Summary

Lexis Public Relations was briefed by leading specialist IT recruitment website, CWJobs.co.uk, to create an integrated campaign that would boost job seeker traffic to the website and assure recruiters that CWJobs is the job board to find a community of IT professionals. To address these objectives and demonstrate its specialist sector expertise, Lexis utilised new technology to create innovative content across multiple online platforms that resonated with the often cynical yet very savvy IT audience. By creating an industry first, an augmented reality CV for a high profile technology personality, we were able to launch a competition for IT jobseekers to win the opportunity to have their own CVs converted into augmented reality. This demonstrated both CWJobs’ understanding of the sector and ability to attract the best candidates, while the competition mechanism also provided the opportunity for additional content creation to launch a second phase of the campaign. The campaign was supported throughout with new and innovative advertising techniques, and all media and social media directed IT jobseekers/competition entrants to a dedicated campaign microsite. With over 42,543 microsite views, 700 tweets, 307 blogs mentions and 432 competition entries the campaign truly engaged with jobseekers.

About CWJobs.co.uk

CWJobs.co.uk is the leading specialist IT recruitment website serving contract and permanent IT jobseekers throughout the UK and Ireland.

Strategy

Although CWJobs is currently number one in its market, engagement is transactional and so Lexis was briefed to create a campaign that would drive traffic to the website, assert its understanding of the sector, and demonstrate the extra value jobseekers can get from CWJobs to engender loyalty and displace competitors.