Northern’s Digital Recruitment Programme
Guerilla were appointed in Feb 23 to manage the Recruitment and Attraction services for Northern Trains. Our highly targeted digital approach, creative approach and understanding of the need to increase diversity on the workforce won us the pitch, but we still had to deliver some rigorous KPIs in an extremely competitive jobs market, and in a sector traditionally dominated by male applicants. A desire to improve the diversity of applicants is fundamental to the shape of the business going forward, so with carefully targeted digital campaigns and subtly diverse creative, we began to move the needle.
Guerilla has designed and managed Northern’s new digital recruitment programme, helping generate a new approach to media, fresh images and copy. We use the latest gender bias decoding software to get the words right and have created a new set of template digital Ads, refreshed the careers website, Indeed and Glassdoor company pages. Our approach is already producing great results.
We have successfully delivered an all KPI’s driving down the cost per click, and improving the quality of applicants though our targeted digital media and creative approach.
