Having suffered the huge knock-on effect of Covid-19, staff shortages reached an all-time high for Global Ferry operater, Stena Line. With 80 onboard service staff and chef positions to fill across their Irish fleet…
THE CHALLENGE
THE CREATIVE SOLUTION
These days marketing jobs is like marketing a product. Applications are fuelled by awareness and creating a desire to join your company.
With options available from recruitment agencies to job boards, Stena Line understood that the most successful recruitment strategies are fuelled by building and communicating a distinct Employer Brand Value Proposition.
Ardmore deployed its Three-Step Employer Branding and Recruitment Methodology, designed and tested to build a brand’s distinctive Purpose, Experiential and Contractual Employer Value Proposition from the ground up.
Click the headings below to find out more
STEP 1
Define and Discover your Employer Brand Purpose, Vision and employee insight
First and foremost we had to get to the core of what Stena Line offers that no other organisation can: A new perspective, experience, and balance to your career.
Whilst most hospitality providers have similar job specifications, Stena Line offers staff several unique benefits, including week-on-week-off shift patterns, free accommodation, and food & gym access onboard.
It was time to reach new prospective employees and influence them think differently about their career, and how life could look working with Stena Line.
STEP 2
Develop and Design the EVP and big campaign idea
It was clear therefore that working with Stena Line is no ordinary career.
Therefore, the big idea was to attract applications for ‘A life less ordinary’ by pulling back the curtain of the unique work-life balance of Stena Line employees on-board and off-board. Two core films and a range of digital, social and press creatives were crafted to explore the free time and variety of unique benefits that a career with Stena Line offers.
A perfect mix of platforms was launched across the UK & Ireland.
STEP 3
Determine and measure the outcomes of the campaign
The final step of the process was to measure the campaign’s success.
The campaign made a significant contribution to the generation of a result less ordinary with 1,700 applications for 80 roles, leading Stephen Bryden, Stena Line’s Head of Onboard Sales and Services to say he was “astonished” by the public’s response, and “We have never received so many applications.”
”We have never received so many applications.
Stephen BrydenHead of Onboard Sales and Services, Stena Line
1000
+Applications for 80 roles
THE CHALLENGE
Having suffered the huge knock-on effect of Covid-19, staff shortages reached an all-time high for Global Ferry operater, Stena Line. With 80 onboard service staff and chef positions to fill across their Irish fleet…
…we needed applications fast!
THE CREATIVE SOLUTION
These days marketing jobs is like marketing a product. Applications are fuelled by awareness and creating a desire to join your company.
With options available from recruitment agencies to job boards, Stena Line understood that the most successful recruitment strategies are fuelled by building and communicating a distinct Employer Brand Value Proposition.
Ardmore deployed its Three-Step Employer Branding and Recruitment Methodology, designed and tested to build a brand’s distinctive Purpose, Experiential and Contractual Employer Value Proposition from the ground up.
Click the headings below to find out more
DISCOVERY
STEP 1
Define and Discover your Employer Brand Purpose, Vision and employee insight
First and foremost we had to get to the core of what Stena Line offers that no other organisation can: A new perspective, experience, and balance to your career.
Whilst most hospitality providers have similar job specifications, Stena Line offers staff several unique benefits, including week-on-week-off shift patterns, free accommodation, and food & gym access onboard.
It was time to reach new prospective employees and influence them think differently about their career, and how life could look working with Stena Line.
THE BIG IDEA
STEP 2
Develop and Design the EVP and big campaign idea
It was clear therefore that working with Stena Line is no ordinary career.
Therefore, the big idea was to attract applications for ‘A life less ordinary’ by pulling back the curtain of the unique work-life balance of Stena Line employees on-board and off-board. Two core films and a range of digital, social and press creatives were crafted to explore the free time and variety of unique benefits that a career with Stena Line offers.
A perfect mix of platforms was launched across the UK & Ireland.
MEASURE
STEP 3
Determine and measure the outcomes of the campaign
The final step of the process was to measure the campaign’s success.
The campaign made a significant contribution to the generation of a result less ordinary with 1,700 applications for 80 roles, leading Stephen Bryden, Stena Line’s Head of Onboard Sales and Services to say he was “astonished” by the public’s response, and “We have never received so many applications.”
”We have never received so many applications.
Stephen BrydenHead of Onboard Sales and Services, Stena Line
A LIFE LESS ORDINARY
