Engaging audiences through social media channels

The Invictus Games, presented by Jaguar Land Rover, used the power of sport to inspire recovery, support rehabilitation and generate a wider understanding and respect for those who serve their country.

Aim

JLR saw an opportunity through the games to leverage their recruitment message to a specific audience across all job levels within their manufacturing area. The idea was to consider how, through social media, TMP Worldwide could build an engaged audience of ex-forces personnel pre, during and post the games while getting the recruitment message into this specific market.

APPROACH

As the games were high profile within JLR, much importance was placed on joining up marketing, PR and recruitment communications to build consistency in approach and ensure that any materials were shared across all parties involved. TMP worked very closely with 14 other agencies that were supporting marketing and communications for the project. This enabled us and the resourcing team to determine what would be relevant to a potential candidate, whilst also delivering bespoke content to support other key messages around life away from service in the armed forces and becoming a JLR employee.

TMP recommended Facebook as the most relevant and accessible online platform in which to build a specific careers presence away from generic channels.

JLR's Ex-Forces Careers was created. Broadcasting careers and Invictus Games specific content, TMP worked closely with the CTP (Careers Transition Partnership) and other ex-forces charities to serve bespoke, meaningful content (Including infographics, video, imagery and useful links) specific content across their social platforms, generating interest and engagement back on Facebook.

Using this platform, ex-forces personnel and their families, could tell their specific stories. This allowed us to create a competition called 'Who is your Invictus Hero' which asked individuals who had liked the page to nominate their 'Hero' telling the story of how they had been courageous in the face of adversity, and how this had inspired them in their day to day life. The competition winner received tickets to the closing ceremony of the Games.

IMPACT

JLR was delighted with the level of engagement that the page had received in such a short space of time with almost 500 likes on the page in two weeks and many compelling stories from those that had entered the competition.

The page continues to grow, with maximum engagement; the highest point being 1543 in one day. The biggest achievement to date is receiving a message directly from one of the Invictus Gold medal winners expressing his interest in working for JLR. 

"The service was excellent, a good understanding of what we were looking for. We were delighted with the feedback we received from candidates, thanks to the service TMP offered. From the beginning of the campaign right to the end, the effort and hard work was appreciated"