The New Traditionalists is a luxury furniture brand. They have their headquarter in the amazing Soho, NY. The furniture they produce are very classic and classy but, as their company name says, they’re “New Traditionalists”, people that didn’t wait too much before jumping on the newborn Pinterest. They did a great job with a board named “Help Wanted!”, a cutting edge example of visual job posting.
The caption of this board reads: “ We are The New Traditionalists and we’re looking to expand our wolfpack! We need a Client Service Specialist to join us in our Soho showroom. Traditional job postings are boring, so we made this board detailing our desired criteria. Are you the Client Services Superstar that we’re seeking?Please check it out and pass this on! If this is you send your resume to:…”
- TARGET DEPICTION – We know you’re somewhere out there!
Every picture displayed comes from famous movies, is a funny picture from the web or a portrait of a famous character. Each picture of this board contributes to build the architecture of the “Search for the Client Services Supertar” story.The board starts with a group of young men riding a motorbike and says: “We have embarked on a journey to expand our team”. “We are The New Traditionalists” “we like things that are traditional..”,”…and cool!” says a young Steve McQueen picture’s caption, “and we’re looking for a client service specialist!!!” . “Someone who is upbeat”, “but not a diva”. They go on building an extremely detailed “target depiction”, making this board a complete mood character board, putting together inspirations and some really involving captions like: “We want a ROCKSTAR!!”
- PRODUCTS DESCRIPTION – And by the way, we’re masters of quality!
They don’t miss the chance to display some products, in a strategic and rational way: they use them as elements to give further information about the product offer and quality, in order to attract those who are interested in this kind of environment and market.
- EMPLOYER BRAND INSIGHT – Step in, we’re open!
Yep that’s right: Soho \ An office in a swanky loft / showroom in the heart of Soho \ We are looking to do big things and we need amazing people on our team to help us make them happen. \ We are offering: A competitive base salary plus an incentive bonus based on sales growth. This inisghts play for the strategy by adding value to the job offer. With this simple issues The New Traditionalists succeed in letting the job seeker know what jumping on their boat means in terms of intangible resources (satisfaction, status, wealth, benefit).
- CONTENT STRATEGY – They’ve been smart!
Every picture is a true inspiration, especially on Pinterest! That means they can be shared and easily Re-Pinned. This makes the New Traditionalists job board the landing page where users will be re directed each time they’ll click on one of those images used in the board. This guys have chosen carefully! Moreover, the tone of voice is very friendly and this gives the impression of speaking directly with one of them.
- THE RIGHT CHOICE OF THE SOCIAL MEDIA: PINTEREST – Why Pinterest
Because is the social media of the details lovers, of the design passionates, of those who want to share beauty.In this strategy the social media contributes to enrich the message with new shades, motivating and stimulating the job seeker by hitting him with emotional pictures and captions.It’s the perfect way to make an applicant think “Oh my gosh I want to work with this guy and share my knowledge with them!”. Once engaged, the job seeker will more likely be well disposed and ready to give his best to amaze the team he wants to join!
That means: engage people you’re seeking in the place where they actually are!
In 2004 Google placed a billboard advert which displayed a mathematical question that, once solved, eventually lead you to a URL address which reads:
“One thing we learned while building Google is that it’s easier to find what you’re looking for if it comes looking for you. What we’re looking for are the best engineers in the world. And here you are.”
Here’s the point! The result? People loved this board and started comments on the research, asking for beaing updated on the search results, that means more visibility, and the increasing of brand image positive ingredients.
TAKE-AWAY TOPICS
KEEP ON BEING UPDATED: which are the new trends in the social and digital environment? People you’re looking for is surely there, somewhere.
GO WITH THE FLOW: choosing the right pictures will increase your board visits. They also will be more easily shared as they will be an interest content for the platform’s users. Find the way to involve people by offering interesting and funny contents, and you will have more probabilities to rock!
Employer Branding and Social Recruiting 