Twinin, an agency specializing in the marketing of human resources, alongside recruiting company Saint-Gobain Building Distribution France (Point P, The Platform of the Building, Cédéo, etc), has launched the new campaign entitled "Pimp your career!" – a variation of the employer brand in an innovative sourcing plan with a tongue-in-cheek reference to the famous program "Pimp My Ride".
With 23,000 employees, Saint-Gobain Building Distribution France (SGDBF) opens no less than 3,600 positions every year in France, including commercial functions for its 2,000 points of sale. For the French leader in the distribution of building materials, recruitment is a major issue.
An audit of the profiles for three months
In the spring of 2018, Twinin launched an internal audit over three months for five target businesses (Support Function, Logistics, Business Management, Sales, Home). This initiative made it possible to visualize, analyze and understand how employees perceived the position before their hiring and how they lived their job once integrated into SGDBF. In doing so, a photograph of the internal Twinin workforce found a common denominator to all these trades.
At the beginning of the year, the agency launched a communication campaign entitled 'Pimp your career!'.
"By surfing on this current trend that evokes the power of everyone to embrace their differences, it suggests to each employee to do their job in their own way and, therefore, with more commitment," explained Thibaud Michel, Co-founder of Twinin.
Jeremy Duris, additional Co-founder, highlighted the mindset behind this campaign: "The trades of commerce and sales are very difficult to recruit, in a very competitive market, particularly in the sectors of distribution and construction. We have proposed to this branch of Saint-Gobain a fully digital communication plan, based on programmatic. Thus our media purchases are optimized to recruit targeted profiles. And it works!"
Intelligent recruitment via programmatic
At first the concept was launched internally before being expanded to the online realm with visuals and collaborators to emphasize the various trades proposed in the campaign. Twinin uses marketing tools, such as programmatic ones, to address candidates through branding and sourcing strategies.
Since the beginning of the year, Twinin's data analysts have been using data collected through Big Data to better target candidates. By using a mix between ads posted on job sites and sponsored offers on all other sites of everyday life and social networks, the company can identify profiles outside its usual ecosystem.
"For our recruiters, this process saves time and better targets candidates who match the positions offered. Since the beginning of the year, beyond the volume, we note above all a better quality of applications received, much better qualified to the offers offered by our brands," says Blandine Parissier, HR Recruitment and Communications Manager at SGBDF.