Recruitment for QLD TMR

The Northern Territory National Emergency Response was announced by the Australian Government in August 2007. One of the objectives of the "intervention" was to improve the health standards and life expectancy for Indigenous Australians living in Australia's Northern Territory, where their life expectancy is up to 20 years less than the rest of Australia.

Aspen Medical was appointed by the Australia Government to supply short term medical infrastructure to remote Indigenous communities. The organisation Remote Area Health Corps (RAHC) was created. Daemon Within was appointed by RAHC to develop communications to engage and attract health professionals from Australia's capital centres to commit to short term appointments to remote indigenous communities in the Northern Territory. In addition to attracting health professionals, the communications had to also relate to existing Indigenous health organisations and communities.

The challenge was how do you create a suite of communication that attracted urban based health professionals while remaining sensitive to the Australian Indigenous culture? The answer was research, lots and lots of research. In addition to researching the meaning of icons, patterns and regional styles from distinctive Indigenous artworks, our team underwent an intense Indigenous training program before visiting the remote Indigenous community of Ampilatwatja.

The visit to Ampilatwatja resulted in an awakening of the senses as we gained a rare insight into the dynamics of an Indigenous community and experienced the beauty of Australia's unique "Red Centre". The biggest surprise was was how soft and diverse the Australian outback was. The natural colour palette extended beyond the red and gold ochres that you would expect and the light had a magic all of it's own.

The combination of extensive research and hands on experience resulted in a suite of collateral that not only reflects the natural beauty of the Australian outback but captures the vibrancy of a rare and unique culture without the stereotypical cliches of exploited Indigenous themed graphics. This has resulted in RAHC filling over 700 short-term health professional placements in remote Indigenous communities across the Northern Territory, contributing in over 2500 weeks of primary health care service being undertaken, equating to more than 50 full time health professionals working a year each.

Within was asked to create a campaign for Gradient, a specialist recruitment service targeting students and graduates. The campaign had to reflect a fresh nature and instantly showcase an understanding of targeting the graduates to potential businesses who want to fill graduate placements.

With the imminent launch of the new Telstra concept store in Melbourne, Telstra were looking for a different type of employee to the staff they had traditionally been able to attract to their stores.
A courageous strategy was developed for a blind campaign to target early adopters excited by the proposition and not put off by the company. Use of Google with banners on the job boards mixed with a campaign on the trams of Melbourne took the message directly to our target audience. Our strategic recommendation included a single URL, www.retailrevolution.com.au ensured that only people comfortable with technology who liked what they saw would apply.

Godfrey’s the well known Vacuum sales centre in Australia approached Within to develop a new and unique campaign for them to recruit highly skilled sales individuals. Within took the approach to develop a campaign which added some fun and creativity into what the sales team would actually sell. Actual Sales staff were invited to take part in the photo shoot and become ambassadors of the brand. Being the dynamic and fearless individuals they are, the images were to reflect this culture back to the target market.

Chandler Macleod (ASX:CHD) is one of Australasia’s largest and most diverse HR outsourcing and recruitment companies. The business was keen to proactively position its employment brand to respond to changing demographics and the speed with which the business was expanding.

In addition, as a recruitment business, it was important to Chandler Macleod that the brand drove their EVP and not that of their many clients. Strategy Daemon Within undertook a research exercise to determine the current perception of working for Chandler Macleod. 445 responses were received to an online survey, complemented by 26 in depth interviews and 2 focus groups. Assessed in conjunction with the target EVP, defined in a workshop with senior
management, the diagnostic phase concluded a four point EVP, namely that Chandler Macleod as an employer is: reputable; exciting; smart; and caring.
From this, and the brand’s characteristics, attributes and personality all defined by Daemon Within, the creative execution ‘Stand Out’ was developed.

Stand Out features hero employees who standout from the crowd by behaving in a caring, smarter, more exciting or more reputable manner to directly
reflect the core values within the EVP. The first two executions in the series reflect employees acting using their own initiative, acting independently and
approaching life from a smarter perspective. The brand has been launched through a dedicated web site, brand and recruitment advertising, an
employee referral scheme, candidate advocacy literature and an induction pack.