The objective of this campaign was to reposition the brand against the negative perceptions of the recruitment industry held by the wider Canberra community. Coceptive had received an influx of job seekers and businesses who brought with them horror stories of their experiences with other recruiters. Recruiters were perceived as opportunistic and inauthentic, caring more about ticking boxes than connecting with people. Coceptive wanted to distance themselves from this perception.
The slogan redefining recruitment represents the company's mission in a phrase, but the redefining recruitment campaign openly explores the why and how of this redefining process.
Throughout the campaign, the brand points of difference are focused on to explain how Coceptive is redefining the meaning of recruitment. These are directly aligned with specific pain points from consumers' negative experiences with other agencies, such as inauthentic communication.
Focusing on the brands motivation, or why, was essential to bring emotion to the messaging and develop a brand personality. The why was formed on a genuine love for helping people achieve their goals, and a connection to the growth of the local market. These motivations are closely linked with the brand's values. Without a why, the redefining recruitment campaign is just an empty promise.
Organic content:
Organic social media content was fundamental to the messaging of this campaign. In order to showcase authenticity, we provided value-adding content to educate and motivate the brand's audiences. Examples of this content include tips on how to better present yourself as a job seeker, improved hiring practices for businesses looking to hire, exposure for local business owners, and educational information on trends in the local market.
The aim here was to help the people we work with, at no cost to them, and in turn cement the authenticity of our redefining recruitment message.
Ad content:
Throughout the campaign digital ads were run across various social media channels including Linkedin, Instagram and YouTube. The brand targeted job seekers and businesses looking to hire separately with tailored messaging and detailed audience data. LinkedIn dominated the campaign ad budget due to its powerful targeting capabilities relating to users employment status, whilst Instagram and YouTube offered a cost-effective opportunity to extend the reach of the campaign.
The digital ads running throughout the campaign focused directly on combating the negative perceptions of recruiters, using explicit messaging to leverage the flaws of competitors into strengths of the Coceptive brand.
