TMP Worldwide Advertising & Communications

Solid Energy

Solid Energy, NZ's leading coal producer, needed to fill a variety of senior engineering roles. Due to the limited talent pool in NZ they had tried to recruit internationally in the past, but with little success.
As advertising was due to take place towards the Christmas season, TMP recommended professional response management was integrated into the recruitment strategy to ensure a seamless candidate care experience.
Our advertising challenge was to develop a co-ordinated campaign to target local, national and international candidates and make the candidate journey as informative and user friendly as possible.

The central component of our integrated campaign was a 10-page microsite with a vanity URL highlighting the coal mining industry (www.coalminingjobs.co.nz). This gave job seekers relevant information about the organisation, job vacancies, lifestyle in New Zealand, and the opportunity to apply online.
In New Zealand, Australia and South Africa, candidates were driven to the site using teaser ads in the main Metropolitan papers.
Our research in the UK and Canada meant we were able to target specific mining regions where we knew there were potential layoffs. Use of advertorial style ads allowed us to present Solid Energy and New Zealand as an attractive opportunity and signposted readers to the microsite. Animated banner advertising was also placed on niche mining and engineering sites.
Another key component in our integrated strategy was incorporating professional response management. We briefed our Response Management teams globally, so that online applications and enquiries could be handled and assessed efficiently and consistently, regardless of time differences.

There was extremely good feedback from international candidates about how easy it was to source information from the print ads and apply online through the microsite.
Solid Energy received 44 applications overall and they came from all countries that were targeted with print and online ads.
Solid Energy's Northern Region is in the process of hiring two candidates.