Comms and Recruitment: Refining Your Strategy

In today’s competitive market, attracting the best talent is a constant battle. But have you considered the silent weapon you might be overlooking? A strategic communication campaign throughout the recruitment process can be the difference between finding your ideal candidate or watching them go to a rival.

With 80% of recruiters reported to have faced challenges when it comes to quality job applications, we’ve been brought on board to bring our marketing and communications expertise to the table in recent years. Here's why good communication is king in recruitment.


Building a Strong Campaign Identity

Having a strong campaign identity is the foundation of successful recruitment. It communicates your company’s values, mission, work and culture and highlights what makes your company unique, attracting candidates who are more likely to resonate with your company and are more likely to be successful. This was our starting point for our recent recruitment campaign for the North East Ambulance Service (NEAS).

We created a compelling brand identity for this campaign, using the easy-to-identify, bold ‘battenburg’ graphic, replicating that found on NEAS vehicles, to immediately grab the attention of potential applicants, build momentum and create a sense of urgency. We combined this with messaging that was impactful, concise, and accessible, reflecting the tone of voice of the organisation and providing a clear call to action: ‘Every team member is a lifesaver’.

This clear visual identity and campaign line laid the perfect foundation for a strong recruitment campaign.


Identifying The Right Channels

Kowing your target demographic and more importantly, where will you find them is key to identifying the right channels. Strong communications show your value to potential employees but if you don’t know where to find them, you’re falling at the first hurdle.

NEAS was recruiting for a variety of roles, from Heath Advisors to Advanced Practitioners, where the target audience ranged from recent university graduates to trained Paramedics. With such a wide range to target, we took an integrated approach to the campaign. We targeted both LinkedIn and Meta platforms (Facebook and Instagram) as well as a suite of radio advertising and out-of-home to reinforce the messaging with our key audiences.


Attracting Top Talent

The tables have turned. Top candidates have options, and they’re looking for employers who value clear communication. By emphasising your company culture, benefits, and flexibility with the interview process, you’ll attract people who appreciate transparency and a two-way dialogue. This is something we see as a key driver in communications when it comes to a recruitment campaign.

By prioritising clear, consistent communication, you can transform your recruitment process from a black box to a welcoming conversation. Not only does it help you find the perfect fit, but also strengthens your employer brand and builds a positive reputation in the competitive job market. Our campaign for the North East Ambulance Service led to a 50% increase in job applications compared to the same period the year before – this shows that a well communicated-recruitment campaign is more than just a nice-to-have.  

Have a recruitment campaign you’d like some support with? Get in touch!


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Cool Blue is a full-service agency that drives brands forwards. Our ideas and innovations are always conducted with purpose. Delivering solutions that combat specific challenges and provide results. Our strategic expertise offer a valuable service to every one of our clients, helping them achieve their goals.


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