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Lifting Recruitment advertising to the next level

Lifting Recruitment advertising to the next level…
10 February 2009

Heritage Hotel Management have won the annual Haines NZ Ltd Recruitment Advertising Recognition Award (RARAs) for 2008. Heritage was the clear winner because of their willingness to use highly creative communication that focused on the candidate and the company culture…more so than actual tasks of the role.

Heritage was experiencing some challenges recruiting staff at entry levels, predominately in the front of house and food and beverages areas. In response, Haines developed the ‘Going Up’ campaign concept which emphasised their Corporate Training Programme in order to appeal to their target market of 17 - 23 year olds. This concept focused on the wide range of career opportunities available at the Heritage rather than advertising specific vacancies. A second ad in the campaign (‘Front of House’) was a continuation of the ‘Going Up’ concept but focused on front of house roles.

Both these campaigns were executed using print advertising that drove candidates to an online Campaign Site where candidates could find more information on the roles. An Open Day was held at Heritage Hotel for both Heritage Auckland and CityLife Auckland supported by promotional staff standing at the Auckland’s Britomart station handing out flyers promoting the event. About 65 people attended this Open Day, which was seen as a huge success. As a result ‘Going Up’ has become an integral part of the Heritage recruitment strategy. Not only did this recruitment drive resonate with new candidates, but it also reinforced each of the current employees’ decisions to develop a career at the Heritage.

Established in October 2007, the Haines RARA Awards were developed to recognise and showcase outstanding advertising undertaken by Haines clients. There are currently no other awards that recognise excellence in recruitment advertising in New Zealand. The RARAs are run monthly, and the winner is chosen by a client voting poll along with the in-house expert judging panel.

Click here to visit the Haines RARAs website and learn more:


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