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Cath Everett

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LV= launch recruitment campaign with a difference


An insurance and pensions firm has unveiled a quirky multi-channel recruitment campaign in which potential applicants take photos of staff on posters using their mobile phones and receive recorded messages about what it is like to work there.

The campaign by insurance and pensions company LV=, formerly known as Liverpool Victoria, is based around five posters found on both taxis and billboards at over 150 sites, including bus and tram stops, in Croydon, Bristol and Exeter.
Each poster presents a different staff member in roles ranging from customer service to IT and finance. Candidates are invited to take a photo using their mobile phone and to send the image via an MMS or email to LV attaching the code 67777 and the keyword LV.
The company uses image recognition software to identify which employee was on the poster, before making a pre-recorded call to the job-seeker. The staff member in question, who was nominated for the campaign by their manager, outlines what they do at LV= and what it is like to work there.
Stuart Affleck, LV=’s head of resourcing and development, said: “This recruitment advertising builds on LV=’s existing brand and product marketing campaigns. As well as getting jobseekers to engage with the campaign, LV= will also be building a database of interested users to target with future marketing campaigns.”
The company is looking for 300 staff, mainly in customer service roles and will back the campaign up using other advertising tactics, which include traditional outdoor media, prints and online ads as well as employing social networking sites including Twitter, Facebook, YouTube and LinkedIn.
Every text that is sent to LV= will see the firm donate 10 pence to its nominated charity, Great Ormond Street Hospital.


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