Successful social media engagement with target audience.
Opus International is a leading infrastructure consultancy for the public and private sector. Due to the location and council-linked nature of these roles, recruitment had been a challenge in the past, having to compete against London-based positions which involved working on more high-profile projects.
We thought outside the box, developing a fresh creative approach for their recruitment campaign. Using attention-grabbing humour to specifically target highway engineers for their Hertford office.
Our concept, ‘Are you our type?’ used intelligent wit to address people who live and breathe their job and are passionate about civil engineering, in a very direct and engaging way. Humour was an angle Opus had never attempted before, despite it being part of their brand.
The bold typographical execution provided real stand out among stereotypical construction imagery of people in hard hats and allowed the creative copy to do all the talking.
The creative was rolled out across press and online advertising, as well as email and social media, which was further supported by a dedicated microsite and employee case studies.
“Thank you for all your support. It’s been an absolute pleasure working with the Michon team on this campaign. You’re organised, proactive and eager to help and completely exceed my expectations! I hope that there will be future opportunities for us to work together again.”