Work
jobs.co.uk
Turning the recruitment industry on its head
Strategic Challenge: Within a cluttered jobs market Jobs.co.uk needed to find a way to stand out from the crowd while ensuring it remained an effective tool for employers and job seekers.
Key Insight: 89% of hires fail due to attitude not aptitude. Its chemistry not capability.
Coupled with the massive rise in the popularity of dating sites such as Match.com, we saw this as a great strategic opportunity to re-position Jobs.co.uk around Chemistry.
The matching algorithms were reformulated to focus on personality and culture as well as qualifications & experience alongside a re-brand.
Proposition: Where jobs and candidates click.
Creative Expression: Click with the right employer: the job site where one click can change your life.
Building an employer brand for Tarmac
Strategic Challenge: With an image around "laying roads and asphalt", Tarmac was struggling to fill key roles in its business outside this direct skill set. An Employer Brand was needed.
Key Insight: Working at Tarmac, enables individuals to work on world renowned projects such as Heathrow and Wembley Stadium. Working at Tarmac is not just a job, its about creating change that will benefit people for years to come. A chance to leave your legacy.
Proposition: A chance to leave your legacy.
Creative Expression: Make your mark.
Impact: The new Tarmac Careers site saw an increase of 850% in applications YOY . The site was also been shortlisted for a DADI Digital Excellence award in 2016.
Unpicking loyalty with Avios
Strategic Challenge: The loyalty market has changed significantly in recent years. Consumer loyalty is harder to achieve and technology has given consumers more power and choice. For Avios, the UK’s largest loyalty scheme provider the current climate meant a review of its proposition.
Strategic Approach: By creating more brand partnerships, Avios can connect with more consumers. Understanding partner needs was critical. I carried out interviews with loyalty managers in a number of blue-chip companies to understand their views on the loyalty market trends and opportunities.
This research provided Avios with key insight on how to articulate their B2B proposition and was turned into a white paper to share with research participants.
Impact: The research project engaged with 8 blue chip companies which were potential partners to Avios and resulted in 3 meetings and one conversion.