Campaign strategy and development
T&H CX > Our Work > Content Case Studies > Campaign strategy and development
Project Overview
Recovre (a division of Marsh Australia & New Zealand) has been on a path of transition and transformation. In a competitive talent market, where allied health professionals are in high demand, Recovre needed a new recruitment approach in order to attract and retain high-quality candidates. Tortoise & Hare collaborated with Marsh to develop a recruitment campaign that not only captured Recovre's passion for people and rehabilitation but also drove real cut-through in a crowded space.
Customer objective
To position Recovre as an employer of choice for allied health professionals.
Business Objective
To drive recruitment of high-quality allied health professionals while also engaging, inspiring and activating current Recovre employees.
Marsh (Recovre)
Marsh is the world's leading insurance broker and people risk advisor, working with organisations to create and sustain a healthy, protected and productive workforce.
As part of Marsh's Australian business operations, Recovre provides Workplace Health & Safety (WHS) and Workplace Rehabilitation solutions to help their clients' businesses and people thrive.
Industry:
Insurance, Workplace Rehabilitation
Company size:
45k+ employees over 130 countries (Marsh) 300+ employees in Australia (Recovre)
Collaborated with T&H:
2022
T&H Services:
Creative concept development
Creative design
Campaign development
Copywriting
Approach
To achieve their plans for continued business growth, recruitment and retention of quality team members is a top priority for Recovre. Tortoise & Hare partnered with Marsh to redefine Recovre's Employee Value Proposition and develop a campaign that engaged and activated both internal team members and external prospects.
EVP and campaign strategy
The project began with a high-level industry and competitor review and an audit of Recovre's existing approach to recruitment and employee engagement. Following this, a new Employee Value Proposition (EVP) was crafted through collaborative client workshops. This formed the basis of the recruitment campaign strategy.
Campaign development
The campaign creative concept and comms plan were then developed, which kicked off the build stage of the campaign. Testimonial-style videos and professional photography of Recovre team members helped bring the campaign to life. Along with refreshed website copy and a detailed channel message matrix, the client was able to execute the campaign through their internal and external channels.
Results
Over the campaign period, Recovre saw a 251% increase in job applications and a 67% increase in LinkedIn engagement when compared to previous months.
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