ChallengeConsolidated Graphics' Leadership Development Program (LDP) is a highly effective vehicle for recruiting talented college graduates and preparing them for key roles in which they will contribute to the company's growth and success. Methods of promoting the program have evolved from campus career fairs and static print materials that generated response rates of only two to three percent to powerful and personalized variable digital pieces that produced response rates up to 10 percent. Because the LDP is such a key part of its overall corporate strategy, CGX wanted to push recruitment to the next level through a multimedia approach that incorporates the latest CGXSolutions technology.
Solution CGXSolutions paired creativity with the latest print technology to construct a multi-faceted CrossMedia campaign that included personalized direct mail pieces, private e-mails and personalized websites. The campaign begins at campus career fairs where CGX recruiting representatives collect resumes. Within days, potential candidates receive a direct mail piece personalized with their name, date of the career fair and date that interviews will be held on their campus. The direct mail piece provides a URL for a personalized website where the student is asked to complete an online survey and encouraged to schedule an interview. Students submitting an online profile receive a confirmation e-mail that again provides the on-campus interview dates. At every stage of the campaign, data is collected and expanded to make future contacts more effective and to measure results.
Result The CrossMedia campaign has enabled a large national company to connect on a personal level with targeted students, nearly tripling the success rate of its recruitment efforts compared to previous years. With a unique ability to attract its target audience on both a visual and technological level, the campaign has generated response rates approaching 40 percent. With the recruitment season still in progress, 204 of the 519 students who received personalized direct mail pieces following 32 different career fairs have visited the website and 193 have scheduled interviews. The campaign also provides recruitment coordinators with a tracking system to follow candidates through the process and identify points of success as well as opportunities for future improvement.
