Gentoo – Working hard to make an employer brand make instant impact
We are proud and fortunate that throughout our 23 years of Blumilk life, we have worked with, and continue to build relationships with some of the most prestigious clients and companies in our North East region and across the UK. Our extensive knowledge and experience of brand building for core infrastructure and companies with a strong social purpose, particularly in the housing sector, has proved invaluable for us over the years.
So when Gentoo approached us last month to support them with increasing positive brand perception, telling their amazing story and drive recruitment, we couldn’t wait to get started with a campaign message and strategic multi channel plan that would really deliver results for them.
Gentoo wanted to engage with the hearts and minds of people in the Sunderland area and beyond, to positively increase engagement and actively recruit the best talent in the region. They are an innovative and transformational company and it was essential to them that our campaign reflected who they are, what they do and also that anything we create, would build on the strength of passion that they have for the city of Sunderland and the wider North East region.
Our goal was to build the initial foundations for a 12 month long brand engagement and awareness campaign, beginning with building on, and enhancing their employer brand to attract new talent, whilst creating a golden thread that had longevity and would pack a punch.
Gentoo Through and Through was born!
A hard hitting direct campaign message that echoes the working class values of northern communities and reflects pride in the place you are from, as well as the place you choose to work. If you are Gentoo #ThroughAndThrough you are committed, caring, and will go the extra mile to achieve. With the campaign message in place, our initial 2 week campaign burst quickly took shape with targeted paid social media, press advertising and specific job role advertising, as well as a web landing page to monitor traffic activity, a short video and van wrap designs for maximum reach in the local area.
Within Gentoo, an initial internal communications push was launched to current employees who were also encouraged to get onboard with the campaign, using real team members and promotion internally as well as externally, served to create an energy and buzz throughout the company.
To date, and within only 3 weeks of activity, the campaign has achieved over 2,500 unique visits to the website, over 800,000 impressions and an engagement rate of 20.18%. We are over the moon with this fantastic result as there was a very specific targeted locational area of only a 30 mile radius. YouTube has had over 17,000 views to date, check it out for yourself:
The campaign continues to ensure an increase in applications for all current vacancies and opportunities. Check out the latest vacancies here at www.gentoothroughandthrough.com.
If you have a business recruitment need, but not sure where to begin, contact us here. We’d love to chat with you to see how we can help.
