Corning
Challenge
Our customers at Corning Taiwan face one of the most competitive recruiting environments in Asia. Their challenges include a high demand, along with a low supply of talented, experienced engineers. Local firms are generally preferred over foreign companies, thanks to generous incentives such as stock options. Additionally, the target audience has historically had a low awareness of Corning, associating them more with their former cookware products than as a high-tech leader in the display glass industry. Corning realized that in order to compete head-to-head with other Taiwanese recruiters, they would need to use unconventional recruitment techniques, build their brand image and create a deeper bond with target candidates and the market in general.
Solution
TMP Worldwide developed a multifaceted solution that would immediately boost awareness for Corning among the target audience, educating them about who Corning is and why they should consider pursuing a career with them. The primary tools were large recruitment events in three key Taiwanese markets that included an exhibition-like environment. The events were staffed by Corning recruiters and attractive young "pom-pom girl" hostesses who appealed to the predominantly young, male audience of Taiwanese engineers. Creatively, TMP developed a strong, simple strategy that revolved around the use of a karaoke-like animated bouncing ball that visually appealed to the Taiwanese market, who prefer active, animated designs.
Tactics
The recruitment event was promoted through an integrated campaign with all traffic driven to a microsite, www.engineers-tw.com. The microsite, which was in Mandarin and English, provided details on the event, and offered the opportunity to refer a friend. In addition, it allowed visitors to pre-register for the event so that Corning recruiters could screen and begin to build relationships with key candidates prior to the event. Other important elements of the communications campaign included print ads, Internet banner/pop-up ads, radio commercials, outdoor billboards (traditional and LCD) and bus advertising. In addition, collateral materials were delivered to government job assistance centers and university departments.
The recruitment event itself involved creating a large, eye-catching exhibition that was both fun and educational. The booth's six sections included a registration area staffed by the hostesses, a place to learn more about Corning's heritage, innovation and technology - even a cafe lounge where candidates could relax and enjoy a beverage before being escorted to the interview section. TMP provided complete event management to Corning, so the recruiters could focus on candidate interaction and follow-up without having to worry about all of the details involved in such a huge logistical undertaking.
Results
The event showed how recruitment activities can be targeted to be uniquely relevant to an audience's way of life. The success of this approach is evident. Research conducted with active job seekers in Taiwan in the sixth week after the initial launch showed a 90% recall of the Corning brand among active job seekers, with 38% reacting positively to joining Corning. By the third week in October (midway through the communications campaign), the microsite had more than 80,000 visits, 2,104 resume registrations and 302 referrals. More than 600 potential candidates visited the events and 220 qualified interviews were conducted. The hires made from these events, plus the "buzz" that Corning created in a competitive market, have helped to position Corning as an employer of choice in Taiwan and will help them continue to grow in that market in 2005.