Techteam Global Promo, Case study CRAZY ABOUT COMPUTERS by The Practice

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CRAZY ABOUT COMPUTERS

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Industry IT Solutions & Professional Networks
Media Promo & PR, Case study
Market Romania
Agency The Practice
Client Service Director Oana Bulexa
Released November 2010

Credits & Description

Category: Internal Communications
Advertiser: TECHTEAM GLOBAL
Product/Service: IT OUTSOURCING SERVICES
EMEA Recruitment Manager: Isabel Verhelst (TechTeam Global)
EMEA Marketing Director: Tania Herrezeel (TechTeam Global)
Recruiter: Oana Calcan (TechTeam Global)
Managing Partner: Gabriela Lungu (The Practice)
Client Service Director: Oana Bulexa (The Practice)
Jr PR Manager: Anca Banita (The Practice)
Online PR Director: Monica Jitariuc Soare (The Practice)
Online PR Executive: Magda Halus (The Practice)
Event & Production Specialist: Ruxandra Avram (The Practice)
Media placement: Dedicated Webpage - Online (Www.crazyaboutcomputers.ro) - 20 November 2010
Media placement: PR Stunt - BTL In Bucharest - 20 November 2010
Media placement: Facebook Page - Facebook - 20 November 2010
Media placement: Yahoo! Messenger Banners - YM - 25 November 2010
Media placement: Online Banners - Bestjobs.ro, Ejobs.ro, Chip.ro, Hit.ro, Pcforum.ro - 25 November 2010
Media placement: Direct Emailing - Email To 6,000 IT Professionals Data Base - 1 December 2010
Media placement: Topical Comments On IT Forums - Softpedia.com, Lucrez.in/IT - 1 December 2010
Media placement: Bloggers Campaign - Posts - Refresh.ro, VictorKapra.ro, DanDragomir.biz, Manafu.ro, Arhiblog.ro - 9 December 2010
Media placement: Twitter Campaign - Tweets + Hashtags - Twitter (#job, #hiring, #techteam) - 10 December 2010

Summary of the Campaign
In a worldwide famous IT hub like Romania, hiring personnel for call-centres looks easy! Yet, what seems a good career start in some famous company (Microsoft, Adobe etc.), suddenly is not that appealing anymore when the company you apply to is only about call-centres.

TechTeam Global was constantly hiring personnel, spending months to find the right people! We needed to make TechTeam a desirable workplace and make the company’s hirings efficient.

Our strategy: instead of the company struggling to attract candidates, make the candidates desperately pursue a job in the company.

How we did it? Since even intellectuals have common expectations – nice career, friendly colleagues, work satisfactions; we put away HR clichés.

Our campaign - Crazy About Computers showed that TechTeam was 'The Place to be' for any true computer lover!

Campaign’s components: creative PR Stunt; IT bloggers involvement; conversations in online communities; banners on recruiting websites and Yahoo! Messenger; direct emailing to IT professionals plus huge involvement of the current employees.

The results: 2,000 applications in less than a month compared to less than 100 in the past. Over 50,000 IT professionals directly reached. 10,000,000 impressions obtained in online media.

The Situation
In an international IT hub like Romania, companies want to hire the best available work force.

For big companies (Microsoft, Adobe, Oracle…) hiring employees for their call-centres is piece of cake!

But when you’re not a cool company and your business is only about call-centers, like IT outsourcer TechTeam Global; you realize that employing is not an easy job! Without a clear career perspective, candidates didn’t jump to apply.

Our job: develop an HR communication campaign that would provide the right prospects for a new team – in particular, and further on, ease up its employment mission – in general.

The Goal

Objectives: raise IT professionals’ interest to apply at TechTeam Global; create buzz around TechTeam Global’s great work environment; position TechTeam Global as friendly and open-minded employer.

Goals: 500 IT professionals apply within one month; campaign reach: 10,000 IT professionals: 3,000,000 impressions in online media.

In informal interviews and focus groups the target revealed more about their life, interests, expectations, apart from the career. Conclusion: IT guys are normal people who want a nice job, friendly colleagues, work satisfaction, like anyone else.

This was exactly TechTeam’s strong point: pleasant environment, friendly people, homely offices and plus… everyone loves working with computers!

The Strategy
Finding such valuable insights, we wondered; why treat IT people as the abstruse and hard to talk to? Why not consider them as funny, open, sociable persons willing to have a great job and nice colleagues, people who want and appreciate a good place to work?

Our strategy: instead of the company struggling to attract candidates, we made the candidates desperately pursue a job in the company.

Our campaign was called Crazy About Computers and pointed out that TechTeam was 'The Place to be' for any true computer lover.

Execution
Complex mix of online and offline word-of-mouth creative tactics, with classic PR, supported by digital buzz to best get in contact with our young target:

Offline – 1-week street head-hunting in public places with "walking computers" passionately looking for people to love them and work with.
Online – 3-week activities to generate awareness and involvement:
- Fan Page on Facebook where all TechTeam employees said why they loved their jobs, posted pictures expressing their love for computers and encouraged others to become their colleagues.
- Top 5 IT bloggers encouraged people to apply, on their blogs and on Twitter.
- Crazy job announcements on Yahoo! Messenger
- Topical comments and special job announcements on the biggest online forum in Romania and the top social network for IT professionals!
- Direct emailing targeting 6,000 IT professionals
- Dedicated webpage where candidates could apply for the job.
No later adjustments were necessary.

Documented Results
In less than a month, our campaign surpassed all objectives and brought the company very valuable CVs not only for that hiring flight but also for future ones.
- 2,000 applicants @TechTeam Global within one month (300% over the initial objective)
- All vacancies occupied with top level IT professionals
- 50,000 IT professionals directly informed about TechTeam Global and its recruitment campaign (500% over the initial objective)
- 10,000,000 impressions in online media (3 times bigger than the initial objective).
The amazing success was that this campaign not only solved the specific problem, but also contributed to building the employer brand, increased the engagement of the current employees with TechTeam and insured the company with valuable candidates for a long time.