UK energy company E.ON has used a mobile campaign as part of an apprentice recruitment drive. Recruitment communications consultancy TMP Worldwide devised the campaign, in partnership with E.ON.
E.ON apprenticeships offer training for jobs such as electrical and mechanical fitters, overhead linespeople and cable jointers. The scheme attracts mostly male applicants, but E.ON was keen to promote its schemes to wider social groups that reflect the community in which it operates, especially a female demographic.
To meet this need, TMP Worldwide approached ad-funded mobile network Blyk. Blyk’s network offers free texts and minutes to 16-24 year olds. In exchange, users receive appropriate advertising based on collected lifestyle information.
On 23 December, E.ON sent a targeted Christmas message to young women through Blyk. The message read: “Turn on more than fairy lights this winter. And earn good money while you’re at it. Interested? Yes or No.”
Anyone who answered “Yes” received an animated picture message, encouraging them to join an E.ON Apprenticeship. Further information was available by scrolling down, with an option to visit E.ON’s Apprentice website. A follow up HTML email was sent as a reminder, once the application period started. The campaign achieved a 23% positive response rate.
Alan Davies, Employer Brand and Attraction Specialist at E.ON, says:
“This campaign has got 2009 off to a great start, and demonstrates how we are looking to use technology to target a specific demographic, as part of a wider campaign. TMP’s campaign has already attracted interest from an under-represented group in this area while keeping response costs to a minimum.”