The National Trust’s recruitment team had started searching for a new addition to their digital media team but their approach was not achieving the desired results. The team, along with their advertising partner ThirtyThree, hit on the idea of using a microsite dedicated to this vacancy.
The National Trust used this platform to share all the information that is usually seen in a traditional job advert. However, this was just one element as there were lots of added extras including information on the National Trust’s commitment to digital investment, online access to its digital testing labs and a short film portraying the uniqueness of the National Trust’s state-of-the-art office. The site, www.hungryfordigitalchange.co.uk, was then pushed out to the digital community.
Jenny Rettie, National Trust Recruitment Manager, said: “We’re so proud of this innovative recruitment campaign and think it shows that the National Trust is changing and we’re starting to shift perceptions of what it’s really like to work here.
“It’s all part of our move to engage with people in a variety of new and exciting ways. Latest research shows that 76 per cent of leaders hadn’t ever thought of us as an employer, so getting our name out there as an employer by winning awards and competing with other large employer brands is great.”