Case Study: Recruitment Advertising for Sony Electronics

"This work was the single biggest successful effort we ever did, until the Radio hit the following month." - Director of PR, Sony

leadpic1-150x150Situation: We worked with the Director of Public Relations of an Electronics Manufacturer in the business of building large-screen television sets sold throughout the world. Critical Business Issue: Although a market leader, the company’s greatest challenge was not being able to meet sales projections because they were not able to respond to dramatic changes in staffing requirements. Reasons: The company had expanded their global manufacturing plant capability and needed thousands of additional staff to run the new lines to capacity. Not running the lines at capacity meant not meeting the production projections. At times they would be required to generate 1000 new hires within 30 days notice, but were unable to deliver. Because of their stringent hiring requirements they experienced a 4:1 applicant to staff ratio. The company had formal recruitment programs and materials in place, but was perceived as "just another factory." Prospective hires were unaware of opportunities that made the company different, the career tracks available, and the employee benefits that complimented a higher than average wag collateral_sonyVision: What he told us he needed was a way to to generate enough applicant volume to fulfill staffing requirements given their 4:1 applicant to staff ratio.. He also wanted to change the "just another factory" perception by helping prospects understand the opportunities that make the company different, like career tracks from production to management, education and health benefits, and generous product discounts. Capabilities Provided: Ideahaus® provided them with these capabilities by developing a marketing message, supported by print and outdoor advertising, using the company’s well-recognized brand, that created a vision of applicants controlling their own career destinies. We also developed campaign recruitment collateral for recruitment events, including marketing collateral and employment applications. A radio advertising campaign created a vision for students looking to begin a career, and for disgruntled workers, already trained for their positions, looking to make a move. Listen to the Sony Radio Campaign (4x60): Commercial 1: Sony Electronics - Nice Car

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Commercial 2: Sony Electronics - Nice Place

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Commercial 3: Sony Electronics - Engineers

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Commercial 4: Sony Electronics - Supervisors

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Results: The outdoor advertising was single-most successful advertising effort in client’s history, until follow-up Radio advertising generated more than 1000 calls per week. The company was able to respond to dramatic changes in staffing requirements allowing it to meet expanded sales projections.

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  1. barryalden says:

    As the Companies are vexed with the regular Recruitment systems, it is good to hear that they are opting radio for that, as it is giving some good results. Thanks for the providing such a useful info.

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