Reimagining recruitment: The Human Recruitment League
Human Recruitment is a South Yorkshire-based business that wanted to challenge the conventions associated with the recruitment industry. Working in a competitive market sector, they knew it was important to distinguish themselves from the competition by positioning the business as a force for good – a business that not only helped companies to make a long-term investment in their workforce, but one that invested back into the communities it served.
Company founder Amy Stephenson challenged Cannon PR to identify ways of engaging with potential candidates and businesses, as well as developing a creative, yet cost-effective way of building visibility for the then new business.
Our solution? Bring The Human League to its South Yorkshire heartlands!
Background
Human delves much deeper into the recruitment process than simply finding great candidates. Having successfully pioneered a philosophy based upon understanding how factors like personality, passion and approach can all contribute towards a candidate’s long term success in their new role, Amy wanted to challenge the transactional nature of the recruitment industry head-on.
Approach
Our PR strategy was built around three core areas of activity: forging stronger engagement with the regional business community, building visibility for the Human Recruitment brand amongst potential clients and candidates, as well as reflecting the company’s ethos of investing back into the communities it serves.
Cannon PR successfully positioned Amy as an expert within the recruitment industry, effectively securing media opportunities within the regional, national and industry specific media titles. We also worked with Human Recruitment to identify potential awards, to showcase the company’s achievements to date.
The Human League
Sponsorship can be a highly effective route to market, and we spotted synergy between Human’s core business values and the Rotherham & District Sunday Football League. The league was due to celebrate its 50th anniversary, and Cannon PR successfully brokered a sponsorship deal that would see the top division named in Human Recruitment’s honour.
We arranged a photo shoot, announcing the new signing, with the story built around the playful line that Rotherham could now boast its very own Human League!
Results
Our work saw Human Recruitment secure media coverage within a diverse range of media titles, whilst the sponsorship of the Rotherham & District Sunday League saw increased visibility of the Human Recruitment brand.
During the campaign, Amy Stephenson was successfully named on the influential list of the region’s top 42 entrepreneurs aged under 42, whilst Human also enjoyed awards success.
As a result of the work delivered by Cannon PR, Human Recruitment enjoyed a significant period of business growth. The company saw its own workforce increase to meet demand, whilst also helping to increase the number of candidates it represented.
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