Case Study: Barkers Recruitment

Client

Her Majesty’s Prison Offices via Barkers Recruitment.

Campaign

Objective to recruit prison officers – campaign was 9 weeks commencing mid January 2008.

Media Support

£850k above-line campaign embracing regional press, cinema, outdoor (48 sheets) and radio – all featured a mobile 5 digit shortcode as a response mechanism via SMS.

Methodology

Using conventional media, insert a shortcode with keyword ‘Prison’. Request potential applicants to apply on their mobile using the shortcode. 3Gmm trap the mobile phone number and we automatically deliver a response to respondent’s mobile giving the applicant a website to fill in an application form electronically.

Results

This was the first mobile recruitment campaign launched by Barkers. Barkers now have access to a warm candidate list which they can use for the future (maximising targeting, minimising costs and wastage). Using the application built by 3Gmm, Barkers have an infinitely better understanding of the target audience. The responses received were well above client expectations.

Ongoing

3Gmm have proven that Mobile recruitment works in this environment very successfully. The Client (HMPO) will be continuing to use the medium of mobile as an automatic part of their media mix. Barkers now have their own exclusive application, in order to demonstrate to their client base the power of mobile.