Research and insights - Media company
The Berkeley Partnership LLP provides business strategy consulting across multiple sectors, including oil and gas, healthcare and consumer goods. Berkeley delivers a wide variety of solutions globally, including IT and change transformation, business management and HR strategies.
Berkeley is a people-led business, which means it needs the best talent in the market to deliver its high-level services. However, attracting this talent is difficult, especially when it comes to bringing experienced hires into its organisation. Berkeley tasked us with creating a talent attraction campaign designed to bring very specific hires into its interview process, namely candidates who were looking at their second or third appointment. The campaign also needed to allow recruitment to be values-led, rather than skills-led.
To deliver this specialised talent attraction campaign, we developed an attribute-led system that allowed hiring managers at Berkeley to dive deeper into the candidates’ values and attributes, rather than what they had attained in their working life. Once we had created this specialised method of measuring each candidate’s capabilities, we moved on to create a suite of marketing tools that would allow Berkeley to share this key messaging with potential applicants and increase the overall quality of the applicant pool. This suite included a customised landing page, a full social media campaign and posting schedule, a video designed to appeal to the target applicants and suite of communications assets that could be used internally or in response to each application.
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