In March 2014, Holcim started a Shared Service Business Services center in Košice, the second largest town in Slovakia. This new office provides support for Holcim’s Central Eastern Europe cluster – from financial transactions, bookkeeping and customer support to HR management. To fulfill the needs, the office needs to grow large, well educated and modern team of employees.
In order to recruit eligible candidates, Business Services Košice decided to run a recruiting ATL campaign, instead of solely using regular services of head hunting agencies.
The recruitment advertising campaign opened an opportunity to communicate not just job openings, but also the image and the character of the new and dynamic Košice office. It also allowed us to use modern, fresh and informal communication language, familiar and appealing to young professionals we needed to attract.
Grabachair campaign plays with the multiple meaning of “grab a chair” expression. It invites to grab the opportunity and get a job, and also to pull in and join the HBS team in Košice. It is an active invitation to become not only an employee, but a team member.
The communication revolves around branded cardboard chairs which were produced and placed around Kosice and Bratislava – in co-working spaces, universities, around bars and caffes popular with our target group. The central information place of the campaign is www.grabachair.eu website, providing information about job openings, but also about Holcim and the town of Košice.
Illustrations of the chairs are used to create lively and colorful designs in online and offline communication, which always communicate simple and straight forward recruiting messages – “Don’t just get a job. Get a really cool job.”, “Time for a new job? Start a career instead.” etc.
The recruiting campaign is in online media backed up with targeted Facebook Ads and Google Ads, as well as web banners. In offline channels, print ads, citylights and public transportation media space help to spread the message.
Tanja Škorić (Creative Director), Karo Suder (Account Manager)
Davor Bruketa (Creative Director)
Jurana Puljić (Art Director)
Hrvoje Mitić (Designer)
Netural GmbH (Digital Agency)
Holcim Business Services s.r.o. / Blair Clemes (Head ONEurope Business Shared Services Project), Kamila Martinkova (HR Business Partner), Fedja Rojnik (Marketing & Sales Director), Andrej Bukovcan (HR Director)