THE FULL STORY

The UK government is aiming for 80% of UK homes to have a smart meter by 2025*. Each one needs to be installed by a skilled technician, leading to a real need for energy companies to attract and retain staff who are trained to fit meters. Turnover can be high in positions such as these, so Lowri Beck approached us to create a recruitment campaign with a difference. One that not only highlighted the positions available but also underlined the benefits of working for Calisen and introduced the idea of Lowri Beck as a place for long-term employment with plenty of opportunities for growth. To begin, we did a market and brand analysis to see where Lowri Beck should position themselves and to create a campaign that would make people excited at the prospect of working for the company. We also wanted to make sure the campaign had meaning in terms of connecting with the prospective employee on a personal level, positioning Lowri Beck as a place where employees are proud to work. We developed a call to arms campaign concept around the idea that working at Lowri Beck is not “just a job”. Rather, by applying to Lowri Beck prospective employees will find a job that they care about and a job that cares about them. With extensive training programmes that lead to diploma certification and substantial employee benefits from parent company Calisen including extra holidays and bonus plan, the company is creating opportunities for long-term employment and the chance to grow and develop with support from within. The campaign led to record application levels and the “It’s not just a job” tagline has since been extended across the wider Calisen organisation to underpin recruitment efforts across the board.