RBKC is building a new Sovereign DD&T Service (Digital, Data and Technology Service) with the objective to fundamentally change the way the Council operates and help shape outcomes for the local community and positively impact on the lives of residents.
Osborne Thomas were appointed as the retained consultants for the recruitment project to manage the attraction and initial application process, who in turn, partner with WDAD Communications for EVP and employer branding creative requirements.
Designing a compelling employer brand message and suite of branded assets was deemed vital to the success of this project. In a highly competitive market sector such as IT, employer brand clarity was essential. And given the nature of the roles, is was also essential to have a dedicated microsite to better inform candidates and provide a destination on which tracking pixels could be used for retargeting when using programmatic attraction methods.
For more details visit our website case study here.
The campaign ran over a four month period with the roles being made available in a number of set tranches. In total the campaign generated a response rate of more than 2,000 application clicks with a significantly higher CTR than the industry benchmark. What’s more, over 50% of the candidate pools came from minority groups. In total, Osborne Thomas successfully filled 22 roles, which given this difficult sector and hard market conditions, was a fantastic achievement.
The campaign also secured a second PPMA shortlist nomination for Osborne Thomas and WDAD in the Best Candidate Experience category.