Recruit NI is a recruitment platform that felt a little overshadowed by its sister website – the larger, more familiar, longer standing ‘NI Jobfinder’. Both platforms are owned by the NI newspaper ‘Belfast Telegraph’, but Recruit NI was lagging behind.
THE BIG POSITIVE IMPACT
We wanted to give Recruit NI a distinct personality with a ‘tongue in cheek’ campaign appealing to working ‘20 somethings’, unhappy or bored in their current job, and looking for a change. Picture this…a bored office employee dreams of escape from the humdrum of their unfulfilling job – step forward the humble paper clip – these handy little supplies could provide the fictional escape route needed! Our creative team created and photographed a rope ladder made out of paper clips, and placed the image against a strong yellow background. The call to action simply stated “Plan your Escape”, to drive jobseekers to the website to find out more.
The campaign successfully repositioned Recruit NI, giving it a strong and distinctive look across all digital, social and print platforms. The campaign won two prestigious GOLD awards in the 14th PANI Awards (2017) for Best Use of Outdoor; and Best Magazine ad.