EQUANS: turning a global EVP into UK recruitment traffic

EQUANS: turning a global EVP into UK recruitment traffic
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Case study · Energy & Utilities

EQUANS launched a new global employer value proposition to recruit across engineering, smart buildings and solar PV. We brought it to the UK with four phases of paid social led by real employees and video. It delivered 156,000 clicks to the careers site at 13p each, and applicant numbers ran ahead of expectations.

  • 156K link clicks
  • £0.13 cost per click
  • 2.6M impressions
  • Ahead of anticipated applicants
An EQUANS recruitment ad featuring an employee
  • Client EQUANS
  • Sector Engineering and facilities services
  • Services Paid and organic social, video, employer brand
  • Audience Engineers and technical candidates
  • Channels LinkedIn, Twitter, Meta

What did EQUANS need?

EQUANS had a new global EVP and needed to recruit in the UK across engineering, smart buildings and solar PV. We were briefed to drive relevant candidate applications.

  • Business objective: recruit engineers and technical staff in the UK.
  • Communication objective: drive relevant candidates to the careers site using the new EVP.

What was the insight?

Candidates trust people who already do the job. Employee stories bring an EVP to life in a way a slogan cannot.

The idea was let employees tell it.

What did we do?

  • Employee stories and video. Content led with real EQUANS people.
  • Four phases. We ran the campaign in four phases, learning as we went.
  • Platform by trade. Later phases focused on LinkedIn and split by trade, so each platform carried the roles it suited.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs Impressions 2.6M Paid social platform reporting
Out-takes Cost per click £0.13 Paid social platform reporting
Outcomes Link clicks to the careers site 156K Paid social platform reporting
Impact Applicants against forecast Ahead EQUANS

What did EQUANS get from it?

More candidates, at a low cost per click, and applications ahead of forecast.

What did we learn?

  • Split by trade. Targeting each role separately improved relevance.
  • People sell jobs. Employee-led content outperformed generic creative.
  • What we would do differently. track applications and hires by phase and platform, to show cost per hire.