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Case Study
HSBC
The “world’s local bank” called on us to help them execute a geo-targeted recruitment strategy in all their own backyards.
THE CHALLENGE
Working with HSBC’s London-based HR marketing team, we developed and implemented a Teller recruitment strategy which encompassed strategic use of the global website to engage and message to a Generation Y audience that historically was viewed as “walk-in candidates” that were unavailable online. The design and structure of this new campaign allowed us to pinpoint geographic areas of weakness and be flexible with our recruitment spend.
The Approach
The 12-month project used analytics, design and tactical implementation in a new format allowing for a clear ROI statement to the approving marketing team. In our first meeting the Director of Recruitment said “We don’t change our strategy to recruit for different generations. “ After a careful debate and many discussions we agreed to try a beta test using this new approach.
The Results
The result – this new “Gen Y” strategy proved to be 47% more effective YOY compared to previous attempts to reach that audience attributing to over 750 hires.