This is the second time this week I am reading and posting about a well-thought-out, integrated, multi-media marketing campaign that seeks to build awareness, change perceptions, and by the way, hire people.
Today’s posting brought to you by Consol Energy in Pittsburgh (and me).
Want to chat more about the war for talent?
Who wants to be a coal miner?
We hear a lot about the shortage of nurses but how many times have we even thought about who is going to get our coal in 10 years?
Thank goodness, Thomas Hoffman, SVP for External affairs at Consol is thinking out-of-the mines.
He, aware that half his coal miners are 50 years old+ , devoted $3 million to a campaign that raises the hero-level of coal miners to a 10 on the list.
The campaign is now appearing on TV, in magazines, the internet and billboards.
But guess what!
It’s also in elevators and escalators and places like sports arenas and department stores. According to the NY Times, as the elevator goes up and down, they suggest that the trip is akin to the one that miners take to to and from work.
Morevover, and this is the viral component at work for work, I’m reading it on the LIRR, because its in the NY Times because someone sent out a Press Release and other people found it newsworthy.
So lets review:
War for Talent – yawn
Baby boomer bye-bye- yawn
VP who oversees advertising, PR and investor relations- Hmmm
Attaching a big budget to employee recruitment – awesome
Getting 10 miners from Pittsburgh to California to do a shoot (with their equipment and gear) AND makeup woman - excellent
Building a Brand fortress that aligns HR, Marketing, PR –
BRANDEMiX
Great Minds Think Alike
Labels: Human Resources, PR, recruitment advertising
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-Darren