The best job in the world campaign from the Queensland government has gone brilliantly. It created masses of publicity for the barrier reef, on prime time TV, in the press, and across the full spectrum of social media. It won best advertising campaign of the year.
According to my favourite newspaper, the Guardian.
A PR coup for Australian tourism, the whole campaign has generated around A$148m (£73m) worth of publicity for northern Queensland. In a clever piece of marketing and timing, they sent out news of the concept on a dreary Sunday afternoon in Britain, and subsequently the idea of a job reclining on a beach in Australia promptly received a prominent news slot in Monday morning’s papers
British Charity worker, Ben Southall landed the job, beating out 35.000 applicants.
There are a number of technical innovations that are worth noting for those of us involved in recruitment and recruitment software. Strong use of video based CV/Resume, Viral campaign, Voting, Community, multiple social media channels, psychometric testing…
I could pick up on those here, but I think there is a more important point here for recruiters and HR folks. Do you align your recruiting strategy with your overall branding strategy? Can you turn your recruiting strategy into a brand advantage? What does your recruitment process say about your brand? Do you work closely with marketing to position the employee brand in the broader branding strategy? Do you measure the impact of your recruiting strategy on your brand? Can you clearly articulate why someone should want to work for your organization?
If your organisation is skeptical about the power of social software and the web, then you could do worse than remind them of this campaign.
If anyone has any details on the technology platforms used to manage the application process and the selection, I’d love to hear from you. What innovative recruitment strategies have you seen? Do let me know. please.