Travis Perkins has continued to support the construction industry throughout the entirety of the pandemic, keeping our buildings and projects going. But the pandemic has presented some additional challenges from a workforce perspective. Due to an increase in holiday uptake during the summer months, the business was left a little short on staff to cover the increased demand from the business. This combined with the average age of employees in the business being 45+, we had a unique challenge to overcome. The business wanted to recruit 1,000 Gen Z’s to fill their temporary 6-8 week summer temp roles and we had one month to do so.
Knowing how valuable well thought out social channels are in attracting Gen Z’s, we first began with a thorough audit of their Instagram channel to understand what content they were creating and how we could improve this for the audience. Our strategy was to use their IG channel as the main hub to host creative content pertaining to the summer temp role. We produced an attractive suite of creative content for their IG feed and story, these all fit into the 4 key pillars we defined for the campaign. The real catalyst for the campaign came with our use of highly engaged IG and Snapchat influencers. We handpicked influencers that fit the client brief and we knew would deliver the results we were after to set the campaign in motion. We know Gen Z loves people-led content and this proved to be no different for this campaign.
The volume of applications for the Summer roles with Travis Perkins certainly helped to start building that rapport with Gen Z, as well as the pipeline for temporary talent. Combining the very best Gen Z creative, handpicked influencers, and a clever paid strategy we were able to deliver a diverse talent pool ready for the summer. 86% were BAME applicants, 33% of applicants were and 97% were under the age of 25.
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