Case Study - Global Recruitment Marketing

Global Recruitment Marketing

The Brief

To increase the utilisation of the new employee value proposition (EVP) in recruitment marketing, GKN Automotive aimed to create globally consistent and easily adaptable graphic templates for promoting new job opportunities on LinkedIn.

The Approach

Project Scoping Sessions:

Conducted detailed sessions to confirm the full project brief, planning, and resource allocation.

Concept Development:

Further developed concepts initially created during the employer brand proposition project, ensuring alignment with the EVP.

PowerPoint Templates:

Created user-friendly PowerPoint templates to maximize ease of use and adaptability for local markets, ensuring that all regions could effectively implement the new materials.

Stock Images:

Developed a bank of stock images to supplement the client’s existing asset bank, providing a rich repository of visuals that reflect the company’s global presence and values.

EVP Messaging:

Developed a comprehensive bank of messages that utilised the EVP, ensuring consistent communication of the company’s values and propositions across all recruitment marketing efforts.

‘How To’ Video:

Produced a detailed instructional video explaining the steps to create and publish the graphics locally. This video served as a key resource to empower local teams to effectively use the templates and maintain brand consistency.

The Results

The strategic approach and carefully developed resources led to several positive outcomes:

Consistent Global Branding:

The PowerPoint templates and stock images ensured that all recruitment marketing materials were visually consistent and aligned with GKN Automotive’s brand identity globally.

Local Adaptability:

The easy-to-use templates allowed local markets to quickly adapt and implement the graphics, leading to increased efficiency and effectiveness in local recruitment efforts.

Enhanced Recruitment Marketing:

The bank of EVP-based messages provided a strong foundation for all communications, clearly conveying the company’s value proposition and attracting top talent.

Empowered Local Teams:

The ‘how to’ video equipped local teams with the knowledge and confidence to produce high-quality recruitment graphics, fostering greater autonomy and consistency in global recruitment marketing.

The Feedback

“Hannah is highly professional, engaged in all projects we work on together, and always giving "out of the box" ideas and suggestions, going the extra mile and delivering excellent service."

Conclusion

The global recruitment marketing initiative for GKN Automotive successfully integrated the newly established EVP into a comprehensive and adaptable set of tools and resources. This project demonstrated the importance of combining strategic planning with practical tools to achieve consistent, effective, and localized recruitment marketing across a global organization. The approach not only enhanced the company’s recruitment efforts but also reinforced its global brand identity, making it a compelling employer for top talent worldwide.