Miners for OKD

Miners for OKD

Recruitment campaignRecruitment campaign

Problem

Miners profession favored in the past

100,000+ miners in Ostrava region in 80’s

20,000 miners after 2004

Desillusion, lack of respect, low recognition

OKD in 2004: new owners, new coal reserves, new perspectives

Lack of qualified miner – workforce has to be delivered from Poland and Slovakia

Need for 600+ new miners, almost nobody interested

Idea

miner’s profession based on team work

miner’s usually work in twosome teams

20,000 miners is an army

20,000 agents in the region = mass

20,000 people telling the story = stronger impact than newspaper ads

TASK – to convince own miners first and ask them to play the role of recruitment agents

Internal communication

articles in internal newspaper

leaflets available for 1-on-1 distribution by miners

visits in the recruitment centre

trainings

intensive motivational campaign in corporate media

strong symbols of TEAM spirit (hands)

“Looking for guys holding a bunch!”

Internal PR campaign

“Bring your own partner!”

Miner’s work through journalists’ eyes

Efforts to promote miners’ work

Internal PR campaign

“Miners are bringing their partners”

Recruitment center opened

“Recruitment bonus is back”

Internal PR campaign

“OKD Academy supports the

children of miners”

“Average salary in OKD at 2008 grown among the firms in the region most”

External part

recruitment ads in regional press

motivational ads in corporate newspaper “The Miner” (higher circulation than the public newspapers)

leaflets distribution

recruitment center support

“Looking for guys holding a bunch!”

Results

target = 1000 new miners(later reduced to 500 due to downturn)

monthly average of applicants:+100 before campaign+400 at the campaign peak

413% growth in 2H compared to 1H 0860% higher results over the targets

“The recruitment campaign worked,” sais HR manager

RECRUITMENT

CAMPAIGN