Title	WORK IN ESTONIA
Brand	ENTERPRISE ESTONIA – WORKINESTONIA
Product/Service	RECRUITMENT CAMPAIGN
Category	F02. Low Budget / High Impact Campaign
Entrant	CREATIVE AGENCY TANK Tallinn, ESTONIA
Idea Creation	CREATIVE AGENCY TANK Tallinn, ESTONIA
Idea Creation 2	CREATIVE AGENCY TANK Tallinn, ESTONIA
Production	CREATIVE AGENCY TANK Tallinn, ESTONIA
Production 2	CREATIVE AGENCY TANK Tallinn, ESTONIA
Additional Company	ENTERPRISE ESTONIA Tallinn, ESTONIA

Name	Company	Position
Joel Volkov	Tank	Creative director
Sergey Balabonin	Tank	Consultant
Veronika Pekurina	Tank	Project manager
Marko Mörö Matvei	Tank	Copywriter
Jaan Rohtla	Tank	Designer

Provide budget details

• Overall budget ?70 000 EUR • Breakdown of costs: -Creative Agency (campaign strategy, concept & implementation, coordination of campaign within all the partners) 10 000 EUR, -Web Agency (landing page implementation) 2 500 EUR, -Social Media Agency (running the social media campaign based on creative agency idea) 2 500 EUR, -Media Agency (campaign strategy, coordinating of media campaign, paid media) 55 000 EUR • Paid Media budget (where applicable) ?50 000 EUR

Why is this work relevant for Brand Experience & Activation ?

Because this campaign was conceived and developed in such a way as to ensure: • that it actively engages and motivates target audience to interact with the brand for mutual benefit. • that look and feel of the campaign helps to re-enforce the Estonia brand image of a highly digital country, which offers a range of professional development opportunities. • that every stage of the consumer journey brings a rewarding and satisfying experience, helping to further strengthen the audience affinity with Estonia as an employer country brand.

Background

Last autumn Enterprise Estonia, together with leading local employers, was running a new round of the ‘Work in Estonia’ online recruitment coding challenge – targeted at skilled IT professionals from eight European countries. They were required to visit the online testing site, participate in the coding tests supplied by the recruiting Estonian companies, and if successfully completed, enjoy a faster review and recruitment process.

Describe the creative idea

The agency came up with a ‘form follows function’ approach – aiming to challenge the software developers wherever they get in touch with the campaign, not just at the testing site, doing it both emotionally and intellectually and in their own language. The intention was to attract target audience and make them feel special but also to filter them – making sure that only the most suitable candidates show up at the testing grounds. A series of somewhat cryptic (for general public) banners was created, each a combination of a fixable code piece and a matching headline inviting users to solve a puzzle and consider a career move to Estonia.

Describe the strategy

From the global-spanning research we knew that roughly every 3rd software developer is somewhat unsatisfied with the current job, and that while only 13% of developers are actively looking for a job, 3 out of 4 are interested in hearing about new job opportunities. We also knew the key things developers are looking for in the new job and integrated these considerations into our code pieces and other text elements. We were aiming to engage highly-skilled IT professionals into our campaign, by talking to them in their professional language, yet recognizing them as people not just professionals. Showing that we understand their needs and reasons, their joys and their frustrations.

Describe the execution

Along with the four main banners – replicating target audience day-to-day working environment – we also made several re-targeting ads to drive through the message of ‘a great career move is literally at your fingertips’. The banners were placed at national online career portals and coders’ sites, as well as in international social networks and Google search. After clicking a banner, user was taken to the campaign’s landing page where he or she needed to successfully complete a warm-up exercise, code of which was featured on the clicked banner. After that the user was granted access to the employers’ testing page.

List the results

• More than 200 000 unique users engaged • Less than 20% bounce rate for the landing page • 667 candidate resumes were registered with the employers