A graduate campaign which incorporated collateral from attraction to induction.
Ovo Energy were looking to recruit Graduates to join their 2012 Graduate Programme. Having not run a graduate recruitment before, they asked DNA to help plan the recruitment campaign. The campaign needed to be turned around quickly and was set to go live in June, which is typically late for a graduate campaign. DNA took on the challenge.
Graduate Attraction - We started off with an online attraction campaign based on the fact that we were looking for graduates with a curious or inquisitive nature. We produced a selection of attraction tools including HTML emails and other digital inventory which was placed on carefully researched job boards as well as promoting the programme via social media sites such as Facebook.
Graduate Assessment Centre - Ovo ran the Assessment Centre at their (then, new) offices so the graduates could see the environment they’d be working in. We had personalised, branded invites that followed the ‘Curious’ creative and that each graduate received individually. We then carried this creative through to the internal signage in the office for the assessment day itself.
Graduate Induction - On Day 1, each graduate was presented with a branded A5 Filofax with everything they’d need for their induction from timetables, induction plans and other collateral including a customer journey map. They would also add collateral to this over the initial 12 months. In addition to the personalised Filofaxes, we produced a range of printed materials that would help the Ovo team with the graduate induction.
The attraction campaign was live from 18th June – 2nd July 2012, in which time Ovo had 13,840 visits to the graduate pages of careers site and over 800 applications.
Seven graduates were chosen to take part in the graduate programme which started in September 2012. A similar campaign was run in 2013, and a change in strategy is expected for 2014, so watch this space.
"Thank you so much for your hard work in getting our induction materials ready...again in such short timescales. We really appreciate it."