The McLean Partnership: City of London – Senior Leadership campaign

CASE STUDY

The Challenge:

London and in particular The City and its place in the UK and the World is changing in unprecedented times. At the City of London Corporation, a programme of transformation has been set in motion to ensure it provides the leadership it needs in challenging times in particular in terms of pace, enterprise, agility and inclusivity for its diverse clients in the years ahead. Their new target operating model marks a unique moment of cultural transformation for the organisation and its leadership ambitions ahead. These world class ambitions require world class leadership.

The McLean Partnership, an Executive Search and Interim Management firm, was appointed to find nine exceptionally talented leaders who would embody the change and transformation ahead and be exemplars at this historic time for the City of London Corporation, leaving a lasting legacy for a centuries-old organisation and the City it serves. The McLean partnership chose to work with us following the successful delivery of a similar microsite project. We were also able to support them with a very high profile and carefully sequenced recruitment advertising strategy for this unique campaign.

The Solution:

The McLean Partnership were already reaching out to their extensive and diverse network of contacts and we needed to support them with a campaign microsite that could not only sell the opportunities, but showcase the organisation and act as repository of resources for the campaign. We also developed a media strategy to raise the profile of this campaign to attract the diverse range of leadership talent that the City of London Corporation were seeking to find out more and apply.

With lightning-speed we designed and developed a user-friendly, contemporary looking microsite which aligned successfully to what the client was looking for. Candidates could find out more about the organisation and the transformation that it is going through and access detailed information about each of the nine senior leadership roles. The online application process kicked-off with an anonymous Equalities Monitoring form before taking candidates through to an application page where they could select the role they were interested in and submit their supporting statement and CV for consideration.

Advert screen shot

The Result:

The result was slick, on-brand, user friendly microsite that brought to life the incredible journey the City of London has embarked on, along with the unique opportunities it has to offer. The microsite became an ongoing resource for new candidates generated by the advertising, and for existing candidates too.

The data shows there were 224 completed applications. The quality of the candidates was considered to be very good.

Jonathan Swain, Senior Partner, McLean Partnership

We were delighted with the microsite that Dawson Walker developed for us. Not only did it have the look and feel that we were looking for, but Dawson Walker also “got it” in terms of what we were trying to achieve with this unique campaign.

 

Moreover, the Dawson Walker team were an absolute delight to work with.

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