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1. CAMPAIN OVERVIEW
PRÁSKNI
TO NA
SEBE!
CREATIVE INSIGHT
SOLUTION
HOW DOES IT WORK?
Diversity Talent Pool is web application created by OPIM pairing jobseekers
who have individual needs connected with diversity, equality, and inclusion
with job hunters. However, they do not have enough applicants for the job
and job hunters thus don’t have the motivation for seeking new employees
on the platform. Our goal is to raise awareness about the application and
inspire active jobseekers to sign up to the platform.
Everyone is nervous before the job interview. But our target group has one
more reason to be nervous. They are afraid that their diversity is going to
be revealed, and they will have to face the awkward looks, comments and
even the rejection. On our platform, we give them the opportunity to "spill
the tea", let the potential employer know more about them. The jobseekers
don’t have to worry about the moment of surprise anymore. We will find
them the perfect match.
We are working with the insight that people like to gossip in general. The
phrase “práskni to na sebe” evokes a sensation and arouses curiosity.
Thanks to the visuals, we give those who are affected by this problem, the
courage to spill the tea on themselves. “Práskni to na sebe” because the
employer is searching for you on our portal.
“Práskni to na sebe”. We work with the fact that the profile photo in a CV
may have not revealed the diversity at a first sigh. On several platforms we
will present the content that refers to this fact.
With our content, we are encouraging the candidates to speak with the
phrase “práskni to na sebe”. We celebrate the diversity and support the
jobseekers to do the same. Because they are in a save space where the
diversity is no longer a problem.
We work with several creatives that are designed according to the
needs/interests/fear/preferences of our target audience. For the placing of
our content, we have chosen platforms where we are able to hit the specific
members of our target group, e.g. themed dating apps, tabloids, Facebook.
With all the messages, we encourage the users to spill the tea and find the
perfect job match.
Our campaign brings the awareness by evoking the curiosity. In the
consideration part, we create an Instant experience with all the important
information.
On the example of a profile picture, we demonstrate with video content the
fact, that the picture on its own can be confusing. Phrase “práskni to na
sebe” reveals the person with the real attribute of diversity. The visual part
of our execution is adapted for each target audience.
Same video principle we use in the Mobile Interscoller, where the profile of
the candidate is gradually revealed. The placements are the tabloids pages,
where the "práskni to na sebe" fits by topic.
On dating apps, users have already spilled the tee, “práskli to na sebe”. In
visuals, we encourage them to use that moment and do the same on our
platform to find the perfect match with the new employer.