recruitment marketing

To attract creatives, your recruitment campaigns must reflect your culture

By August 16, 2016 No Comments

Before making the decision to apply for a job, candidates want to have some idea of what they could be letting themselves in for. Seeking out a new job is not something that the majority of us undertake lightly; there’s no point in finessing a CV and crafting the most desirable of covering letters if, once you get the job, you realise your colleagues are boring, the company culture does not suit your personality, and ‘casual’ Fridays actually only gives you licence to relinquish your tie.

The UK creative industry is going through something of a boom at present; Government statistics suggest that the sector accounts for almost 1.8 million jobs, while employment in this field is increasing at twice the rate of the wider economy: quite simply, those with innovative ways of thinking are thriving.

Seeking out a new job is not something that the majority of us undertake lightly

Though that is great news for the industry on the whole, and for those seeking exciting and inspiring job opportunities, it also means that companies are competing to bring on board the talent that will help them push on and succeed. It is the workforce, after all, that makes the business.

The precedent has been set

If you describe yourself as a creative company, you had better be able to prove it. To lure in the best candidates, those individuals with flair, talent and the skills required to enhance a company’s offering, you need to appeal to them and give them a reason to accept your offer, even if they have five similar propositions on the table.

The balance of power when it comes to the art of recruitment has shifted; where once the ball rested firmly on the recruiter’s side of the court, it now lies somewhere in the middle. A healthy industry means more jobs, and more jobs means a greater number of opportunities for the candidate; your task, daunting though it may seem, is to stand out from the crowd and position yourself as the employer of choice when your rivals are attempting the exact same thing.

The balance of power when it comes to the art of recruitment has shifted

Companies that have built their foundations on being unique and inventive must, almost by default, adopt those characteristics in everything they do, and recruitment is no exception. Though on the surface the process of hiring an additional staff member may seem entirely orthodox, those companies with ambitions of luring top talent must embrace the idea of doing things a little bit differently.

Some stellar examples

If you’re looking for a tiny bit of inspiration prior to embarking upon a creative recruitment campaign, you could do far worse than to study the five examples below:

  • Earnest Shackleton, explorer, adventurer and deadpan comedian, asking for volunteers to join him on a ‘hazardous journey’ – image
  • An incredibly difficult crossword puzzle placed in The Daily Telegraph in January 1942 to find people capable of cracking the Enigma code – image
  • Arguably the most iconic advertising campaign of all time, featuring the pointing finger and exquisite moustache of Lord Kitchener – image
  • Google Labs’ billboard, featuring a maths puzzle created to whet the appetite of Silicon Valley’s brightest minds – image
  • MGM Grand’s TV show – Iron Chef – which was organised to find a new head chef for one of the casino’s principal restaurants – read more

A new approach

Going down the creative route is not always easy; coming up with a clever, original idea that reaches the right people is not a straightforward process, and we’re not going to sit here and pretend that it is. Recruitment campaigns take time, require planning, and should only be undertaken if you have a firm understanding of exactly who you want to hire. If you have designed your ideal candidate personas, use them; if you haven’t, then perhaps now’s the time to do so.

There are innumerable recruitment websites that promise to help candidates find their dream job, but these sites often do little but give the jobseeker the opportunity to upload a covering letter and CV before subsequently bombarding their email address with available roles that are linked only tenuously to their preferences.

If you have designed your ideal candidate personas, use them; if you haven’t, then perhaps now’s the time to do so

If you want to reach creative people that veer from the crowd, that refrain from the conventional and make a point of avoiding the predictable, it’s worth finding out where – and how – they can be reached. Those searching for positions that will afford them the opportunity to be imaginative will aspire to work for an organisation that is as alternative as they are; if your company fits that remit, then show it at every given opportunity.

Being creative means more than just coming up with a catchy slogan or distinctive gimmick; it means discovering how to reach out directly to the people you want to fill out an application. It means understanding your own company culture, dissecting what it is about your operation that makes it appealing, and then using that as something of a bargaining chip.

When it comes to recruiting a new member of staff you want more than just to know they will be able to fulfil their daily tasks; you want them to slot in effortlessly, to embrace the company environment, and flourish in a place that aligns with their career goals.

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