How to manage the security at London 2012 Olympic Games is the challenge of G4S. How to generate enough applications to meet demand through social media and online has been the challenge for Net Natives.
One which has already been recognised for its innovation in national awards.
We needed to create an environment where candidates can be reached and engaged that would have the right viral effect. We needed to build relevant traffic, not just traffic. We needed to track spend against return on investment. And we needed to do this quickly and in a responsive manner.
To make sure people knew about the roles available, we needed to launch a targeted advertising campaign, sending interested Facebook users through to this new recruitment hub and prompting them to apply.
Using our Social CMS, we created a socially-sensitive branded Facebook page able to render applications, upload FAQs and create dynamic content.
We created an effective content strategy that focused on engagement, but also built crisis management strategies for such a sensitive event.
To drive the right traffic within Facebook, we created multi-dimensional Facebook advertising campaigns. Splitting the campaigns into micro campaigns that focused on profile based groups, geo-location and interests.
We also created multi-dimensional Google advertising display and search campaigns based on relevant key word and geo-located searches.
With just 10% of the budget, the online and social advertising continues to deliver up to 40% of all relevant traffic to their careers page.
The Facebook page has now become the primary focus for enquiries and feedback for their Olympics recruitment campaign, where G4S can manage and update all information appearing to their fans – a great success for such an important recruitment campaign!