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Independent Stevedoring’s Recruitment Campaign

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    recruitment campaign worker at indpendent stevedoring

    stevedoring campaign with worker

     
     

    NEWS / EVENTS

    SPOTLIGHT ON… RECRUITMENT CAMPAIGNS

    KingSt has been working closely with several clients from primary industries to help solve their recruitment challenges.

    INTRO:

    With a nationwide skills shortage sweeping our country, and our borders closed to overseas workers, businesses are needing to develop innovative, creative solutions to attracting talent and recruiting staff in a challenging market.

    One of our most recent clients, Independent Stevedoring, had a myriad of challenges to overcome: The labour market had changed, with pay rates in the industry becoming more competitive and workers having more options. Then, add in the existing COVID-19 struggles and mandatory vaccinations for port workers, and recruitment was nearly impossible.

    PROCESS:

    We knew the target audience was individuals who are hard working and salary driven, looking to get stuck in and earn well for them and their family. Our team developed the campaign ‘Work That Counts’. The idea was to instil pride and aspiration in potential recruits, by showing that the work they do will have a real impact as they keep the country moving at a really critical time – we wouldn’t have food, building materials or Christmas presents without them!

     
    worker doing his job
    working at independent stevedoring
     

    The campaign utilised bold imagery, hero’ing real workers within the organisation on the job and strong messaging to convey a competitive pay rate and opportunities for growth. With a mix of media, including billboards and radio for awareness, and digital (Facebook, Stuff Native & Neighbourly) for direct response, we ensured the creative was not only eye-catching but in the right place to catch our audience’s eyes.

    SOLUTION:

    The campaign is a short, tactical four-week approach, but already the team are seeing a high number of applications and enquiries through the Facebook Lead Forms, a relatively new feature for Facebook, which is proving to be effective for our target audience. It’s been extremely rewarding working with the team at Independent Stevedoring. There’s nothing better than helping a business and having them put their trust in you.

    “We can’t fault [KingSt’s] professionalism and handling of this campaign. We did leave a lot of this to [their] judgement and experience – and it is paying off”.

    Account Management: Pietta Barnett 

    Creative Lead: James Cleary

    Designer: Hone Tutua and Lilian Lee

    Media: Jeanine Rowell

    Digital: Nicole Cochrane

     
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