PROVE RETURN ON INVESTMENT

One firm that has effectively done the latter is HEINEKEN, which worked with creative studio Cloudfactory to create a slickly produced ‘Go Places’ advert to promote working at the drinks giant.

The advert was hosted on Youtube and accompanied by an interactive ‘interview’. In order to ensure the advert reached the target market, HEINEKEN worked with Campaign to produce a series of articles about the initiative, and a live Linkedin questions and answers session. Tony Bennett, recruitment sales director at Campaign Jobs, admits the “difficulty is prising significant investment from the financial director to spend on an employer branding campaign, when it is difficult to quantify the returns”.

However, he argues the return on investment proves itself because during HEINEKEN’S careers content campaign, for example, they received more than 20 times the volume of applications for their jobs compared with an average standard listing. In addition, the average cost per application for the content-led campaign was 400% lower.