WORK IN ESTONIA

TitleWORK IN ESTONIA
BrandENTERPRISE ESTONIA – WORKINESTONIA
Category A13. Not-for-profit / Charity/ Government
Product/ServiceRECRUITMENT 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
Credits
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

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 succesfully completed, enjoy a faster review and recruitment process.

Describe the strategy

We needed a campaign which: • motivates audience to interact with the brand for mutual benefit. • helps to re-enforce Estonia brand image of a digital country, offering a range of professional opportunities. • with every stage of the consumer journey brings a satisfying experience, helping to strengthen the audience affinity with Estonia as an employer country brand. From the research we knew that every 3rd software developer is unsatisfied with their jobs, and that while only 13% of developers are actively looking for a job, 3 out of 4 are interested in hearing about job opportunities. We also knew the things developers are looking for in the new job and integrated these considerations into our codepieces and other texts. We aimed to engage IT professionals, by talking to them with work language, yet recognising them as people not just professionals. Showing that we understand their needs, joys and frustrations.

Describe the execution

‘Form follows function’ approach was employed – challenge the software developers wherever they get in touch with the campaign, not just at the testing site, doing it emotionally and intellectually and in their language – so that only most suitable candidates show up at the testing grounds. A series of cryptic (for general public) banners was created, each a combination of a fixable code piece and a matching headline inviting to solve a puzzle and consider a career move to Estonia. The 4 main banners and 2 retargeting ads 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 (s)he needed to 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