Recruiting for Toyota

Targeted recruitment campaign

Toyota Material Handling

The challenge

With the international talent tap effectively turned off by COVID, Toyota Material Handling (TMHA) faced a challenge in securing enough Forklift Service Technicians to meet its Melbourne customers’ demand. The business needed to urgently campaign to recruit locally.

How we did it

We were engaged by The Customer Space who had already beautifully created and articulated the EVP and Employer brand Made For More for Toyota.

Together, we had a clear target profile: focusing on converting people from outside industry with transferrable skills e.g. auto or lift mechanics, machinery technicians, tradesmen. We knew where they were, what their interests were e.g. fishing, motorsports, camping, NRL. Since they weren’t actively job-seeking we couldn’t rely on the likes of Seek to reach them.

We instead ran a 3 week hyper-targeted programmatic digital campaign which matched our advertising to our targets to present advertising only to who we were interested in, on websites we knew they’d be.

Building on the existing employer brand Made for More, in just 1 week we had produced all the content required to advertise on Youtube, radio, social media, search and across interest websites our users visit (fishing, NRL etc.) We even wrote the job advert, and created a campaign-specific landing page.

We managed and optimised the campaign, providing weekly reports and recommendations.

Services

Media Management

Analysis and insight

Creative ideation

Creative production

Digital production

“It’s been a great experience to work on such project and with wonderful people. Through the screening process I was able to see that we reached candidates on various channels which truly assisted us getting to where we are today.”

Snezana Herve
HR Advisor at Toyota Material Handling