Client:
Reed In Partnership

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Introducing business decision-makers to a workforce that’s Ready for Everything.

We were tasked with raising awareness of the government’s Job Entry: Targeted Support (WHP JETS) Scheme in the North of England. The scheme provides employment support to Universal Credit (UC), and New Style Jobseeker’s Allowance (JSA) claimants who have been unemployed for three months or more, delivering guidance and training to help claimants become confidently ‘job ready’ and able to make a real difference to businesses as soon as they’re placed.

Our client required:

  • Campaign strategy
  • Campaign creative
  • Campaign delivery
  • Leverage local relationships
  • Tracking and reporting

Focusing on specific locations and industries, the B2B campaign brief came with an ambitious target for the desired number of leads.

To inform our strategy we researched the mindsets of the target audience (business owners and HR teams in SMEs across Yorkshire, North East and the East Midlands). This told us that:

  • Employers were reducing staffing costs to help cash flow.
  • Current employees were taking on more responsibilities, to avoid the risks of hiring new staff.
  • Recruiting online was a huge change for most businesses, and they were taking time and resource to adapt.
  • Uncertainty about the economy meant that businesses were hesitant to plan too far into the future.

““Nearly 200,000 people over the age of 50 have dropped out of the workforce or become economically inactive since the start of the coronavirus outbreak in the UK and the supply of people available for permanent work soared by the largest amount since the financial crisis. But whilst supply is high, demand is faltering.”

Source: The Times

Based on these findings, we formed a strategy around three pillars: engage, reassure and inspire:

 

All targets exceeded by end of campaign run.

To fulfil our objectives and show that there was a skilled workforce ready and waiting to slot into business vacancies, creative needed to appeal to senior decision-makers who previously may not have considered UC and/or JSA claimants. We were required to show that the demographic and skillsets of these claimants has drastically changed since the onset of the pandemic, with many being highly suited to vacancies for which they may formerly have been overlooked.

The resulting creative campaign was truly “Ready for Everything”.

We planned a multi-stranded programme of integrated lead generation marketing activities including TV, radio and digital advertising to build awareness, consolidated by PR, social media and content to engage, build trust and reassure businesses that the scheme was the right fit for them.

We crafted bespoke photography and videography for the assets, with real companies from across the North East volunteering their support with locations, props and uniforms (activity which subsequently generated one of the first referrals to the scheme!). It was important that the client could ‘own’ the imagery, that it was distinctly ‘Reed in Partnership’, and that it provided consistency and instant recognition across a diverse suite of materials. Evocative music and a northern voiceover also helped ensure that the TV commercial resonated with its target audience.

We created a website hub for all things WHP JETS-related in the North of England, to which all advertising was directed, so that leads could be monitored and attributed to specific marketing channels.

Visit the web hub: www.readyforeverything.co.uk

And we produced a range of supporting printed and digital materials including postcards, leaflets, social media graphics and PowerPoint presentations, to enable the internal team to capitalise on the wider campaign activity and convert the resulting leads. The campaign was launched internally via an internal webinar to generate buy-in and share what was happening with the key teams at Reed in Partnership, who could help to make the campaign a success.

Results

All targets for employer acquisition were exceeded by the end of the campaign run, across metrics including:

  • Campaign reach
  • Clicks
  • Lead generation across employers, email, phone, jobseeker contact forms
  • Cost per lead
  • Direct web traffic
  • Organic search traffic
  • Social reach and engagement

To kickstart employer recruitment, Reed in Partnership agreed our campaign was just the job.

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