Havas People, the employee communications and talent attraction arm of Havas Australia, has recently launched a new employer brand campaign for Telstra, positioning the brand as a preferred employer for Indigenous people.
The campaign, designed to provide an insight into life at Telstra as an Indigenous Australian, is nominated for two Australian Multicultural Marketing Awards (AMMAs) in the Big Business and Communication Award categories – a first for Havas People.
Titled ‘A place to belong,’ the Indigenous recruitment campaign spotlights the stories of nine Indigenous Telstra employees. In a series of social led video clips that mapped back to the company’s employment brand pillars, the nine employees shared significant career experiences of pride, development and community, all serving to show the human side of the business.
The fully integrated marketing campaign is a Havas Village project, led by the Havas People Melbourne team – with the remit covering creative execution including a full suite of video and photographic assets, social and paid media.
Havas insights found that Indigenous Australian candidates often found it difficult to identify with Telstra because of the size and scale, and that they would find it difficult to find their place here. Havas People and Telstra set out to change this perception and give an inside view into life working at a organisation that’s supporting Aboriginal and Torres Strait Islander people thrive in the digital world.
“We needed to change perceptions – it’s as much about getting Telstra onto the radar of Indigenous Australians in the first place as giving them a reason to stick around and want to learn more.” explained Andrew Griffiths, senior account manager at Havas Melbourne.
“Through the stories of our Indigenous ambassadors and a sound route to market approach we achieved that, and more. All of our content was candidate-centric – from the testimonials of Telstra employees and Indigenous Australians they’re supporting in the community, to our video soundtrack which was written by two Indigenous recording artists based in Northern Territory. We feel it really helped potential applicants get that sense of belonging, as well as convert current Indigenous colleagues into greater advocates for Telstra’s employment brand.”
Havas People business director Kate Griffiths said: “It’s fantastic to see Havas People lead a Village project for a brand as iconic as Telstra and receive two AMMA nominations. Not only did we create some fantastic content for the brand but from a recruitment perspective the campaign also delivered outstanding results.
“During the campaign period applications equalled that of the previous four months, across a range of disciplines and at all levels of seniority. In addition, a month following completion of the campaign, over 34% of all applications generated during the campaign dates were still in the recruitment process with a number invited to interview.”
· Pete Pippen – Senior Strategic Planner, Havas People
· Ed Scrivens – Junior Strategist, Havas Australia
· Sean Elliott – National Creative Director, Havas Melbourne
· Jerome Lee – Senior Art Director, Havas Melbourne
· Kate Griffiths – Business Director, People, Havas People
· Andrew Griffiths – Senior Account Manager, Havas Melbourne
· Oliver Harris – Connexions Manager, Havas Media
· Kandiese Villella – Socialyse Trader, Havas Media