Communication Operators
Objective
Our task was to increase headcount against strict budgetary constraints, while building awareness about the role as a career, promoting the force as an employer, and challenging perceptions.
Research
The campaign was based on research gained from groups sourced by Hertfordshire Constabulary and Hodes. Each consisted of 6-8 people – either staff or the general demographic of Hertfordshire. We looked for an equal male/female split, and the non-staff group contained active and passive jobseekers as well as mid-salary individuals from diverse backgrounds. The results enabled us to decide upon relevant messages, media and advertising locations.
Media
The media consisted of a 4-week online campaign ranging from keyword skyscrapers to keyword half-banners and emails. Although activating automatically after a certain period of time, the skyscrapers and banners initially encouraged the audience to roll over a call-waiting logo. In doing so, they “answered” the call, and encountered the type of issue they’d face as a Comms Operator. These banners used Flash animation and audio to better dramatise each issue, lending the campaign more authenticity and impact.
Effectiveness
The campaign only went live on 01/04/10, but already there have been 85 applications and a further 21 packs have been sent out. We’re quietly optimistic.
