Transport for London needed to recruit a large number of talented technology specialists. So ultimately, our objective was to raise awareness about opportunities on offer and drive traffic to their careers page. But in a fiercely contested market full of innovative technology companies, we first needed to breakdown misconceptions about the ground breaking work their technology specialists do.
Our ‘Become an IT hero’ campaign uses beautifully-shot video to tell stories about the people behind the innovations that keep London moving. Rather than advertising on generic job boards, we focused on the specialist tech sites where our audience hangs out, and used programmatic techniques – based on behavioural and contextual profiling – to target tech talent specifically. Our solution also featured the first ever use of social media in a TfL recruitment campaign.
The programmatic advertising alone generated more than 26,000 clicks through to the website, and upwards of 160,000 YouTube views resulted in over 5,000 more. In total, the campaign reached over 1.3 million people on social media. And while the campaign was running, TfL grew its total number of fans by over 12,000 – its biggest monthly increase of the year. The engagement rate was impressive too at 13.36%, and cost-effective with a cost per engagement of only £0.03.