Project
A summer fling or a long-term relationship? Recruitment campaign for HoReCa
Client
CRG - Creative restaurants group
Brief
The hospitality industry has been facing labor shortages for the past few years, especially during the summer months. Creative Restaurants Group (CRG), the organization that founded favorite restaurants in Novi Sad, such as Loft and Crna Ovca, faced the same challenge. In addition to the seasonal need for a larger number of employees, the group also increased the volume of business, so the challenge was even greater.
Creative Restaurants Group gathers several brands and catering facilities and is recognized for investing in the development of its employees. Thus, working in a group, in addition to seasonal work, also provides a great opportunity for professional growth and career development in the hospitality industry.
The agency's task was to communicate both options to young people through one campaign.
Solution
After analyzing insights from different sources and discussing the client’s experiences and expectations, we decided to create a campaign that will communicate to the target groups the opportunities that CRG provides in an honest and simple way.
We targeted young people who want to stay and work in the city during the summer, students or those whose goal is to earn money for travel, education, pocket money… We also targeted young people who are in the stage of life when they decide to make changes such as living independently, searching for first job or even moving to another city where CRG provides support in the first months of moving.
We wanted to convey the message that it is perfectly fine for young people in CRG to work seasonally during the summer and that it is an excellent place for further growth and career development in the hospitality industry if they recognize themselves in it.
Multiple locations in the city, two opportunities to work, and one campaign. Keeping all that in mind, along with the period of the year and the lifestyle of the group we are addressing, we came up with a concept:
A summer fling or a long-term relationship?
This concept proved to be refreshing in the digital ecosystem and caught the audience’s attention. However, attracting attention is only the beginning, and clearly communicating the message is an equally important step that determines the campaign’s success. Although unusual, this job ad had visuals that clearly communicated what it was about and called for action.
A summer fling or a long-term relationship, clearly and in the language of young people, represents both possibilities—seasonal work during the summer months and the option to stay after the summer and further develop a career in the hospitality industry.
The central point of the campaign was the website to which the ads led, which communicated in detail all the benefits of employment and provided a simple way to apply for a job.
All communication elements are created in accordance with the umbrella brand, Creative Restaurants Group. From the tone of communication, which is aligned with both the brand and the audience, to the brand identity, everything works together harmoniously. In addition to working, it promotes the group’s brand in a way that resonates with the audience.
Result
During the one-month campaign, the ad reached over 200,000 users through various communication channels, and over 3,000 potential candidates visited the website. This resulted in a significantly higher number of applications from young people who were ready to start a career in the hospitality industry or who wanted a summer job.
This solved the initial challenge the client faced and the CRG further strengthened its employer brand.
New employees who have shown the greatest desire for development are supported by the employer and given the opportunity to work and develop in the CRG. Those who came for seasonal work got their summer fling and met their goals, just like our campaign.
If you are faced with a challenge and are unsure how to position yourself as an employer and attract adequate candidates, contact us. We are always here… for summer flings (why not), but preferring long-term relationships, 😀
