Amazon
Jump right In
Challenge
Brand Specialists help well-known brands make the most of Amazon as a sales channel. They’re crucial to the business, but had always been difficult to recruit. Previous campaigns had often caught the eye of candidates, but failed to turn that initial interest into applications. So when we were asked to attract another 130 Brand Specialists across the EU, the UK and Turkey, we knew we needed to take a different approach.
Solution
We started with in-depth research. We wanted to better understand the role and the messages that would resonate with Brand Specialists. It soon became clear that we should focus on the complexity of the role and its scope for impact. And get across the need for Brand Specialists to immerse themselves completely – in their clients, in the data, in the intricacies of the Amazon marketplace and the perspectives of everyone they work with.
That’s when we came up with ‘Jump right in’, a first-person POV campaign that reflected the vibrancy and pace of the work environment, and how Brand Specialists are there to make things happen.
Results
This far-reaching campaign – including digital banners, a landing page, an employee referral programme, UGC videos from existing Brand Specialists, branded emails, a hero film and more – delivered against all three objectives we set out to achieve.
Objective: Boost the number of applications
Result: 67% increase in applications
Objective: Increase the conversion rate of candidates on the website
Result: 60% increase in the visitor-to-application completion rate
Objective: Reduce the cost-per-hire
Result: 54% reduction in spend
“This campaign has been a game-changer in terms of attracting talented people to a key role across Europe, both raising awareness of the opportunity and outlining exactly what it involves.”
Matt Sharp
Employer Brand Manager, AMER Consumer