Innovative submarine-based recruitment campaign delivers results for BAE Systems and awards for Alexander Mann Solutions
Innovative submarine-centred recruitment campaign named Best Broadcast Advertisement and wins the prestigious Creative Grand Prix award at the recent Recruitment Business Awards
The aim of the 'Great ideas in the hands of great engineers' campaign is to inspire potential applicants by showcasing the involvement of BAE Systems engineers in the next generation of submarines for the Royal Navy. The campaign employs the latest in augmented reality technology and was created by the Resourcing Communications team at Alexander Mann Solutions (AMS) to help BAE Systems recruit approximately 150 professional engineers across a variety of disciplines - including mechanical, electrical, design, power and propulsion, quality and nuclear. A core element of the campaign is a film (www.youtube.com/watch?v=s-OYPp5CcqU) showing an animated submarine rapidly deconstructed down to the smallest component.
Commenting on the success of the campaign to date, Rowland Cooper, Human Resources Director at BAE Systems Maritime - Submarines, said: "We are continuously looking to bring the brightest and best engineering talent on board to work within our business. We hope that in developing this new campaign with the Resourcing Communications team at AMS it will enable us to really reach and connect with the type of applicants we are looking for. The team at AMS have provided truly innovative solutions on this project and the awards achieved so far are testament to this."
The campaign film will be loaded on to a credit-card sized Videopak before being sent out to a carefully targeted candidate base. Videopak technology uses a micro-thin LCD screen that allows rich media content to be played in a whole new context. The BAE Systems film plays when the Videopak is opened.
Even those who do not receive the Videopak will still get to see the technology come to life in a unique way, as the print advertisements can be viewed on smart phones using the Aurasma Lite App. Through a mix of advanced image and pattern recognition, the App will take readers from the magazine page to the campaign video - with augmented reality making the still images on the page move, before transitioning seamlessly into the campaign film.
Alexander Mann Solutions Resourcing Communications Group Account Director Rob Matthew comments: "The most important aspect of this cutting-edge campaign is how effective it is in attracting a larger number of talented candidates to BAE Systems. I'm delighted to say that since the first phase was launched in June, there have been more than 19,000 views of the video on YouTube, over 8,500 clicks from the online advertising campaign through to the recruitment pages on the website, and most importantly there has been a marked increase in applications, offers and acceptances for Submarine vacancies at BAE Systems."
Rob added: "The fact that this recruitment campaign is also raising BAE Systems' brand awareness and has picked up two awards is a welcome bonus".
Alexander Mann Solutions
Based on the shared belief that people are the foundation for success, Alexander Mann Solutions (AMS) builds world-class talent and resourcing capability for leading organisations across the globe. As a trusted advisor, we deliver a range of measurable solutions through integrated outsourcing and consultancy services. Listening to our clients, these services have been blended over the years to deliver significant financial, performance and competitive benefits for many of the world's leading brands - including Microsoft, Barclays, Deloitte, Credit Suisse, Novartis, GE Capital, Rolls-Royce and Vodafone.
AMS pioneered Recruitment Process Outsourcing (RPO) in the European market in 1996, and what followed was a step change in the professionalism of the recruitment industry. We listened to the market and have never stopped delivering innovative solutions. By early last decade we had rapidly grown and were deploying solutions for a wide range of organisations across Europe, Asia Pacific and the Americas. While RPO and Contingent Workforce Solutions remain a core component of what we do for our clients, we now have a range of consulting teams who work across all stages of the talent and resourcing lifecycle. These teams are fully integrated into our RPO offering.