it work?
Well, they loved it! Our creative concept both explained what it’s like to work at Coventry Building Society and gave viewers a reason to click. It was smart, playful and informative – all things that work extremely well on social media.
0individual IT job roles targeted
0Kcandidates engaged with the adverts