Filling the vacant roles was a big ask given the current demand for highly skilled labour across manufacturing industries coupled with a lack of local talent.
This was exacerbated by the fact that Oyster was just not well known beyond very limited circles and so was just not attracting enough candidates.
We needed a strategy that focused on improving what was said, where and how often, in order to attract the right talent. We aimed to drive greater awareness with messaging that made the employment offer more distinctive and appealing.
This was all delivered through:
Refreshed employer brand – a new, written and visual articulation of a career at Oyster helped to create consistency and ease of execution across owned, earned and paid channels. The clear and compelling messaging framework was supported by the great assets they already own – their amazing yachts and talented people.
Targeted Recruitment campaign – a short sharp 3-month program of multi-channel digital activity included job postings on niche job sites, paid social activity on Facebook and Google, sponsored jobs on LinkedIn and Indeed, and targeted programmatic display ads.
Enhanced careers pages – these were optimized to tell a far more cohesive and compelling story to candidates and ultimately convert them from awareness to interest and consideration to actual application. The pages contained the right messages and content to bring to life what’s on offer and what the experience is like at Oyster, including stories of ‘people like them’. This content was also repurposed through social media to drive more traffic to the career pages.
Improved employee communications – in parallel to external activity, we ran frequent updates for employees on internal channels to keep them informed and connected to the growing business. To aid with external recruitment efforts we also ran a referral scheme which proved to be a great way to build engagement and advocacy internally by providing a joining bonus to employees.
