Travis Perkins
Attracting 1,000 hires for the uk’s biggest builders merchants
Their goal was to expand their workforce with 1,000 young, diverse talents.
Travis Perkins, the UK’s largest builder’s merchant wanted to drive applications for their Apprenticeship and Summer Intern programmes which aim to give young people living across the UK an insight into the construction industry. They also want to take the opportunity to drive awareness and change perceptions of the construction sector from “dull, boring and old fashioned” to “exciting, impactful, and relevant”, and encourage black Gen Z talent to apply.
To create a solution, you have to first evaluate the problem. Knowing the pull that social media has on Gen Z, we started with an audit of their existing Instagram channel to see what content they were creating and see how we could better tailor it for the audience they wanted to attract. We used their Instagram channel as a central hub to post creative content around the temporary summer roles they were offering. Furthermore, we chose creators with a high proportion of followers living in key areas of the country where Travis Perkins had their depots. We maximised direct call-to-action style Ads from macro influencers and produced thumb-stopping creative motion graphic video ads. These both drove high conversion through retargeting those who had watched the videos, and their lookalike audiences with ads to drive sign-ups.
The campaign was a huge success. Not only did it generate high impressions and lead to a significant volume of candidates, but it also helped Travis Perkins to reach Gen Z audiences and begin creating a relationship. It is the most successful hiring campaign in their 35-year history! But don’t trust us, take a look at the stats: