Blaze Advertising’s knowledge and deep expertise in employer branding has been recognised once again with a win at the prestigious 2016 Australian HR Awards for their ‘2 steps ahead’ campaign with WSP | Parsons Brinckerhoff.
The employer brand and recruitment campaign won in the “Best Recruitment Campaign” category, recognising Blaze’s EVP, recruitment strategy, and brand development work for the multinational engineering, design and professional services firm.
Leanne Krstevski, Chief Executive Officer at Blaze said that the win is a testament to the agency’s work within the sector over the years.
“We are thrilled to have won Best Recruitment Campaign for our work with WSP | Parsons Brinckerhoff. Blaze has had long standing success in delivering outstanding and award-winning employer branding work for some of the most well known brands in Australia, from big financial sector names to every day consumer brands.
“Our concept reinforces WSP | Parsons Brinckerhoff’s performance-driven and agile nature, promoting the firm’s visionary attitude in a way that leaves competitors behind. We felt that making this strong leadership statement was also a great fit visually as the WSP | Parsons Brinckerhoff logo already contains two steps in side-on perspective in their corporate logo,” she said.
Using real employees from the organisation’s six core business areas for the campaign, the company’s personnel were photographed in various stages of movement. This showcases the forward thinking and the ‘2 steps ahead’ mentality that the company promotes from within.
The integrated campaign included print, social and digital elements for maximum impact.
Siobhan Savage, Group Talent & Mobility Executive at WSP | Parsons Brinckerhoff said combining the firm’s in-house expertise with Blaze’s creative energy has resulted in a winning campaign.
“As a business we were clear this campaign had to serve three purposes – to support us to recruit progressive, high-performing applicants, to reinforce our brand and to positively influence our workplace culture. Blaze worked closely with us to meet all these objectives and to top it off, we are now winners of a national industry award.
“Our area of expertise is highly competitive, so it’s vital to stay front of mind with both graduate and experience hire candidates. The strategic thinking and creativity of this campaign has given our organisation a real point of difference in the market and we’re seeing excellent results in terms of quality candidate applications.
“The campaign has also been very effective not only at making those wanting to join us more aware of our organisation’s achievements across Australia and New Zealand, it’s also allowed our own people to take pride in what we do. ‘2 steps ahead’ has really provided a rallying point for our business culture, as well as our people,” she said.
Blaze Advertising is part of WPP AUNZ, Australasia’s leading marketing content and communications group.