HBOS Advisory Sales
In a very challenging market, HBOS Advisory Sales had tough recruitment targets to meet for qualified Financial Advisers - and were reliant on recruitment consultancies to help meet them. Our aim was to reduce the use of these suppliers and the associated costs.
Extensive media research produced a schedule of activity which involved heavily negotiated rates and a diverse range of media platforms including trade press and associated websites, national press, regional press, diversity press, direct mail via affiliated bodies and recruitment jobsites. In the trade press, we deployed more innovative approaches such as tip-ons, wraps and teasers.
This activity was supported by exhibition stands, managers’ packs, recruitment cards, leaflets, candidate folders, internal referral posters, search engine optimisation and a recruitment microsite, www.hbos-goodadvice.co.uk
Our highly targeted approach attracted 5,374 candidates in just 8 months, a significant proportion of the total UK profession.
Data was monitored daily and reviewed weekly to enable the media strategy to be reviewed on an ongoing basis. Advisory Sales was placed firmly ‘on the map’ and the campaign generated a huge amount of interest in the financial services market.