Graduate and intern attraction campaign for Tata Steel
CASE STUDY
Dawson Walker created a graduate and intern attraction campaign to find quality applicants. These would be various engineering and support roles across Tata Steel locations in UK. A pipeline of potential applicants and candidates had been developed, but was not sufficient to fill vacancies.
The Challenge:
- Tata Steel employer brand is relatively low profile at Universities due to reduced needs in previous years.
- The UK Graduate market is highly competitive due to 11% (according to AGR) year-on-year increase in employers’ numbers
- There is a perception challenge, e.g. “400 jobs to go Tata steelworks in Port Talbot” – Guardian
- Timing – finding graduates outside the traditionally UK graduates and placement opportunities of September/October
The Solution:
- Our first priority was to mobilise a compelling graduate and intern attraction campaign quickly. To make sure we could boost the applicant and candidate pipelines as quickly as possible.
- We included a broad range of different media and channels.
- The Dawson Walker creative team devised a persuasive, creative attraction campaign.
- In addition we wanted to explore and convert the potential of the existing pipeline of incomplete applications.
- Although our plan was swiftly developed and implemented we ensured we devoted a substantial resource into the detailed planning.
The Result:
We knew that this exercise (tactical in its approach) was the start of a longer-term recruitment plan for Tata Steel. With access to the website analytics tool we have closely monitored and reported on the performance of each and every piece of marketing inventory.
This has also enabled us to take actions to optimise performance immediately but it will also help us to shape future plans. In addition we've launched surveys with applicants to increase our knowledge of the perceptions of Tata Steel as an employer.
We are convinced that the longer-term strategy should include a review of the candidate journey to ensure it is “best in class”.
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