LEAP Create Wins Silver at Employer Branding Awards for Best Social Media Strategy

Prioritizing recruitment potential for CGI UK’s hard-to-fill technology roles

LONDON, November 9, 2022 /PRNewswire/ — LEAP Create, a people communications agency, is delighted to have won the money for its recruitment campaign for hard-to-fill technical roles for CGI UK. By favoring potential over expertise, the SSII has implemented a skills-based approach to facilitate integration into the company and accelerate recruitment. LEAP’s challenge was to create a compelling recruiting campaign that convinced candidates with the right attitude and skills that a lack of skills was not a barrier to advancing into an exciting career at CGI.

David PhillipsDirector of Recruitment at CGI, says: “This campaign represented a fundamental shift in our traditional ‘fill to role’ recruiting approach. It delivered fantastic results for CGI. Candidates saw an employer who shared their values, was genuinely invested in their development and offered them the chance to work on impactful projects with leading clients. This was a collaborative campaign, developed with multiple stakeholders across the business, and provided a pool of informed and enthusiastic talent.”

Allow candidates to apply
LEAP’s response was an idea-driven marketing campaign primarily executed on social media platforms. The research phase revealed that people with 75% of the skills are more likely to focus on the 25% that they lack if recruiting messages are not inclusive. This was especially true for women and minority groups, reflecting a broader issue of diversity in the tech industry.

This finding formed the basis of the campaign message prioritizing potential over expertise and empowerment, giving talented candidates the confidence to apply for positions they might normally think would be beyond. of them. The offer of accelerated training as part of the recruitment package to enable less experienced talent to apply for positions supported this claim.

Deepen Candidate Engagement
LEAP reached out to people who may not have considered CGI as a career option, guiding them to assets showing the range of opportunities now available to them. The media plan included a sponsored social acquisition campaign on LinkedIn, Facebook and Instagram and organic posts from CGI’s platforms. Supporting resources included a bespoke landing page, member videos and one-click apply buttons – all of which boosted candidate engagement.

A flexible approach to media planning
In a crowded field, the campaign had to deliver a double whammy: convince candidates that CGI had relevant opportunities and that they wouldn’t waste time applying for seemingly senior positions. Testing responses, retargeting engaged audiences, and rearranging landing page roles to match the direction of social media posting and advertising were central to the evolution and eventual success of the campaign.

An astounding 23% conversion rate
The campaign performed well above social media and industry benchmarks with a 23% conversion rate. Paid social ads were viewed nearly 3 million times, 14,599 people clicked through to the skills landing page, and 3,476 candidates applied for positions.

Sara MacGregorManaging Director at LEAP Create says, “This project showcased LEAP Create at its best. Our planning, strategy, creativity, and rollout was a dynamic, responsive exercise in identifying, segmenting, and inspiring audiences. We experimented with approaches to social media to build trust and encourage applications from minority groups The campaign garnered a much higher than expected response from a diverse range of talented professionals, allowing CGI to welcome a new group of highly motivated members .

Joanne Merecido: [email protected], 0207 251 8617, 07984 454080

About LEAP Create
We believe people are most talented, creative and productive when their work has purpose and meaning. We help our clients attract, recruit and retain the right people through marketing and employer branding campaigns. In particular, our team specializes in recruiting women and underrepresented groups into STEM (Science, Technology, Engineering and Mathematics) roles. LEAP Create relies on JUMP London, the UK’s leading independent creative services agency.

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