DA VINCI TALENT HUNT by Apex Communications Consultants for FLEXTRONICS

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DA VINCI TALENT HUNT

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Industry Postal, Courier, Shipping & Freight services, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market China
Agency Apex Communications Consultants
Released August 2012

Credits & Description

Category: Corporate Communication
Advertiser: FLEXTRONICS
Product/Service: EMS PROVIDER
Vice President: June Lin (Elite PR Group)
Account Manager: Sophia Hsu (Apex Communications Consultants)
Senior Account Executive: Jessica Hu (Apex Communications Consultants)
Account Executive: Cherie Caho (Apex Communications Consultants)
Media placement: Press Releases - DigiTimes, Commercial Times, Economic Daily News, Apple Daily, China Times, Unit - 7 May 2010
Media placement: Press Briefing - DigiTimes, Commercial Times, Economic Daily News, Apple Daily, China Times, Unit - 7 May 2010

Summary of the Campaign
Flextronics, the world’s leading EMS provider, officially entered the notebook ODM market after establishing R&D centre in Taiwan in 2009. As a latecomer to the Taiwan market, the company needed to quickly build brand awareness and recruit top R&D engineers in order to survive in Taiwan’s competitive market. Through its one-of-a-kind "Looking for the Next Da Vinci" Talent Hunt campaign, Flextronics was able to communicate with its target audience – potential employees - and deliver its key messages via media exposure.

Through a series of preliminary campaign kick-off events, Flextronics raised brand awareness among university students and built a reputation as a company that encourages innovation and promotes work/life balance. The agency designed several creative competitions for Flextronics, including "Design a Futuristic NB" and "Build a Futuristic NB," using recycled materials. The competitions were designed to inspire students’ imagination, encourage innovation and test their problem-solving capabilities.

The agency’s successful campaign generated positive media coverage that portrayed Flextronics as an innovative company with a promising future and an internal culture opposite of its competitors, which often have militaristic "top down"-style of management. Following the campaign, potential employees expressed a desire to work at the company and highly identified with its corporate culture.

The Situation
Flextronics is the world’s leading EMS provider and officially entered the notebook ODM business in 2009 after the establishment of R&D centre in Taiwan. However, Flextronics was at a serious disadvantage as a latecomer in the already saturated market (90% market share taken by local competitors). Our agency and Flextronics faced challenges in creating brand awareness as well as acquiring market share. In addition, the company needed to quickly hire top R&D engineers to help with its development and growth.

The Goal
Objective:
Differentiate Flextronics’ corporate culture from that of its local competitors’ and position Flextronics as a company that encourages innovation, originality, and the performance of cutting-edge/green technology. Through the successful corporate image establishment, Flextronics seeks to recruit ideal employees.

Target audience:
Fresh university graduates, who are innovative, possess initiative and are equipped with team spirit. These graduates often identify brand image, corporate culture and identification with the company as top criteria when looking for jobs.

The Strategy
The campaign was launched in Taipei via virtual and physical channels and ran from March to May 2010. It was divided into the below stages:

Strategy:
Develop the "Looking for the Next Da Vinci" Talent Hunt event - an innovative recruitment and employer-branding program, to communicate with Flextronics’ target audience.

Planning and creative approach:
• Agency initiated the talent acquisition campaign and convinced Flextronics’ executives and HR to support the practice. The campaign was so successful that Flextronics later adopted it as standard procedure for talent recruitment.
• The goal of the campaign was to break through the existing stereotypes of the traditional EMS/ODM industry and make candidates aware of Flextronics’ corporate culture. Candidates were asked to complete individual creative designs as well as collaborate with teams to identify their personal traits such as leadership, professional competencies, problem solving, and communication skills.

Execution

Pre-campaign and kick-off:
• Conducted survey on "Employment Needs for IT Industry Engineers" with results reflecting the unsatisfying local working environment of Flextronics’ target audience, and which helped the agency develop a strong news angle in later pitches.
• Conducted a series of campus recruitment events to raise students’ awareness of Flextronics.

Talent Hunt day:
• Students were asked to sketch blueprint for "futuristic NB" and showed impressive creativity on their designs. Flextronics’ corporate culture of "encouraging innovation" was highlighted during this stage.
• Students were asked to build the notebook they designed in the previous stage in teams with various recycled materials provided. Teamwork spirit, ability to collaborate ideas, execute project, and sense of environmental protection were observed at this stage.

Press conference
• Message delivery: Communicate results of talent requirement and underscore the fact that Flextronics relies heavily on Taiwan’s R&D capabilities to strengthen business growth.

Documented Results
• Media coverage:
90% of the target tier-1 media attended and reported the event, generating significant online, print, and 100% exposure on invited TV stations.

• Coverage highlights:
- "Flextronics expects to hire more than 1,500 talents in the future who are innovative, take initiative, and are equipped with teamwork spirit." (Commercial Times)
- "Opposed to Hon Hai’s military style management, Flextronics offers humane corporate culture and management, which makes the company the first choice for fresh graduates." (Ettoday)

• Candidates’ feedback:
Candidates responded with positive feedback on the event design, and appreciated how Flextronics value its future employees.

• Approved and recognized by Client:
Flextronics hired more candidates than originally expected due to the comprehensive recruitment process. The successful experience initiated in Taiwan inspired the company to launch the same recruitment campaigns in both China and Malaysia at the end of 2010 in an even larger scale.