Omexom
Ex-Forces Recruitment Campaign
Deploying a mission-capable recruitment campaign for a leading energy contractor
Omexom had roles to fill and a specific audience to reach. We built and executed an audience-first campaign that zeroed in on the language, values and motivators that matter to ex-forces talent.
challenges
- Reaching a narrow audience with a distinct mindset and set of values
- Speaking credibly to a community with zero tolerance for corporate waffle
- Communicating compelling opportunities for structured progression
- Building a long-term pipeline, instead of short-term volume
Sector
- Energy
- Infrastructure
Services
- Digital Strategy
- Paid Digital Marketing
- Email Marketing & CRM
- Website Conversion & Optimisation
- Web
- Data, Reporting & Measurement
Nurturing ex-forces talent
Recruitment marketing has changed. "Post and pray" approaches have been replaced by crafted campaigns that drill down on specific audience segments, and present a credible offer in language that motivates.
Omexom - part of the €72 billion VINCI group - approached us to help them close a substantial recruitment gap. They had 400+ roles to fill and wanted to craft a holistic brand and recruitment campaign that drove relevant applications.
We built Powering Careers; a dedicated recruitment platform and multi-channel campaign that tapped into specific audiences, starting with ex-forces personnel.
Every element was designed to be audience first: from the language we used to the way we structured our proposition. For ex-forces, we focused on addressing anxieties around the transition to civilian life; providing helpful advice, and demonstrating structured pathways that mirrored the progression model of military careers.
We also drew on genuine voices from Omexom's own ex-forces community, putting authentic faces at the forefront of our campaign and drawing on real stories to inform resource packs and email nurture campaigns.
The result is a long-running, high-performance marketing campaign that drives a steady-stream of relevant applicants into Omexom's recruitment funnel, and gives us a repeatable template for other audiences.
A healthy recruitment pipeline
Combining highly-engaging ads with a compelling offer and dedicated nurture emails allows us to forge strong relationships with potential recruits who're navigating the transition to civilian life.
The name reflects the spirit of ingenuity and resilience that is a hallmark of the Granite City…. [and] the new branding connects the past and the future and hopefully will ignite the regeneration of this great city.
Martin Widerlechner
Marketing & Sales Manager, McGinty’s Group
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