THWhite Recruitment Campaign

THWHITE, a nationwide agricultural engineering company, commissioned Silverless to make film content to aid in their recruitment efforts, their aim was to improve the volume and quality of applicants to fill a broad selection of vacancies across their multiple divisions. The films needed to work as a long form piece for showcasing the company at careers fairs as well as short cut downs for a social media campaign.

Before we could come up with a creative response to the brief, we set about understanding the customer on a deeper level. We visited two depots and conducted various interviews, both in person and on calls. We spoke to all levels of the business, to get a real picture about what it’s like to work at THWHITE, the culture of working there and the sort of candidate they’d like to attract.

Armed with the strategic approach, ‘TH WHY?’ we presented a campaign that selected advocates from different target audience archetypes, to tell their personal career journey story, building the picture of what it’s really like to work for the business through their eyes, dispelling common misconceptions and of course, in their own words explaining why it’s a great place to work. The proposed treatment was to create content using fast paced editing techniques and a mixture of stills and live action, to create really engaging and modern content, similar to what you might see on someone’s social media feed, coupled with a really strong animated call to action.

During the discovery phase for this project we highlighted the need for a dedicated career portal, to put the films and the THWHITE people front and centre and to make the recruitment process, simpler and more geared towards starting a conversation. We designed the UX and visual designs for this portal and it was built by THWHITE’s developer.

Our sister agency Talking Stick put together a campaign plan including both PPC and Paid Social. The google ads have gained 355k impressions, resulting in 3,408 clicks and The Meta stats show the videos to have driven 561k impressions and 13,00 clicks. Due to running this series of promotional ads the new website has gained 4.3k users in 3 months and driven a total of 168 application submissions.