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Targeted talent attraction campaign boosts placement ratio

A talent attraction campaign highlighting workforce and career diversity has reduced an employer's application volume while improving the quality of candidates, its HR and marketing leaders say.

Entertainment, fitness, lifestyle and accommodation 'destination' West HQ has dubbed its new employee acquisition campaign 'Welcome Home to Your Next Chapter' to shine a light on the hub's diversity, both in terms of culture and jobs, says chief marketing officer Michaela Chan.

The initiative is part two of the 'Welcome Home' campaign launched in mid-2021, which aimed to showcase West HQ as a premium destination.

West HQ is one of the largest non-government employers in the Western Sydney region, Chan notes. Some 93% of the company's employees live within a 25-kilometre radius, and they hail from more than 30 countries.

Before the launch of the campaign, which ran online and across local buses for six weeks, West HQ's talent acquisition strategy was based on "very traditional" methods and relied heavily on job boards, says HR manager Laiken McCabe...

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