12,000 applications in 2 months
Working as a security officer often means working unsociable hours in anti-social situations. Think ‘security’ and you might imagine a well-built man standing at the entrance to a bar or nightclub. Maybe you might think of the type who walk the floors of offices or shopping centres in the middle of the night, whistling while they work and shining their torch in dark corners to check if everything is ok. And you wouldn’t be far wrong.
The challenge was to attract those people who don’t want to work in these conditions, who need to find a role that fits in with their lives. And don’t want to work on their own. Understanding the audience was critical to building a campaign that would connect on the right level. We developed a thorough piece of audience insight and data mapping work with Experian & YouGov.
The campaign centred on the thread of ‘SECURE BETTER’ – a thread that could deliver all our themes in a simple, memorable way. We were determined to create a campaign for security people that was approachable, friendly and warm. Exactly the characteristics that we needed new talent to demonstrate. And the opposite of what people have come to expect in this area. We created a family of keyhole characters. A visual metaphor of ‘Security People’. The intention was to attract on personality, not on preconception of what a security officer looks like. We have used different iterations of our family in the smallest and largest spaces. Static banners and simple animation. They tell a story on their own and are instantly recognisable. And they are totally and utterly inclusive. You might have guessed, but we really love them!
Recruiting 269 people at a maximum cost-per-hire of £260 per person is never easy, but the results so far have been staggering! After only two months and over 12,000 applications, G4S are delighted with the speed of response, the volume of applicants and the quality of people applying.