Recruitment advertising strategy for McLean partnership: City of London
CASE STUDY
Dawson Walker were able to support McLean with a very high profile and carefully sequenced recruitment advertising strategy.
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. This is 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.
New target
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.
Appointment
The McLean Partnership, an Executive Search and Interim Management firm, was appointed to find nine exceptionally talented leaders. These leaders would embody the change and transformation and be exemplars 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 Dawson Walker 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. 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. This would be to attract the diverse range of leadership talent that the City of London Corporation were seeking for.
Microsite development
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. This is where they could select the role they were interested in and submit their supporting statement and CV for consideration.
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. 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.
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