Digital PR and social

Apprenticeship recruitment – civil engineering

Carrying out interviews to gather intelligence to inform the content marketing plan, which included a mix of media relations, news-style video interviews, social media and brand journalism.

Brief

Jones Bros Civil Engineering is a leading UK civil engineering contractor based in Ruthin, North Wales.

Outwrite was tasked with raising awareness of the company’s apprenticeship programme for general construction operatives and plant drivers/mechanics, to increase the volume and quality of applications.

Outwrite PR worked closely with Jones Bros’ marketing manager and the HR and training departments to devise and implement a digital PR campaign. This ran alongside the agency’s existing retainer with the civil engineering firm.

Key stats achieved

Video views

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Anecdotal feedback from the director we report to, that the company had received its highest number of quality applications for apprenticeships.

%

Increase in website visitors

What we did – research and storytelling

Research – We interviewed Jones Bros apprentices, former apprentices who have since progressed up the career ladder at the firm and the company’s HR and training departments.

This allowed us to fully understand the recruitment and retention process from both sides.

Storytelling – The intelligence gathered during the research informed the content plan. For example, stories to communicate the high quality of the courses, the substantial support provided by Jones Bros and what qualifications each apprentice receives.

Digital PR

Media relations

Social media

Brand journalism

Video – news-style

Outcome/client testimonial

Applications

Anecdotal feedback from the director we report to, that the company had received its highest number of quality applications for apprenticeships.

Key stats

  • Digital PR: 108 visitors from one DailyPost.co.uk story visited an average of 3.91 pages and stayed an average of 3mins 10 (both higher than the average visitor)
  • Media relations: More than 50 pieces of broadcast, print and online coverage
  • Social media: Videos viewed 17,800 times (vs 1,873 in the previous period), resulting in 9,800 minutes of video consumption
  • Social media: Increase in social media following, including more than 1,000 new Facebook page likes
  • Social media: Increased engagement vs the previous period
  • Website: 66% increase in visitors and a 40% increase in time spent on the site. Traffic to the careers pages was up by 29%
  • Social/website: 7 of the top 10 pages viewed by people via Facebook were careers-related

Award-winning campaign

Best low budget

Best use of video

Best social media campaign

Best low budget

Best use of digital

STEM category

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