Blaze places WSP | Parsons Brinckerhoff
Two steps ahead.

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Blaze Advertising’s knowledge and deep expertise in Employer Branding has been recognised once again with an award win for their EVP, recruitment strategy, and brand development work with WSP | Parsons Brinckerhoff. The agency has had long standing success in delivering outstanding and award-winning Employer Branding work for some of the most well known brands in Australia, from big financial sector names to every day consumer brands.

The Employer Brand and Recruitment campaign “2 steps ahead” created for multinational engineering, design and professional services firm WSP | Parsons Brinckerhoff won the “Best Recruitment Campaign” category of the prestigious Australian HR Awards 2016.

With a concept that reinforces WSP | Parsons Brinckerhoff’s performance-driven and agile nature, the “2 steps ahead” idea promotes the firm’s visionary attitude – in a way that leaves competitors behind. Taking this strong leadership statement, the ‘two steps ahead’ idea was also a great fit visually – as the WSP | Parsons Brinckerhoff logo already contains 2 steps in side-on perspective in their corporate logo.

Using real employees from the organisation’s 6 core business areas for the campaign, the company’s personnel were photographed in various stages of movement, showcasing the forward thinking and the “2 steps ahead” mentality that the company promotes from within. The integrated campaign included print, social and digital elements for maximum impact.

Siobhan Savage, Talent Acquisition Executive at WSP | Parsons Brinckerhoff said combining the firm’s in-house expertise with Blaze’s creative energy has resulted in a winning campaign. ‘As a business we were clear this campaign had to serve three purposes – to support us to recruit progressive, high-performing applicants, to reinforce our brand and to positively influence our workplace culture. Blaze worked closely with us to meet all these objectives and to top it off, we are now finalists in a national industry award. Our area of expertise is highly competitive, so it’s vital to stay front of mind with both graduate and experience hire candidates. The strategic thinking and creativity of this campaign has given our organisation a real point of difference in the market – and we’re seeing excellent results in terms of quality candidate applications. The campaign has also been very effective at not just making those wanting to join us more aware of what our organisation achieves in terms of an incredible scope of projects across Australia and New Zealand, it’s also allowed our own people to share in the pride of what we do. ‘2 Steps Ahead’ has really provided a rallying point for our business culture, as well as our people.”

CASE STUDY: SA Police Talent Attraction

Challenge

Many people have misconceptions about a career with SA Police, and policing organisations in general. Often they are seen as a place to wear a badge and uniform, and not for the human side – where interaction with the community, and supporting it is paramount. What was needed was to take our target group (Males & Females 25-40, indigenous & non-indigenous) on a journey which would show the human qualities of the job. Educating, engaging and converting interest in SA Police into action and applications.

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Solution

Rather than relying on communications that would just attract attention, we replicated interactions that a candidate might experience as a serving officer. Every day scenarios that had real potential to escalate into dangerous criminal situations. In using this narrative, we identified human attributes we all share – but that officers are trained to draw on in certain situations. The 4 stories, and 17 films created demonstrated to our target audience that you’re much more likely to get personal satisfaction and fulfilment than the average person with SA Police. This allowed us to achieve several belief change milestones. From engagement to awareness, our audiences could recognise they had these attributes, but weren’t putting them to the best use within their current roles. To drive the message home, we used a powerful combination of advertising, social and rich media – which worked seamlessly to communicate with our audience across various touch-points.

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Results

The campaign delivered strong numbers, including:

  • 1.4 million Digital Impressions
  • 1.25m Facebook Impressions
  • 40% lift in quality application numbers