Miners for OKD Recruitment campaign
Miners for OKD Recruitment campaign. Problem Miners profession favored in the past 100,000+ miners in Ostrava region in 80’s 20,000 miners after 2004.
Dec 26, 2015
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Miners for OKD
Miners for OKD
Recruitment campaignRecruitment campaign
Problem
Miners profession favored in the past
100,000+ miners in Ostrava region in 80’s
20,000 miners after 2004
Desillusion, lack of respect, low recognition
OKD in 2004: new owners, new coal reserves, new perspectives
Lack of qualified miner – workforce has to be delivered from Poland and Slovakia
Need for 600+ new miners, almost nobody interested
Idea
miner’s profession based on team work
miner’s usually work in twosome teams
20,000 miners is an army
20,000 agents in the region = mass
20,000 people telling the story = stronger impact than newspaper ads
TASK – to convince own miners first and ask them to play the role of recruitment agents
Internal communication
articles in internal newspaper
leaflets available for 1-on-1 distribution by miners
visits in the recruitment centre
trainings
intensive motivational campaign in corporate media
strong symbols of TEAM spirit (hands)
“Looking for guys holding a bunch!”
Internal PR campaign
“Bring your own partner!”
Miner’s work through journalists’ eyes
Efforts to promote miners’ work
Internal PR campaign
“Miners are bringing their partners”
Recruitment center opened
“Recruitment bonus is back”
Internal PR campaign
“OKD Academy supports the
children of miners”
“Average salary in OKD at 2008 grown among the firms in the region most”
External part
recruitment ads in regional press
motivational ads in corporate newspaper “The Miner” (higher circulation than the public newspapers)
leaflets distribution
recruitment center support
“Looking for guys holding a bunch!”
Results
target = 1000 new miners(later reduced to 500 due to downturn)
monthly average of applicants:+100 before campaign+400 at the campaign peak
413% growth in 2H compared to 1H 0860% higher results over the targets
“The recruitment campaign worked,” sais HR manager
RECRUITMENT
CAMPAIGN
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